Leveraging connectivity to innovate for a differentiated customer experience : a study into the management of interaction between financial services organisations and their external environment to enhance the innovation process for the delivery of a differentiated customer experience

Ganzevoort, Boto Wybrand (2004-03)

Thesis (MComm)--Stellenbosch University, 2004.

Thesis

ENGLISH ABSTRACT: The high degree of extant commoditisation of organizations and their value propositions in the financial services industry has necessitated organizations in the industry to seek differentiation from the competition. Innovation has generally been accepted as a way for organizations to create differentiation by adding value to the organization. Until recently the focus of innovation activities has been limited to the product or the service of the organization. Recent emphasis has however shifted the innovation mandate to more holistically consider the total experience the customer has when interacting with the organization. This study concerns itself with the organizational activities required to innovate the customer experience. The main argumentation adopted by the thesis suggests that organizations need to constantly leverage their connectivity, forward and backward in value systems, across organizational boundaries to enhance the customer experience innovatively. Leveraging the organization's connectivity creates advantages for both radical and incremental innovation management to thereby improve and sustain the organization's profitability. The study commences by critically analysing the total customer expenence and then describing how the customer experience can create differentiation for the organization. The second part of the study scrutinises innovation literature to gain an understanding of how and where organizations can benefit in the management of innovation. The third part of the study reveals multi-channel management as a method that can be utilised to deliver the customer experience innovatively and benefit the organization in the continuous innovation of the customer experience. The study culminates in a preliminary model that conceptualises the leveraging of connectivity in the innovation process necessary within the organization for the innovation of a differentiated customer experience. Limitations of the study are described, and recommendations are made for both further research and the application of the study to the business environment.

AFRIKAANSE OPSOMMING: Ondernemings in die finansiële dienste industrie ondervind huidiglik dat hul waardeproposisies relatief maklik in kommoditeite verander. Dit noodsaak ondernemings in hierdie industrie tot toenemende innoverende differensiasie om daardeur 'n voorsprong op konkurrente in die mark te verkry. Innovasie word algemeen aanvaar as die manier waarop organisasies waarde kan toevoeg om sodoende differensiasie te bewerkstellig. Tot onlangs was die fokus van innovasie-aktiwiteite beperk tot die produk of diens van 'n onderneming. Die moderne tendens is dat die klem in die innovasiemandaat verskuif om die totale ervaring in die interaksieproses tussen onderneming en kliënt holisties te benader. Hierdie studie konsentreer op die organisatoriese aktiwiteite wat benodig word in die innoveering van die kliënt se ervaring. Die hoof argument wat deur die tesis aanvaar word, beklemtoon dat ondernemings deurlopend hul konnektiwiteit voor- en terugwaarts in die waardesisteem, moet hefboom oor organisatoriese grense heen, om daardeur die innovasieproses van die kliënte-ervaring te bevorder. Om die onderneming se konnektiwiteit op hierdie wyse te hefboom, skep voordele vir beide radikale en inkrementele innovasie bestuur waardeur die onderneming se winsgewendheid volgehou en verbeter kan word. In die aanvang van die studie word gepoog om die totale verbruikerservaring krities te analiseer; daarna word uiteengesit hoe die kliënte-ervaring vir die onderneming differensiasie kan skep. Die tweede deel van die studie ondersoek literatuur wat betrekking het op innovasie om daardeur te verstaan hoe en waar ondernemings voordeel kan trek uit die bestuur van innovasie. Die derde deel van die studie stel multikanaal-bestuur voor as 'n metode om die beoogde kliënte-ervaring te weeg te bring, maar ook as 'n manier om die onderneming te bevoordeel in die deurlopende innovasie van die verbuiker se ervaring. Die studie resulteer in 'n voorlopige model wat die hefboom van konnektiwiteit in die innovasie proses vir 'n gedifferensieerde kliënte-ervaring konseptualiseer. Ten slotte word die beperkings van die studie omskryf en aanbevelings word gemaak vir beide navorsingsdoeleindes, en die toepassing van die studie tot die praktiese sakeomgewing.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/50008
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