Customer Service is the front line contact with the customer. BPM is the main tool used by Customer Service or CRM to guarantee the customer experiences is a positive one every time the customer has a transaction with the organization. Without the correct processes in place, even the best Customer Service Team cannot provide a consistent experience to the organization’s customers. BPM is taking a new role in CRM. A well defined BPM strategy can bring transparency to the CRM or Customer Service effort.
Several replies have made this equation: "Customer Service" = "Customer Experience". So let's explore CS ("customer service") and CX ("customer experience") together.
1. HOW IS CX RELATED TO CS? CX is a superset of CS, but the equation is reasonable. (CX includes every aspect of the relationship between customer and vendor throughout the product or service lifecycle, not just the after-sale service part.)
2. IS CS UNAMBIGUOUSLY GOOD? Do we want to achieve the "highest level of CS"? Maybe yes, maybe no. High levels of CS are not identical to high levels of "customer satisfaction". And then there are cost issues involved. Do we shoot for "the mass or the margin"? Satisfaction at the margins is expensive.
3. WHAT'S THIS GOT TO DO WITH TECHNOLOGY? CRM and CRM and case management and BPM are all technologies. Customer "experience" a product or service typically "as a narrative" or "experience" or "journey" (all overlapping terms). So we can understand the original question as "what technologies are especially good for helping us build the infrastructures of good customer experiences"?
4. THE CORE INFRASTRUCTURE TECHNOLOGY OF CUSTOMER EXPERIENCE -- BPM is the technology, and the technology which by definition, concerns customer experience as a (nearly) first class citizen of software artifact construction. BPM technology enables business and technology managers to (almost) directly construct user experience journeys and pathways. And narrative is not far behind.
So, best practices around building great customer services are (1) make sure the business-justified target levels of your customer service/customer experience are set correctly and (2) work as much as possible directly from mapped experiences and narratives, i.e. customer perceptions, thus taking advantage of the power of BPM.