As we have previously discussed on this blog, there is much more to the relationship between BPM and Customer Experience than what may initially appear. In practice, all processes are reflected in the products and services offered, which directly impact the end customer.
BPM itself contributes to improving the customer experience by optimizing processes, reducing bottlenecks, and increasing overall efficiency.
However, when BPM is customer-centered, it delivers even greater value, as related activities are analyzed from the perspective of facilitating the experience and enhancing customer interactions.
What Is Customer-Centered BPM?
Digital Transformation has significantly influenced consumer behavior, requiring businesses to adapt, particularly in terms of technology.
BPM has been no exception. If a business model needs transformation, its processes and daily routines will also be impacted. Without adaptation, companies risk making their products and services obsolete.
This is why Customer-Centered BPM has become such a key topic. Customers are now at the core of business operations, meaning everything else must be adjusted to align with this new reality.
The main difference is that, in the past, process mapping and modeling were based on analyzing human tasks, documents, and interdepartmental integrations. While these aspects are still evaluated, they are now viewed through the lens of the Customer Journey.
Among the benefits of this new approach, we highlight enhanced operational efficiency, personalized journeys, optimized communication, agile problem resolution, compliance and security, a 360° view of the consumer, as well as transparency and trust in the business.
Customer Journey Mapping
The Customer Journey is the mapping of all interactions an individual has with a company to access specific services or products, or even to resolve particular needs, such as inquiries or issues.
This tool should be utilized whenever a company aims to improve the experience provided through its products or services, enhance brand loyalty, or build greater trust with its target audiences.
The mapping process includes defining goals, researching customer profiles, identifying customer touchpoints, analyzing the organization’s current state and future expectations, collecting information through interviews or surveys, reviewing customer support data and complaint records, monitoring social media audiences, and conducting other online analyses.
Many companies fail to realize that they already have a starting point within their own Process Management system, which theoretically records all daily activities. As a result, customer touchpoints and interaction patterns are already documented.
Therefore, the Customer Journey can be mapped based on BPM—simply select the priority process and analyze it end-to-end. If you’re unsure where to begin, you can follow the CCBXD method, developed by our Ambassador, Gart Capote.
This method provides structured steps designed to better understand market segment needs with greater humanity and relevance. It also enables organizations to develop new and powerful value propositions, design positive and memorable experiences, and align organizational processes with customer touchpoints and key moments in the customer journey.
All of this is essential for guiding leadership toward more strategic customer-focused decision-making.
BPM professionals can implement Customer Journey Mapping through Interact Flow, a free solution from Interact that, in addition to supporting the CCBXD Customer Journey by Gart Capote, offers tools for process mapping, governance, and project management.
Advantages of Customer-Centered BPM
Although it may seem like a lengthy transition, adopting a customer-centered BPM is well worth it, as it provides numerous advantages for the company, including increased market competitiveness.
In a technology company, for instance, it helps optimize support ticket management by making it easier to prioritize requests and reducing response times.
Additionally, it has a positive impact on customer experience, enhances team efficiency, automates repetitive tasks—including those that can be handled by Artificial Intelligence—shortens execution time, and contributes to risk and error mitigation and control.
With all these elements systematically organized, leaders gain a clear and intuitive view of the organization’s information, leading to more precise and strategic decision-making.
If you are wondering about the best way to start, know that the ideal moment is always now. Taking the first step today brings your company closer to delivering better results and enhanced customer experiences tomorrow!
For inspiration, watch the webinar with Gart Capote: BPM in the Era of Experience-Centricity
Take advantage of the opportunity to sign up for Interact Flow for free and start outlining the initial stages of Customer Journey Mapping using the CCBXD method. To stay even more informed about industry updates, join our community on BIXDYN.