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2014 | Buch

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Business Process Blueprinting

A Method for Customer-Oriented Business Process Modeling

verfasst von: Michael Hewing

Verlag: Springer Fachmedien Wiesbaden

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

Though customer orientation is recommended in Business Process Management, current modeling methods still have a strong focus on the company’s processes. To ensure a long-lasting requirement of a firm’s service, one should consider the customer activities in order to offer an added value that effectively addresses his or her needs. Thus, the customers’ 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 customer’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.

Inhaltsverzeichnis

Frontmatter

1. Introduction

Abstract

For the past two decades customer orientation and the creation of customer value has grown in interest and is intensively discussed especially in marketing literature (Jayachandran, Hewett and Kaufman 2004, p. 219). Yet, customer orientation, which is described as “…the organization wide generation of market intelligence pertaining to current and future customer needs…” (Kohli and Jaworski 1990, p. 6), is insufficiently picked up in Business Process Management (BPM) (Maddern et al. 2007, pp. 1001–1003). Focusing on the production and its technical quality, comparative advantages are mostly aspired via BPM through gains in efficiency. Although customer orientation seems relevant to sustain and level revenues, current methods provide a rather inside-out view on processes. But as value (for money) originates from solutions that address and satisfy the customers’ needs, companies also have to understand and meet customers’ requirements in order to enhance customer satisfaction and create customer value. Thus, it is beneficial to broaden the focus of business processes to the customers’ side.

Michael Hewing

2. Research Concept

Abstract

Before the manuscript focuses on the research depicted in the introduction, some opening words are called on the scientific foundation that structures this thesis. In the first two sub-chapters the underlying research paradigm and methodology will be elucidated in order to classify this work. The third sub-chapter outlines the work’s structure and goes into more detail about the procedure of this thesis.

Michael Hewing

3. Customer Orientation and the Diffusion of process-based Approaches in Marketing and BPM

Abstract

Interest in the creation of customer value has grown in recent years and has been discussed intensively ever since the view has shifted from product and sales to a market orientation, which implies that value originates from solutions that address and satisfy the customers’ needs (Kotler et al. 2012, p. 18). Companies have to understand and meet these customers’ requirements to enhance customer satisfaction and therefore level revenues.

Michael Hewing

4. A Blueprint of the Customer – Design of a Method for an extended View on Customer Processes in BPM

Abstract

After the problem is identified, the motivation for research described and the objectives of a solution defined, the DSRM next schedules the design, development and demonstration of the artifact (activity 3 and 4). As the activities of the DSRM build upon each other, they should be considered of similar value from a scientific point of view. However, the designed artifact is often seen as the centerpiece of research projects. This is most probably due to the added value that is intended to arise from the artifact in practice.

Michael Hewing

5. Evaluation of Business Process Blueprinting: a Case Study on the Application of the Method to the “BIOTRONIK Home Monitoring®” Service

Abstract

After the design phase has been illustrated and a procedure model proposed in chapter 4, this chapter evaluates the artifact’s utility (regarding the problem proposed in chapter 3.3). Before moving on to the case study, the author elucidates the necessity of evaluating this research and explains why a case study fits best to do so.

Michael Hewing

6. Limitations and Development Perspectives

Abstract

Though the DSRM does not explicitly lists limitations and future prospects, these two aspects can be seen as part of the communication activity. It is important that limitations are noted. Only then can the addressees know the boundaries of the research and respond accordingly. Development perspectives and an outlook can evolve from these limitations and point to current research gaps that may be covered by future research efforts in the community. First, this chapter reflects the limitations of this research in the first sub-chapter. Afterwards, development perspectives for the BP² are proposed. Last, an outlook is given, which aggregates the point of view from very concrete concepts to global aspects of IS and embeds this research into the “big picture”.

Michael Hewing

7. Conclusion

Abstract

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.

Michael Hewing

Backmatter

Titel: Business Process Blueprinting
verfasst von: Michael Hewing
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-03729-1
Print ISBN: 978-3-658-03728-4
DOI: https://doi.org/10.1007/978-3-658-03729-1

Springer Professional

Über dieses Buch

Inhaltsverzeichnis

Frontmatter

1. Introduction

2. Research Concept

3. Customer Orientation and the Diffusion of process-based Approaches in Marketing and BPM

4. A Blueprint of the Customer – Design of a Method for an extended View on Customer Processes in BPM

5. Evaluation of Business Process Blueprinting: a Case Study on the Application of the Method to the “BIOTRONIK Home Monitoring®” Service

6. Limitations and Development Perspectives

7. Conclusion

Backmatter

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