Business Process Blueprinting

Business Process Blueprinting

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Though customer orientation is recommended in Business Process Management, current modeling methods still have a strong focus on the companya€™s processes. To ensure a long-lasting requirement of a firma€™s service, one should consider the customer activities in order to offer an added value that effectively addresses his or her needs. Thus, the customersa€™ perspective and their process chains before, during and after the interaction need to be captured in Business Process Management. Michael Hewing takes a design-oriented research approach to show how the integration of well-grounded marketing methods enables the visualization and analysis of the customera€™s point of view in Business Process Management. By enhancing this method, information on usage processes as well as on the value-in-use can be provided for a comprehensive and process-based customer management.Although the plain layout of Service Blueprinting looks much like a model that illustrates an extract of reality, the artifact is ... Process Management as well as the lack of syntax and corresponding modeling tools in marketing, can be bridged .

Title:Business Process Blueprinting
Author:Michael Hewing
Publisher:Springer Science & Business Media - 2013-10-01


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