What is a customer process?
The existence of the concept and the corresponding term The customer process signals the attention to customers and desire to optimize it that has not always existed. The customer process is nothing more or less than the steps that the customer goes through to interact with the organization. He looks at the organization from the customer's point of view and shows no staff or systems that the customer does not interact with. The customer process modeling has roots in Swimlane Rummler-Brache and IBM® Business Process Modeling (Line of Vision Enterprise Modeling), which showed the customer at the top of the diagram.
The customer process can be modeling in several ways. In a simple version, the company can be conceived as the only entity and the model can focus on interactions that the customer would go through in every conceivable option when placing the order. This would probably include the examination of the order by phone or on the Internet, checking, ordering, revision or questioning on the order, receiving ODof actions and replacement or refund of the order. On the other hand, various departments in the company that process each element of these interactions can also be shown, in this case it is possible to clearly see the line of vision to the customer from each part of the organization.
Customer process modeling provides an opportunity for several types of analyzes. For one thing, it can reveal places where the customer process can be streamlined or consolidated. It can also detect places where failure can lead to a poor customer experience. In addition, with some research, it allows to compare and contrast the customer's experience with his own company with how customer experience with competitors is. It also allows you to update systems that were originally designed to meet AIN Certpots and may have passed upgrades from the perspective of an organization that have never been modeled from the customer's point of view such as automated response changes thatcan direct calls more or less effectively.
The customer process also allows organizations to create "Co-IF" models. Questions such as: "It would be useful to have an account manager who remained in touch with customers, accepted the phone over the phone and were the first order to help with any problem?" You can model and compare with the current mode. The model can also point to problems with insufficient description of products that lead to frequent calls on customers, or other problems that occur on the way the organization communicates with customers.