Abstract
The increasing interest in service design implies the need for more formal approaches to the analysis; conceptualization; and implementation of services. In particular; this is critical when multiple actors; such as designers; developers; and managers are to apply a service design approach for a customer centric transformation of the organization and its service offerings. In this paper; we present key components of a formal language for the modelling of customer journeys. The language is developed; in particular; to support customer journey analysis and design; its formal character is meant to facilitate an unambiguous communication of a customer journey throughout a service organization; and to bridge the current gap between fuzzy front-end service design and service implementation. Application of the language is illustrated through case studies from a large web-based service provider and a power company.
Keywords
visual language; customer journey; touchpoint; CJML
DOI
https://doi.org/10.21606/servdes2014.18
Citation
Halvorsrud, R., Lee, E., Haugstveit, I.,and Følstad, A.(2014) Components of a Visual Language for Service Design, in Sangiorgi, D., Hands, D., & Murphy, E. (eds.), ServDes 2014: Service Future, 9–11 April, Lancaster, United Kingdom. https://doi.org/10.21606/servdes2014.18
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
Components of a Visual Language for Service Design
The increasing interest in service design implies the need for more formal approaches to the analysis; conceptualization; and implementation of services. In particular; this is critical when multiple actors; such as designers; developers; and managers are to apply a service design approach for a customer centric transformation of the organization and its service offerings. In this paper; we present key components of a formal language for the modelling of customer journeys. The language is developed; in particular; to support customer journey analysis and design; its formal character is meant to facilitate an unambiguous communication of a customer journey throughout a service organization; and to bridge the current gap between fuzzy front-end service design and service implementation. Application of the language is illustrated through case studies from a large web-based service provider and a power company.