Customer Journey Mapping Research Articles

Developing the Creative Abilities and Competencies of Future Digital Professionals

This article describes the development of recommendations for using the project thinking approach in training and university education of future digital economy specialists. An overview of the key design thinking methodologies is presented. Recommendations for implementing the design thinking approach in academic disciplines are given through an example of a step-by-step description of a specific case. The design thinking approach aims to develop a person’s creative abilities through empirical rules and experience, emotional intelligence and recognizing the value of other people’s opinions. The article describes the methods used in design thinking: visualization tools (empathy, customer journey, and stakeholder maps), Customer Development tools, guerrilla ethnography, POV articulating, and rapid prototyping. The article also presents the primary tools used in design workshops for developing innovative ideas and adaptive problem solving. A case in formulating design thinking, titled “How can one improve the impression left on the students of professional refresher courses?” is detailed and accompanied by comments on the solutions the participants of presented design workshops.

Knowledge Management and Integrated Water Resource Management—Types of Knowledge and Key Considerations

AbstractKnowledge sharing and transfer in the field of Integrated Water Resource Management, on a global scale, can be improved with an understanding of cultural considerations, technical opportunities, and constraints, and the theory underpinning knowledge management. This paper explores existing literature and applies a human centered design approach (customer journey mapping) to collect data. Fourteen semi‐structured interviews with practitioners across the Asia Pacific region provide a basis to understand knowledge management barriers, breakthroughs, and outcomes to support improved knowledge sharing and transfer among water management practitioners. Findings identify a set of areas of needed knowledge, demonstrate that virtual means of knowledge sharing and connection are best supplemented with face‐to‐face interaction, and argue for a facilitated approach to best achieve success. The research conducted in this study serves to support the development of a global community of practice for water management practitioners to better support integrated water management outcomes.

Customer journeys: a systematic literature review

PurposeCustomer journeys have become an increasingly important topic in service management and design. The purpose of this paper is to review customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing.Design/methodology/approachThe study was conducted as a systematic literature review. Searches in Google Scholar, Scopus, Web of Knowledge, ACM Digital Library, and ScienceDirect identified 45 papers for the analysis. The papers were analyzed with respect to customer journey terminology and approaches, the relation to customer experience, the referenced background, and the use of visualizations.FindingsAcross the reviewed literature, customer journeys are described not only as a means to take the viewpoint of the customer, but also to reach insight into their experiences. A rich and at times incoherent customer journey terminology is analyzed and discussed, as are two emerging customer journey approaches: customer journey mapping (analysis of a service process “as is”) and customer journey proposition (generative activities leading toward a possible service “to be”).Research limitations/implicationsThe review is limited to analyzing and making claims on research papers that explicitly apply the term customer journey. In most of the reviewed papers, customer journeys are not the main object of interest but are discussed as one of several topics.Practical implicationsA nuanced discussion of customer journey terminology and approaches is provided, supporting the practical application of a customer journey perspective.Originality/valueThe review contributes a needed common basis for future customer journey research and practice.

It is not a visit; it is a journey. The Customer Journey Mapping (CJM)

It is not a visit; it is a journey. The Customer Journey Mapping (CJM)

Кейс «Сервис глазами поТРЕБИТЕЛЯ» для изучения методологии клиентского развития при подготовке Интернет-предпринимателей

В статье представлен пример деловой игры, в которой используется Design Thinking и подход Learn Startup. Рассмотрены такие техники, как CJM (карта пользовательского пути), SIL, KJ, группировка идей, голосование стикерами. Данные инструменты полезны для анализа эффективности взаимодействия клиента с Интернет-сервисами или мобильными приложениями и определения направлений оптимизации их интерфейсов, при проведении мозгового штурма и согласовании командой вариантов решений. The article presents an example of a business game, which uses Design Thinking and Learn Startup approach. Reviewed such techniques as Customer Journey Mapping, SIL, KJ, grouping of ideas, voting stickers. These tools are useful for analyzing the effectiveness of customer interaction with online services or mobile applications and identify areas to optimize their interfaces, during the brainstorming and coordination of team solutions.

