Service Design Thinking A new approach to: ... insights into how firms interact ... identify critical actors ... understanding the importance of timing ... provide a framework to match your processes with those of your customers Using Customers Journey Mapping in B2B environments will allow you to improve your customer‘s experience.

1. Service Design Thinking
A new approach to:
… insights into how firms interact
… identify critical actors
… understanding the importance of timing
… provide a framework to match your
processes with those of your customers
Using Customers Journey Mapping in B2B
environments will allow you to improve
your customer‘s experience.
FH Zentralschweiz
Engineering and Architecture
Lucerne University of
Applied Sciences and Arts

2. Do you find it …
… hard to understand the buying process of your customers?
… difficult to manage interaction during the execution of a project?
… complicated to understand the decision makers at each step?
… arduous to map out the touchpoints?
… painful to create empathy with the internal and external actors?
We use our own methodology …
… to understand and analyze the customer journey over the whole life
of a relationship. The methodology is based on a modified and tested
version of the B2C customer journey mapping process. We look at all
actors and identify their roles over the relationship lifetime. Combining
the best Marketing and Service Design approches. The approch works
in complex product service system environments.
We are a multidisciplinary team build on experience.
Shaun West … lecturer for service innovation (shaun.west@hslu.ch)
Petra Müller-Csernetzky … lecturer for service design, HSLU, RCA (petra.mueller@hslu.ch)
Oliver Stoll … MSc Student, HSLU (oliver.brendel@stud.hslu.ch)
Marika Osterlund … MSc Student, HSLU
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FH Zentralschweiz