Article Review – Measuring Customer Service Excellence and Practicing Continuous Improvement

Article Review – Measuring Customer Service Excellence and Practicing Continuous Improvement

Hello. Welcome to my presentation on a review of articles on how customer service excellence is measured and how continuous improvement can be practised.

The article Towards A Better Measure Of Customer Experience by Philipp Klaus and Stan Maklan compares Customer Experience Quality (EXQ) predictive customer experience method with the SERVQUAL customer satisfaction measurement method. One of the main arguments is that EXQ is effective in tracking customer experience and its key attributes. The second main argument is that EXQ is an important marketing metric. The main EXQ dimensions are outcome focus, product experience, peace of mind, and moments of truth. Product experience is the significance of a customer’s view of being able to compare services and having choices. Outcome focus includes reducing the transaction costs that customers incur, such as looking for and selecting new service providers based on the significance of goal-oriented experiences in consumer conduct. Peace of mind is a client’s evaluation of all the exchanges with the service provider during, before, and after purchasing products or services. Moments of truth are the importance of recovering a service. The authors conclude that EXQ dimensions positively and significantly impact vital marketing results. This validates the argument that customer experience evaluation extends past the direct experience they get from a service and consists of indirect and direct encounters with all organizational functions and potential touchpoints and channels, including after-sale care, presence on Internet platforms, marketing communications, and advertising.

The article, Continuous Improvement In Project-Based Organizations? A Management Perspective by Erik Sundqvist and Fredrik Backlund focuses on determining the potential obstacles and drivers of applying continuous improvement in project-based organizations. One of the main arguments in the article is that continuous improvement is vital in surviving a competitive environment. The second main argument is that the main driver of continuous improvement is being ready for change and handling unforeseen changes and events. The third main argument is that continuous improvement can be achieved through organizational culture. The authors also discuss the main obstacles organizations should expect when practising continuous improvement. One of the obstacles is focusing on individual projects instead of considering a holistic view. The second obstacle is difficulty identifying organizational processes. Overall, the authors conclude that applying continuous improvement in a project-based organization is possible but calls for carefully considering how to manage the complexity of various obstacles and drivers.

References

Backlund, F., & Sundqvist, E. (2014). Continuous improvement in project-based organizations? A management perspective. International Journal of Quality & Reliability Management. https://www.diva-portal.org/smash/get/diva2:1004133/FULLTEXT01.pdf

Klaus, P., & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research, 55(2), 227-246. https://doi.org/10.2501/ijmr-2013-021

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Measuring Customer Service Excellence and Practicing Continuous Improvement

Part 1:

For the final Key Assignment in this course, you will need to discover how measurement and continuous improvement are part of success in customer service excellence. Complete the following for the first part of this assignment:

Find 2 articles, one that describes how customer service excellence is measured and the other on how continuous improvement can be practised.
These articles need to be verified to be valid and from a source that can be used in academic writing.
Include a summary of each article in your current PPT presentation from Week 4.
Part 2:

After you have gathered your final content from Part 1 of this assignment, complete the following:

Include the summary of your article reviews in your slides from Week 4. This is a culmination of all your work in this course throughout the 5 weeks.
You will have a total of 6 content slides with 150–250 words of Speaker Notes that will be submitted for your final grade.
Remember that this needs to have the quality and content to be presented to an incoming HR Manager after your recent promotion to Vice President.