The business procedures

Executive Summary

The intent of this study is to supply procedure maps and elaborate analysis of two nucleus concern processs. It demonstrates the systems in topographic point for an electricity company Call Centre reply procedure and the supply of Nike footwear to retail shops.

Both maps have been produced utilizing function package which is in line with common mapping theory including Burlton ‘s transmutation theoretical account and Harman ‘s Modelling Notations. The analysis foremost describes the different phases of each process in specific item ; it besides explains which theory relates to each map and how this has been incorporated into each procedure diagram.

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The study so continues to compare and contrast the maps against one another, including how they are different and the advantages of each. Each procedure phase of both maps is so examined and the papers describes how it is possible to supervise and mensurate public presentation of the relevant concern. The study attempts to interrupt down the nucleus processes into subdivisions, and inside informations how directors can physically put in measuring processs.

With respects to the electricity company call Centre, one illustration of how public presentation is measured is how the operator conducts themselves, through tone of voice, enthusiasm of operator and utility of the information provided. In contrast the study suggests how the Nike directors could mensurate public presentation, for illustration supervising the rate of production over a period of clip, so comparing this to old months and rivals.

In decision, the chief purpose of the study is to present clear yet sophisticated illustrations of concern procedure maps, every bit good as showing how theory can be incorporated into procedure function and how concern directors can supervise and better public presentation through procedure function.

Part A – Procedure Mapping and Descriptions

Procedure 1 – Call Center

This procedure map inside informations the process of an electricity company call centre. It is an reading of a procedure, and the information used has been taken from past experience of utilizing call centres, and an informal interview with a former employee of a call centre. The map begins with an bing client naming the given figure with an question or exigency, and ends with the client ‘s demands being fulfilled in a satisfactory mode. There are three countries to the call centre, the Interactive Voice Response system where clients can rapidly work out any minor demands, the chief call centre, where more complicated demands are resolved, and the out of hours exigency line, where clients can describe exigencies via an respondent machine. The followers is the brief process from start to complete:

A client with an issue phones the call centre telephone figure. Immediately the client is taken to the IVR system, and is given the option of go oning to utilize the IVR, or to talk to a client service representative ( CSR ) .

If the client chooses to utilize the IVR, so they are prompted for their history figure. They enter this by typing the figure into the computer keyboard. They are so given further options to either do a payment, or to update their metre readings. At any point during this procedure they can bespeak to talk to a CSR.

If the client petitions to talk to a representative, so the IVR automatically checks the twenty-four hours and the clip. If it is between 9 and 5 on a Monday to Friday, so the client is taken to the call centre, where they are put into a waiting line ( see 2.0 ) .

If it is n’t between these yearss or times, so the client is taken to an exigency response line, which is an machine-controlled reply machine message. If the call is an exigency, so an On-Call employee will be contacted. If it is n’t an exigency, the machine will bespeak them to name during normal concern hours.

When client reaches the forepart of the waiting line the CSR greets them and find their demand. There are two common grounds for a call. The first is an history question, and the 2nd is a study of a power outage. Any other calls ( non detailed on the map ) are either dealt with immediately or are redirected on to an appropriate finish.

If the call is an history question, so the CSR asks for the histories figure, and confirms the name of the history holder. If the figure is n’t available the client is requested to corroborate the reference alternatively. If none of these can be confirmed so the call is redirected to a call centre supervisor. If the history figure and name is right, so the CSR determines the demand of the client. There are 6 chief history petitions, General question, metre reading, history expiration, care, measure payment and a new history petition. Each of these are non detailed in the map ( they are marked as sub procedures ) , nevertheless the CSR will cover with them.

If the call is to describe a power outage or job so the CSR will find the issue, and will look into the database to make up one’s mind whether the company are already cognizant of the issue. If they are so the client is informed and given any advice they may necessitate. If the company is non cognizant of this issue so information is taken down and passed onto a call centre supervisor who ( as a bomber procedure in the map ) alerts the necessary forces.

