GESTÃO DE PROCESSOS DE NEGÓCIO E A CENTRALIDADE DO CLIENTE: UMA REVISÃO NARRATIVA SOBRE A INTEGRAÇÃO DESTAS ABORDAGENS
DOI:
https://doi.org/10.22277/rgo.v17i2.8011Keywords:
Experiência do cliente, Centralidade do cliente, Conhecimento do cliente, Gestão de processos de negócio, BPMAbstract
Purpose: Map practices that integrate customer centricity into the business process management approach.
Method/approach: This study is characterized as a narrative review carried out through a systematic literature search. The eligible studies were analyzed using a thematic analysis with an inductive approach.
Main findings: The mapping of practices that incorporate customer centricity into the business process management approach identified 22 studies that explore the integration of these two elements. Of these, 16 focus on strategies based on customer feedback and on combinations of customer-centric practices with the BPM approach. The remaining 6 offer guidelines for the success of these initiatives.
Theoretical, practical/social contributions: The research identified and categorized customer-centricity practices in process management. The categories include "integrated approach", emphasizing synergies in improvement aligned with customer needs; "use of customer feedback", seeking efficiency and satisfaction; and "guidelines" to promote synergy between customer centricity and process management. Although relevant, some practices have limitations, such as negative feedback bias. The research highlights the lack of practical studies, especially on active customer participation in innovation and process improvements. It defends the importance of customer knowledge and suggests future research into the implementation and evaluation of these practices.
Originality/relevance: Customer centricity aims to integrate the customer into all phases of business. One set of practices that stands out for improving processes and delivering value to customers is Business Process Management (BPM). However, despite the customer-centric nature of BPM, this approach is often not reflected in practice. The lack of customer centricity results in a BPM focused on the internal perspective, neglecting the active participation of customers in process improvement and innovation.
Keywords: Customer experience. Customer centricity. Customer knowledge. Business process management. BPM.
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