How my research impacts research practice
My research has a strong focus on relevant issues marketers deal with. In our research on omni-channel we were one of the first to consider how customers move between channels and how firms can keep the customer within their channel. Specifically the move from search to purchase should be very seamless, where customers move almost automatically from search to purchase. Yet another example, is my research on loyalty and customer feedback metrics. Many firms struggle with getting the right customer feedback. We clearly showed that both NPS and customer satisfaction are good metrics to predict churn, whereas some other customer feedback metrics are much less useful.
How I have worked with businesses
I have worked with multiple firms to solve marketing problems, surrounding big data, customer experience and customer loyalty. As an example, we have worked with an online retailer to understand the contribution of their different advertising channels to purchase outcomes. For the Dutch National Railways, we have investigated which metrics they should use to measure customer experience, as well as the drivers of this experience using innovative big data approaches.
How I like to collaborate
I am very open to work with companies. This can be via workshops, speaking engagement and research collaboration. We are for example now working with data form a former member firm of MSI on a omni-channel question.
