Er staat veel te veranderen in de samenleving. Organisaties, klanten en burgers worden geconfronteerd met een dubbele transitie: de transitie naar een duurzame samenleving en de digitale transitie. Er wordt al op heel veel fronten gewerkt aan een meer duurzame samenleving. Denk aan terreinen zoals voeding, kleding, energie, maar ook aan armoedebestrijding en schuldpreventie. Toch moet er nog heel veel worden gedaan om de klimaatdoelen te bereiken.
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The focus of this chapter is the customer journey, a concept that has emerged from business practice and that now commands the attention of practitioners and academics alike. The customer journey is defined as the sum total of all customer interactions with a product, brand or organization across multiple channels and touchpoints. The customer journey is still primarily a concept from business practice and is an immature field for academics. As a result, we draw upon existing literature streams, which are not directly focused on the customer journey but which deliver key insights and enable us to build understanding. Specifically, we draw upon multichannel management and services management research and demonstrate how these knowledge streams help to build understanding of the dynamics of the customer as they move along their journey. We present a detailed examination of one specific form of customer journey, the shopper journey, and assess the drivers of shopping channel choice and journey configuration. The evolution of the shopper journey from single channel, through multichannel, to omnichannel is discussed. The chapter then moves on to discuss the service journey, broadening the journey perspective from the act of shopping to the holistic experience of service consumption. The key role of the customer in co-creating value along the service journey is identified, and we note the importance of personalization and of understanding customers’ relational needs to service journey optimization. Next, we examine the role that customer journey mapping can play in helping organizations to understand and improve their customers’ current journey configurations and in informing future service journey design. The challenges inherent in measuring the customer experience along the journey are discussed, and alternative customer journey metrics are evaluated. The chapter concludes with our reflections on the current state of knowledge, and we identify future directions for customer journey research and also future challenges for business practice.
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The focus of this chapter is the customer journey, a concept which has emerged from business practice and which now commands the attention of practitioners and academics alike. The customer journey is defined as the sum total of all customer interactions with a product, brand or organization across multiple channels and touchpoints. The customer journey is still primarily a concept from business practice and is an immature field for academics. As a result, we draw upon existing literature streams which are not directly focused on the customer journey, but which deliver key insights and enable us to build understanding. Specifically, we draw upon multichannel management and services management research and demonstrate how these knowledge streams help to build understanding of the dynamics of the customer as they move along their journey. We present a detailed examination of one specific form of customer journey, the shopper journey, and assess the drivers of shopping channel choice and journey configuration. The evolution of the shopper journey from single channel, through multichannel, to omnichannel is discussed. The chapter then moves on to discuss the service journey, broadening the journey perspective from the act of shopping to the holistic experience of service consumption. The key role of the customer in co-creating value along the service journey is identified, and we note the importance of personalization and of understanding customers’ relational needs to service journey optimization. Next, we examine the role that customer journey mapping can play in helping organizations to understand and improve their customers’ current journey configurations, and in informing future service journey design. The challenges inherent in measuring the customer experience along the journey are discussed, and alternative customer journey metrics are evaluated. The chapter concludes with our reflections on the current state of knowledge and we identify future directions for customer journey research and also future challenges for business practice.
Vacation travel is an essential ingredient in quality of life. However, the contriubtion of vacations to quality of life could be improved in two ways: by optimizing the decisions people make when planning and undertaking their vacations, and by travel industry testing and implementing––based on evidence––innovative experience products which touch customers' emotions. Secondary analysis of two longitudinal panel datasets will address the impact of people's decisions in planning and undertaking their vacations, on their quality of life. Field experiments in cooperation with travel industry partners will address the effects of innovative experience products, such as apps designed to help vacationers meet fellow travelers, or personalized memory books designed to help people relive their vacations after return home. Experience data in these field experiments will be collected using technology of the Breda University of Applied Sciences' Experience Measurement Lab, a unique facility for measuring emotions continuously from research participants' body and mind. Thus, the project will contribute to general understanding of quality of life, will feed valuable knowledge about experience design, measurement, and implementation to the Dutch travel industry, and will support the Breda University of Applied Sciences' key research theme of Designing, Measuring, and Managing Experiences. Inspiring examples from the project will reinforce research methods courses in the academic Bachelor of Science in Tourism, the HBO Master in Tourism Destination Management, and the academic Master of Science in Leisure Studies. Wearable emotion measurement from the field experiment will be a cornerstone of the fourth-year HBO-bachelor module Business Intelligence, where students will conduct their own research projects on experience measurement using consumer wearables, based on knowledge from this postdoc project. Finally, a number of methodological and content questions within the project will serve as suitable thesis assignments for graduation students in the above educational tracks.
More and more aged people are joining the traffic, either using a passenger car or through a special low speed two-seater for in-city use. For elderly people, self-management in staying mobile is an essential part of their quality of life. However, with increased involvement of elderly in traffic, the risk of serious accidents increases, especially in cities. Fortunately, a rapid development of innovative technology is shown in vehicle design, with focus on advanced driver support, herewith referred to as ‘ambient intelligence’. This holds a promise to improve the safety situation, under the condition that adaption to the elderly driver’s need is accounted for. And that is not a straightforward issue, since ‘no size fits all’. With increasing age, we see an increased variety in driving skills with emphasis on cognitive, perceptual and physical limitations. In addition, people may suffer from diseases with a neurological background or other (cardiopulmonary disease, obesity or diabetes). The partners in this project have expressed the need to survey the feasibility of ‘ambient intelligence’ technology for low-speed vehicles also addressing E-Health functions to bring people safely home or involve medical help in case of health-critical situations. The MAX Mobiel make their vehicle available for that, and will help to guard the elder customer demand. The HAN Automotive Research team carries out the research, in cooperation with the HAN professorship on E-Health. Hence, both the automotive technology part of the HAN University of Applied Sciences as well as expertise from the Health oriented part of the HAN are included, being essential to successfully extend the relevant technologies to a fully integrated elderly driver support system, in the future. Noldus Information Technology is involved on the basis of their knowledge in human monitoring (drive lab) and data synchronization. The St. Maartenskliniek (Nijmegen) brings in their experience with people being restricted in physical or neurological sense.
