Drivers for creating value and enhancing customer experience through people

2014 ◽  
Vol 46 (6) ◽  
pp. 293-301 ◽  
Author(s):  
Jon Chidley ◽  
Neville Pritchard
Keyword(s):  
Customer Service ◽  
Positive Impact ◽  
Customer Experience ◽  
Service Industries ◽  
Content Type ◽  
The People ◽  
Starting Point ◽  
Process Framework ◽  
Impacting Factors ◽  
Reducing Stress

Purpose – Using the staff and customers as a starting point, the purpose of this paper is to describe a framework that helps board and senior management identify key drivers that generate value for their organisation and for their customers. Design/methodology/approach – With research into the range of customer experience metrics available the authors identified a lack of consideration within the staff directly involved. The paper explores the considerations that lie behind how staff impact upon customer experience within any process framework. Findings – The approach to customer service is based around: “Treat customers well and they’ll come back, spend more and recommend your company”. To achieve this following the research the authors now subscribe to a “customer third” edict that recognises that people are at the heart of that experience not processes. If individuals are motivated to serve well, if teams around them work in an encouraging environment then the customer will usually believe they are coming first. The health check now developed recognises the impacting factors on staff and their provision of a great customer experience. Practical implications – The authors find that a focus on staff will positively impact their levels of productivity, absenteeism, engagement and tenure. In customer experience, tenure with enhanced motivation to serve realises a positive impact to financials. Social implications – Reducing stress in the workplace should positively impact the whole life balance for individuals. Originality/value – Appropriate focus on people rather than process within customer service industries will reduce unnecessary investment in process and system change and deliver enhanced results within existing frameworks. Change driven by the people within the process is positive.

Reflections on the theme issue outcomes

2016 ◽  
Vol 8 (4) ◽  
pp. 504-510
Author(s):  
Gunjan M. Sanjeev ◽  
Richard Teare
Keyword(s):  
Customer Service ◽  
Hospitality Industry ◽  
Theme Issue ◽  
Policy Makers ◽  
Content Type ◽  
Starting Point ◽  
Cost Competitiveness ◽  
Hotel Sector ◽  
Practical Implications ◽  
Selection Of

Purpose The paper aims to profile the theme issue of Worldwide Hospitality and Tourism Themes titled “How is the need for innovation being addressed by the Indian hospitality industry?” with reference to the experiences of the theme editor, contributors from the industry and academia and the theme issue outcomes. Design/methodology/approach The paper uses structured questions to enable the theme editor to reflect on the rationale for their theme issue question, the starting-point, the selection of the writing team and material and the editorial process. Findings It highlights recent innovations that have taken place in the Indian hospitality industry especially in the areas of customer service, cost competitiveness, culinary management, revenue management and technology. Practical implications As hotel sector investment in India intensifies, this theme issue will be of interest to hoteliers, policy makers, analysts and others interested in the role that innovation can play in helping to facilitate differentiation between competing hotel products and services. Originality/value There is limited literature available on industry innovations in the Indian context. All the papers in this theme issue were written after several cycles of interaction between academics and practitioners and so they incorporate real–time, relevant and contemporary data.

scholarly journals Towards a circumplex typology of customer service experience management practices: a dyadic perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yasin Sahhar ◽  
Raymond Loohuis ◽  
Jörg Henseler
Keyword(s):  
Customer Service ◽  
Management Practices ◽  
Ad Hoc ◽  
Service Providers ◽  
Service Industries ◽  
Customer Journey ◽  
Service Experience ◽  
Content Type ◽  
Knowledge Intensive ◽  
Five Phases

PurposeThe purpose of this study is to identify the practices used by service providers to manage the customer service experience (CSE) across multiple phases of the customer journey in a business-to-business (B2B) setting.Design/methodology/approachThis study comprises an ethnography that investigates in real time, from a dyadic perspective, and the CSE management practices at two service providers operating in knowledge-intensive service industries over a period of eight months. Analytically, the study concentrates on critical events that occurred in phases of the customer journey that in some way alter CSE, thus making it necessary for service providers to act to keep their customers satisfied.FindingsThe study uncovers four types of service provider practices that vary based on the mode of organization (ad hoc or regular) and the mode of engagement (reactive or proactive) and based on whether they restore or bolster CSE, including the recurrence of these practices in the customer journey. These practices are conveniently presented in a circumplex typology of CSE management across five phases in the customer journey.Research limitations/implicationsThis paper advances the research in CSE management throughout the customer journey in the B2B context by showing that CSE management is dynamic, recurrent and multifaceted in the sense that it requires different modes of organization and engagement, notably during interaction with customers, in different phases of the customer journey.Practical implicationsThe circumplex typology acts as a tool for service providers, helping them to redesign their CSE management practices in ongoing service and dialogical processes to keep their customers more engaged and satisfied.Originality/valueThis paper is the first to infuse a dyadic stance into the ongoing discussion of CSE management practices in B2B, in which studies to date have deployed only provider or customer perspectives. In proposing a microlevel view, the study identifies service providers' CSE management practices in multiple customer journey phases, especially when the situation becomes critical.

