| Operational Definitions of Customer-Centricity |
BPM Usage Evidenced* in Support of Process Optimization, Process View or Process Adaptability |
| Customer-centricity that is proactive as opposed to ‘customer focus’ as efforts are often highly reactive (Bliss, 2015) |
Supported |
| In the setting up commercial plans focus is on the individual customer oversight and interaction with that individual customer, as opposed to focus on information from the market (Ramani & Kumar, 2008; Shah et al., 2006) |
Supported |
| Choosing prime set of customers and maximizing their long-term financial value to the firm, with accent on identifying those customers who matter most and dedicating disproportionate amounts of resources to them (Fader, 2012) |
Supported |
| Extreme personalization - a solution designed specifically for the individual customer where this requires deep customer knowledge as well as insights into customers’ business processes (Treacy & Wiersema, 1997) |
Supported |
| Firms should attempt to address the customers’ demands methodically, instead of fulfilling just isolated aspects (Womack & Jones, 2017; Moorman & Palvolgyi, 2013) |
Supported |
| Focus on a snapshot of a longer sequence of time that does not end with buying products, long-term profits are gained from most valuable customers who buy more often and helps to build a passionate, loyal customer base (Fader, 2012) |
Supported |
| Organizational restructuring, removing organizational silos or a complex array of disparate product centric systems (Shah et al., 2006) |
Not supported |
| Measured is evolving nature of the customer-firm relationship over time. The basis of this recognition is an understanding of metrics, such are f.e. customer lifetime duration, customer lifetime value, customer lifetime profit and understanding of the drivers behind them (Gupta & Zeithaml, 2006; Venkatesan & Kumar, 2004) |
Not supported |
| Integration of the diverse customer centric units (marketing, sales, service, product) or organizational matrix with roles and authority giving focus back-end units to a particular customer (Day, 2000) |
Not supported |
| Profound understanding of customers’ processes to guide them away from lower-level feature development or to take control and change interactions and processes of the customers, provisioning of complete solution (Moorman & Palvolgyi , 2013) |
Not supported |
| The authority that is in charge of customer-centric initiative and is high on hierarchical level or of support roles (Marsh, 2010) |
Not supported |
