Table 2 Customer layer of the BPD-Space... | Emerald Publishing

Table 2

Customer layer of the BPD-Space

Customer
Dimension	Guiding question(s)	Potential characteristics	Redesign example
Customer segment	How can the process deviate for different customer segments?	Demographic (e.g. age, occupation, gender), geographic (e.g. country, region, population density), psychographic (e.g. lifestyle, social or personality characteristics), behavioral (e.g. purchasing, consumption or usage behavior) criteria (Kotler et al., 2012)	Several airlines participating in Star Alliance's customer reward program Miles and More offer specialized check-in processes, depending on the previous consumption behavior of the passenger. This ranges from economy class check-in to first-class check-in
Customer experience	Which experience does the customer gain through the process?	Active or passive, real or virtual, mass-produced or customized, with others or alone, functional or emotional, pleasurable or arousing (Knutson and Beck, 2004)	Venmo is a social payment platform that enables its users to broadcast transactions to a public transaction feed. By doing so, it changes the (mobile) payment process from a private experience (alone) to a public experience (with others)
Customer value	Which (additional) value can the customer receive through the process?	Functional (e.g. reduces risk, reduces costs, simplifies, quality), emotional (e.g. reduced anxiety, entertainment, rewards me), life-changing (motivation, affiliation/belonging, provides hope), and social impact (self-transcendence) (Almquist et al., 2016)	Various airlines introduced the option for voluntary carbon offsetting in their booking processes, e.g. Qantas Airways. By doing so, the airlines add the value “self-transcendence” by giving the option to have a social impact during the booking process
Customer channel	How can customers interact with the organization/process?	Functional (e.g. websites, emails, live chats), social (e.g. LinkedIn, Facebook, Foursquare), community (e.g. forums and blogs), and corporate (e.g. forms, magazines, digital advertisements) (Straker et al., 2015)	DocOnline is a digital health-care service provider in India, which offers online access to physicians through different modes of interaction, e.g. through (text, audio or video) live chat

Customer
Dimension	Guiding question(s)	Potential characteristics	Redesign example
Customer segment	How can the process deviate for different customer segments?	Demographic (e.g. age, occupation, gender), geographic (e.g. country, region, population density), psychographic (e.g. lifestyle, social or personality characteristics), behavioral (e.g. purchasing, consumption or usage behavior) criteria (Kotler et al., 2012)	Several airlines participating in Star Alliance's customer reward program Miles and More offer specialized check-in processes, depending on the previous consumption behavior of the passenger. This ranges from economy class check-in to first-class check-in
Customer experience	Which experience does the customer gain through the process?	Active or passive, real or virtual, mass-produced or customized, with others or alone, functional or emotional, pleasurable or arousing (Knutson and Beck, 2004)	Venmo is a social payment platform that enables its users to broadcast transactions to a public transaction feed. By doing so, it changes the (mobile) payment process from a private experience (alone) to a public experience (with others)
Customer value	Which (additional) value can the customer receive through the process?	Functional (e.g. reduces risk, reduces costs, simplifies, quality), emotional (e.g. reduced anxiety, entertainment, rewards me), life-changing (motivation, affiliation/belonging, provides hope), and social impact (self-transcendence) (Almquist et al., 2016)	Various airlines introduced the option for voluntary carbon offsetting in their booking processes, e.g. Qantas Airways. By doing so, the airlines add the value “self-transcendence” by giving the option to have a social impact during the booking process
Customer channel	How can customers interact with the organization/process?	Functional (e.g. websites, emails, live chats), social (e.g. LinkedIn, Facebook, Foursquare), community (e.g. forums and blogs), and corporate (e.g. forms, magazines, digital advertisements) (Straker et al., 2015)	DocOnline is a digital health-care service provider in India, which offers online access to physicians through different modes of interaction, e.g. through (text, audio or video) live chat