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Supporting Redesign of C2C Services Through Customer Journey Mapping

Supporting Redesign of C2C Services Through Customer Journey Mapping

Category
D1 Articles in conference proceedings
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.
Language
English
Year
2016
Published in
Service Design Geographies. Proceedings of the ServDes2016 Conference
Linköping Electronic Conference Proceedings / 125
ISSN
1650-3686
Publisher
Linköping University Electronic Press, Linköpings universitet
ISBN
978-91-7685-738-0
Page(s)
215-227
Publication ID
CRIStin 1361725