Purpose – In contemporary times process‐oriented approaches in information management are elementary in meeting business challenges. However, most methods for business process management (BPM) focus on improved performance from only the company's perspective. They neglect the growing...

Though customer orientation is recommended in Business Process Management, current modeling methods still have a strong focus on the company’s processes. To ensure a long-lasting requirement of a firm’s service, one should consider the customer activities in order to offer an added value...