Supporting Redesign of C2C Services Through Customer Journey Mapping - Ida Maria Haugstveit,...
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VISUAL Supporting redesign of C2C services through customer journey mapping Ida Maria Haugstveit, Ragnhild Halvorsrud, and Amela Karahasanović SINTEF ICT ServDes2016 Copenhagen – May 25 th 1
Transcript of Supporting Redesign of C2C Services Through Customer Journey Mapping - Ida Maria Haugstveit,...
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Supporting redesign of C2C services through customer journey mappingIda Maria Haugstveit, Ragnhild Halvorsrud, and Amela KarahasanovićSINTEF ICT
ServDes2016Copenhagen – May 25th
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Customer-to-customer (C2C) services
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C2C serviceCustomer Customer
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Customer-to-customer (C2C) services
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Customer CustomerC2C service
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System developer
Project coordinator
Process owner
Designer
Process architect
Business developer
Designing and developing a service
Manager
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Shared understanding?
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Customer journey mapping
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Customer journey mapping
Widely used visualization technique within service design
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Customer journey mapping
Widely used visualization technique within service design
The customer point of viewProcess (time dimension)
Divided into a sequence of steps
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Customer journey mapping
Widely used visualization technique within service design
The customer point of viewProcess (time dimension)
Divided into a sequence of steps
Standardization
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Customer journey mapping
Widely used visualization technique within service design
The customer point of viewProcess (time dimension)
Divided into a sequence of steps
Standardization
Customer Journey Modelling Language (CJML)
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Customer Journey Modelling Language
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Customer Journey Modelling Language (CJML)
A customer journey is modelled as a sequence of touchpoints involved for a customer to achieve a specific goal or an outcome.
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Customer journey
Touchpoints
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Theory vs. practice
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Planned journeyThe journey as intended by the service provider "on the
drawing board"
Source illustrations from IKEA user manual: http://www.ikea.com/no/no/assembly_instructions/billy-bokhylle__AA-1823127-2_pub.pdf
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Theory vs. practice
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Planned journeyThe journey as intended by the service provider "on the
drawing board"
Actual journeyThe journey as it actually
unfolds for a customer during execution of the
service process
Source illustrations from IKEA user manual: http://www.ikea.com/no/no/assembly_instructions/billy-bokhylle__AA-1823127-2_pub.pdf
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Touchpoints: the basics of CJML
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Touchpoint boundary
Initiator of touchpoint
customer 1 customer 2 service provider
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Touchpoints: the basics of CJML
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Touchpoint boundary
Touchpoint symbol area
completed missing failing
Initiator of touchpoint
Status of touchpoint
customer 1 customer 2 service provider
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Touchpoints: the basics of CJML
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Touchpoint boundary
Touchpoint symbol area
completed missing failing
Initiator of touchpoint
Status of touchpoint
customer 1 customer 2 service provider
Examples of touchpoints with symbols
e-mail Message (platform)
PC web transaction
face-to-face conversation
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Touchpoints uncertainty
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Uncertain initiator
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Uncertain numberof occurrences
Uncertainty in occurrence
Uncertainty in channel
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Diagrams
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Customer Journey Diagrams
Sequential diagram
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For visualizing planned customer journeys with few actors involved
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Customer Journey Diagrams
Sequential diagram
Deviation diagramFor visualizing actual customer journeys with few actors
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For visualizing planned customer journeys with few actors involved
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Swimlane Diagram
Used for visualizing customer journeys involving a network of actors
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Customer Experience
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Customer's experience (text)
RatingEmoticon symbol
Dissatisfied
Very satisfied
"Annoying that the…"
"I was happy with…"
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Case study application of the CJML
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eMarket
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Job Advertiser
Job Performers
eMarket
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chat
Job Advertiser
Job Performers
eMarket
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chat
e-mail (private)
telephone
face2face
SMS
Job Advertiser
Job Performers
eMarket
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Purpose of the case
Objectiveto map the service in detail and find areas of improvement
Scopeto map the eMarket company's planned journey and actual journeys
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Mapping of the planned customer journey
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1. Sketch from cross-functional team
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Mapping of the planned customer journey
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2. Mystery shopping
1. Sketch from cross-functional team
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The planned customer journey
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Execution o jobContact between Job Advertiser and Job PerformerAdvertise the job
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The planned customer journey
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Execution of jobContact between Job Advertiser and Job PerformerAdvertise the job
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Value for the eMarket company- Planned customer journey
• Provided a detailed overview• Revealed excess and misplaced touchpoints• Knowledge of what and when information is sent to customers• A basis when considering re-design of the customer journey
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"The planned journey has been useful as an overview of the customer journey,
and I have used it when I have considered changes or value-added
features of the service."
- eMarket company
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Mapping of the actual customer journey
• Recruitment of 8 participants (Job Advertisers)
• Gender: 6 females and 2 males
• Age: 28 – 52 years
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ID 1 "Lisa"Age: 35 years
Editing of video
ID 5 "Roger"Age: 41 years
Drive car from A to B
ID 6 "Rita"Age: 33 years
Tutoring
ID 2 "Oscar"Age: 30 years
House cleaning
ID 3 "Astrid"Age: 31 years
House cleaning
ID 7 "Anna"Age: 41 years
Tutoring
ID 4 "Greta"Age: 52 years
Gardening
ID 8 "Caroline"Age: 28 years
Pick up furniture
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• Knowledge of how customers experience different touchpoints• Identification of deviations and patterns of deviations• A basis for efficiency improvements
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"Through the actual journey maps, we found holes in our customer journeys (e.g. absent touchpoints from our part), and some places where we see that it is possible
to misunderstand what we expected the users to do. We gathered this insight and addressed the issues."
- eMarket company
Value for the eMarket company- Mapping the actual customer journey
