Learning By and with Customers

At present, many of the ITS services provided are the result of what is technologically possible to provide rather than what is in demand by customers. However, if ITS services are to influence, improve and even change people’s travel patterns, the solutions must to a greater extent stem from true customer needs. In order to do so, marketing research strategies need to change. Instead of involving the customer in the last stages of development for evaluation purposes (when prototypes or concepts have been designed), the customer need to be allowed to influence already in the idea-generation phase (when customers themselves identify needs and solutions). Only then can truly competitive and unique ideas be identified. The argumentation is based on the results of three recent studies within the ITS field, and displays the benefits of closing the gaps between service technicians, service providers and the customer when developing new services.


  • English

Media Info

  • Media Type: CD-ROM
  • Features: Figures; References;
  • Pagination: 9p
  • Monograph Title: ITS Connections: Saving Time. Saving Lives

Subject/Index Terms

Filing Info

  • Accession Number: 01144638
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Nov 1 2009 9:24AM