Customer Journey Mapping Research Articles

User Acceptance Test for Kaaba Buku Saku Application

As one of the countries with a big Muslim population in the world, opportunity of growing an Islamic business in Indonesia has swiftly gained. It is proved by the growth of 95% market share in manufacture, service, and technology areas. This will give a chance for entrepreneurs to follow the wave. One of the entrepreneurs that utilized the opportunity is the developer of Kaaba Buku Saku application. They are releasing solutions for Muslims in a form of mobile applications. Since the launching of this application, Kaaba Buku Saku generates only 30% active user from the total downloader. By using Binary Logistic Regression, it is known that Facilitating Conditions was a significant variable that means the customer would prefer to adopt the application when they have a sufficient resources and knowledge to adopt it. From the customer journey map, it is known that the improvements that should be made by the developer are equipped the prayer time feature with automatically locate feature, adjust the highlight content to be more understandable, launch live location feature for Hajj and Umrah users, give a step by step guidance for the first use, give notification to calibrate the phone for Qibla feature, and the last is launch their iOS version application.
 Keywords: Muslim-based mobile application, Kaaba buku saku, binary logistic regression, customer journey map

System improvement of medicine delivery service: Case study of traditional Chinese medicine

ABSTRACT Traditional Chinese Medicine (TCM) hospital is a nursing facility that provides comprehensive Chinese medical services. The hospital provides medicine delivery service for patients who find it inconvenient to wait for medications. From our study on TCM’s medicine delivery service via constructing a customer journey map, four main problems were found: first, non-systematic service requesting steps; second, non-systematic pricing and work distribution; third, redundant and repeated works in the system; and fourth, patients’ uncertain waits for the delivery. These indicated the inefficiency of the delivery. This project therefore aimed to improve the efficiency of TCM’s medicine delivery services by implementing three improvements: first, improving the database system by providing an address recording web application with geolocation; second, connecting hospital personnel’s work with patients by developing web applications which include medicine delivery function for patients, delivery officers and administrators; and finally, creating an advertisement poster for the medicine delivery service which includes description for patients of the standard steps for requesting delivery. After implementing the solution, usability and patient satisfaction level testing were conducted to ensure the applications’ usability and the system’s efficiency. As a result, the applications increased the efficiency of medicine delivery and users’ satisfaction level.

Journey mapping from a crew's perspective: Understanding rail experiences

Technological developments present diverse opportunities to modernise services for the rail industry. Systems can be implemented to improve passengers’ experiences, but these may also affect the experiences of crew working on board trains. This first-of-a-kind research extends the concept of customer journey mapping as a design tool to understand the experiences of train crew. To produce these crew journey maps, interviews and user observation methods were adopted (N = 22). Results show that two main negative touchpoints for the crew occur at the platform-train interface and during revenue protection activities. This paper presents an innovative methodological contribution around journey mapping to better understand rail experiences, but revolving around the crew rather than the expected consumer experience. We conclude this paper proposing requirements for technological systems and indicate opportunities for the design of systems to generate human-centred improvements for the working practices and experiences of train crew.

Adjusting customer journey mapping for application in industrial product-service systems

The sales process and the project execution in industrial product-service systems are often complicated, particularly for capital equipment with a long-operational life where there are different actors responsible for the different transactions over the whole lifecycle. This is often further complicated as the supplier is not directly selling to the 'end customer'. The introduction of digital solutions around the product-service system brings an additional channel for interactions. This paper describes how customer journey mapping can support building relationships in a B2B environment for both sales and execution over the operational life of equipment and examine both the products and the services offered throughout the entire journey. Three industrial B2B cases from different segments were investigated. Each journey was mapped, and personas or empathy maps created for each of the key actors. From the cross-case analysis and customer journey mapping a process is derived that provides improved support for industrial firms with customer journey mapping.

Adjusting customer journey mapping for application in industrial product-service systems

The sales process and the project execution in industrial product-service systems are often complicated, particularly for capital equipment with a long-operational life where there are different actors responsible for the different transactions over the whole lifecycle. This is often further complicated as the supplier is not directly selling to the 'end customer'. The introduction of digital solutions around the product-service system brings an additional channel for interactions. This paper describes how customer journey mapping can support building relationships in a B2B environment for both sales and execution over the operational life of equipment and examine both the products and the services offered throughout the entire journey. Three industrial B2B cases from different segments were investigated. Each journey was mapped, and personas or empathy maps created for each of the key actors. From the cross-case analysis and customer journey mapping a process is derived that provides improved support for industrial firms with customer journey mapping.

