‘Process’ is exact and rigorous term to describe a sequence of business operations. Precision is always important to avoid dubious expectations from a client. Precise technical words should be used in all project discussions to highlight professional level and awareness on the subject.
Operational Excellence, Customer Success and other clichés look good in promotional materials to illustrate benefits of BPM to higher management and describe expected business results. They are essential to formulate project value from stakeholders’ viewpoint.
We should use both types of terminology depending on context of discussion. Discussion on business goals for a project should emphasize result-oriented business lexica. Technical discussion with implementation team should focus on ‘processes’ and other technical terms.
The usage of all these terms should be complimentary for universal coverage of BPM subject, rather than prohibitive to either formulation.