Supporting Redesign of C2C Services Through Customer Journey Mapping

Ida Maria Haugstveit
SINTEF, Oslo, Norway

Ragnhild Halvorsrud
SINTEF, Oslo, Norway

Amela Karahasanovic
SINTEF, Oslo, Norway

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Ingår i: Service Design Geographies. Proceedings of the ServDes.2016 Conference

Linköping Electronic Conference Proceedings 125:18, s. 215-227

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Publicerad: 2016-05-17

ISBN: 978-91-7685-738-0

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


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.


visual language, customer journey, touchpoint, case study, CJML


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