Peruvian small and medium-sized enterprises and COVID-19: Time for a new start!

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Susanne Durst ◽  
Mariano Martin Genaro Palacios Acuache ◽  
Guido Bruns
Keyword(s):  
Latin America ◽  
Crisis Management ◽  
Structured Interviews ◽  
Content Type ◽  
Qualitative Research Design ◽  
The People ◽  
Starting Point ◽  
The Difference ◽  
Insight Into

Purpose Crises of any type have become an integral part of business activity and responses to them could make the difference between survival and failure. This applies in particular to small and medium-sized enterprises (SMEs). Taking the coronavirus (COVID-19) pandemic as a starting point, this study aims to investigate how Peruvian SMEs have been coping with COVID-19 so far. Based on that a conceptual framework is proposed which highlights the practice of SMEs trying to deal with a new type of crisis. Design/methodology/approach The study is based on an exploratory qualitative research design involving 25 semi-structured interviews conducted in Peruvian SMEs. Findings The findings demonstrate how the Peruvian firms studied to adapt to the new situation and initiate responses to increasing the chance of survival. Furthermore, the role of the companies’ decision-makers, as well as the role of crisis management and other related approaches in the companies are shown. Research limitations/implications The paper expands the underdeveloped body of knowledge regarding crisis management in Latin America in general and crisis management in SMEs by providing insight into how Peruvian SMEs perceive and adapt to the COVID-19 pandemic. Practical implications The findings presented in this paper have implications for both managers and managerial staff of SMEs but also for the people in charge of the curricula at universities and other teaching-focused institutes. Originality/value To the authors’ knowledge, this is the first empirical study of crisis management on the impacts of COVID-19 with a dedicated focus on SMEs from Latin America. It provides fresh insight into current reactions to the Pandemic.

Improving service brand personality with augmented reality marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Daria Plotkina ◽  
John Dinsmore ◽  
Margot Racat
Keyword(s):  
Augmented Reality ◽  
Customer Service ◽  
Brand Personality ◽  
Customer Experience ◽  
Great Opportunity ◽  
Content Type ◽  
Customer Perceptions ◽  
Shopping Orientation ◽  
Service Brand ◽  
Underlying Processes

Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality. Design/methodology/approach Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app. Findings The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers. Originality/value The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.

scholarly journals Capturing the value of peer support: measuring recovery-oriented services

2019 ◽  
Vol 18 (3) ◽  
pp. 180-187
Author(s):  
Stacey L. Barrenger ◽  
Victoria Stanhope ◽  
Emma Miller
Keyword(s):  
Clinical Outcomes ◽  
Peer Support ◽  
Support Services ◽  
Outcome Measurement ◽  
Evidence Base ◽  
Content Type ◽  
Evaluation Approach ◽  
The People ◽  
Starting Point ◽  
Peer Support Services

Purpose The purpose of this paper is to examine the gap between recovery-oriented processes and clinical outcomes in peer support, an exemplar of recovery-oriented services, and offer suggestions for bridging this gap. Design/methodology/approach This viewpoint is a brief review of literature on peer support services and gaps in outcome measurement towards building an evidence base for recovery-oriented services. Findings Clinical outcomes like hospitalizations or symptoms remain a focus of research, practice and policy in recovery-oriented services and contribute to a mixed evidence base for peer support services, in which recovery-oriented outcomes like empowerment, self-efficacy and hopefulness have more evidentiary support. One approach is to identify the theoretical underpinnings of peer support services and the corresponding change mechanisms in models that would make these recovery-oriented outcomes mediators or process outcomes. A better starting point is to consider which outcomes are valued by the people who use services and develop an evaluation approach according to those stated goals. User driven measurement approaches and more participatory types of research can improve both the quality and impact of health and mental health services. Originality/value This viewpoint provides a brief review of peer support services and the challenges of outcome measurement in establishing an evidence base and recommends user driven measurement as a starting point in evaluation of recovery-oriented services.

