As researcher, Jacqueline tries to let organizations hear the customer’s voice and use this voice as a guide to improvements in services. She uses both quantitative and qualitative research methods to accomplish this. The municipality of Amsterdam used customer journeys (qualitative research) to develop de Service Blueprint, and used this as starting point for their internal services.
Then, they used quantitative research to measure and improve the quality of the services on a process level. With the customer in mind, they not only measure but also determine which factors contribute most to customer satisfaction. This way, they’re can actively work on these factors. How? Jacqueline explains in her presentation.