Konferensartikel

The customer journey approach is increasingly being taken up by practitioners and researchers to support the design and management of services. As part of this approach; customers and internal resources are often involved as contributors of input in design and management processes. In the current literature on customer journeys; a broad variety of involvement practices has emerged. No coherent framework has been proposed to structure these practices. In this short paper; we provide an overview of the different purposes and implementations of emerging involvement practices with the customer journey approach. We then contribute a simple framework for these practices; where we classify involvement according to its purpose; implementation; and output. Finally; we point out future research needed to further develop the ways customers and internal resources are involved within the customer journey approach.

Customer journeys; service design; customer involvement; methods