We are Tilburg University

We are Tilburg University

Bio

My research focus is on digital experimentation and customer experience management. I investigate how companies can leverage A/B testing (i) to increase promotional effectiveness and (ii) to improve customer journeys. I also study how companies can measure and increase customer experience along the customer journey. My research projects are in close collaboration with industry partners in Asia, Europe, and the US.

Prior to joining Tilburg University, I worked at Aalto University in Finland and was recurring visiting scholar at the Global Center for Big Data in Mobile Analytics in the US. I worked two years as a consultant in Germany and also gained work experience in Mexico and India.

I speak and consult on A/B testing and customer experience management. I also teach in executive education and custom programs for companies.

 

Courses

Collaboration

1) Collaborations & Consulting

I work with industry partners to turn A/B testing and experimentation into business success. My main focus is on projects that improve A/B testing, promotional effectiveness,  and customer experience management. Current and previous partners include automotive, banking, consumer electronics and online retail companies in Asia, Europe, and the US.

2) Executive Education & Custom Programs

I teach in executive education programs (e.g., TiSEM Executive Education, Aalto Executive Education) and provide customized programs for in-house training in companies. My focal education topics are (digital) experimentation and customer experience management.

3) Speaking

I give speeches, seminars and workshops on A/B testing, promotional effectiveness and customer experience management. In these talks and workshops I focus on practical relevance and provide methods and tools that can be directly implemented in business practice.

Top publications

  1. The dilemma of service productivity and service innovation - An empir…

    Aspara, J., Klein, J., Luo, X., & Tikkanen, H. (2018). The dilemma of service productivity and service innovation: An empirical exploration in financial services. Journal of Service Research, 21(2), 249-262.
  2. Linking pop-up brand stores to brand experience and word of mouth - T…

    Klein, J., Falk, T., Esch, F-R., & Gloukhovtsev , A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. JBR: Journal of Business Research, 69(12), 5761-5767.

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