Strengthening customer relationships through Customer Journey Analysis

Abstract

Service providers need a structured overview of their service processes to be able to offer satisfying experiences for their customers. The chapter introduces a framework for intuitive modeling of service processes in terms of customer journeys. The authors provide guidelines for Customer Journey Analysis, enabling empirical investigation of service experiences on an individual level. The methods result from research activities in a global telecommunication company. Through an industry case, the authors demonstrate how the proposed framework may serve as a unifying language to approach service quality in a systematic way. They discuss how the Customer Journey Framework can contribute to securing customer trust and confidence in three transformational stages.