Використання навчальних нейронних мереж для прогнозування подій у розробленні продукції IT

The state of development of innovations in Ukraine is characterized by an increase in development on the basis of start-up projects with the use as a project product of information systems of varying complexity. The article analyzes the weak survivability of the results of start-up projects. The conclusion on the need to predict the stages of develop-ment of IT project products based on the analysis of the processes of interaction of users (customers) with the infor-mation system (product). In this article, components of the model of forecasting of IT products development of innova-tive start-up projects are considered based on the analysis of formed datasets of the interactions of prospective clients. We offered the algorithm of formation of initial datasets based on Customer Journey Map (CJM), which are the tool of fixing of events of the interaction of clients with the system. Examples of models of analogues of clients' travel maps are given, which are the basis for recording and analyzing interactions. This fact is the basis for the formation of appropri-ate data sets of large dimension. As a mechanism for processing big data sets and building strategies for IT products development, it is proposed to use a learning neural network. Mathematical models for further modeling and analysis of the obtained results are built. We used a simple linear regression analysis to model the relationship between a single explanatory variable and a continuous response variable (dependent variable). An exploratory data analysis method was applied to the available data to find repetitive patterns and anomalies. In the course of the research, we construct-ed a model of linear regression implementation using the gradient optimisation approach. The linear models of the scikit-learn library for the regression task were also applied, and the stabilisation regression method was implemented. Modelling and analysis of the obtained results were carried out, which showed greater efficiency over the extended life cycle of IT project products

The influence of ligth on habitat design and feelings of the population deprived of liberty: the case of Cómbita, Boyacá

El presente artículo muestra el resultado de la investigación de un estudio de caso en la Unidad de Tratamiento Especial (UTE) de la cárcel de Cómbita, Boyacá, sector de máxima y mediana seguridad. El objetivo de la investigación fue identificar los factores lumínicos que inciden en las emociones, con el ánimo de proponer modificaciones al diseño del hábitat carcelario, como estrategia en los procesos de resocialización y resignificación de la población condenada. La etapa inicial correspondió a la formulación metodológica. Se definió la problemática, en la cual se identificó la población y el lugar. Se establecieron tres conceptos: luz, emociones y hábitat. A partir de esta información, se formularon y aplicaron técnicas e instrumentos para la recolección de datos. La información obtenida se analizó con el software NVivo 12. Durante el proceso de investigación, se utilizó el modelo desing thinking, y se hizo uso de las herramientas mapa de empatía y customer journey maps.

Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework

Nowadays, Big Data and Artificial Intelligence (AI) play an important role in different functional areas of marketing. Starting from this assumption, the main objective of this theoretical paper is to better understand the relationship between Big Data, AI, and customer journey mapping. For this purpose, the authors revised the extant literature on the impact of Big Data and AI on marketing practices to illustrate how such data analytics tools can increase the marketing performance and reduce the complexity of the pattern of consumer activity. The results of this research offer some interesting ideas for marketing managers. The proposed Big Data and AI framework to explore and manage the customer journey illustrates how the combined use of Big Data and AI analytics tools can offer effective support to decision-making systems and reduce the risk of bad marketing decision. Specifically, the authors suggest ten main areas of application of Big Data and AI technologies concerning the customer journey mapping. Each one supports a specific task, such as (1) customer profiling; (2) promotion strategy; (3) client acquisition; (4) ad targeting; (5) demand forecasting; (6) pricing strategy; (7) purchase history; (8) predictive analytics; (9) monitor consumer sentiments; and (10) customer relationship management (CRM) activities.

Gamification of the Customer Journey at a Ski Resort

This paper explores the enhancement of the customer journey at a Finnish ski resort and aims to create a theoretical framework for using gamification in the service design process. We have used the service design method and design tool Comicubes as a solution prototype, which ski resort workers engaged with to create a new gamified concept for its target consumers. The customer journey map provides a structured visualisation of a user’s experience at a ski resort. The customer journey enhanced through gamification creates a value-creating system for the ski resort, which presents the network of actors and their relationships that jointly create an offering. This study presents the results of a service design process for a customer journey, which goes through four stages presented in new play theory, namely wow, flow, double-flow and glow. These stages guide the designers and developers using gamification to give customers an overall more interactive and engaging experience in a real ski resort context.

Supporting the customer journey with digital instruments of marketing communications

<p>This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept. To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies' online and offline marketing communication with clients was presented. The findings indicate that the customer experience should be simple and intuitive for the customer's perception. The customer experience is not limited to certain channels of interaction and is not one-time. Rather, it is the sum of the customer's feelings at every point of their interaction with the company that accumulates during the customer's journey. Managers must design and create a customer’s travel map in order to direct their customers to a correct purchase decision, according to the company. The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Effective management of the customer's journey map design must be supported by digital means, especially in marketing communication. The customer's journey map should be tailored to the specific industry and this opens up the need for further research in this field.</p>

Service design for innovation in small and medium businesses

An innovation program designed and implemented with two Peruvian small, medium business in health and hotel industries focused on value creation goal while developing products and services innovation. For insights, ideas generation, solutions validation and prototyping proposals at the front-end open innovation strategy were used both indirect and direct methods; trends research, customer journey mapping, ethnography, interaction with users with depth interviews and dynamic group sessions. The research sought both to test the program and deploy the methods developed in business to advance capabilities for knowledge management and iterative processes. As a result small and medium businesses can develop Services Design according to their human and financial limitations using processes based on four axes; scanning the environment immersion learning, gamification, Lean and Design Thinking. The research concluded there are alternative paths that take into account and involve greater collaboration of users that businesses can explore and exploit. Innovation processes do not have to be long, uncertain or expensive for small and medium businesses.

