Developing a Structured Approach to Converging Business Process Management and Customer Experience Management Initiatives

Abstract

Both in theory and practice, a lack of a formulated structure to facilitate integrated modeling and analysis of internal business processes and customer experiences external to the organization has been identified by many authors. Tackling this issue, a convergent approach aligning Business Process Management (BPM) and Customer eXperience Management (CXM) initiatives, is proposed in the paper, along with a full set of top-down BPM-CXM models varying in the level of detail. To validate the proposed models, a focus group study with experts in BPM and CXM domains was organized, and the findings are reported and further operationalized using a tool widely used in the EMEA region.

The Case for a Coupled User-Oriented Process (Re)design and Information Systems Development

“…Specifically (ibid, p. 23): (i) process identification, (ii) process discovery (also called as-is process modelling), (iii) process analysis, (iv) process redesign (also called process improvement), (v) process implementation, and (vi) process monitoring thus become (i) process and customer experience identification (resulting in process and customer experience architecture), (ii) process and customer experience discovery (including as-is process modelling and as-is customer journey mapping), (iii) process and customer experience analysis (resulting in insights from both perspectives), (iv) process and customer experience redesign (resulting in improvements reflected in to-be process models and to-be customer journey maps), (v) process implementation, and (vi) process and customer experience monitoring and control. In 2019 and 2020, the convergence concept has been endorsed and evaluated with experts, and a set of guidelines have been proposed to demonstrate and operationalise it (Pavlić & Ćukušić, 2019b).…”

“…Customer eXperience (CX). The prospects and implications of business process analysis and optimisation when using the BPM-CX convergent approach, in comparison with the traditional BPM approach, have been presented elsewhere (Pavlić & Ćukušić, 2019a, Pavlić & Ćukušić, 2019b.…”

“…In reporting the progress of a scientific project and synthesising the research on the topic to date, several relevant studies have been published (available in Croatian scientific bibliography, n.d.). For this paper, two studies are important in particular, one proposing a novel methodology for convergent Customer eXperience Management (CXM) and Business Process Management (BPM) (Pavlić & Ćukušić, 2019b) and the other one describing and evaluating a framework for user-oriented data-driven information systems development (Mijač, Jadrić & Ćukušić, 2019). This paper seeks to identify the potential of combining the two concepts in digital transformation projects and, in one particular case, prerequisites for the implementation of the new, combined approach.…”

Exploring the role of new and enhanced BPM capabilities in customer experience management: does BPM matter?

“…Bernardo Junior and de Padua (2023) point out that BPM must enable fast and flexible process changes while providing a better CX. While analysing the current state of alignment of BPM and CXM, Pavlić and Ćukušić (2019) found that BPM initiatives in practice are often not focused on enabling better CX. They also suggested the alignment of BPM and CXM initiatives in the form of an integrated BPM-CXM lifecycle that upgrades the traditional BPM lifecycle (Dumas et al.…”

“…Practical implications The study's findings enable organisations to guide the development of BPM capabilities so that BPM can play an important role in building a customer-centric organisation. Both initiatives, BPM and CXM, must therefore work in unison (Moore and Misiak, 2018;Pavli c and Cuku si c, 2019) to develop a decision-making culture based on facts and agility in process improvements. In summary, understanding the importance of and developing various new and enhanced BPM capabilities permits organisations to dynamically capture ever-changing customer needs and expectations, to transform their business processes with the customer perspective in mind, and manage their business operations to improve competitiveness and business performance.…”