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

[摘要] ENGLISH ABSTRACT:The high degree of extant commoditisation of organizations and their value propositions inthe financial services industry has necessitated organizations in the industry to seekdifferentiation from the competition. Innovation has generally been accepted as a way fororganizations to create differentiation by adding value to the organization.Until recently the focus of innovation activities has been limited to the product or the serviceof the organization. Recent emphasis has however shifted the innovation mandate to moreholistically consider the total experience the customer has when interacting with theorganization.This study concerns itself with the organizational activities required to innovate the customerexperience. The main argumentation adopted by the thesis suggests that organizations need toconstantly leverage their connectivity, forward and backward in value systems, acrossorganizational boundaries to enhance the customer experience innovatively. Leveraging theorganization's connectivity creates advantages for both radical and incremental innovationmanagement to thereby improve and sustain the organization's profitability.The study commences by critically analysing the total customer expenence and thendescribing how the customer experience can create differentiation for the organization. Thesecond part of the study scrutinises innovation literature to gain an understanding of how andwhere organizations can benefit in the management of innovation. The third part of the studyreveals multi-channel management as a method that can be utilised to deliver the customerexperience innovatively and benefit the organization in the continuous innovation of thecustomer experience.The study culminates in a preliminary model that conceptualises the leveraging ofconnectivity in the innovation process necessary within the organization for the innovation ofa differentiated customer experience. Limitations of the study are described, andrecommendations are made for both further research and the application of the study to thebusiness environment.

[发布机构] Stellenbosch University