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Just as a journey follows certain milestones, a service consists out of a sequence of touchpoints between the customer, the service provider and its related environment. The customer journey illustrates this process as a consecutive sequence of touchpoints, following a story and composed of different scenes like a movie. The journey starts before the actual service (pre-service period), follows the customer along the service (service period) and also shows the phase after the service (post-service period). Touchpoints can be combined to service moments, which like successive scenes in a movie structure the touchpoints of a customer journey. Beside the initial timeline, each service moment/touchpoint can be illustrated by photos, sketches, short stories, etc.
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Just as a journey follows certain milestones, a service consists out of a sequence of touchpoints between the customer, the service provider and its related environment. The customer journey illustrates this process as a consecutive sequence of touchpoints, following a story and composed of different scenes like a movie. The journey starts before the actual service (pre-service period), follows the customer along the service (service period) and also shows the phase after the service (post-service period). Touchpoints can be combined to service moments, which like successive scenes in a movie structure the touchpoints of a customer journey. Beside the initial timeline, each service moment/touchpoint can be illustrated by photos, sketches, short stories, etc.2
In addition to the journey of a customer, it is also possible to visualize the service journeys of other actors, such as front and back-office staff, management, but also other interfaces, such as internet or mobile devices. The parallel visualization of the service journeys of different actors reveals the interaction between these. However, unlike service blueprinting a customer or service journey does not need to include the different stages/lines of interaction or visibility. It rather represents a bottom-up approach to gather and visualize genuine customer insights.
In addition to the journey of a customer, it is also possible to visualize the service journeys of other actors, such as front and back-office staff, management, but also other interfaces, such as internet or mobile devices. The parallel visualization of the service journeys of different actors reveals the interaction between these. However, unlike service blueprinting a customer or service journey does not need to include the different stages/lines of interaction or visibility. It rather represents a bottom-up approach to gather and visualize genuine customer insights.3
To develop a customer journey various methods can be used, such as interviewing, observing, shadowing or self-exploration. Often customer journeys use personas for a more imaginable understanding of customers and a straightforward classification of different customer groups.
To develop a customer journey various methods can be used, such as interviewing, observing, shadowing or self-exploration. Often customer journeys use personas for a more imaginable understanding of customers and a straightforward classification of different customer groups.6
Koivisto, M. (2009). “Frameworks for structuring services and customer experiences”, in Miettinen S, and Koivisto, M. (eds.), Designing Services with Innovative Methods, Helsinki: Taik Publications.
Koivisto, M. (2009). “Frameworks for structuring services and customer experiences”, in Miettinen S, and Koivisto, M. (eds.), Designing Services with Innovative Methods, Helsinki: Taik Publications.7
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ServiceDesignTools (2009).Customer Journey Map, Retrieved November 7, 2009 from http://www.servicedesigntools.org/tools/8.
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ServiceDesignTools (2009).Customer Journey Map, Retrieved November 7, 2009 from http://www.servicedesigntools.org/tools/8.This post was submitted by Marc.
Tags: customer journey, sequence, service journey, touchpoint
sarahdrummond (4)
Darby (4)
Marc (3)
arandag (2)
Daniel Christadoss (1)
We definitely need a nice graphic for this method! Any suggestions?
Yes I agree Marc, perhaps if anyone has ideas for this they can add a comment with the links to suitable images…
Would you be able to update the hyperlink Marc, so that this link is clickable – should be possible by highlighting it in the WP Editor and clicking on the hyperlink tool…
Sadly this won’t be possible within the printed version …
done. We could think of including QR-codes in the book though…
interesting stuff