Today, customers can conveniently compare products and decide how to interact with companies. With customer centricity becoming an important success factor, companies must drive customer satisfaction not only through excellent products but also through customer-centric processes. As many companies face an abundance of action possibilities, fast-changing customer needs, and scarce resources, guidance regarding the customer-centric prioritization of process improvement projects is in high need. As existing approaches predominantly focus on process efficiency, we propose a decision model that accounts for the effects of process improvement on customer centricity in line with justificatory knowledge on value-based process decision-making, project portfolio selection, and the measurement of customer satisfaction. When building the decision model, we adopted the design science paradigm and used multi-criteria decision analysis as well as normative analytical modeling as research methods. We evaluated the model by discussing it with practitioners, by building a software prototype, and by applying it at a German insurance company. Overall, our research extends the prescriptive knowledge on process prioritization and customer process management.

今天，客户可以方便地比较产品并决定如何与公司互动。随着以客户为中心成为成功的重要因素，公司不仅必须通过优质的产品，而且要通过以客户为中心的流程来提高客户满意度。由于许多公司面临着大量的行动可能性，快速变化的客户需求以及稀缺的资源，因此迫切需要有关以客户为中心的流程改进项目优先顺序的指南。由于现有方法主要侧重于流程效率，因此我们提出了一种决策模型，该模型考虑了基于价值的流程决策，项目组合选择和客户满意度衡量的合理知识，说明了流程改进对以客户为中心的影响。建立决策模型时，我们采用了设计科学范式，并使用了多准则决策分析和规范分析模型作为研究方法。我们通过与从业者讨论，构建软件原型以及在德国保险公司中应用该模型来评估该模型。总体而言，我们的研究扩展了有关流程优先级和客户流程管理的说明性知识。