Grupo Familia: Monetizing a Digital Marketing Campaign in Colombia

This case features Lucas Lopez Lince, a rising leader in Colombian consumer goods company Grupo Familia. Lopez Lince had inherited a digital marketing program built around a newly identified customer persona–a young low-income mother. The program represented a significant shift in Familia's target customer as well as a shift in the way marketing funds were spent. The program appeared to be working, so he increased the digital spend even as he had to reduce his overall marketing budget in the face of challenging economic headwinds. Activity metrics such as page views, social media “likes,” and video views rose dramatically, and at the same time sales began to rise again. By the beginning of 2017, Lopez Lince faced a deeper set of questions. How could he be certain that the rising sales were due to the digital efforts? Would the existing digital programs and tactics continue to deliver against chosen metrics? And what could he do next in order to continue driving growth of revenue and margin through digital efforts? Students assume the role of Lopez Lince and are asked to apply concepts such as customer personas, micro-moments, and customer journey mapping to develop their own point of view on what they would do next.

A Study on Customer Experience Enhancement for the Exhibition Service Process with focusing on Application of the Customer Journey MAP

A Study on Customer Experience Enhancement for the Exhibition Service Process with focusing on Application of the Customer Journey MAP

Identifying User Preferences for a Digital Educational Solution for Young Seniors With Diabetes.

The Eindhoven Diabetes Education Simulator project was initiated to develop an educational solution that helps diabetes patients understand and learn more about their diabetes. This article describes the identification of user preferences for the development of such solutions. Young seniors (aged 50–65 years) with type 2 diabetes were chosen as the target group because they are likely to have more affinity with digital devices than older people and because 88% of the Dutch diabetes population is >50 years of age. Data about the target group were gathered through literature research and interviews. The literature research covered data about their device use and education preferences. To gain insight into the daily life of diabetes patients and current diabetes education processes, 20 diabetes patients and 10 medical experts were interviewed. The interviews were analyzed using affinity diagrams. Those diagrams, together with the literature data, formed the basis for two personas and corresponding customer journey maps. Literature showed that diabetes prevalence is inversely correlated to educational level. Computer and device use is relatively low within the target group, but is growing. The interviews showed that young seniors like to play board, card, and computer games, with others or alone. Family and loved ones play an important role in their lives. Medical experts are crucial in the diabetes education of young senior diabetes patients. These findings are translated into a list of design aspects that can be used for creating educational solutions.

Common pitfalls in customer journey maps

This forum addresses conceptual, methodological, and professional issues that arise in the UX field's continuing effort to contribute robust information about users to product planning and design. --- David Siegel and Susan Dray, Editors

How to create a realistic customer journey map

Although many articles discuss customer journey mapping (CJM), both academics and practitioners still question the best ways to model the consumer decision journey. We contend that most customer journey maps are critically flawed. They assume all customers of a particular organization experience the same organizational touchpoints and view these touchpoints as equally important. Furthermore, management lacks an understanding of how to use CJM as a cross-functional, strategic tool that promotes service innovation. This article proposes a solution to the unwieldy complexity of CJM by linking customer research to the CJM process and by showing managers how to develop a customer journey map that improves a customer's experience at each touchpoint. Using the case of an actual retail mall, we show that common CJM assumptions about the equal importance of all touchpoints are fundamentally wrong, and how easy it is for retail managers and strategic planners to make incorrect judgements about customer experience. This article demonstrates through a case study how customer research helped a mall's strategic management team understand which touchpoints were more or less critical to customer experience. It also shows key strategic initiatives at each touchpoint, resulting in cross-functional input aimed to advance service innovation at the mall.