Examining the influence of strategic profit emphases on employee engagement and service climate

2014 ◽  
Vol 26 (3/4) ◽  
pp. 152-171 ◽  
Author(s):  
Carolyn (“Casey”) Findley Musgrove ◽  
Alexander E. Ellinger ◽  
Andrea D. Ellinger
Keyword(s):  
Employee Engagement ◽  
Customer Service ◽  
Service Industries ◽  
Service Organizations ◽  
Job Engagement ◽  
Service Climate ◽  
Content Type ◽  
Service Employees ◽  
Working Environments ◽  
Effective Service

Purpose – Research suggests that employee engagement favorably influences the provision of customer service, that high levels of service employee engagement are rare, and that firms' strategic profit emphases affect engagement and service climate. This study responds to calls for research that identifies drivers of employee engagement and foundational issues that promote effective service climates within service organizations. Design/methodology/approach – A survey method is utilized to assess data from 502 key informant service employees from multiple service industries. Findings – The findings indicate that service organizations' revenue enhancement and cost containment strategic profit emphases differentially influence employee engagement, and that organizational and job engagement differentially influence service climate. Research limitations/implications – Data comprised of individual service employees' perceptions of their firms' strategic profit emphases and service climates are utilized. Although it is conceivable that some respondents' perceptions of these variables may be misguided, the study findings are based on a large sample of experienced service employees from multiple service industries. Practical implications – The findings suggest that the most effective approach for promoting effective service climate is to hire service employees with a track record of job engagement and then focus on encouraging organizational engagement by creating working environments that support, value, and reward service quality. Originality/value – Managers increasingly realize that how firms treat service employees critically affects customer service quality. However, relatively few studies examine service employees' perceptions of their own engagement and their organizations' working environments. This research incorporates social exchange theory and concepts from the fields of strategy and organizational behavior to assess service employees' perceptions of their organizations' strategic profit emphasis and its influence on engagement and service climate.

The impact of nostalgic emotion on brand trust and brand attachment

2019 ◽  
Vol 31 (4) ◽  
pp. 1118-1137 ◽  
Author(s):  
Tao Wen ◽  
Tong Qin ◽  
Raymond R. Liu
Keyword(s):  
Theoretical Model ◽  
Positive Impact ◽  
Service Industries ◽  
Theoretical Research ◽  
Brand Trust ◽  
Brand Attachment ◽  
Content Type ◽  
Four Dimensions ◽  
Potential Applicability ◽  
The Impact

Purpose The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further. Design/methodology/approach The paper uses the approach of the empirical study. Based on the literature review, a theoretical model of the impact of nostalgic emotion (NE) on brand trust and brand attachment is constructed and corresponding research hypotheses are proposed. Then nostalgia-themed restaurants are selected to complete a questionnaire survey, and SPSS22.0 and LISREL8.70 are used for data analysis and hypothesis testing. Findings The results of the paper show that NE consists of four dimensions in the context of China: atmosphere nostalgia, interpersonal nostalgia, family nostalgia and personal nostalgia. Among these, NE has a significant positive impact on brand trust and brand attachment; further, brand trust has a significant positive impact on brand attachment and plays a partial mediating role in the impact of NE on the latter. Research limitations/implications As the nostalgic restaurant industry is the research object, the theoretical model described here may be limited to this specific industry. The potential applicability of the theoretical model to other service industries requires further study. Practical implications The results of the paper are helpful in building a good nostalgic experience, increasing consumer trust in restaurant brands, and strengthening the connection between NE and restaurant brand reconstruction. Social implications The results of the paper on the impact of NE on brand trust and brand attachment provide a referential basis and guide for services’ companies (e.g. restaurants) to revitalize the services’ brands. Originality/value The first contribution is that NE scale is constructed for the nostalgia-themed restaurants. The second contribution is that the paper reveals the mechanism of the impact of NE on brand trust and brand attachment.

scholarly journals Research note: customer experience management in cruise pre-consumption

2019 ◽  
Vol 13 (2) ◽  
pp. 235-243 ◽  
Author(s):  
Liz Sharples
Keyword(s):  
Business Performance ◽  
Integrated Approach ◽  
Customer Experience ◽  
Tourism Industry ◽  
Service Industries ◽  
Future Research ◽  
Consumer Experience ◽  
Content Type ◽  
Customer Experience Management ◽  
Tourism Sector

Purpose This study aims to apply the relatively new concept of customer experience management (CXM) to the pre-consumptive stage within a cruise tourist’s journey. Design/methodology/approach The work will apply CXM to the tourism sector and, in particular to the cruise market. Academics have noted how CXM needs to takes a holistic integrated approach and focus on the complete customer experience. The cruise sector has been selected for this research because, it is the fastest growing tourism sector globally and the pre-consumption stage for cruise passengers is longer than for other vacation types. Findings This study has shown how CXM has emerged from the more traditional marketing concept of relationship marketing and has highlighted its relevance within the tourism industry, in particular, the cruise sector. In addition, the work has shown how adapting CXM to the pre-consumptive phase more fully will enhance consumer relationships and improve business performance. Research limitations/implications This work is conceptual. It is proposed that the research propositions should be verified within the pre-consumptive stage of cruise passenger journeys. Another limitation is that the focus has been solely on the cruise sector and future research could be extended to other tourism service industries. Practical implications This work will provide tourism and other service industry managers with a new strategy to enhance consumer experience and improve business performance in the pre-consumptive stage and extend academic understanding within this stage of a cruise tourist’s vacation. Originality/value This research is significant because CXM is a model, which has been used within service businesses, but had a limited application to the cruise sector and to the pre-consumption timeframe. It is important to understand cruise passengers in this time-frame to encourage positive relationships, to potentially increase revenue opportunities and provide an overall improved consumer experience.

