Though customer orientation is recommended in Business Process Management, current modeling methods still have a strong focus on the companyas processes. To ensure a long-lasting requirement of a firmas 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 customeras 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|
|Publisher||:||Springer Science & Business Media - 2013-10-01|