UI/UX를 고려한 Web-GIS 기반 도심지 토사재해 통합관리 시스템 프로토타입 개발

최근 우면산 산사태와 같이 토사재해의 피해가 도심지에 직접적으로 발생하고 있으며, 과거 급격한 도시화 산업화로 주거지 및 산업단지가 급경사지에 인접하게 되어 토사재해에 의한 도심지 피해는 지속적으로 증가하고 있는 실정이다. 하지만 현재까지 국내에서 도심지 토사재해를 분석하고 관리하기 위해 활용할 수 있는 DB를 통합적으로 구축하고 관리하는 시스템은 미비한 실정이다. 따라서 본 연구에서는 Web-GIS 기반의 도심지 토사재해 통합관리 시스템 개발을 위해 사용자 중심의 컨셉모델과 고객여정지도를 작성하여 UI/UX를 고려한 시스템 프로토타입을 개발하였다. 컨셉모델을 통해 시스템의 주요개념을 정립하고, 고객여정지도를 통해 시스템 활용 측면의 개발 방향을 수립하였다. 시스템에 탑재되는 주요 컨텐츠는 토사재해 취약성 평가와 토사재해 발생 가능성이 높은 대상지의 토질 특성 정보, 과거 토사재해 유발강우 시나리오, 토사재해 발생 3D 시뮬레이션 뷰어 기능 등이다. 또한, 도심방재시설의 종합적인 관리가 가능한 유지관리기능과 토사재해 관련 DB 조회 및 다운로드를 제공하고자 한다. 향후 지속적인 시스템 보완 및 고도화를 통해 도심지 토사재해의 통합관리와 도시계획측면에서 토지관리 행정집행이 가능할 것으로 판단된다. As a result of rapid urbanization and industrialization of surrounding areas with steep slope, low-lying city proper experiences continuously increasing damage due to soil erosion. A recent example of which is the landslide and soil erosion damage from Mt. Umyeonsan which directly swept through one of Seoul's most affluent areas. However, the system that would integrally develop and manage the database (DB) which can be used to analyze and manage such urban landslides in Korea is still insufficient. This study was performed to develop an integrated urban sediment-related disaster management system based on Web GIS. For the development of the system prototype, the user-driven concept model and customer journey map was created considering the UI/UX (user interface/user experience). The concept model was establish using the essential theories of the system, while the customer journey map was established using the development direction of the system utilization. The system is mainly composed of sediment-related disaster information such as vulnerability assessment, soil characteristics of areas with high potential of landslide occurrence, scenarios of previous rainfall-induced landslides, and 3-dimensional simulation. In addition, the system will provide comprehensive management of the urban disaster facility that would allow maintenance functionality, viewing and downloading of sediment-related disaster DB. The possibility of implementing an integrated management of urban sediment-related disaster and land management administration will be possible with continuous improvement of this system.

A Design Process for a Customer Journey Map: A Case Study on Mobile Services

AbstractA customer journey map (CJM) is a widely used tool to represent user experience with a service. Although numerous companies have used this tool to improve existing services or to develop new services, the maps are neither consistent nor mutually compatible because no clear design process for a CJM has been presented. This study aimed to develop a design process and rule sets for a CJM based on a human factors approach. The 10‐step process and the rule sets were built on case studies of 25 categories of mobile services. Large‐scale case studies were conducted with mobile service providers and combined with the result of a user diary method that collected users’ daily activities and the difficulties that the user perceived when performing a task. We suggested various methods for using the CJM to generate new service opportunities. The proposed design process and the way for opportunity discovery can help service designers to develop unified CJMs and to identify innovative service ideas.

Improvement of the business model of the disaster management system based on the service design methodology

The type and scale of disasters are changing with the changing social structures in modern society. Natural, social and human disasters occurred individually in the past, but the complexity and scale of these disasters have increased recently. As a result, National Disaster Management Institute (NDMI) has been operating the Smart Big Board (SBB) system to ensure effective real-time disaster management since June 2013. Based on Web GIS, this system can rapidly manage various types of information pertaining to disasters. However, it has not been able to satisfy all users because it was not developed keeping in mind the needs of service users. This study attempts to improve the SBB service using the service design methodology that is currently being widely used to improve public services. The service design process is conducted in accordance with the double diamond model, which utilizes a customer journey map to locate the contact point between user and service. This improved system is especially able to perform user customized disaster management in response to various and complex disaster types. If the improved system is applied to the national emergency management system through the business model design process, it will be able to effectively manage any future disasters.

