Conclusion

This research is assigned to Information Systems and based on Design Science Research (

chapter 2

). Its focus of discussion is the customer orientation in Business Process Management. Customer orientation can be seen as the driving force of marketing. It is essential to orient one’s business to customer needs and create appropriate value. Only when the customer feel confident with one’s performances and his or her needs are satisfied according to his or her expectations, is a long lasting economic success viable. However, customer orientation requires in-depth understanding of the entire value chain of (potential) buyers. In order to do so, a process-based approach is necessary to illustrate every single step a customer goes through to achieve the demanded value. Recent developments such as the service-dominant logic have opened up new perspectives on value creation processes and highlight the need to integrate usage processes that are usually performed by the customer beyond the perception of the provider. Though customer concepts have existed for some time, little research has been done on a process-based approach to manage customer processes.