A strong brand and good customer service are key to create a positive image, satisfied customers, higher recommendations intentions and long-term sales. Currently organizations discover the possibilities of digital technology to optimize the customer journey and customer experience on the one hand, and on the other hand to add meaningful and sustainable value to human and society.

Lines of research within the research group

Human dimension in digital public services

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This research seeks, in collaboration with public service providers, scalable, digital, and human-centered solutions for public service delivery.

Responsible AI-marketing

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This project supports SME marketers in applying AI responsibly, with practical tools addressing four key areas: technology, ethics, legislation, and multiple value creation.

Personalization and Responsibility In Marketing and Ethics

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Research by McKinsey states that marketing is the field where AI will contribute greatest value, for example with personalization. This radically changes the stakeholder field in which marketers operate when using personalization algorithms, by working together with data scienstis, AI-architects and data engineers more often. This research focuses on the question which guidelines for marketers are required to come to a responsible personalization practice.

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Education

The research group strives to actively contribute to the development of education in the field of marketing and customer experience. In recent years, we have contributed to the development of the bachelor’s degree programme in Commercial Economics and the master’s degree programme in Data Driven Business.

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Collaboration

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