Abstract
It is challenging for service companies to obtain a detailed overview of their customers' end-to-end service delivery processes. This paper extends previous work on a structured approach for modelling customer journeys to encompass complex, technology-driven service systems. We report on how the approach can support documentation and analysis of service delivery from a customer perspective, and present a case study of a consumer-to-consumer (C2C) service in an eMarket company. The case study involved mapping of the service process as intended by the service provider (planned journey), as well as customer journeys as experienced by users (actual journey). Our results reveal that the approach supported the eMarket company in obtaining a detailed overview of the service process, and in understanding the customers' experiences. Deviations between planned and actual journeys uncovered user issues and gaps in the service delivery, pointing to parts of the journey that were prone for improvements and redesign.
Keywords
visual language, customer journey, touchpoint, case study, CJML
DOI
https://doi.org/10.21606/servdes2016.4
Citation
Haugstveit, I., Halvorsrud, R.,and Karahasanovic, A.(2016) Supporting Redesign of C2C Services Through Customer Journey Mapping, in Morelli, N., de Götzen, A., & Grani, F. (eds.), ServDes 2016: Service Design Geographies, 24–26 May, Copenhagen, Denmark. https://doi.org/10.21606/servdes2016.4
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
Supporting Redesign of C2C Services Through Customer Journey Mapping
It is challenging for service companies to obtain a detailed overview of their customers' end-to-end service delivery processes. This paper extends previous work on a structured approach for modelling customer journeys to encompass complex, technology-driven service systems. We report on how the approach can support documentation and analysis of service delivery from a customer perspective, and present a case study of a consumer-to-consumer (C2C) service in an eMarket company. The case study involved mapping of the service process as intended by the service provider (planned journey), as well as customer journeys as experienced by users (actual journey). Our results reveal that the approach supported the eMarket company in obtaining a detailed overview of the service process, and in understanding the customers' experiences. Deviations between planned and actual journeys uncovered user issues and gaps in the service delivery, pointing to parts of the journey that were prone for improvements and redesign.