• Warandelaan 2, Koopmans Building, room K 748

    5037 AB Tilburg


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Personal profile

Research interests

Jan's research focus is on digital experimentation and customer journey analytics. He investigates how companies can leverage large-scale experimentation (i) to increase promotional effectiveness and (ii) to improve customer journeys. He also studies how companies can measure and increase customer experience along the customer journey. Jan's research projects are in close collaboration with organizations in Europe, Asia, and the US.

Jan speaks and consults on digital experimentation and customer journey strategies. He also teaches in executive education and custom programs for companies.

Visit Jan's personal page for more information.

A/B Testing
Customer Journey Analytics
Large-Scale Experimentation


Since 2017      Assistant Professor of Marketing, Tilburg University

2015-2017      Recurring Visiting Scholar, Global Center for Big Data in Mobile Analytics, USA

2015-2016      Post-Doctoral Researcher, Marketing Department, Aalto University, Finland

2013-2015      Senior Associate, Brand Consultancy, Germany


Tilburg University
Market Assessment (Master), Spring 2018, 2019
Decision Making in Marketing (Bachelor), Spring 2017, 2018, 2019
Google Online Marketing Challenge (GOMC), Spring 2017

TiSEM Professional Learning
Mobile Marketing: Trends & Strategic Considerations, Spring 2018

Aalto Executive Education AEE
Leveraging Customer Experience (MBA & EMBA), Fall 2016
Developing Customer Experience (Custom Program), Fall 2016

Aalto University
Customer Experience Management (Bachelor & Master), Spring 2016, Fall 2016

Management Center Innsbruck MCI
Customer Journey Management (Master), Fall 2016

Management and Training Workshops
with companies on experimentation, mobile marketing, and customer journey strategies

Current courses

Click here for my courses.

Education/Academic qualification

PhD, European Business School, EBS University

Master’s Degree, KATZ Business School, University of Pittsburgh

External positions

Shareholder (CX Research GbR)

1 Apr 2018 → …


  • A/B Testing
  • Customer Experience Management
  • Customer Journey Analytics
  • E-Commerce
  • Large-Scale Experimentation

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2014 2019

The dilemma of service productivity and service innovation: An empirical exploration in financial services

Aspara, J., Klein, J., Luo, X. & Tikkanen, H., 2018, In : Journal of Service Research. 21, 2, p. 249-262

Research output: Contribution to journalArticleScientificpeer-review

Open Access
financial service

Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail

Klein, J., Falk, T., Esch, F-R. & Gloukhovtsev, A., Dec 2016, In : JBR: Journal of Business Research. 69, 12, p. 5761-5767

Research output: Contribution to journalArticleScientificpeer-review

Brand experience
Store brands

Customer Touchpoint Management für Corporate Brands umsetzen

Esch, F-R., Klein, J. F., Knörle, C. & Stahl, M., 2019, Corporate Brand Management. Esch, F. R., Tomczak, T., Kernstock, J., Langner, T. & Redler, J. (eds.). Wiesbaden: Springer Gabler, p. 499-520 (Corporate Brand Management).

Research output: Chapter in Book/Report/Conference proceedingChapterProfessional

Measuring Customer Experiences: A Text-Based and Pictorial Scale

Gahler, M., Klein, J. F. & Paul, M., 2019, Cambridge: MSI Working Paper Series.

Research output: Working paperOther research output

Customer experience
Customer loyalty
Customer satisfaction

Restrictions in spatial competition: The effects on firms and consumers

Büchel, B. & Klein, J., Aug 2016, In : Homo Oeconomicus. 33, 1-2, p. 157-172

Research output: Contribution to journalArticleScientificpeer-review

Spatial competition
Legal environment
Transportation costs
Firm behavior

Press / Media

Knowing where you lose… And win

Jan F. Klein


1 Media contribution

Press/Media: Expert Comment

It's Time to Manage the Journey Experience

Jan F. Klein


1 Media contribution

Press/Media: Expert Comment