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

• G.J. Botha Department of Industrial and Systems Engineering, University of Pretoria
• P.S. Kruger Department of Industrial and Systems Engineering, University of Pretoria
• M. De Vries Department of Industrial and Systems Engineering, University of Pretoria

DOI:

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

Keywords:

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

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.

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