Over the years, a number of authors have recognised distancing between the business process management initiatives from the end users of the products and services resulting from the internal processes execution. Even though business process management as a discipline used to put users in focus of the initiatives, during the past twenty years the mentioned link between the organization and external users has been weakened significantly. Studies have shown that the initiatives for business process management are primarily oriented toward the internal organization – for example business process cost and time reduction through process and organisational unit optimisation, while the customer experience orientation often remains only a phrase. The main goals of this research were to develop a model for converging business process management and customer experience management as strategic approaches, to operationalise this model by using the latest software tools, carry out the implementation of the operationalised model in business organisation, as well as to investigate the implications of the convergent approach compared to the traditional ones. Research was conducted primarily by using qualitative, but also quantitative methods, and was based on design science research methodology. The main scientific contribution of this research is the theoretical model for converging the business process management and customer experience management. Also, the contribution is reflected through the operationalised model, which includes the detailed procedures, models and objects for the use of the theoretical model in real-life settings. By implementing the operationalised model and investigating the implications, significant improvements were identified in comparison to the traditional business process management and customer experience management approaches. The results of this research can be relevant for the researchers in the domains of business process management and customer experience management, as well as for the organizations working on real-life projects in the observed context.