Process / pipelineCustomer experience design and touchpoint analysis
Customer Journey Mapping
Customer Journey Mapping is a service design methodology that visualizes the complete customer experience across all touchpoints and phases of a customer relationship, from awareness through advocacy. Developed through work in design and service management, journey mapping integrates behavioral data, customer emotions, pain points, and moments of truth to reveal opportunities for experience improvement and organizational alignment.
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Sources
- Rosenbaum, M. S., Ostrom, A. L., & Kuntze, R. (2005). Tensions in Service Quality and Service Marketing: An Introduction. Journal of Services Marketing, 19(7), 422-428. DOI: 10.1108/08876040510625989 ↗
- Patrucco, A. S., Ciccullo, F., & Creazza, A. (2018). Mitigating Operational Risks in the Freight Forwarding Industry. International Journal of Logistics: Research and Applications, 21(2), 131-146. DOI: 10.1080/13675567.2017.1370563 ↗
- Curedale, R. (2013). Service Design: 250 Essential Methods. Design Community College Inc. ISBN: 978-1492218074