The systemic perspective of service processes: underlying theory, architecture and approach,
Maull, Roger S.
Production Planning and Control
Routledge/Taylor & Francis
As competition in the service industry grows, delivering high-quality service to meet customers’ needs and expectations becomes paramount. In order to achieve a thorough understanding of customers, companies are increasingly adopting Customer Relationship Management (CRM) initiatives. However, CRM does not have the process reach necessary to cope with complex and cross-functional processes. This problem is better handled by Business Process Management (BPM) initiatives, which, by their turn, struggle to built-in customer intelligence in their systems. Based upon systems theory, we discuss the roles of CRM and BPM in an integrated approach to deliver customer fulfilment. As the evolution of service-oriented approaches requires us to consider both customer interactions and experiences as key elements of service processes, we present a broader perception of service processes involving these two perspectives. Also, we discuss the architecture of a customer-facing system comprising customer processes that are aimed at better dealing with customer interactions.
Authors' pre-print draft. Final version publsihed in Production Planning & Control. Available online at http://www.tandfonline.com/
19 ed., Vol. 19, Issue 5, pp. 535 - 544