Article | Service Design Geographies. Proceedings of the ServDes.2016 Conference | Supporting Redesign of C2C Services Through Customer Journey Mapping
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Title:
Supporting Redesign of C2C Services Through Customer Journey Mapping
Author:
Ida Maria Haugstveit: SINTEF, Oslo, Norway Ragnhild Halvorsrud: SINTEF, Oslo, Norway Amela Karahasanovic: SINTEF, Oslo, Norway
Download:
Full text (pdf)
Year:
2016
Conference:
Service Design Geographies. Proceedings of the ServDes.2016 Conference
Issue:
125
Article no.:
018
Pages:
215-227
No. of pages:
13
Publication type:
Abstract and Fulltext
Published:
2016-05-17
ISBN:
978-91-7685-738-0
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press, Linköpings universitet


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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

Service Design Geographies. Proceedings of the ServDes.2016 Conference

Author:
Ida Maria Haugstveit, Ragnhild Halvorsrud, Amela Karahasanovic
Title:
Supporting Redesign of C2C Services Through Customer Journey Mapping
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Service Design Geographies. Proceedings of the ServDes.2016 Conference

Author:
Ida Maria Haugstveit, Ragnhild Halvorsrud, Amela Karahasanovic
Title:
Supporting Redesign of C2C Services Through Customer Journey Mapping
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