Service Dominant Logic and Business Process Blueprinting: Enhancing the View on Performance by Integrating the Customer Perspective

Today process-oriented approaches to solve business challenges are state of the art. However most business process management methods focus on increased performance only from the firm’s perspective and neglect the increasing importance of value co-creation between the firm and the customer. Modern business process management methods not only need to concentrate on the internal performance of processes, but need to include the customer’s perspective. In this article we introduce the method of “Business Process Blueprinting” that combines both points of view. By enhancing business process modeling with the marketing concept of service blueprinting, we offer a method to visualize and analyze the firm’s and customer’s perspective within one integrated approach and reduce the gap between information management and marketing. This opens up the path towards an enhanced understanding of process performance in terms of a stronger inclusion of revenue into costing and analyzing and influencing subsequent usage processes.