Ragnhild Halvorsrud
SINTEF, Oslo, Norway
Eunji Lee
SINTEF, Oslo, Norway
Ida Maria Haugstveit
SINTEF, Oslo, Norway
Asbjørn Følstad
SINTEF, Oslo, Norway
Ladda ner artikel
Ingår i: ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014
Linköping Electronic Conference Proceedings 99:28, s. 291-300
Publicerad: 2014-06-25
ISBN: 978-91-7519-280-2
ISSN: 1650-3686 (tryckt), 1650-3740 (online)
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.
Baines; T. S.; Lightfoot; H. W.; Benedettini; O.; & Kay; J. M. (2009). The servitization of
manufacturing: a review of literature and reflection on future challenges. Journal of
Manufacturing Technology Management; 20(5); 547-567.
Bitner; M. J.; Ostrom; A. L.; & Morgan; F. N. (2008). Service blueprinting: A practical
technique for service innovation. California Management Review; 50(3); 66-94.
Bitner; M. J.; Zeithaml; V. A.; & Gremler; D. D. (2010). Technology’s impact on the gaps
model of service quality. In P. P. Maglio; C. A. Kieliszewski & J. C. Spohrer (Eds.);
Handbook of Service Science (pp. 197-218). New York: Springer.
Blomkvist; J.; Holmlid; S.; & Segelström; F. (2010). This is Service Design Research. In M.
Stickdorn & J. Schneider (Eds.); This is Service Design Thinking. Amsterdam; Netherlands:
BIS Publishers.
Edvardsson; B.; & Olsson; J. (1996). Key concepts for new service development. Service
Industries Journal; 16(2); 140-164.
Følstad; A.; Kvale; K.; & Halvorsrud; R. (2013). Customer journey measures - State of the art
research and best practices. Oslo; Norway: Report A24488; Oslo; Norway: SINTEF.
Gloppen; J. (2009). Service Design Leadership. Paper presented at the First Nordic Conference:
Service Design and Service Innovation.
Gustafsson; A.; & Johnson; M. D. (2003). Competing in a service economy: how to create a competitive
advantage through service development and innovation. San Fransisco: Jossey-Bass.
Halvorsrud; R.; & Kvale; K. (2014). A Customer Journey Framework for Analysis and Visualization
of Cross-channel Customer Experience. Submitted manuscript.
Howard; J. (2007). On the origin of Touchpoints (The Design for Service Blog). Retrieved
from http://designforservice.wordpress.com/2007/11/07/on-the-origin-of-touchpoints/
Hume; M.; Sullivan Mort; G.; Liesch; P. W.; & Winzar; H. (2006). Understanding service
experience in non-profit performing arts: implications for operations and service
management. Journal of Operations Management; 24(4); 304-324.
Jonas; W.; Chow; R.; & Schaeffer; N. (2009). Service design descriptions: A step toward rigorous
discourse. Paper presented at the 8th European Academy of Design Conference; Aberdeen;
Scotland.
Koivisto; M. (2009). Frameworks for structuring services and customer experiences. In S.
Miettinen & M. Koivisto (Eds.); Designing Services with Innovative Methods (pp. 136-149). Helsinki: University of Art and Design; Helsinki; Finland.
Lee; E.; & Karahasanovic; A. (2013). Can Business Management Benefit from Service Journey
Modeling Language? Proceedings from ICSEA 2013; the 8th International Conference on
Software Engineering Advances; 579-582.
Mascarenhas; O. A.; Kesavan; R.; & Bernacchi; M. (2006). Lasting customer loyalty: a total
customer experience approach. Journal of Consumer Marketing; 23(7); 397-405.
Meyer; C.; & Schwager; A. (2007). Understanding customer experience. Harvard Business
Review; 85(2); 117-126.
Moritz; S. (2005). Service design: Practical access to an evolving field. Master thesis; Köln
International School of Design; Cologne.
Osterwalder; A. (2004). The business model ontology: A proposition in a design science approach. PhD;
Institut d’Informatique et Organisation; Lausanne; Switzerland.
Parker; S.; & Heapy; J. (2006). The journey to the interface: How public service design can connect users
to reform. London; UK: Demos.
Patrício; L.; Fisk; R. P.; & e Cunha; J. F. (2008). Designing multi-interface service
experiences the service experience blueprint. Journal of Service Research; 10(4); 318-334.
Polaine; A.; Løvlie; L.; & Reason; B. (2013). Service design: from insight to implementation.
Brooklyn; NY: Rosenfeld Media.
Saco; R. M.; & Goncalves; A. P. (2008). Service design: An appraisal. Design management review;
19(1); 10-19.
Segelström; F.; & Holmlid; S. (2009). Visualizations as tools for research: Service Designers
on visualizations. Paper presented at Nordes Conference(3).
Shostack; G. L. (1982). How to design a service. European Journal of Marketing; 16(1); 49-63.
Stickdorn; M.; Schneider; J.; & Andrews; K. (2011). This is service design thinking: Basics; tools;
cases: Wiley.
Tax; S. S.; McCutcheon; D.; & Wilkinson; I. F. (2013). The Service Delivery Network
(SDN): A Customer-Centric Perspective of the Customer Journey. Journal of Service
Research; 16(4); 454-470. doi: 10.1177/1094670513481108
van Dijk; G.; Minocha; S.; & Laing; A. (2007). Consumers; channels and communication: Online and offline communication in service consumption. Interacting with Computers;
19(1); 7-19.
Zomerdijk; L. G.; & Voss; C. A. (2010). Service design for experience-centric services. Journal
of Service Research; 13(1); 67-82.
