Applied operational research (AOR) is the discipline that deals with the scientific exploration of organizational topics to help make informed management decisions. To me, the focus in AOR lies in the exploration of social dynamics and cultural aspects of organizations. The goal of AOR is to initiate and boost internal social and cultural change. Based on qualitative and quantitative research, I provide the information needed to make decisions and initiate change. The advantage of AOR is that scientific data provides correlations and explanatory models, and are transparent and justified.
What are influential behavioural patterns in our customer’s experience and how would we need to change them to bring this experience to the next level?
What is our driving set of values and how can we utilize values in developing a values-based culture?
What is the competence and maturity profile of our employees and how is this profile reflected in our description of functions?
Question that can be answered through AOR:
Work example: Customer Experience Maturity assessment
Assessment of the „Customer Experience Maturity levels“ within the organisation
Development of educational intervention to increase CEX maturity level
Co-creation of design and lead researcher in Customer Experience Maturity assessment in Central Eastern Europe. Based on research findings in the field of customer experience, we started developing a prototype to assess the internal maturity level of an organization. After successful testing, a qualitative and quantitative toolkit to measure CEX maturity on different management levels was developed. As the primary researcher, I trained an internal research team and in collaboration with them survey and interviews were conducted. Approximately 1000 survey and 60 qualitative interviews were analysed. Based on the analysis a roadmap to enhance customer experience was developed. Led by the local customer experience teams, the roadmap is now implemented in all countries.