Procedure 2 – Completion of the Nike Air Max 180 trainer

Demonstrated in this Process Map is the sequence of events which Nike complete in order to acquire a finished merchandise to the client, in this instance retail shops. It shows the full procedure from how Nike locates and import assorted stuffs to fabricate the merchandise all the manner through to Nike providing the retail shops. The particular inside informations on the Process Map relate to the Nike Air Max 180 Trainer.

Procedures involved in fabrication and presenting goods:

For Nike the first point of action is to make up one’s mind where to acquire stuffs from. Nike, being a big company, has the ability to happen inexpensive options from all over the universe and import big measures taking advantage of economic systems of graduated table. Nike import stuffs largely from China but besides Argentina, as shown at the first phase of the procedure map.

In order for this to be successful Nike must:

Maintain regular contact with providers and construct up successful relationships.

Constantly research into the cheapest methods of importing goods and where to beginning goods at the cheapest possible monetary value.

Make sure they continue to import goods in big measures to take advantage of economic systems of graduated table issues.

At this phase the Research and Development and the Operations/manufacturing sections have a important consequence on the house ‘s success rate and efficiency. Nike employees of these sections have to guarantee the engineering is maintained and used to its optimal effectivity.

Once the merchandise has been manufactured the house must treat and administer the goods to the retail shops and other clients. This is shown on the concluding point of the procedure map.

Nike must do certain:

They use an effectual database to organize client relationships and manage all orders to guarantee it is completed as rapidly and professionally as possible.

Nike must see a assortment of logistical issues with respects to how they physically transport goods to clients ; this is normally conducted via container ships and HGVs.

During this peculiar procedure the fiscal sections are relevant as they are covering with orders and all the costs incurred. Besides the operations section has to pull off the logistical issues involved in wadding and administering goods.

Procedures involved in selling and buying goods:

Equally good as the physical production of goods Nike must utilize extended methods to market and attract clients and providers. As displayed in the procedure map Nike have installed assorted processs to guarantee all providers and clients follow assorted phases to guarantee all orders are completed and managed efficaciously.

Nike usage online databases of over 300 regular providers to supervise the public presentation and handiness of peculiar companies.

Nike so selects appropriate companies and communicates their desire to come in into a concern relationship.

If this provider is n’t already in a concern relationship with Nike they must finish a ‘New provider set up signifier ‘

Then either new or existing clients must give a elaborate description of the goods required.

If an bing client returns Nike ask if the order is over & As ; lb ; 5000 worth of goods, if it is so the provider must supply a ‘specific Nike 10 digit purchase order codification ‘ . If it is under $ 5000 so merely the Nike employee ‘s name is required who has procedure old orders from this client.

Supplying all the needed information is presented the Nike will treat the order.

Part B – Procedure Analysis

Both the Call Centre process and the completion of the Nike Trainer process use the same procedure theoretical account. This is known as Burlton ‘s Transformation theoretical account. Burlton ‘s theoretical account for concern procedure function uses 4 cardinal procedure basicss, these being, inputs, end products, ushers and enablers.

An input is the first component of the procedure map and is described by Burlton ( 2001 ) as something that is utilised, consumed or transformed by an activity. The initial input for the call Centre process would be the client with an question or an exigency. For the Nike Trainer process the input would be the natural stuffs to do the trainer.

The following key procedure component is the end product. An end product is the result of an activity or a procedure. In the call centres instance, this would be a satisfied client who had fulfilled their aims of the initial phone call or potentially a new client.

In Nikes instance the end product would be the finished Nike Air Max 180 trainer being distributed and received by the provider.

Another component of the 4 key procedures is ushers. Burltons ( 2001 ) reading is “ A usher provides cognition and way on how or when an activity occurs ” . In the call centres instance, this would merely be to follow standard process. In Nikes instance this would be regular contact with providers, research in to the cheapest methods of sourcing stuffs and import the needed goods in big measures to assorted mills.

The concluding key procedure component is called an enabler. An enabler is something that is used to transport out or finish an activity, i.e. machinery, human resources, the usage of engineering etc.

