The systemic perspective of service processes: underlying theory, architecture and approach

Authors: Batista, Luciano¹; Smart, Andi²; Maull, Roger²

Source: Production Planning and Control, Volume 19, Number 5, July 2008 , pp. 535-544(10)

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Abstract:

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 vision 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 fulfillment. 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.

Keywords: service processes; system theory; CRM/BPM integration

Document Type: Research article

DOI: http://dx.doi.org/10.1080/09537280802200106

Affiliations: 1: Open University Business School, The Open University, Milton Keynes, UK 2: School of Business and Economics, University of Exeter, Exeter, UK

Publication date: 2008-07-01

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