Understanding the customer journey through the prism of service design methodology.

Book chapter


Baranova, Polina 2016. Understanding the customer journey through the prism of service design methodology. in: Routledge.
AuthorsBaranova, Polina
Abstract

Purpose: This chapter explores how use of the service design methodology can contribute to in-depth understanding of the customer journey and to the design of service improvement interventions aimed at enhancing customer experience. Context: The notion of customer journey is becoming increasingly important for both private and public sector organisations. Understanding customer experience and interactions that take place during service delivery is critical to the service design, delivery and improvements where the quality of customer experience take a strategic priority. Learning outcomes: At the end of this chapter you will be able to confidently use the service design methodology in order to understand customer experience, develop a service blueprint, design-in service improvements to enhance service user experience or redesign and reengineer existing services in order to respond to changes in organisational environment.

Purpose: This chapter explores how use of the service design methodology can contribute to in-depth understanding of the customer journey and to the design of service improvement interventions aimed at enhancing customer experience.
Context: The notion of customer journey is becoming increasingly important for both private and public sector organisations. Understanding customer experience and interactions that take place during service delivery is critical to the service design, delivery and improvements where the quality of customer experience take a strategic priority.
Learning outcomes: At the end of this chapter you will be able to confidently use the service design methodology in order to understand customer experience, develop a service blueprint, design-in service improvements to enhance service user experience or redesign and reengineer existing services in order to respond to changes in organisational environment.

KeywordsService design methodology; Customer journey; Customer experience; Customer service; Service improvement
Year2016
PublisherRoutledge
ISBN9781317550389
Web address (URL)http://hdl.handle.net/10545/621991
hdl:10545/621991
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Open
Publication dates15 Sep 2016
Publication process dates
Deposited28 Nov 2017, 10:35
ContributorsUniversity of Derby
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