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Mastering Meaningful Customer Connections

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)?

Optimist by Nature, Pessimist by Design

This conversation between Geert Lovink and Nikita Lin reflects upon our inner experiences within the global networked digital cultures. It explores the tactics, aesthetic and political, in response to the breakdowns brought by digital platforms and the possibility of creating new beginnings through persistent engagement in writing and publishing. Since 2004 Lovink is heading the Institute of Network Cultures at the Amsterdam University of Applied Sciences and is Art and Network Cultures Professor of Art and Network Cultures at University of Amsterdam’s Art History Department. The conversation takes as point of departure Lovink’s three recent books: Sad by Design: On Platform Nihilism, Stuck on the Platform: Reclaiming the Internet, and Extinction Internet: Our Inconvenient Truth Moment. Over the past 30 years, Lovink has been experimenting with the networks and the internet in his writing by developing a distinct style that dig into essays, interviews, aphorisms, sloganisms, and memes. This includes critical concepts that he has developed-such as ‘tactical media,’ ‘net criticism,' ‘sad by design,’ and ‘internet extinction’ – that people recognize, find useful and ready to apply to their own activities. For Geert Lovink, the fascinating question with writing is how to capture fast-changing real-time phenomena which means not only documenting but also leaving room for anticipation.

Tussen professoren en professionals: Van wetenschappelijk onderzoek naar beïnvloedende overheidscommunicatie

Ik sta hier vandaag met gemengde gevoelens. Het communicatievak bevindt zich namelijk in een deplorabele situatie (dat is overigens zeker niet alleen bij de overheid en publieke organisaties het geval: bij commerciële organisaties is het niet beter gesteld). De andere kant van de medaille is dat dit lectoraat bij uitstek de mogelijkheid biedt om daar verandering ten positieve in te bewerkstelligen.

Influencing behaviour for safe working environments

Safety at work The objective of the project Safety at Work is to increase safety at the workplace by applying and combining state of the art artefacts from personal protective equipment and ambient intelligence technology. In this state of the art document we focus on the developments with respect to how (persuasive) technology can help to influence behaviour in a natural, automatic way in order to make industrial environments safer. We focus on personal safety, safe environments and safe behaviour. Direct ways to influence safety The most obvious way to influence behaviour is to use direct, physical measures. In particular, this is known from product design. The safe use of a product is related to the characteristics of the product (e.g., sharp edges), the condition of people operating the product (e.g., stressed or tired), the man-machine interface (e.g., intuitive or complex) and the environmental conditions while operating the product (e.g., noisy or crowded). Design guidelines exist to help designers to make safe products. A risk matrix can be made with two axis: product hazards versus personal characteristics. For each combination one might imagine what can go wrong, and what potential solutions are. Except for ‘design for safety’ in the sense of no sharp edges or a redundant architecture, there is a development called ‘safety by design’ as well. Safety by design is a concept that encourages construction or product designers to ‘design out’ health and safety risks during design development. On this topic, we may learn from the area of public safety. Crime Prevention Through Environmental Design (or Designing Out Crime) is a multi-disciplinary approach to deterring criminal behaviour through environmental design. Designing Out Crime uses measures like taking steps to increase (the perception) that people can be seen, limiting the opportunity for crime by taking steps to clearly differentiate between public space and private space, and promoting social control through improved proprietary concern. Senses Neuroscience has shown that we have very little insight into our motivations and, consequently, are poor at predicting our own behaviour. It seems emotions are an important predictor of our behaviour. Input from our senses are important for our emotional state, and therefore influence our behaviour in an ‘ambient’ (invisible) way. The first sense we focus on is sight. Sight encompasses the perception of light intensity (illuminance) and colours (spectral distribution). Several researchers have studied the effects of light and colour in working environments. Results show, e.g., that elderly people can be helped with higher light levels, that cool colours like blue and green have a relaxing effect, while long-wavelength colours such as orange and red are stimulating and give more arousal, and that concentration and motivation of pupils at school can be influenced with light and colour settings. Identically, sound (hearing) has physiological effects (unexpected sounds cause extra cortisol -the fight or flight hormone- and the opposite for soothing sounds), psychological effects (sounds effect our emotions), cognitive effects (sounds effect our concentration) and behavioural effects (the natural behaviour of people is to avoid unpleasant sounds, and embrace pleasurable sounds). Smell affects 75% of daily emotions and plays an important role in memory, itis also important as a warning for danger (gas, burning smell). Research has shown that smell can influence work performance. Haptic feedback is a relative new area of research, and most studies focus on haptic feedback on handheld and automotive devices. Finally, employers have a duty to take every reasonable precaution to protect workers from heat stress disorders. Influence mechanisms: Cialdini To influence behaviour, we may learn from marketing psychology. Robert Cialdini states that if we have to think about every decision

Critical meme reader II

The (political) power of memes has moved beyond virtual images. The distinction between the virtual and ‘real life’ no longer applies, or perhaps was never really there. Their effects (or should we say affects?) are moving through digital infrastructures, policy, regulations and bodies. If memes are used as a tool by the alt-right to mobilize people to storm the Capitol and play a substantial role in the Ukrainian war, can they also be used by the left to spark a revolution, as memetic warfare is more immediate and accessible than real-life demonstrations? What kind of labor would that require? What kind of tools and principles would we need? And what if memetic logics of spreading information were applied to spread progressive ideas for a possible future?

The production of public values through digital platforms