Digital Engagement Research Topics oct2016 webvs Engagement Research … · ð ï 9 } ( } o Á ] o...

Thesis TopicsDigital Engagement

Rotterdam 26 October 2016 | MSc Thesis Briefing Session | Dr. ir. Haydee S. Sheombar |

“We could change the situation we are now in.

Probably not by technologizing our way out

of it, but by radically changing our behaviour”

Stephen Emmott, “10 Billion”, 2013.

21 Years with PWC & IBM

Managing Consultant

Client Executive

Smarter Cities Leader

Business Development Executive

Founded in 2015

Mission

To transform organisations and the way they digitally engage citizens, consumers

and employees

Publications

Coordination Theory

Logistics

Smarter Cities

Education

TU Delft – MSc

Erasmus University

Tilburg University – PhD

INSEAD

UC Berkeley

Introduction

DIGITISATION

Digital Engagement Research Framework

UNDERLYING FORCES OF DIGITISATION

DIGITAL ENGAGEMENT

STRATEGY & BUSINESS MODELS

TRUST(PRIVACY)

(REPUTATION)

NUDGING BEHAVIOUR & CUSTOMER* JOURNEYS

What are these forces andwhat is new about them?

How do they impact the building blocks of Business& Society?

*) Customer = Citizen or Consumer or Employee

Why does Digital Engagement matter?

Combining Perspectives

DIGITIZATION BEHAVIOUR

GOVERNANCE

DESK RESEARCH

EMPIRICAL RESEARCH• Surveys• (Client) Case Studies• Prototyping or Simulation• Client & Lab Experiments

RESULTS

• Hypotheses• Tools & Guidelines• (Client Advice)

INDUSTRIES eg Consumer Goods & Retailing, Energy, Public Sector, Transportation, (Finance)

Theme 1: The impact of Digitisation on Trust

• 43% of people are willing to share their

personal data if it benefits society

• 44% of people trust the public sector with

their data (most trusted sector)

• 66% replied that they would welcome

insights about their actions based on data

The digital age changes the nature of Trust

Who do we trust with growingamounts of personal data?

Source: Catapult poll in 2015 in the UK

Behaviour Change = Motivation * Abilility * TriggerTrust

Adapted from BJ Fogg

Digitization and Trust

KEY QUESTIONS• How does Digitisation impacts trust, among

individuals and between individuals and organizations?

• How does this vary for different technologies, eg blockchain, artificial intelligence, big data, internet of things?

• What are the implications for institutions, both in the public and private sector, of changing ways to build trust?

• How can individuals manage, build and guard their (perceived) trustworthiness and privacy?

REFERENCES• King (2016), The End of Alchemy

• Bostrom (2014), Superintelligence

• Bhati (2015), Relationship between trust theory and agency theory

• Covey (2006), The speed of Trust

• Carr (2014), The Glass Cage

Theme 2: Digital Strategy & Business Models

DIGITISATION

Co-CreationEconomy

APIEconomy

ExperienceEconomy

The shift from Services, toExperiences, to Transformations

The Emergence of Digital Ecosystemsand Platforms

The “appification” of Society

APIs enable distributed value creation

APIs and Analytics are customising experiences

Users and Citizensbecome co-creators

Based on: Gartner, Pine&Gilmour

Digital Strategy and Business Models

KEY QUESTIONS• How should incumbents respond to these

disrupting forces?

• Do they need to change their strategisingprocesses and tools?

• What are the elements of a value based digital strategy and how do these vary across industries?

• What new governance models become possible?

• And when and how do digital ecosystems emerge?

REFERENCES• Choudary, Wired, Why business models fails:

pipes vs. Platformshttps://www.wired.com/insights/2013/10/why-business-models-fail-pipes-vs-platforms/

• O Reilly (2010), Government as platform (in: Lathrop & Ruma)

• Ross (2016), The industries of the Future

• HBR (2016), Interview Joerres, Globalization, Robots, and the Future of Work

Theme 3: Nudging & Customer Journey Design

“Nudging”

1) Compliancy

2) FraudPrevention &Detection

3) TransformingClientBehaviour

Nudging & Customer Journey Design

KEY QUESTIONS• How can we use digital technology to

(self)nudge people toward responsible behaviour?

• How can the concept of a Customer Journey be used to devise behavioural interventions (eg choice structure, triggers)?

• How do shared (societal) values affect the willingness of people to be nudged?

• What are ethical consideration of nudging?

REFERENCES• Thaler & Sunstein (2008), Nudge

• Kahneman (2011), Thinking Fast and Slow

• Edelman & Singer, HBR (2015), Competing on Customer Journeys

• Fogg (2007), Mobile Persuasion

• Cialdini (1984), Influence

Dr ir Haydee S. Sheombar

Kankan*Tree BVhaydeesheombar@kankantree.com+31 653 405 214www.kankantree.com

Linkedin Twitter

Digital Engagement Research Topics oct2016 webvs Engagement Research … · ð ï 9 } ( } o Á ] o...

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