ABSTRACT
This chapter discusses the processes for products or services as these have the highest impact on the customer experience and work design. All work is a process and must be subject to constant improvement. In today's rapidly changing world, the nature of demand from customers is also changing. The objective of process management is to increase customer satisfaction, increase revenue and reduce operating costs. In order to improve and redesign processes, organizations need to know what type of demand the call centre is attracting. To understand how processes create value for customers, a 'six-step' process should be followed: understand the nature of demand, as expressed by the customer; create end-to-end measures, related to 'what matters to customers'; understand the cause(s) of performance variation; understand what creates value for customers; define the purpose; and separate 'value' and 'failure' demand. Finally, the chapter explains three case studies of break-fix organization, telesales organization and Thomas Cook Direct related to customer-centric processes.
