Application of customer experience and business process re-engineering in the telecommunications industry

Abstract

Within the telecommunications industry, there are vast management methods invested in order to provide a competitive edge and loyalty amongst customers. Customer satisfaction remains the primary goal as a happy customer ensures sustainable profitability and overall business success. Customer experience encompasses the customers’ interaction with a company’s service and/or process. Due to the growing realisation that customer-focus should form a large part of a business strategy, the concept of customer experience emerged as a performance management tool and means to improve business processes. However, many companies still fail to measure and improve business processes based on customer experience. This project shows how Business Process Re-engineering and Customer Experience can couple to bring about impacting change to a cellular network provider by providing customers with what they want. Five processes are analysed so as to find out what it is that customers require within these processes. A Quality Function Deployment model is used to perform calculations that reveal the cell phone repairs process as the one to give the most profitable return after process re-design. A conceptual repairs process model will thus reconcile customer requirements and the given business processes.