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Searches in Google Scholar, Scopus, Web of Knowledge, ACM Digital Library, and Science Direct identified 45 papers for the analysis.
For customer journeys to advance as a mature topic of interest, it may be beneficial to address the current incoherence in terminology and approaches.
This paper aims to contribute a needed basis for a common understanding of customer journeys and associated approaches.
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.
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Customer journeys have become an increasingly important topic in service management and design.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.Methods and practices in which the term customer journey is not explicitly applied are not included in what we in this paper refer to as customer journey approaches.Zomerdijk and Voss (2010, 2011) found that leading experiential service providers often use customer journey approaches in service management and design.While the term customer journey is widely used, and customer journey approaches are commonly applied, there does not seem to be a common understanding of what customer journeys are and how different customer journey approaches may support service management and design.This is, for example, seen in the lack of a common customer journey terminology and reference literature.It is described as the repeated interactions between a service provider and the customer (Meroni and Sangiorgi, 2011), as an “engaging story” about the user’s interaction with a service (Stickdorn and Schneider, 2010), or as a walk “in the customer’s shoes” (Holmlid and Evenson, 2008).The customer journey perspective is key to the design processes of recognized service design agencies (Kimbell, 2011), is critical for involving customers in strategy work and business model development (Norton and Pine, 2013), and has also made its way into acknowledged books on service design (Miettinen and Koivisto, 2009; Polaine , 2013; Stickdorn and Schneider, 2010).The purpose of this paper is to review customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing.The study was conducted as a systematic literature review.