Conceptualizing the Convergence Model of Business Process Management and Customer Experience Management

Although business process management (BPM) and customer experience management (CXM) as strategic approaches aim to fulfill organizational prerequisites for achieving customer satisfaction, and the customer focus has been in the definitions of BPM from its very beginning, related efforts are often not aligned in practice. We posit that the analysis, and consequently, the results would be more successful if a structured, BPM-CXM convergent approach is followed. The paper proposes a convergence model for BPM-CXM and the findings of its initial validation are briefly reported along with considerations for its implementation and the expected benefits.