Developing a Customer Centric Journey Map
12th International Multi-Conference on Complexity, Informatics and Cybernetics (IMCIC 2021): Proceedings 2021
Gundars Kokins, Anita Straujuma

This article proposes a solution to the unwieldy complexity of by understanding the link between Consumer Journeys and Customer Journeys to create a customer centric view, by showing managers how to develop a Customer Journey map that improves the experience at each touchpoint, while still addressing their higher-level goals in the form of Consumer Journeys. This is done by proposing a 6-step practical framework for managers on how to combine a multitude of different data sources to create a Customer Centric Journey map rooted in data and facts, rather than assumptions, that also includes and addresses Co-Creation aspects of Customer Experience and means to improve the experience by creating a Journey Preposition (To-Be map). Using the case of the Cambridge Venture Camp 2021, organized as part of the ERASMUS+ programme of the European Union within Strategic partnerships for higher education, this framework is empirically applied and tested, to provide suggestions and future research directions.

Atslēgas vārdi
Customer Experience, Consumer Journeys, Customer Personas, Customer Centric Journey Mapping

Kokins, G., Straujuma, A. Developing a Customer Centric Journey Map. No: 12th International Multi-Conference on Complexity, Informatics and Cybernetics (IMCIC 2021): Proceedings, Amerikas savienotās valstis, Virtuālā Konference, 18.-21. jūlijs, 2021. Winter Garden: International Institute of Informatics and Systemics (IIIS), 2021, 134.-139.lpp. ISBN 978-1-950492-57-2.

Publikācijas valoda
English (en)
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