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Why doing good for customers is good for you: The impact of benevolence within routine business processes
Thank you to Assoc. Prof Wasana Bandara for presenting May’s Lab Insights on the topic of benevolence within routine business processes.
Despite Business Process Management’s focus on performance and compliance, there is a lack of expertise in integrating “doing good” into everyday business, despite the increasing demand for more “human” processes. Wasana presented the findings from a paper that forms part of a larger program of work into trust and benevolence in business. The paper populates the concepts of business process benevolence capturing how organisations commit to their customers’ well-being with the aim of later payoffs. To support this concept, this paper presents a literature based conceptual model illustrating the potential impact of benevolence on organisations and customers. The model demonstrates how impacts of benevolence are multi-staged, comprising effect on the emotions of customers’, which can significantly improve the mutual relationship, and strengthen the performance of the organisation. Based on this, early guidelines for the implementation of benevolence in business processes are proposed for practice and new research directions are highlighted including understanding contextual factors, measuring, and leveraging the impacts of benevolence through emerging technologies.
Find out more about the Lab Insights series and register for upcoming sessions by emailing future.enterprise@qut.edu.au