Revolutionising customer service: Shifting from order management to customer experience

Pieter Van Den Meutter, Peter-Paul Van Heesewijk and Björn Kirchner
Additional contact information
Pieter Van Den Meutter: Bluecrux BV, Korte Keppestraat 19/bus 6, Belgium
Peter-Paul Van Heesewijk: Henkel Belgium N.V./S.A., Belgium
Björn Kirchner: Henkel, Gustav Mahlerlaan 2970, 1081 LA, Amsterdam, The Netherlands

Journal of Supply Chain Management, Logistics and Procurement, 2024, vol. 7, issue 1, 25-33

Abstract: This paper aims to explore the critical transition from traditional customer service to a comprehensive customer experience (CX) approach. A Henkel Adhesive Technologies case study, it highlights how integrating a customer-centric mindset within the supply chain can significantly enhance business performance and customer satisfaction. The paper outlines Henkel’s journey in collaboration with Bluecrux to implement a CX-focused strategy, emphasising the importance of state-of-the-art technology, process optimisation and a people-centric culture. Readers will gain insights into the necessity of understanding customer expectations and the impact of emotional engagement on loyalty. The paper provides practical knowledge on developing a CX transformation programme, including key elements such as digital platforms, process documentation, organisational restructuring and employee training. Additionally, it underscores the importance of performance measurement through customer and employee feedback to ensure continuous improvement. By prioritising CX as a strategic imperative, companies can differentiate themselves in a competitive market, foster deeper customer relationships, reduce churn and drive sustainable growth. This comprehensive approach to CX promises tangible business outcomes, such as increased revenue, higher customer satisfaction and enhanced brand loyalty.

Keywords: customer experience (CX); customer-centric approach; supply chain transformation; customer service optimisation; digital platform integration; performance measurement (search for similar items in EconPapers)
JEL-codes: L23 M11 (search for similar items in EconPapers)
Date: 2024
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