The Role Of Operational Business Intelligence In Customer Centric Service Provision

Service organizations need to consider regularly changing customer requirements in order to continuously adapt the design and control of their services. This enforces an integration of different customer information into a service process. However, the existing conceptual approaches do not provide adequate decision making capabilities to organize knowledge intensive processes by straightforward management approaches. The paper presents therefore a case study about the application of Operational Business Intelligence (OpBI) in an insurance company to give practical insights for the management of service operations. The results demonstrate that OpBI supports the configuration of a customer tailored service provision in favor of an increased service quality and higher process efficiency. The insights confirm benefits and advantages regarding to OpBI and knowledge intensive service processes.