Where BPMN Meets Customer Journeys for Better Experiences

The article argues that BPMN process diagrams and customer journey maps must be integrated rather than kept separate, as optimized internal processes don't automatically produce good customer experiences. It presents a 5-step journey-first framework—plot the ideal journey, identify critical touchpoints, overlay BPMN flows, reshape processes, and run simulations—illustrated by a mini-case from Crismo's team invitation flow.