Abstract
The growing digital footprint of service consumption offers new opportunities for analyzing interactions between service providers and customers at scale. Customer Journey Analysis (CJA) is an effective approach for capturing and visualizing customers’ detailed interactions and experiences with a service provider, using the Customer Journey Modeling Language (CJML) as its modeling language. However, the qualitative nature of CJA makes the approach resource-intensive. In this paper, we investigate a weighted game approach to customer journeys, described through CJML, which enables analysis beyond the event logs of a single system and allows for the capture of journeys extending outside the traditional data space. The game approach generates graphs with weighted edges calculated using a gas function, a metric that quantifies the “patience” drained from the customer throughout their journey. The objective is to assess the two analysis approaches, explore how they could be integrated, and investigate whether gas can reflect customer experience. The results show that, although the weighted game approach initially seems to offer useful insights into customer experience, there are significant discrepancies in the lowest-scoring experiences. This indicates that further research is needed to draw firm conclusions about the correlations. However, the method used for comparison can serve as a basis for future studies. Moreover, combining the qualitative depth of CJA with the scalable analytics of user journey games offers the potential for insights at both individual and aggregated journey levels and can, in the future, help advance the development of automating the journey analysis process across the entire customer journey.