Roger von Zernichow
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.
- Lyn Carson. 2011. Designing a public conversation using the World Café method. Social alternatives 30, 1: 10--14.Google Scholar
- Claes Fornell, Sunil Mithas, Forrest V Morgeson III, Mayuram S Krishnan. 2006. Customer satisfaction and stock prices: High returns, low risk. Journal of Marketing, 70, 1: 3--14.Google ScholarCross Ref
- Ranjay Gulati. 2007. Silo busting. Harvard business review, 85, 5: 98--108.Google Scholar
- Ragnhild Halvorsrud, Knut Kvale. 2017. Strengthening customer relationships through Customer Journey Analysis. In Innovating for Trust, Edward Elgar Publishing, 183--200.Google Scholar
- Ragnhild Halvorsrud, Ida Maria Haugstveit, Antoine Pultier. 2016. Evaluation of a modelling language for customer journeys. In Proceedings from the IEEE Symposium on Visual Languages and Human-Centric Computing (VL/HCC), 40--48.Google ScholarCross Ref
- Ragnhild Halvorsrud, Knut Kvale, Asbjørn Følstad. 2016. Improving service quality through customer journey analysis. Journal of service theory and practice 26, 6: 840--867.Google ScholarCross Ref
- Ida Maria Haugstveit, Ragnhild Halvorsrud, Amela Karahasanovic. 2016. Supporting redesign of C2C services through customer journey mapping. In Proceedings of the Service Design and Innovation Conference (ServDes'16), 215--227. http://www.ep.liu.se/ecp/125/ecp16125.pdfGoogle Scholar
- Christopher Meyer, Andre Schwager. 2007. Understanding customer experience. Harvard Business Review, 85, 2: 117--126.Google Scholar
- Alex Rawson, Ewan Duncan, & Conor Jones. 2013. The truth about customer experience. Harvard Business Review, 91, 90--98.Google Scholar
- Dorian Stone, John Devine. 2013. From Moments to Journeys: A Paradigm Shift in Customer Experience Excellency. McKinsey & Company Consumer and Shopper insights. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/from-moments-to-journeys-a-paradigm-shift-in-customer-experience-excellenceGoogle Scholar
- Peter C. Verhoef, Katherine N. Lemon, A. Parasuraman, Anne Roggeveen, Michael Tsiros, Leonard A. Schlesinger. 2009. Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85, 1: 31--41.Google ScholarCross Ref
Recommendations
Antecedents and Consequences of E-News Brand Trust: An Empirical Study of E-News Brand in Indonesia
The purpose of this paper is to determine the effect of the antecedents of e-news brand trust and want to determine the consequences of e-news brand trust. The model used in this study were tested into two news brands online, which is Detik.com and ...
Cross-Channel Integration and Customer Experience in Omnichannel Retail Services
Despite the increasing attention being given to cross-channel integration services, an understanding of the impact of cross-channel integration on customer experience is still lacking. This study fills this gap. With a focus on retail brand experience, ...
Models of Customer Experience for B2C E-Commerce Enterprises
With the rapid development of E-commerce, more and more E-commerce enterprises attach great importance to customer experience, and B2C E-commerce enterprises make no exception. The good customer experience can promote customers' perception of the ...
Comments