scholarly journals Strategies for implementing innovation in small and medium-sized enterprises

2019 ◽  
Vol 16 (1) ◽  
pp. 12-29 ◽  
Author(s):  
Monther I. Haddad ◽  
Irene A. Williams ◽  
Mohamad Saleh Hammoud ◽  
Rocky J. Dwyer
Keyword(s):  
Economic Growth ◽  
United Arab Emirates ◽  
Positive Impact ◽  
Medium Size ◽  
Performance Goals ◽  
Innovation Implementation ◽  
Performance Goal ◽  
Content Type ◽  
Starting Point ◽  
Innovation Strategies

Purpose The purpose of this paper is to explore innovation strategies that managers of small and medium-size enterprises (SMEs) used to implement innovation in their organizations to meet performance goals. Design/methodology/approach The participants in this multiple case study research comprised randomly selected managers from SMEs operating in Dubai, United Arab Emirates with specialist expertise in successfully implementing innovation in their organizations. Individual interviews were undertaken with participants to gain both an insight and understanding regarding which innovation strategies are best suited to improve performance goal outcomes. A further analysis of workplace internal documents, policies, procedures, SMEs’ websites, review websites and press releases afforded additional insights related to the application of innovative workplace practices which supported productivity improvements in relation to performance goal outcomes. Findings The findings of this study identified that the role of the top management in cultivating an innovative culture, the identification of ideas as the starting point for innovation and the recognition of customers as resources for the company. Practical implications Implementing the findings from this study may support job creation, economy protection in downturns and contribution to economic growth, since thriving SMEs have a positive impact on community development through the generation of the employment. Furthermore, the results of this study can help in creating an increase in improving the productivity of Dubai SMEs in Dubai’s GDP, improvement in investment opportunities; better working conditions for employees and possibilities for expanding the operations of Dubai SMEs globally. Originality/value This study is of value because its findings may contribute to local and global economic growth. Exploring successful innovation implementation strategies in SMEs can result in useful guidelines that SME managers can use to reach the performance goals of their SMEs. Since governmental policies are critical to improving business performance, the Government of Dubai may benefit from this study by addressing key success factors for SMEs through policies and regulations. This study has particular value given the lack of studies that address the issue of innovation implementation in SMEs, especially for SMEs in emerging economies.

EXQ: measurement of healthcare experience quality in Malaysian settings

2016 ◽  
Vol 10 (1) ◽  
pp. 27-47 ◽  
Author(s):  
Muhammad Kashif ◽  
Siti Zakiah Melatu Samsi ◽  
Zainudin Awang ◽  
Mahadzirah Mohamad
Keyword(s):  
Customer Service ◽  
Structural Equation ◽  
Customer Experience ◽  
Two Dimensions ◽  
Significant Variable ◽  
Frontline Staff ◽  
Content Type ◽  
Peace Of Mind ◽  
Healthcare Settings ◽  
Healthcare Marketing

Purpose The customer experience quality (EXQ) cannot be measured by using traditional tools to investigate service quality. There is a need to use new tools to directly measure EXQ from a customer perspective. The current study aims to contribute in this domain of knowledge and validate EXQ scale by linking it to marketing outcomes of satisfaction, loyalty and word of mouth in Malaysian private healthcare settings. Design/methodology/approach The authors collected data from 330 randomly selected Malaysians, visiting private hospitals in the city of Kuala Lumpur. The data analysis is performed by confirmatory factor analysis using structural equation modelling – SEM – procedures. Findings The results reveal that two dimensions of EXQ scale moments of truth and peace of mind are highly valued by customers. Furthermore, the EXQ perceptions significantly contribute to satisfaction and loyalty. In a mediating relationship, the customer satisfaction is found to be a positive and significant variable. Practical implications Healthcare marketing policymakers should emphasize on recruitment of frontline staff – individuals with strong interpersonal skills and expertise who are able to create a memorable customer service experience. Originality/value The study is an original contribution to the existing body of knowledge – generally in services marketing literature and specifically in the field of healthcare marketing with a focus on customer experience in a developing country context of Malaysia.

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