Konferensartikel

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

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 99:42, s. 412-417

Visa mer +

Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

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

Abstract

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.

Nyckelord

Customer journeys; service design; customer involvement; methods

Referenser

Bitner; M. J.; Zeithaml; V. A.; & Gremler; D. D. (2010). Technology’s impact on the gaps model of service quality. Handbook of Service Science (pp. 197-218). New York; NY: Springer.

Clatworthy; S. (2011). Service innovation through touch-points: Development of an innovation toolkit for the first stages of new service development. International Journal of Design; 5(2); 15-28.

Crosier; A.; & Handford; A. (2012). Customer journey mapping as an advocacy tool for disabled people: a case study. Social Marketing Quarterly; 18(1); 67-76.

Følstad; A.; Kvale; K.; & Halvorsrud; R. (2013). Customer journey measures – State of the art research and best practice (Research Report No. A24488). Oslo; Norway: SINTEF.

HM Government (2007). Customer Journey Mapping: Guide for Practitioners. Retrieved from http://webarchive.nationalarchives.gov.uk/+/http:/www.cabinetoffice.gov.uk/media/123970/journey_mapping1.pdf

Kankainen; A.; Vaajakallio; K.; Kantola; V.; & Mattelmäki; T. (2012). Storytelling Group–a co-design method for service design. Behaviour & Information Technology; 31(3); 221-230.

Parker; S.; & Heapy; J. (2006). The journey to the interface: How public service design can connect users to reform. London; UK: Demos.

Rawson; A.; Duncan; E.; & Jones; C. (2013). The truth about customer experience. Harvard Business Review; September 2013; 90-98.

Segelström; F.; & Holmlid; S. (2009). Visualizations as tools for research: Service Designers on visualizations. In Proceedings of Nordes 2009. Retrieved from http://ocs.sfu.ca/nordes/index.php/nordes/2009/paper/view/265/139

Stickdorn; M.; & Zehrer; A. (2009). Service design in tourism: Customer experience driven destination management. In ServDes.2009. Linköping Electronic Conference Proceedings; 59. Linköping; Sweden; Linköping University Press.

Stone; D.; & Devine; J. (2013). From Moments to Journeys: A Paradigm Shift in Customer Experience Excellence. Retrieved from http://csi.mckinsey.com/knowledge_by_topic/consumer_and_shopper_insights/consumer_experience_journey

Trischler; J. & Zehrer; A. (2012). Service design: suggesting a qualitative multistep approach for analyzing and examining theme park experiences. Journal of Vacation Marketing; 18(1); 57-71.

Voss; C.; & Zomerdijk; L. (2007). Innovation in Experiential Services - An Empirical View. In Innovation in services (pp. 97-134). London; UK: DTI.

Wechsler; J. (2012). Reflections on Service Design; Frameworks; and the Service Organization. Design Management Review; 23(2); 58-64.

Whittle; S.; & Foster; M. (1991). Customer Profiling; Getting Into Your Customer’s Shoes. International journal of Bank Marketing; 9(1); 17-24.

Zomerdijk; L. G.; & Voss; C. A. (2010). Service design for experience-centric services. Journal of Service Research; 13(1); 67-82.

Citeringar i Crossref