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Cambridge Service Alliance

At the forefront of service transformation in the digital era

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Research

2020 research projects

In collaboration with our partners we have developed a research programme which addresses some of the key challenges facing organisations as they undergo digital transformation. 

How to benefit from emerging technologies

Pilot projects in which emerging technologies such as Blockchain and AI are used to solve real-world business problems and demonstrate their impact on product and service innovation. 

How to understand and improve the customer experience

Machine learning and big data analytics provide new insights into customer experience, help firms understand what their customers really think of them and improve the services they deliver. 

How to use digital platforms to create new business models and revenue streams

Lots of firms are investing in digital platforms but are not yet reaping the rewards. This stream looks at the role of platforms in managing the customer experience and how they can be used to create new business models and generate revenue streams. 

How to formulate a successful digital transformation strategy

To better understand the challenge of developing digital transformation strategies in complex organisations we are looking at how global companies are approaching the task. We have developed our own framework for strategy formulation which we use to analyse how effective firms are at making clear strategic decisions and understanding how to put digitalisation projects into practice.

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Managing customer experience through a systematic approach to data analytics

Jul 24, 2020

We all know what a positive – or negative – customer experience feels like: a rush of pleasure or teeth-grinding frustration. Firms are acutely aware of the importance of how we feel – and how that translates into long-term loyalty – but feelings are a difficult and complicated thing to measure at scale.

Blog | Has COVID-19 Invented the 10X Supply Chain?

Jul 06, 2020

Surendra Kancherla, Principal Architect - Digital Technologies, at CSA partner, HCL, says that COVID-19 is forcing firms to look afresh at their supply chain capabilities.

Insight | Business model innovation for digital twins in the construction sector

May 19, 2020

At the Cambridge Service Alliance's most recent Community of Interest, Dr Erika Pärn considered the development of digital twins in the construction sector: the challenges it faces and whether android operating systems could provide a useful roadmap for business model innovation.

Generate revenue from digital platforms

May 12, 2020

According to Shep Hyken: "Customers are smarter than ever because they're experiencing great service from certain brands, and those rock-star brands are setting the bar higher for everyone else." In this white paper we explore the 'customer experience paradox' and how firms can use digital platforms to overcome it.

Unlocking the secrets of customer loyalty

May 12, 2020

Customer retention plays a critical role in a firm's long-term sustainability. Until recently, however, firms have tended to rely on one-dimensional survey techniques to measure their customers' loyalty. This white paper shows how machine learning can help overcome these limitations.

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