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Supporting Redesign of C2C Services Through Customer Journey Mapping

Supporting Redesign of C2C Services Through Customer Journey Mapping

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Sammendrag
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.
Oppdragsgiver
  • Norges forskningsråd / 219606
Språk
Engelsk
Forfatter(e)
Institusjon(er)
  • SINTEF Digital / Software and Service Innovation
År
2016
Publisert i
Linköping Electronic Conference Proceedings
ISSN
1650-3686
Forlag
Linköping University Electronic Press, Linköpings universitet
Bok
Service Design Geographies. Proceedings of the ServDes2016 Conference
Hefte nr.
125
ISBN
978-91-7685-738-0
Side(r)
215 - 227