BPM2TPM: The Knowledge Transfer from Business Process to Touchpoint Management
Heuchert Markus, Barann Benjamin
Customer interactions are changing in the digital age with implications on the digital enterprise. The predominant channel-based thinking is superseded by touchpoint-based thinking, which entails a more granular perspective on each customer contact regardless of the communication channel. Interestingly, there exists an analogy between this development and the dissemination of the process-oriented enterprise over the function-oriented enterprise. This article builds on this circumstance and argues for the knowledge transfer from the mature Business Process Management (BPM) domain to the nascent Touchpoint Management (TPM) domain. To substantiate this idea, a theoretical framework is proposed. It is illustrating methods that are deemed useful for TPM in form of four propositions, as well as it clarifies the process of knowledge transfer between BPM and TPM through a research design.