Mémoire-projet

Abstract

This Master thesis examines how LaCAR MDx Technologies, a Belgian company specialized in molecular diagnostics, can leverage customer service as a source of competitive advantage. In a highly demanding and competitive market, where innovation alone is no longer sufficient, customer service and client experience emerge as key differentiators for strengthening both brand image and market position. The purpose of the research is to analyze how LaCAR can optimize its customer service by identifying client expectations, improving internal processes, and aligning the organization around a customer-centric strategy. To guide this reflection, several theoretical models were mobilized. The SERVQUAL model provided a framework to define and structure service quality dimensions. The GAP Model helped to identify the main discrepancies between customer expectations and internal perceptions of service delivery. Finally, Service Blueprinting was used as a tool to map the customer journey, visualize touchpoints, and highlight potential friction points. Beyond the case of LaCAR, this thesis contributes to a broader understanding of how service management frameworks can be applied in knowledge-intensive and innovation-driven industries. It demonstrates the importance of combining a strong scientific offering with structured service processes in order to create a sustainable competitive edge.