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Our environment continues to digitize further, and this also presents opportunities in the market of temporary traffic situations. At BUKO Infrasupport, they believe in a combination of physical and digital measures. "We combine our expertise of temporary traffic measures with the digital world, trying to guide the behavior of road users and local residents. With the goal: a positive(er) nuisance experience in temporary traffic situations," says Martin van Beurden, manager of the new BUKO Bereikbaar department.
"In our approach, the person is always central. Where previously a letter fell through the letterbox, with which you did not even reach everyone affected by these traffic measures, nowadays we respond so much better to the target group. Research has shown that they are often best reached online. Using online resources, we can reach everyone who lives, works or travels in the area in question - completely anonymously," says Van Beurden. "By informing in advance, we offer people the chance to modify their behavior (time, route or modality), while informing them during the execution of road works ensures support."
The BUKO Reachable department deploys social media, 'smart' devices and behavioral science, among other things. "We sometimes choose to use influencers and 'nudging' to encourage behavioral changes. A nudge is giving a nudge in the desired direction," Van Beurden explains. "For each project, we determine the right composition based on the target group and location, among other things. By informing in real time, people no longer have to go looking for information themselves, but are handed it at the moment it is relevant. This allows you to inform a large group of people at short notice even in the event of a last-minute schedule change." Timing is important in all cases, according to Van Beurden: "If you provide the right person with relevant information at the right time, the percentage of follow-up behavior is many times higher, studies by the Department of Public Works, among others, have shown. And that's where the added value lies right away."
"A mountain of information is created on projects, but an individual does not want to know everything. After all, information needs differ from person to person. Our virtual colleague Mell translates all the information into personal (travel) advice and information about the phasing and planning of the project. You can simply WhatsAppen with her. She thus answers over 85% of the questions fully automated."
In addition to the benefits for local residents and road users, clients are also delighted with BUKO Bereikbaar's hybrid approach. "Everything you digitize and automate saves a lot of human intervention. Very important in times of staff shortages, so that colleagues are deployed where they are really needed most." Van Beurden concludes, "Unfortunately, we cannot escape nuisance, but we can minimize it. For that, a combination of physical and digital measures is crucial."
