ENHANCING CUSTOMER EXPERIENCE THROUGH BUSINESS PROCESS IMPROVEMENT: AN APPLICATION OF THE ENHANCED CUSTOMER EXPERIENCE FRAMEWORK (ECEF)

G.J. Botha, P.S. Kruger, M. De Vries

Abstract


ENGLISH ABSTRACT: In 2010 Botha, Kruger & De Vries [5] introduced a framework for enhancing customer experience through improved business processes. They developed the Enhanced Customer Experience Framework (ECEF) by integrating various well-known techniques into one comprehensive framework.
The ECEF incorporates three well-known tools: quality function deployment (QFD), business process re-engineering, and simulation. QFD is used to determine the relationship beween business processes and customer requirements, and to prioritise business processes from a customer perspective. Business Process Re-engineering (BPR), together with the steps associated with benchmarking, provides a useful process that may be followed when re-engineering business processes to fit customer needs; while simulation modelling is used to test the impact of process improvements on customer experience.
This paper aims partially to validate the ECEF against empirical data obtained from the telecommunications industry.

AFRIKAANSE OPSOMMING n Raamwerk om klite-ervaring te verbeter deur die herontwerp van besigheidsprosesse is in 2010 deur Botha, Kruger & De Vries [5] bekendgestel. Die verbeterde-klite-ervaring-raamwerk is ontwikkel deur welbekende tegnieke te integreer tot een omvattende raamwerk.
Die verbeterde-klite-ervaring-raamwerk inkorporeer bekende tegnieke soos gehalte-funksie-ontplooiing, besigheidsprosesherontwerp en simulasiemodelering. Gehaltefunksie-ontplooiing word gebruik om die verhouding tussen besigheidsprosesse en klitebehoeftes te bepaal, asook om die prosesse te prioritiseer vanaf n klitperspektief. Besigheids-prosesherontwerp tesame met die stappe geassosieer met die gebruik van n verwysings-norm, bied n bruikbare proses wat gevolg kan word om besigheids prosesse te herontwerp om aan klitebehoeftes te voldoen. Simulasiemodelering kan vervolgens gebruik word om die impak van die prosesverbeteringe op klite-ervaring te meet.
Hierdie artikel beoog om die verbeterde-klite-ervaring-raamwerk gedeeltelik te valideer deur die toepassing daarvan op empiriese data, verkry uit die telekommunikasie industrie.


Keywords


a framework for enhancing customer experience; Enhanced Customer Experience Framework (ECEF); usiness Process Re-engineering (BPR); telecommunications industry

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DOI: https://doi.org/10.7166/23-1-218

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