ABSTRACT
Business process managers should be well aware of the experience of their customers, both internal and external. They should understand the actions required by their customers before, during and after the service is completed, from both a rational and emotional standpoint. Giving the customer exactly what they need without frustrating or confusing them should be a priority. Understanding the customer experience requires detailed immersion into how a customer interacts with the business process. A consumption map showing the customers’ actions and their emotions during these actions should be developed. The analysis of a consumption map should focus on the hidden frustrations and confusions that customers experience, along with more obvious delays and where additional satisfaction can be addressed.
