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Mark Van Hagen (1961, Master in Economic Geography) has been heavily involved in public transport for almost 30 years. Mark started his career at Schiphol Airport Amsterdam, the Netherlands. Since 1997, Mark has worked for NS (the principal passenger railway operator in the Netherlands) as a principal consultant for customer experience. He is responsible for studies on customer
demands, chain management and station development. Analysing customer data and advising the top management of NS is also his responsibility. He received a distinction from the University of Twente, the Netherlands, for his dissertation, “Waiting Experiences at Train Stations”, completed in April 2011.


  • June 11: Design is good for Customer Service Excellence

  • June 10: Happy leaders, happy staff, happy customers

    From customer insights to new services by using an Innovation Framework

    Train Operating Companies (TOC) are keen to attract new customers. The way to be successful is high performance and make customers happy. As part of its strategy, at the NS (the Dutch Railways) the customer comes first and passenger satisfaction is now the number one target and performance indicator. NS supports this ambition with a wealth of insights in the drivers of passenger satisfaction. The key challenge is how to successfully convert these insights into action; meaningful innovation that drives successful business. We found out that customers have 3 main drivers or needs that they want to have fulfilled: the needs for feeling in control, feeling appreciated and experiencing freedom, which are translated into 9 design principles. Using these insights in an innovation framework makes it possible to create new services in a structured way which exactly meet the customer needs.