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School of Business spearheads customer research initiative

October 16, 2014

With the help of three area companies, the University of Kansas School of Business is introducing a new research initiative this fall that will study the customer experience.

The Center for Integrated Customer Experience is a collaborative project between the school and founding partner Cerner Corporation, along with Hill’s Pet Nutrition and The University of Kansas Hospital. Directors Kissan Joseph and Alan Halfen will lead the center’s research, which will focus on the increasing complexity of understanding customers and how to interact with them.

“The options that firms have to communicate and connect with their customers are increasing, and the channels through which we can communicate have expanded,” Joseph said. “It’s not only print but websites and social media. Customers are getting more information, and they are more demanding about the service experience.”

The center’s research will help bridge the gap between real industry issues and the school’s research capabilities.

“Companies are currently evaluating the way they interact with their customers, and they want to know about their customers, but at times external insight and experience in capturing consumer perception and preference is helpful,” Halfen said. “We can come into that role and help them develop research projects that hone in on the specific things they want to know about their company and about their customers.”

In addition to producing meaningful research, the center also provides opportunities for students. As part of the partnership, Cerner will provide two fellowships and Hill’s Pet Nutrition and The University of Kansas Hospital will each provide one fellowship for MBA students to participate in the center’s research.

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