Customer Journeys: Involving Customers and Internal Resources in the Design and Management of Services

Asbjørn Følstad
SINTEF, Oslo, Norway

Knut Kvale
Telenor, Bærum, Norway

Ragnhild Halvorsrud
SINTEF, Oslo, Norway

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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 99:42, s. 412-417

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Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

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


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


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