Thesis (MComm)--Stellenbosch University, 2004. / 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.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50008 |
| Date | 03 1900 |
| Creators | Ganzevoort, Boto Wybrand |
| Contributors | Leibold, M., Stellenbosch University. Faculty of Economic & Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 121 p. |
| Rights | Stellenbosch University |
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