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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.
Within the field of design, Parker and Heapy’s (2006) pamphlet , 2010; Kimbell, 2011; Manschot and Visser, 2011).
This pamphlet presents journeys as a lens for “seeing services as people do” (p. Parker and Heapy forcefully argue for the usefulness of this perspective, based on practical examples and interviews from case organizations within the private and public sectors.
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.Specifically, it contributes an overview of how the term customer journey is used in the literature, as well as existing customer journey approaches.For this purpose, the paper presents a systematic literature review of peer-reviewed research papers from journals and conferences concerning customer journeys in the period 1991-2012. Section 2 presents a background on customer journeys and related approaches followed by the research questions (Section 3), the review method (Section 4), and the key findings (Section 5).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.For more information about e Books including troubleshooting, see the Library's e Book Help Guide.Customer journeys have become an increasingly important topic in service management and design.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.Customer journeys are identified as a preferred means among service designers to summarize customer research (Segelström and Holmlid, 2009), and are seen as valuable for communication and for strengthening stakeholder empathy with customers (Segelström, 2013).Customer journey approaches are also used for the management and design of public sector services (Parker and Heapy, 2006; HM Government, 2007), and for service innovation in consumer markets (Edelman and Singer, 2015).