A study on the promotional mix of pre-service in the view of service design

PurposeThe purpose of this paper is to explore current marketing communication mixes (MCMs) in two industries, electronics home appliance stores (face-to-face interaction) and remote care (interface-mediated interaction), to propose marketing strategies from the perspective of service design and determine the relationships between service interaction patterns and MCMs in the pre-service phase.Design/methodology/approachSix industry experts in marketing were interviewed through semi-structured interviews, the topic of which focused on the details of five MCMs and their correlations were analyzed using a customer journey maps. Finally, the MCMs were further explored to verify differences in attractiveness to customers, respectively.FindingsThe result showed that the most attractive activity for the electronics home appliance stores customer is the promotion. And the four face-to-face service interaction patterns and MCMs exhibited a low correlation. In addition, the customers of remote care service argued that the personnel selling was the most attractive MCMs to them. For customers who utilize smart devices to communicate with advertisement exhibited the highest correlation coefficient.Research limitations/implicationsThe limitation of this study is that the research only conducts interview research on two service industries.Practical implicationsThis study was expected to develop improved marketing communication strategies to remedy the sales predicament induced by virtual channels and to increase people’s acceptance of remote care service.Originality/valueThe value of this paper is to analyze the correlation and difference of MCMs and service interaction patterns between electronics home appliance stores and remote care, and propose a structural model of MCMs for two different industries.

The Entrepreneurial Student's Experience Journey Through Engineering Education

The goal of this paper is to present a new perspective on how to design entrepre-neurial education in a wider sense. By applying the method of “customer journey mapping”, which is widely used in the field of marketing, the perspective of the student (“customer”) is put into the centre of attention. It intends to raise aware-ness for a more holistic and customer-centric view of the entrepreneurship-related “customer experience”. 
 The paper shows the limitations of existing tools and procedures and gives an outlook on possible tools to describe customer experience journey in entrepre-neurship education.

Student Learning And Reflection: Journey Map

Location: Dewberry Hall This activity is based on the concept of Customer Journey Maps that have been researched and used in Marketing to better understand customer experience within a domain of interest, such as cooking or travel (Yachin 2018; Lemon and Verhoef 2016). In the Marketing learning/education literature, the concept has also been applied to make data-driven marketing more understandable and interesting (Micheaux and Bosio 2018). A Customer Journey Map is a step-by-step walk through a particular activity in the life of the customer. The map addresses customer thoughts, feelings, motivations, and actions as related to the focal domain. The activity can also be extended for teambuilding and reflection among a diverse population of students. Working in a classroom or in a distance learning setting, students work in pairs, each student interviewing each other on their experience in a domain relevant to a course (undergraduate or graduate) or more generally to encourage students to learn about each other and reflect on their own experiences (e.g., first year experience at Mason, experience of growing up in U.S. or another country, etc.), including on what could have made a better experience. After the interviews are complete, students create a visual representation of the other student’s journey that includes what was uncovered – the thoughts, feelings, motivations, and actions. The student shares their representation of the journey with the student that underwent the journey for feedback. Engaging in this activity students learn to appreciate each other’s perspective and experiences that may be different from their own.

Evaluating Customer Experience through Customer Journey Mapping and Service Blueprinting at Edmonton Public Library: An Exploratory Study

This paper presents an overview of the design, implementation, and findings of an exploratory project to evaluate customer experience at Edmonton Public Library (EPL). The EPL Intern Librarian Project had three objectives: to establish the current state of customer experience at EPL, identify pain points, and develop recommendations for improvement. The study used the ethnographic methods of Customer Journey Mapping and Service Blueprinting to directly engage with customers and staff to produce visual documents reflecting respondents’ customer experience at EPL. In order to gather data for Customer Journey Maps, participants were simultaneously observed and interviewed as they completed different activities in the library. During the creation of the Journey Maps, pain points were identified. Interactive focus groups and interviews with EPL staff members unpacked pain points and informed the creation of corresponding Service Blueprints. Based on the findings, a number of recommendations were proposed to improve the customer experience including enhanced digital wayfinding,clearly identifiable catalogue stations, and revised website FAQs. Suggestions for applying these methods include the use of multiple techniques for participant recruitment, focusing on specific library activities, and actively promoting the project internally.

