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Customer Journey Heatmaps: a wake-up call

Customer Journey Heatmaps: a wake-up call

Category
Part of a book/report
Abstract
A certain company experienced an increasing level of dissatisfaction among its customers with the service it provided, and disagreed internally about the root causes of the negative trend. This case study describes a formalised methodology for customer journeys and a procedure to identify customer pain points and unwanted deviations. We present a three-step procedure to improve the company's service experience: 1) identifying the key planned journeys through workshops and world café methodology; 2) researching actual customer journeys through interviews; 3) establishing customer journey heatmaps as an internal call-for-action and prioritisation tool in the effort of service improvement.
Client
  • Norges forskningsråd / 235526
Language
English
Author(s)
Affiliation
  • Diverse norske bedrifter og organisasjoner
  • SINTEF Digital / Software and Service Innovation
Year
2018
Publisher
Association for Computing Machinery (ACM)
Book
NordiCHI '18 - Proceedings of the 10th Nordic Conference on Human-Computer Interaction, Oslo, Norway — September 29 - October 03, 2018
ISBN
978-1-4503-6437-9
Page(s)
850 - 855