Customer-centric prioritization of process improvement projects

Titelangaben

Kreuzer, Thomas ; Röglinger, Maximilian ; Rupprecht, Lea:
Customer-centric prioritization of process improvement projects.
In: Decision Support Systems. Bd. 133 (2020) . - 113286.
ISSN 1873-5797
DOI: https://doi.org/10.1016/j.dss.2020.113286

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Abstract

Today, customers can conveniently compare products and decide how to interact with companies. With customer centricity becoming an important success factor, companies must drive customer satis-faction not only through excellent products but also through customer-centric processes. As many companies face an abundance of action possibilities, fast-changing customer needs, and scarce re-sources, guidance regarding the customer-centric prioritization of process improvement projects is in high need. As existing approaches predominantly focus on process efficiency, we propose a decision model that accounts for the effects of process improvement on customer centricity in line with justifi-catory knowledge on value-based process decision-making, project portfolio selection, and the meas-urement of customer satisfaction. When building the decision model, we adopted the design science paradigm and used multi-criteria decision analysis as well as normative analytical modeling as re-search methods. We evaluated the model by discussing it with practitioners, by building a software prototype, and by applying it at a German insurance company. Overall, our research extends the prescriptive knowledge on process prioritization and customer process management.