SDT2012 (P4.2): Understanding drivers of customer journeys
by Marc Stickdorn, Lecturer and Research Fellow at MCI Management Center Innsbruck on Oct 15, 2012
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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other ...
This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Geke van Dijk, United Kingdom
Dr. Geke van Dijk is co-founder and Strategy Director of STBY in London and Amsterdam. She is also the initiator and chair of the Service Design Network Netherlands, and co-founder of the Reach Network for Global Design Research. Geke has a background in ethnographic research, user-centered design, and services marketing & innovation. She is passionate about exploring the ways people co-produce their customer journeys by picking and mixing from multi-channel service touch points. She holds a PhD in Computer Sciences from the Open University in the UK. Her PhD research was co-supervised by the Business School of the OU.
Bas Raijmakers, United Kingdom
Dr. Bas Raijmakers is co-founder and Creative Director of STBY in London and Amsterdam, and co-founder of the Reach Network for Global Design Research. STBY is specialised in design research for service innovation, and works for clients in industry and the public sector. Bas has a background in cultural studies, the internet industry, and interaction design. His main passion is to bring people we design for into design and innovation processes, using visual storytelling. He holds a PhD in Interaction Design from the Royal College of Art in London. He is also Reader in Strategic Creativity at Design Academy Eindhoven.
Understanding drivers of customer journeys
Contemporary travel is fragmented, even if you look at the customer journeys of one individual. Why is people’s behaviour not more consistent and predictable? The answer lies in the differences in the circumstances of each of these customer journeys, PhD research of one of the authors has found, based on UK field work on peoples travelling and holidays. This principle has recently been applied in a study in The Netherlands, where the behaviour of train travellers was studied to understand how railway stations can create better services. In particular, the design of these services focuses on stations undergoing extensive upgrading works whilst fully functioning. Distinguishing between routine journeys such as commutes and incidental journeys such as holidays and day trips helped greatly to find opportunities for Service Design, design concepts and create prototypes. This presentation will demonstrate the influence of peoples temporary circumstances on their customer journeys in general, illustrated through the train travellers study, and the opportunities this offers to Service Design.
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