Improvement the service in capsule hotel using customer journey map

Improvement the service in capsule hotel using customer journey map

Stakeholder Journey Mapping: An Educational Tool for Social Entrepreneurs

While social entrepreneurship is a promising model for addressing social challenges, the success and sustainability of a venture is reliant on an entire stakeholder structure external to the entrepreneurial team. Across academic and professional programs, social entrepreneurship curriculum spends a great deal of time stressing this point; however thoroughly understanding a venture's stakeholder structure is difficult. Especially for novice teams in the early stages of venture development, current methods for collecting critical data points on the identities, needs, and motivations that shape a venture's stakeholder structure can be prohibitively difficult and expensive in terms of time and money. Programs need tools that empower aspiring social entrepreneurs by accounting for their unique needs and constraints without compromising results. In this article, Stakeholder Journey Mapping is presented as an adaptation of current customer journey mapping methods, capable of being an educational tool that lowers barriers and costs for new social entrepreneurs. A methodology for creating Stakeholder Journey Maps is presented in the form of a workshop plan, and is followed by a case study.

Walking a Mile in the User's Shoes: Customer Journey Mapping as a Method to Understanding the User Experience

This article introduces using Customer Journey Maps (CJM) in libraries and the role mapping can play in visualizing the user's journey in order to help library staff better understand and optimize the user's experience. The purpose of this article is to demonstrate the importance and relevance of the mapping process for any library user experience. The article will also review findings from the Reed College Library use of mapping discovered during our own review of services and resource usage.

Mobile Ethnography: A Pioneering Research Approach for Customer-Centered Destination Management

Since customers increasingly base purchase decisions on online reviews, tourism has to constantly manage and evaluate the whole service chain from the guests' perspective. Service design as a contemporary approach provides methods to analyze and visualize service chains in a holistic and usercentered manner. A customer journey map visualizes a sequence of direct and indirect touchpoints. Touchpoints are moments in which customers encounter a certain brand or destination from their first online search, their evaluation through social media, and the booking process, as well as the travel and stay itself and writing subsequent online reviews. The intentional design of service systems through the eyes of customers is becoming fundamental to compete for customer's satisfaction. Service design builds on ethnographic research of real-life customers. However, quantitative and classic ethnographic research methods tend to fail when applied on the spacial scope and temporal extension of customer journeys in the field of tourism. In consequence, the innovative approach of mobile ethnography was developed to overcome this problem through integrating tourists as active investigators using smartphones. Mobile ethnography contrasts with other quantitative and qualitative research methods through its open approach. It is the guests who decide what is a touchpoint during their individual customer journey. This article reports on an EU-funded pilot study applying mobile ethnography in seven European tourism destinations. The findings of the study in St. Anton, Austria demonstrate the research design of mobile ethnographic research for tourism destinations and indicate its potential to iteratively improve the customer experience in a destination.

Innovative ways companies are using design thinking

Purpose – Researchers at the University of Virginia's Darden Business School and the Design Management Institute report on field research into how widely design thinking is being adopted in leading companies and how effectively is it being adapted in a variety of industries. Design/methodology/approach – They interviewed boundary spanners – leaders who operated at the intersection of design and business – in a number of Fortune 100 organizations and focused on ten organizations where design thinking was having an impact on practice. Findings – They found that design thinking was, in fact, also a problem solving process, not just an innovation process. Research limitations/implications – Examples are anecdotal. Practical implications – Learning from design tools – such as, ethnographic interviewing, customer journey mapping and job-to-be-done analysis – encouraged team members to stay involved with the problem long enough to reframe the opportunity. Originality/value – The highest payoff from adopting a design-thinking approach was not necessarily in identifying a solution, but rather in innovating how people worked together to envision and implement the new possibilities they discovered.

Journey to vaccination: a protocol for a multinational qualitative study

IntroductionIn the past two decades, childhood vaccination coverage has increased dramatically, averting an estimated 2–3 million deaths per year. Adult vaccination coverage, however, remains inconsistently recorded and substandard. Although structural...

Listening to Students: Customer Journey Mapping at Birmingham City University Library and Learning Resources

Birmingham City University's Library and Learning Resources’ strategic aim is to improve student satisfaction. A key element is the achievement of the Customer Excellence Standard. An important component of the standard is the mapping of services to improve quality. Library and Learning Resources has developed a methodology to map these “customer journeys” with students. The article considers themes in the published literature and provides an overview of a pilot project and its outcomes. The project's aims are evaluated including an assessment of the effectiveness of the mapping methodology in engaging students, the staff resource implications, and the identification of service improvements.