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Customer Insights Center (RUGCIC)

Faculty of Economics and Business

Which Customer Insights research?

The Customer Insights Center of the University of Groningen (RUGCIC) researches relevant and interesting insights into customers and their behaviour.

What are the latest and most interesting customer insights in your sector? Which marketing topics are relevant, applicable and effective for your corporation?

Tailormade research for members

Corporate members of the University of Groningen Customer Insights Center (RUGCIC) can request academic research focused on their own clients, the industry sector, specific customer segments and/or other specific subject areas.

Although such research may be partly conducted by interns, mostly this is conducted by our experienced researchers.

Our academic staff is particularly interested in state of the art topics, which can lead to your innovative advantage.

Below are some examples of tailormade research. For more information, send an e-mail to cic .

Dutch Customer Performance Index (DCPI)

Various academic studies have shown that if companies e.g. only measure the Customer Satisfaction Score (CSAT), Customer Effort Score (CES) or Net Promotor Score (NPS), this does not determine with sufficient certainty how successful a company’s relationship is with its customers.

Therefore, RUGCIC and some of its members have developed the Dutch Customer Performance Index (DCPI). The index score is based on the value to the customer and the value to the firm. DCPI serves as the basis for the Dutch Customer Performance Awards (DCPA), which are awarded to those companies with the best customer performance in various fields.

This large-scale study has now been completed. Previous business scores have been published in various RUGCIC research reports.

Publications: take a plunge into our content

Based on knowledge gained from many researches that the Customer Insights Center of the University of Groningen conducted, this list with hundreds of scientific articles is regularly updated.

We know that managers in the business community unfortunately don't always have time to read into these articles.

This is why we translated the most relevant and practically applicable insights into dozens of easily readable research reports for resuilt oriented marketing managers.

Last modified:12 March 2020 10.14 p.m.
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