Design Heuristics for Customer-Centric Business Processes

Titelangaben

Frank, Lukas ; Poll, Rouven ; Rupprecht, Lea ; Röglinger, Maximilian:
Design Heuristics for Customer-Centric Business Processes.
In: Business Process Management Journal. Bd. 26 (2020) Heft 6 . - S. 1283-1305.
ISSN 1463-7154
DOI: https://doi.org/10.1108/BPMJ-06-2019-0257

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Abstract

Purpose – Customer centricity has evolved into a success factor for many companies,requiring all corporate activities – including business processes – to be aligned withcustomer needs. With most existing approaches to business process (re-) design focusing on process efficiency, customers are often treated as second-class citizens. Despite emergent research on customer process management, there is a lack of guidanceon how to design customer-centric business processes.Design/methodology/approach – We conducted a structured literature review andanalyzed companies awarded for outstanding customer centricity to compile designheuristics for customer-centric business processes. We iteratively validated and refined these heuristics with experts from academia and industry. Finally, we groupedthe heuristics according to their expected impact on interaction capabilities to enabletheir prioritization in specific settings.Findings – We propose 15 expert-approved and literature-backed design heuristicsfor customer-centric business processes together with real-world examples. The heuristics aim at increasing customer satisfaction with interaction-intensive core processes, which is an important driver of corporate success.Originality/value – The design heuristics complement existing efficiency-centered(re-) design heuristics. They reflect cognitive shortcuts that support process analystsin the generation of innovative ideas during process (re-) design. The heuristics alsoadd to customer process management and help put customer centricity into practice.