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Transforming service experience through human-centric design

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Prof Kimes says one approach for companies is to put customer needs first and then determine effective ways to meet those needs in an efficient manner.

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Mr Raju says DBS believes that a customer's journey encompasses his experience from beginning to end rather than at a single point of transaction.

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Ms Ang says Sentosa Development Corporation recognises that every component in the service chain is crucial to enhancing the guest experience.

CONTRIBUTING to the overall improvement in service standards witnessed in the Singapore economy last year has been the customer-centric approach increasingly being adopted by businesses and other organisations, according to experts.

"Singapore companies have been working very hard at

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