We are independent & ad-supported. We may earn a commission for purchases made through our links.
Advertiser Disclosure
Our website is an independent, advertising-supported platform. We provide our content free of charge to our readers, and to keep it that way, we rely on revenue generated through advertisements and affiliate partnerships. This means that when you click on certain links on our site and make a purchase, we may earn a commission. Learn more.
How We Make Money
We sustain our operations through affiliate commissions and advertising. If you click on an affiliate link and make a purchase, we may receive a commission from the merchant at no additional cost to you. We also display advertisements on our website, which help generate revenue to support our work and keep our content free for readers. Our editorial team operates independently of our advertising and affiliate partnerships to ensure that our content remains unbiased and focused on providing you with the best information and recommendations based on thorough research and honest evaluations. To remain transparent, we’ve provided a list of our current affiliate partners here.
Finance

Our Promise to you

Founded in 2002, our company has been a trusted resource for readers seeking informative and engaging content. Our dedication to quality remains unwavering—and will never change. We follow a strict editorial policy, ensuring that our content is authored by highly qualified professionals and edited by subject matter experts. This guarantees that everything we publish is objective, accurate, and trustworthy.

Over the years, we've refined our approach to cover a wide range of topics, providing readers with reliable and practical advice to enhance their knowledge and skills. That's why millions of readers turn to us each year. Join us in celebrating the joy of learning, guided by standards you can trust.

What is Customer Process?

Mary Elizabeth
By
Updated: May 17, 2024
Views: 20,326
Share

The existence of the concept and corresponding term customer process signals an attention to the customer experience and desire to optimize it that has not always existed. The customer process is nothing more or less than the steps a customer goes through to interact with an organization. It is looking at the organization from the customer’s point of view, showing no personnel or systems that the customer does not interact with. Modeling the customer process has roots in Rummler-Brache swimlane diagrams and the IBM® business process modeling LOVEM (Line of Vision Enterprise Modeling), which showed the customer at the top of the diagram.

The customer process can be modeled in several ways. In a simple version, the company can be conceived as a single entity, and the model can focus on the interactions that a customer would go through in every conceivable variation on placing an order. This would likely include researching the order by phone or on the Internet, reviewing options, placing the order, revising or inquiring about the order, receiving the order, and exchanging or returning the order. On the other hand, the various departments within the company that handle each element of these interactions can also be shown, in which case, the line of vision to the customer from each part of the organization can be more clearly seen.

Modeling the customer process provides the opportunity for several types of analysis. For one thing, it may reveal places in which the customer process could be streamlined or consolidated. It can also reveal the spots at which failure can lead to a poor customer experience. In addition, with some research, it allows for comparing and contrasting the customer’s experience with one’s own company with what the customer experience with competitors is like. It also allows for updates on systems that were originally designed to meet certain needs and may have undergone upgrades from the organization’s perspective that have never been modeled from the customer’s perspective, such as changes to an automated answering system that may route calls more or less efficiently.

The customer process model also allows organizations to build “what-if” models. Questions like, “would it be worthwhile to have dedicated account executives who stayed in touch with customers, took order on the phone, and were the first line of assistance for any problem?” could be modeled and compared to the current regime. The model can also point up problems with inadequate product descriptions that are leading to frequent customer calls, or other issues that are arising concerning the way an organization website communicates with customers.

Share
WiseGeek is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.
Mary Elizabeth
By Mary Elizabeth
Passionate about reading, writing, and research, Mary Elizabeth is dedicated to correcting misinformation on the Internet. In addition to writing articles on art, literature, and music for WiseGeek, Mary works as a teacher, composer, and author who has written books, study guides, and teaching materials. Mary has also created music composition content for Sibelius Software. She earned her B.A. from University of Chicago's writing program and an M.A. from the University of Vermont.

Editors' Picks

Discussion Comments
Mary Elizabeth
Mary Elizabeth
Passionate about reading, writing, and research, Mary Elizabeth is dedicated to correcting misinformation on the...
Learn more
Share
https://www.wisegeek.net/what-is-customer-process.htm
Copy this link
WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.

WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.