Theory of Customer Journey Mapping Sample Clauses

Theory of Customer Journey Mapping. ‌ The COVID-19 Customer Journey Mapping [CJM] is a tool to gain a deeper understanding of the interactions between the customer and the provider and the steps the customer takes along its journey (Xxxxxxx & Xxxxx, 2018). CJM originated from the field of marketing (Singer, 2015) but is also used in a broader context like services and design (Xxxxxxxxx, Xxxxxxx, & Xxxxxxx, 2017) to obtain micro-level data based on past experiences. COVID-19 CJM, in DIGNITY, combines two qualitative research methods. Namely, executing a small survey and an in-depth interview in which you ask the participant, based on a past experience, how they execute certain steps of the journey, what score they give that action, why they gave that certain score and what would need to improve for a higher score. The application of customer journey mapping in the field of mobility and especially inclusive mobility research proofed to be quite limited after an extensive literature review. Therefore, this chapter will first describe the general approach of customer journey mapping. Thereafter, how it translates to the field of mobility after which it goes more into depth about an already executed similar case study in Madrid. After this chapter, you will know what the general approach of CJM is, understand what kind of data it collects and know in what context to use it.
Sample 1
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