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- W2400705488 abstract "The aim of this study is to develop a design process for a customer journey map that represent and evaluate customer experience. Many companies have been using a customer journey map to discover problems in existing services and to find business opportunities for innovation. As there is a lack of a clearly defined design process, developed customer journey maps are neither consistent nor compatible with each other. This study defined a basic structure of the customer journey map and then suggested an eleven-step design process, a combination of top-down and bottom-up approach. Three methods for generating new service ideas using the customer journey map were suggested. We illustrated this design process with an application to mobile services built upon ethnographic research with 1016 mobile device users. A total of 25 customer journey maps were developed for representative mobile application services such as a travel, a shopping, a book, and a music. The proposed design process would help service designers to develop customer journey maps systematically and find innovative service ideas." @default.
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- W2400705488 date "2014-11-01" @default.
- W2400705488 modified "2023-09-23" @default.
- W2400705488 title "A Guide to Designing a Customer Journey Map for Mobile Services" @default.
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