Within large service organizations there are currently two trends visible. These trends seem to be diametrically opposed. On the one hand organizations face increasing price pressure and thus a pressure to cut costs. One of the consequences of this trend is that organizations are increasingly encouraging customers to make more use of digital communication channels. At the same time, companies find it important to know their customers in order to respond adequately to their needs. To do this, organizations must have a certain degree of personal involvement to their customers and they must have regular personal contact. It is assumed that both trends – digitisation and personalisation – will have a strong impact on customer experience and (perhaps) on the relational models customers use. If it is true that relational models - so the way in which people perceive and assess a relationship - play a role in the perception of the customer, it is also interesting to know if it is possible to influence these relational models. During the last fifty years much research has been done into the possibilities to influence customers by using subliminal priming techniques. In these techniques thoughts and feelings are unconsciously activated by showing people certain words or images (eg Bargh, Chen & Burrows, 1996; Dijksterhuis, 2005). In recent years a number of experiments were performed in which customers were unconsciously primed at some type of relationship (eg Aggarwal, 2004; McGraw & Tetlock, 2005; Tuk, Verlegh, Smidts & Wigboldus, 2009). These experiments showed that it is possible to activate a certain type of relationship. The experiments however the researchers used scenario’s based on an interpersonal relationship, and often to a fictitious relationship. The question is whether priming techniques also work for an already existing and more complex relationship between an organization and its customers. From 2010-2013 we conducted research for six large service providers in banking, insurance, utilities and social welfare to discover what the customer experience of these organisations, what role relational models played in customer experience and whether it was possible to influence these relational models. The research project has provided answers to the following questions: - Which relational models are used by customers and what is the influence of these models on customer experience? - What is the influence of digitisation in customer communication on relational models and customer experience? - What is the influence of personalisation in customer communication on relational models and customer experience? And finally, - Is it possible to influence relational models (and customer experience) by using specific words and images that are associated with relational models (relational framing)?
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From the article: "Axiomatic Design and Complexity Theory as described by Suh focus heavily on the coupling often found in functional requirements. This is so fundamental to the analysis of the design that it is the core of the Axiom of Independence which examines the coupling between functional requirements due to chosen design parameters. That said, the mapping between customer needs and functional requirements is often overlooked. In this paper we consider coupling, found due to this mapping, as a possible source of complexity in terms of a user interface to a designed product. We also re-examine the methodology of how customer needs are generated and translated into the other domains to understand how they can give further insight into the customer mindset. Based on this analysis, we believe customer domain complexity should always be examined in design that includes end-user interaction."
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Customer-supplier relationships are becoming more digital. However, a personal approach still seems to be a key success factor in the service journey, creating an optimal customer experience. In this research, we investigated the effects of a personal communication approach on customer experience and customer relationship. The personal touch was operationalised in two studies focusing on written forms of communication (Study 1) and spoken forms of communication (Study 2) amongst customers of an energy company. Both studies show that a personal tone of voice in customer contact results in a more positive customer experience (in terms of consumption emotions, customer satisfaction and recommendation intention). However, it does not impact the long term relationships between service provider and customers. Customers do not adjust previously built relationship norms when they are approached in a more or less personal way, as long as the chosen approach does not violate relationship norms. The research is relevant for organisations interested in the effects of a more personal approach in customer contact. The paper combines existing theories on customer experience and customer communication with the existing theories on relational models.
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In the Netherlands approximately 2 million inhabitants have one or more disabilities. However, just like most people they like to travel and go on holiday.In this project we have explored the customer journey of people with disabilities and their families to understand their challenges and solutions (in preparing) to travel. To get an understanding what ‘all-inclusive’ tourism would mean, this included an analysis of information needs and booking behavior; traveling by train, airplane, boat or car; organizing medical care and; the design of hotels and other accommodations. The outcomes were presented to members of ANVR and NBAV to help them design tourism and hospitality experiences or all.
Many companies struggle with their workplace strategy and corporate real-estate strategy, especially when they have a high percentage of knowledge workers. How to balance employee satisfaction and productivity with the cost of offices.This project focused on developing methods and tools to design customer journeys and predict the impact of investments and changes on user satisfaction with the work environment. The tools, including a game and simulation tool, allowed to focus on the needs of particular subgroups of employees while at the same time keeping an overview on the satisfaction and perceived productivity of all employees and guests. We applied Quality Function Deployment techniques to understand how needs of different types of users of (activity-based) office environments can catered for in smart customer-centric office design.
Over the past decade, the trend in both the public sector and industry has been to outsource ICT to the cloud. While cost savings are often used as a rationale for outsourcing, another argument that is frequently used is that the cloud improves security. The reasoning behind this is twofold. First, cloud service providers are typically thought to have skilled staff trained in good security practices. Second, cloud providers often have a vastly distributed, highly connected network infrastructure, making them more resilient in the face of outages and denial-of-service attacks. Yet many examples of cloud outages, often due to attacks, call into question whether outsourcing to the cloud does improve security. In this project our goal therefore is to answer two questions: 1) did the cloud make use more secure?and 2) can we provide specific security guidance to support cloud outsourcing strategies? We will approach these questions in a multi-disciplinary fashion from a technical angle and from a business and management perspective. On the technical side, the project will focus on providing comprehensive insight into the attack surface at the network level of cloud providers and their users. We will use a measurement-based approach, leveraging large scale datasets about the Internet, both our own data (e.g. OpenINTEL, a large- scale dataset of active DNS measurements) and datasets from our long-term collaborators, such as CAIDA in the US (BGPStream, Network Telescope) and Saarland University in Germany (AmpPot). We will use this data to study the network infrastructure outside and within cloud environments to structurally map vulnerabilities to attacks as well as to identify security anti-patterns, where the way cloud services are managed or used introduce a weak point that attackers can target. From a business point of view, we will investigate outsourcing strategies for both the cloud providers and their customers. For guaranteeing 100% availability, cloud service providers have to maintain additional capacity at all times. They also need to forecast capacity requirements continuously for financially profitable decisions. If the forecast is lower than the capacity needed, then the cloud is not able to deliver 100% availability in case of an attack. Conversely, if the forecast is substantially higher, the cloud service provider might not be able to make desired profits. We therefore propose to assess the risk profiles of cloud providers (how likely it is a cloud provider is under attack at a given time given the nature of its customers) using available attack data to improve the provider resilience to future attacks. From the costumer perspective, we will investigate how we can support cloud outsourcing by taking into consideration business and technical constraints. Decision to choose a cloud service provider is typically based on multiple criteria depending upon the company’s needs (security and operational). We will develop decision support systems that will help in mapping companies’ needs to cloud service providers’ offers.
