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U-CrAc : User-driven Creative Academy !

Where students’

creativity meet

challenges from industry!

Welcome back from

fieldwork

Towards new INSIGHTS

Customer JourneyMapping

In the new service-centered paradigm, value is no longer embedded

in tangible offerings, but is co-created with customers through

relational exchanges in interaction experiences.

(Normann 2001; Vargo and Lusch 2004)

Normann, Richard (2001), Reframing Business: When the Map Changes the Landscape. Chichester, UK: John Wiley & Sons. Vargo, Stephen L. and Robert F. Lusch (2004), ‘‘Evolving to a New Dominant Logic for Marketing,’’ Journal of Marketing, 68 (1), 1-17.

The most remarkable thing about service processes (and experiences) is thatthey do not take place without the customer

(Chase, 1978 ; Corsten, 1988; Cowell, 1984; Gro¨nroos, 1990; Hilke, 1989; Hoffman and Bateson, 1997; Kurtz and Clow, 1998; Larsson and Bowen, 1989; Lovelock and Young, 1979; Meffert, 1995; Meyer, 1993; Mills, 1985; Schneider and Bowen, 1983; Zeithaml and Bitner, 2000, p. 319

Customer experiences can be viewed as internal and subjective responses to any contact with a company (Meyer and Schwager 2007)

(Meyer and Schwager 2007)Meyer, Christopher and Andre Schwager (2007), ‘‘Understanding Customer Experience,’’ Harvard Business Review, 85 (2),117-127.

Jantzen & Vetner

In designing experience-centric services, the customer journey and touchpoints are two important design process concepts (Zomerdijk and Voss 2009).

Zomerdijk,LeoniekeG. and ChristopherA.Voss (2009), ‘‘Service Design for Experience-Centric Services,’’ Journal of Service Research. Bitner, Mary Jo and Stephen W. Brownand Matthew L. Meuter (2000), ‘‘Technology Infusion in Service Encounters,’’ Journal of the Academy of Marketing Science, 28 (1), 138-149.

Touchpoints occur whenever a customer interacts with the service provider across multiple channels and, therefore, are similar to service encounters (Bitner, Ostrom, and Meuter 2000).

In designing experience-centric services, the customer journey and touchpoints are two important design process concepts (Zomerdijk and Voss 2009).

Zomerdijk,LeoniekeG. and ChristopherA.Voss (2009), ‘‘Service Design for Experience-Centric Services,’’ Journal of Service Research. Bitner, Mary Jo and Stephen W. Brownand Matthew L. Meuter (2000), ‘‘Technology Infusion in Service Encounters,’’ Journal of the Academy of Marketing Science, 28 (1), 138-149.

Touchpoints occur whenever a customer interacts with the service provider across multiple channels and, therefore, are similar to service encounters (Bitner, Ostrom, and Meuter 2000).

also known as ‘service encounters’, ‘experience points’ or ‘cues’ !(Bitner et al., 2008; Chesbrough, 2010; Zomerdijk & Voss, 2010)

Instead of delivering preproduced offerings, firms can only offer value propositions, which customers then transform into value through use. (Gupta and Vajic 2000; Normann and Ramı´rez 1993)

Gupta, Sudheer and Mirjana Vajic (2000), ‘‘The Contextual and Dialectical Nature of Experiences,’’ in New Service Development: Creating Memorable Experiences, James A. Fitzsimmons and Mona J. Fitzsimmons, eds. Thousand Oaks, CA: SAGE, 33-51. Normann, Richard and Rafael Ramı´rez (1993), ‘‘From Value Chain to Value Constellation: Designing Interactive Strategy,’’ Harvard Business Review, 71 (4), 65-77.

The customer journey refers to a series of

touchpoints, involving all activities and events

related to the delivery of the service from the

customer’s perspective.

Patrı´cio, Lia , Raymond P. Fisk, and Joa˜o Falca˜o e Cunha (2008), ‘‘Designing Multi-interface Service Experiences: The Service Experience Blueprint,’’ Journal of Service Research, 10 (4), 318-334.

Service design gives profound insights into

how customers experience the service,

and visualizes the processes that may be

effective for handling the complexity and variety

of service experiences.

(Segelström, 2009; Zomerdijk and Voss, 2010).

Service and experience designers work visually, the

transformation of ideas and processes into visible

dimensions throughout all phases of the design process

makes processes manageable and ideas comprehensible

Mager (2009)

Time span

Functional job

Emotional job

Insights

Persona:

Name:

Charateristics:

2016Group nr.:

Time span

Functional job

Emotional job

Insights

Persona:

Name:

Charateristics:

2016Group:

Which touchpoints does the user/persona interact with?

How does the user/persona experience it?

What can we learn from it (problems, insights & opportunities)?

When does it occur (minutes, hours or weeks)?

Who is your user?

Time span

Functional job

Emotional job

Insights

Persona:

Name:

Charateristics:

2016Group nr.:

User …

User experienced

…

We learned …

Services are not linear, but (often various) service cycles

THINGS-TO-THINK-WITH (Papert & Harel 1991)

Roos (2006, p. 85) an object-mediated communication activity like the Ouroboros results in a “tangible outcome of the communication, exhibiting

areas of agreement reached as well as persisting differences”

Choose a template if it makes sense for your case. . . . -linket mellem idé & virkelighed

Case:Star Wars All Transport