ServDes 2016

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Supporting redesign of C2C services
through customer journey mapping
Ida Maria Haugstveit, Ragnhild Halvorsrud, and Amela Karahasanović
SINTEF ICT
ServDes2016
Copenhagen – May 25th
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Customer-to-customer (C2C) services
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C2C serviceCustomer Customer

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Customer-to-customer (C2C) services
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Customer CustomerC2C service

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System
developer
Project
coordinator
Process
owner
Designer
Process
architect
Business
developer
Designing and developing a service
Manager

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Shared understanding?

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Customer journey mapping

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Customer journey mapping
Widely used visualization technique within service design

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Customer journey mapping
Widely used visualization technique within service design
The customer point of view
Process (time dimension)
Divided into a sequence of steps

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Customer journey mapping
Widely used visualization technique within service design
The customer point of view
Process (time dimension)
Divided into a sequence of steps
Standardization

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Customer journey mapping
Widely used visualization technique within service design
The customer point of view
Process (time dimension)
Divided into a sequence of steps
Standardization
Customer Journey Modelling Language (CJML)

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Customer Journey Modelling Language
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Customer Journey Modelling Language (CJML)
A customer journey is modelled as a sequence of touchpoints
involved for a customer to achieve a specific goal or an outcome.
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Customer journey
Touchpoints

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Theory vs. practice
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Planned journey
The journey as intended by
the service provider "on the
drawing board"
Source illustrations from IKEA user manual: http://www.ikea.com/no/no/assembly_instructions/billy-bokhylle__AA-1823127-2_pub.pdf

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Theory vs. practice
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Planned journey
The journey as intended by
the service provider "on the
drawing board"
Actual journey
The journey as it actually
unfolds for a customer
during execution of the
service process
Source illustrations from IKEA user manual: http://www.ikea.com/no/no/assembly_instructions/billy-bokhylle__AA-1823127-2_pub.pdf

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Touchpoints: the basics of CJML
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Touchpoint
boundary
Initiator of
touchpoint
customer 1 customer 2 service
provider

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Touchpoints: the basics of CJML
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Touchpoint
boundary
Touchpoint
symbol area
completed missing failing
Initiator of
touchpoint
Status of
touchpoint
customer 1 customer 2 service
provider

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Touchpoints: the basics of CJML
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Touchpoint
boundary
Touchpoint
symbol area
completed missing failing
Initiator of
touchpoint
Status of
touchpoint
customer 1 customer 2 service
provider
Examples of
touchpoints
with symbols
e-mail Message
(platform)
PC web
transaction
face-to-face
conversation

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Touchpoints uncertainty
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Uncertain initiator
?
Uncertain number
of occurrences
Uncertainty
in occurrence
Uncertainty
in channel

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Diagrams
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Customer Journey Diagrams
Sequential diagram
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For visualizing planned
customer journeys with
few actors involved

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Customer Journey Diagrams
Sequential diagram
Deviation diagram
For visualizing actual
customer journeys with
few actors
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For visualizing planned
customer journeys with
few actors involved

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Swimlane Diagram
Used for visualizing customer journeys involving a network of actors
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Customer Experience
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Customer's
experience (text)
RatingEmoticon
symbol
Dissatisfied
Very satisfied
"Annoying that the…"
"I was happy with…"

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Case study application of the CJML
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eMarket

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Job Advertiser
Job Performers
eMarket

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chat
e-mail
Job Advertiser
Job Performers
eMarket

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chat
e-mail (private)
telephone
face2face
SMS
e-mail
Job Advertiser
Job Performers
eMarket

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Purpose of the case
Objective
to map the service in detail and find areas
of improvement
Scope
to map the eMarket company's planned
journey and actual journeys
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Mapping of the planned customer journey
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1. Sketch from cross-functional team

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Mapping of the planned customer journey
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2. Mystery shopping
1. Sketch from cross-functional team

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The planned customer journey
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Execution o jobContact between Job Advertiser and Job PerformerAdvertise the job

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The planned customer journey
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Execution of jobContact between Job Advertiser and Job PerformerAdvertise the job

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Value for the eMarket company
- Planned customer journey
• Provided a detailed overview
• Revealed excess and misplaced touchpoints
• Knowledge of what and when information is sent to customers
• A basis when considering re-design of the customer journey
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"The planned journey has been useful as
an overview of the customer journey,
and I have used it when I have
considered changes or value-added
features of the service."
- eMarket company

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Mapping of the actual customer journey
• Recruitment of 8 participants
(Job Advertisers)
• Gender: 6 females and 2 males
• Age: 28 – 52 years
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ID 1 "Lisa"
Age: 35 years
Editing of video
ID 5 "Roger"
Age: 41 years
Drive car from A to B
ID 6 "Rita"
Age: 33 years
Tutoring
ID 2 "Oscar"
Age: 30 years
House cleaning
ID 3 "Astrid"
Age: 31 years
House cleaning
ID 7 "Anna"
Age: 41 years
Tutoring
ID 4 "Greta"
Age: 52 years
Gardening
ID 8 "Caroline"
Age: 28 years
Pick up furniture

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• Knowledge of how customers experience different touchpoints
• Identification of deviations and patterns of deviations
• A basis for efficiency improvements
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"Through the actual journey maps, we found holes in
our customer journeys (e.g. absent touchpoints from our
part), and some places where we see that it is possible
to misunderstand what we expected the users to do. We
gathered this insight and addressed the issues."
- eMarket company
Value for the eMarket company
- Mapping the actual customer journey

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https://visualproject.org/
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Ida Maria Haugstveit: imh@sintef.no