Mirella Kleijnen appointed as Professor of Customer Experience Management

Mirella Kleijnen has been appointed as Professor of Customer Experience Management at the Vrije Universiteit, School of Business and Economics, effective March 1, 2018.

02/01/2018 | 2:03 PM

Mirella KleijnenMirella Kleijnen will work in the field of Customer Experience Management. In doing so, she bridges two important streams in marketing, being consumer behavior and marketing strategy. She is particularly interested in how consumers transition through various stages in the customer journey and the role of innovations that alter that overall experience. More specifically, she examines the infusion of technology (e.g., mobile, Internet of Things, Self-service technology) in the customer journey and how firms can strategically use new technological developments in optimizing customer experiences.

While her work is relevant to many industries, in recent years she has taken a special interest in the healthcare sector. In moving forward, she will continue to combine these interests with the aim to create insights in customer journeys in general, but with a special interest in patient journeys. As such, her research is aimed at advancing knowledge for a broad range of stakeholders, including business, but also for example healthcare providers and policy makers.

Westerdijk Talent Scheme
On 10 February 2017, it was exactly 100 years ago that the first woman professor, Johanna Westerdijk, was appointed in the Netherlands. Now in 2017, women fill just 18% of professorships in the Netherlands. Unless additional measures are taken, an equal male-female ratio among professors in the Netherlands will not be achieved until 2054 . As an extra boost to ensure that all scientific talent in the Netherlands is utilized, the Ministry of Education, Culture and Science has decided to make a one-off sum of 5 million euros available for the appointment of 100 women professors. With this extra investment in the ‘Westerdijk year’, universities will be encouraged to make greater efforts to increase the number of women professors over and beyond the target figures that they have set for themselves for 2020.