Another of Burlton ‘s theories discusses Core and Support Processes. A nucleus procedure is a procedure that represents the chief concern activities of the organisations and a support procedure is one that enables the nucleus processes to map. Both processs studied in this study are Core procedures, as a call centre generates a service, which aims to add-value and the supply of footwear to the retail merchant helps to add value for the organisation through efficient production and bringing.

As displayed in the procedure map for both Nike trainers and Call Centre Procedure Harman ‘s Business Process Modelling Notations have been used. This enables a cosmopolitan apprehension of the different symbols and diagrams used in complex procedure maps. This is now an industry criterion, “ The 1 that has the most support today in the Business Process Modelling Notation ” . ( Harmon, P, 2007 ) . This was developed by representatives of the taking concern procedure patterning sellers under the protections of the Business Process Management Initiative.

Described below are illustrations of the more common symbols used:

An Activity: A generic term for work that a company performs.

An Event: Something which happens during the class of a concern procedure.

A Gateway: This normally indicates a determination that determines which of two or more subsequent flows is to be followed.

A Sequence Flow: This is an pointer which is used to demo the order that activities will be performed.

A Message Flow: This shows communicating or the bringing of information between parties.

Main public presentation aims and steps for success

Name Centre Procedure

The chief public presentation aim of the call Centre process is to provide to the client ‘s demands, normally work outing a job or finishing a undertaking fuss free and finally keep client satisfaction.

In this peculiar process, this is done by steering the client through simple phases in order to assist them execute their intended aim with the usage of an IVR system, or with the counsel of a client service representative, depending on the aim and which option the client selects.

These aims could associate to the client ‘s history and could affect assist paying measures, garnering information on metre readings, care or taking general questions.

Another chief public presentation aim for the call Centre is to record and trade with jobs received from clients, such as power outages and general ailments and guarantee an appropriate solution is found. This should so be followed up to guarantee the client is happy.

Because there are merely a little figure of companies runing in the electricity sector, it ‘s extremely competitory industry and each company offer similar services. Supplying a installation that ‘s easy to utilize and a good client service is critical as clients are less likely to seek another provider.

There are a figure of steps that directors that call centre could utilize in order to estimate the public presentation of the call centre. Listed below are taken from Feinberg et Al. ( 2000 ) , who studied the operational determiners of client satisfaction in call centres.

  • ASA ( mean velocity of reply ) ;
  • Queue clip ( sum of clip company is in the line for reply ) ;
  • Percentage of companies who have satisfactory declaration on the first call ;
  • Abandonment rate ( the per centum of companies who hang up or unplug anterior to reply ) ;
  • Average talk clip ( entire clip company was connected to telephone service representative ) ;
  • Attachment ( are agents in their seats as scheduled? ) ;
  • Average work clip after call ( clip needed to complete paper work, do research after the call itself has been completed ) ;
  • Percentage of calls blocked ( per centum of companies who receive a busy signal and could non even acquire in to the waiting line ) ;
  • Time before abandoning ( mean clip company held on before giving up in waiting line ) ;
  • Inbound calls per TSR eight-hour displacement ;
  • TSR turnover ( the figure of telephone service representatives who left in a period of clip normally yearly ) ;
  • Entire calls ; and
  • Service degrees

In add-on to utilizing operational steps to measure public presentation, call centres have systems for uninterrupted monitoring of their staff. When staff are monitored, calls are evaluated on facets such as:

  • Information provided
  • Quality of information
  • Tone of voice, and
  • Enthusiasm of the agent

Broadly call Centres use three types of monitoring. First is side-by-side monitoring in which a quality control staff sits besides an agent to oversee how he/she handles a peculiar call. These are peculiarly helpful to supervise how an agent uses computing machine support devices to recover informations or information for managing a call. Second is distant monitoring in which calls are monitored at distant locations with the aid of available technological agencies. In the 3rd type of monitoring, name Centres enter specified figure of calls. Out of three types of monitoring, in general, distant monitoring is more often used.

