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Recently, Halvorsrud (2014) made a call for a common language of service design “to precisely model services and support a common service understanding” (p.292), and presented a structuring framework for customer journey analysis (Halvorsrud , 2016).BOOKS The Library's e Books come in a variety of formats, some display chapters that can be viewed in HTML format or PDF files that can be saved to your computer, others require an e Book reader software such as Adobe Digital Editions or Blue Fire Reader.
Driven by the current interest in customer journeys, various customer journey approaches have emerged.
We understand customer journey approaches to be methods and practices where the service process is analyzed, modeled, managed, or (re)designed applying a customer journey perspective.
Across the reviewed literature, customer journeys are described not only as a means to take the viewpoint of the customer, but also to reach insight into their experiences. https://doi.org/10.1108/JSTP-11-2014-0261 Download as . RIS , 2009) is a key competitive advantage in a range of service sectors (Meyer and Schwager, 2007).
A rich and at times incoherent customer journey terminology is analyzed and discussed, as are two emerging customer journey approaches: customer journey mapping (analysis of a service process “as is”) and customer journey proposition (generative activities leading toward a possible service “to be”). The notion that customer experience is shaped during (as well as before and after) the interactions between the customer and the service provider (Berry , 2011), have been proposed to manage the processual and experiential as intertwined aspects of services.
Searches in Google Scholar, Scopus, Web of Knowledge, ACM Digital Library, and Science Direct identified 45 papers for the analysis.
The papers were analyzed with respect to customer journey terminology and approaches, the relation to customer experience, the referenced background, and the use of visualizations.
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Customer journeys have become an increasingly important topic in service management and design.
The paper concludes by discussing the implications and limitations of the findings, as well as future work (Sections 6 and 7).
The historical roots of the customer journey perspective are challenging to trace, as it has appeared in different fields of practice and research more or less in parallel.