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Customer experience management system at a university’s student support services: an organizational ambidexterity perspective

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

  • Amevi Kouassi
  • Jorge Tiago Martins
  • Andreea Molnar
The study reported in this chapter evaluates how the Customer Experience Management System (CEMS) used by a University's Student Support Services (StuSS) responds to the objectives of capturing, storing, extracting, interpreting, distributing, using and reporting customer experience information for creating organisational value. Theoretically, the study draws on the concept of organizational ambidexterity. Concerning the research design, the study was undertaken using qualitative methods of data collection and interpretivist methods of data analysis. It has been inductively discovered that the availability of customer experience information obtained through the CEMS allows StuSS to respond effectively to different student needs. Organizationally, there is clarity concerning the ownership and management of customer relationships. Individual student data is collected, coordinated and distributed across lines of business. Because of this, StuSS is able to consistently identify customers across touch points and channels. Further suggestions are advanced to improve StuSS's analytical investigation capability to derive descriptive and predictive customer information, through applying data mining models to the information that is currently collected.
Original languageEnglish
Title of host publicationHandbook of research on innovations in information retrieval, analysis, and management
EditorsJorge Tiago Martins, Andreea Molnar
PublisherIGI Global
Pages431-450
Number of pages20
ISBN (Electronic)9781466688346
ISBN (Print)9781466688339, 1466688335
DOIs
Publication statusPublished - Jan 2016

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