Conference article

The increasing interest in service design implies the need for more formal approaches to the analysis; conceptualization; and implementation of services. In particular; this is critical when multiple actors; such as designers; developers; and managers are to apply a service design approach for a customer centric transformation of the organization and its service offerings. In this paper; we present key components of a formal language for the modelling of customer journeys. The language is developed; in particular; to support customer journey analysis and design; its formal character is meant to facilitate an unambiguous communication of a customer journey throughout a service organization; and to bridge the current gap between fuzzy front-end service design and service implementation. Application of the language is illustrated through case studies from a large web-based service provider and a power company.

visual language; customer journey; touchpoint; CJML