Here Today, Gone Tomorrow? Mapping and modeling the pop-up retail customer journey

Pop-up retail and customer journey mapping are widely adopted in the retail industry, yet they have received modest coverage within academic literature to date. Through a qualitative field study of five marketplace-based pop-ups (MBPUs), this research defines and identifies differences and similarities between marketplace-based pop-ups (MBPUs) and brand-based pop-ups (BBPUs), seeks to understand how marketplace-based pop-ups fit within the customer journey and experience, and explores how touchpoint ownership and influence illuminates the understanding of the marketplace-based pop-up customer journey. Further, this research extends an existing conceptual customer journey framework to visually map and model the purchase stages, touchpoint categories and types of marketplace-based pop-up customer journeys. As a result, this research presents and discusses three emerging themes (here today gone tomorrow; high-touch low-tech; and ownership and influence) to further the understanding of MBPUs. Pop-ups are more than a single encounter; they are a complex customer journey process, whereby the customer travels through pre-purchase, purchase and post-purchase stages, and across multiple touchpoints.

Processes and organizational innovation for small businesses

Dynamic capabilities to innovate can be acquired regardless of the size of a company, but this requires that users participating in innovation processes be identified (value proposition segments) and the way organizations interact with these users be understood (processes). Small businesses can innovate with fewer financial and human resources using Customer Discovery, environment scanning, immersion, customer journey mapping, Customer Validation with validation of ideas and solutions in dynamic group sessions, Gamification, Design Thinking and prototyping workshops. The methodology used herein is that of literature review in the areas of process, products and dynamic capabilities innovation of companies. The objective of this research is to explore innovative processes that take into account and involve greater user collaboration that small businesses can exploit, which are targeted at the end user. Innovation does not have to be uncertain or expensive and can be developed through organizational innovation and innovation of collaborative processes with users.

Humanizing Transit Data: Connecting Customer Experience Statistics to Individuals’ Unique Transit Stories

Transit agencies often collect valuable information about their customers, through opinion and behavior surveys that assess travel experience and customer needs. The results of these questionnaires can be used to gain a representative snapshot of the behavior and opinions of a transit agency’s customer base. These assessments are often based on large sample sizes and are therefore useful for understanding broad trends related to users’ overall travel experience. However, these large-scale analyses generally do not capture the important and rich nuances that individuals experience while in a transit station, or on-board a train, conventional bus, streetcar, light rail, subway, or a paratransit vehicle. The purpose of this paper is to demonstrate how transit agencies can gain a better understanding of paratransit customers’ experiences during their interactions with paratransit and conventional transit services. Using data from the Toronto Transit Commissions’ paratransit division and the results of in-person customer interviews, a five-step mixed-method approach for mapping paratransit customers’ travel experiences is developed. Specifically, the aggregate analyses of customers’ experiences and opinions which are derived from agency-wide customer satisfaction surveys are combined with the information obtained through in-person discussions. Four example customer journey maps (CJMs) are presented, and findings demonstrate that by using CJMs, transit agencies can gain a broad understanding of their customer base while also understanding the emotions, needs, desires, and stories of individual transit users.

Extracting Customer Traces from CRMS: From Software to Process Models

Digitization has subjected nowadays business models to dramatic changes. This commitment to innovation forced even the giants of technology to shift and adapt their own business models (e.g. Google developed a rival social network for Facebook, and a cloud file-storage in order to propose an inexpensive version of Dropbox or One Drive, Microsoft developed an online version of Microsoft Office). Organization’s agility must be embedded in companies’ strategies to survive in a market where everything changes with a tremendous quickness. Customer journey mapping, embedded with business process management systems, can assure an improved digital customer experience. Design thinking, a methodology used by several high-tech companies like Apple and IBM, helps the designers to better understand customers’ needs in order to provide desirable solutions. This paper proposes a new approach of generating customer traces from information systems like CRMS to improve customer experience. A germane fact is that companies should use state of the art methods and techniques to better understand customers’ needs and Process Mining algorithms are among the most suitable solutions for this type of analysis.

Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service

As firms gather increasing amounts of data, the question of how future marketers can use these data to make their marketing more relevant and to make a strategic difference remains. However, students may feel uncomfortable about information systems and database technology, which they may perceive as complex and dry. This case describes how the development of a course on data-driven marketing makes use of service design methods. The experiential learning innovation is based on the optimization of customer journey mapping, which encompasses theoretical marketing concepts, modern database architecture and practical digital marketing knowledge. As a visualization of individual interactions with a product, service, or brand, customer journey mapping helps explain the way an interaction occurs in one moment and how it influences all other moments. By taking the “data as a service” perspective on the customer journey, students benefit from a more innovative and creative approach to data-driven marketing, which helps improve their attention and motivation.