Enhancing Customer Experience through Business Process Improvement : An Introduction to the Enhanced Customer Experience Framework(Theory and Methodology,<Special English Issue>The 40th International Conference on Computers and Industrial Engineering (CIE 40))

Abstract

Over the last few years, there has been remarkable growth in the diversity of products and services offered to customers across all industries. With this increased choice of products and services, the bargaining power of buyers is increasing. Companies are finding it more difficult to differentiate themselves based on the products and services they offer to customers. Customers are in the position where they can choose from a range of products and services from more than one company. This shift of power from company to customer forces companies to focus on customer retention and loyalty through improved customer experience rather than product and service offering. The objective of this paper is to introduce a framework called the enhanced customer experience framework (ECEF) which aims to enhance customer experience through improved business processes. This paper will also attempt to critically evaluate the ECEF by discussing the advantages and disadvantages associated with the methodology followed. The ECEF can assist managers to satisfy customer needs. By designing business processes to convey products and services according to the needs of the customer, companies will be able to benefit from the strategic competitive advantage of customer loyalty.