Directors can besides mensurate public presentation by doing follow up calls to clients a few yearss subsequently. The thought of this is to acquire an thought of how efficient the staff are and how happy the client is after the service provided. If there is a common form between un-happy clients and peculiar members of staff, direction can inform the members of staff on their bad public presentation and supervise them on their betterment. Directors can besides take stairss to rectify common happening jobs to guarantee higher client satisfaction.

The supply of Nike merchandises to a retail shops

As demonstrated in the Nike Trainer procedure map, there are many different phases a Nike Air Max 180 Trainer goes through from being manufactured to being dispatched to a peculiar retail shop.

The chief public presentation aims of the Nike procedure map are to travel through all these phases in the most cost and clip efficient manner possible. This is to maximize net incomes and keep client satisfaction. This procedure starts with the selling and fabrication section, whose occupation is to beginning the stuffs that make up the trainer for the lowest cost possible but still maintaining that degree of quality you expect from Nike. Commonly, stuffs are imported from states such as China and Argentina but this can alter depending on cost efficiency. Nike overtime builds up relationships with dependable and efficient providers from these states, this would be recognised as the partnerships theoretical account, where “ Supplier choice is based on their public presentation following a broad scope of standards, and there is a long term committedness to supplier development and the edifice of partnerships. ” ( Zairi, M, 2007 ) By making this Nike construct long term committednesss which benefit both parties as a standard pattern of concern pattern is developed, for illustration the same day of the months of bringing and method of transit may be used each clip a dealing occurs.

It is so up to the fabrication section to piece the Trainer and this is done on a big production graduated table in Vietnam. Orders are so made for the finished Nike merchandise by current clients or parties that have been approached by Nike and requested to come in a concern relationship after analyzing their in deepness concern patterns and repute. Nike is invariably seeking for more concern chances, and has an extended client base.

After the Nike trainer is assembled and orders have been made, it is up to the fiscal section to treat the orders and the costs incurred. They do this by utilizing intricate engineering that manages the Physical Distribution Management issues. Nike is to the full cognizant of the benefits of this as are many other concerns. The ground why this method is so popular is due to the convenience and clip salvaging advantages. Another benefit is that “ Distributing and selling directors now have more accurate information on likely future demand for 1000s of different merchandises. ” ( Herron, D, P, 1981 ) This demonstrates that even early computing machine systems were supplying considerable advantages to Physical Distribution Management. The Operations section so do certain the trainer is distributed to the necessary location as rapidly and expeditiously as possible in line with the retail shops contact understandings which finally ensures that they reach the purchaser on clip.

As with all concern processs troughs have the chance to supervise and mensurate public presentation of each procedure in a assortment of methods. Normally successful operations are monitored and examined in deepness to guarantee all resources are being utilized to maximal capableness. When taking the Nike procedure maps the first phase where it is possible to steps success would be one time all the necessary stuffs are gathered ready for production. Nike directors could analyse how quickly the providers have delivered the goods and if they are having goods at a good monetary value. This could be compared to old minutess or if possible the rates the completion is paying. Once the goods have been manufactured and Nike is left with finished merchandises. A common measuring method used in many concerns would be to supervise production end product e.g. the measure of goods produced over a certain period of clip. Again Nike could compare this to old months every bit good as production rates in their other mills. If public presentation figures are n’t every bit good as they should be successful directors will happen out why and how the job can be solved.


  • Harmon, P. ( 2007 ) . Business Process Change, Morgan Kaufmann.
  • Herron, D. P. ( 1981 ) . “ The Use of Computers in Physical Distribution Management. ” Management Decision 19 ( 7 ) : 26.
  • Richard A. Feinberg, I.-S. K. a. L. H. , Ko de Ruyter and Cherie Keen ( 2000 ) . “ Operational determiners of company satisfaction in the call centre. ” International Journal of Service Industry Management, 11 ( 2 ) : 11.
  • Zairi, M. ( 1998 ) . “ Best pattern in supply concatenation direction: the experience of the retail sector. ” European Journal of Innovation Management 1 ( 2 ) : 8.
  • Burlton, R. ( 2001 ) , Business Process Management: Profiting from Process, Sams, Indianapolis, IN.


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