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Customer journeys are identified as a preferred means among service designers to summarize customer research (Segelström and Holmlid, 2009), and are seen as valuable for communication and for strengthening stakeholder empathy with customers (Segelström, 2013).
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Across the reviewed literature, customer journeys are described not only as a means to take the viewpoint of the customer, but also to reach insight into their experiences. https://doi.org/10.1108/JSTP-11-2014-0261 Download as . RIS , 2009) is a key competitive advantage in a range of service sectors (Meyer and Schwager, 2007).
A rich and at times incoherent customer journey terminology is analyzed and discussed, as are two emerging customer journey approaches: customer journey mapping (analysis of a service process “as is”) and customer journey proposition (generative activities leading toward a possible service “to be”). The notion that customer experience is shaped during (as well as before and after) the interactions between the customer and the service provider (Berry , 2011), have been proposed to manage the processual and experiential as intertwined aspects of services.
Recently, Halvorsrud (2014) made a call for a common language of service design “to precisely model services and support a common service understanding” (p.
292), and presented a structuring framework for customer journey analysis (Halvorsrud , 2016).
The purpose of this paper is to review customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing.
The study was conducted as a systematic literature review.
Driven by the current interest in customer journeys, various customer journey approaches have emerged.
We understand customer journey approaches to be methods and practices where the service process is analyzed, modeled, managed, or (re)designed applying a customer journey perspective.