by Søren Bolvig

1. Hvor virksomheders
udfordringer møder
studerendes kreativitet
U-CrAc : User-driven Creative Academy !
Where students’
creativity meet
challenges from industry!
Welcome back from
fieldwork
Towards new INSIGHTS
Customer Journey
Mapping

2. In the new service-centered paradigm, value is no longer embedded
in tangible offerings, but is co-created with customers through
relational exchanges in interaction experiences.
(Normann 2001;Vargo and Lusch 2004)
Normann, Richard (2001), Reframing Business: When the Map Changes the Landscape. Chichester, UK: John Wiley & Sons.
Vargo, Stephen L. and Robert F. Lusch (2004), ‘‘Evolving to a New Dominant Logic for Marketing,’’ Journal of Marketing, 68 (1), 1-17.

3. The most remarkable thing about service
processes (and experiences) is that
they do not take place without the customer
(Chase, 1978 ; Corsten, 1988; Cowell, 1984; Gro¨nroos, 1990; Hilke, 1989; Hoffman and Bateson, 1997; Kurtz and Clow, 1998; Larsson and Bowen, 1989; Lovelock and
Young, 1979; Meffert, 1995; Meyer, 1993; Mills, 1985; Schneider and Bowen, 1983; Zeithaml and Bitner, 2000, p. 319
Customer experiences can
be viewed as internal and
subjective responses to any
contact with a company
(Meyer and Schwager 2007)
(Meyer and Schwager 2007)Meyer, Christopher and Andre Schwager (2007), ‘‘Understanding Customer Experience,’’ Harvard Business Review, 85 (2),117-127.
Jantzen &Vetner

4. In designing experience-centric services, the customer journey and
touchpoints are two important design process concepts
(Zomerdijk andVoss 2009).
Zomerdijk,LeoniekeG. and ChristopherA.Voss (2009), ‘‘Service Design for Experience-Centric Services,’’ Journal of Service Research.
Bitner, Mary Jo and Stephen W. Brownand Matthew L. Meuter (2000), ‘‘Technology Infusion in Service Encounters,’’ Journal of the Academy of Marketing Science, 28 (1), 138-149.
Touchpoints occur whenever a customer interacts with
the service provider across multiple channels and, therefore,
are similar to service encounters
(Bitner, Ostrom, and Meuter 2000).
In designing experience-centric services, the customer journey and
touchpoints are two important design process concepts
(Zomerdijk andVoss 2009).
Zomerdijk,LeoniekeG. and ChristopherA.Voss (2009), ‘‘Service Design for Experience-Centric Services,’’ Journal of Service Research.
Bitner, Mary Jo and Stephen W. Brownand Matthew L. Meuter (2000), ‘‘Technology Infusion in Service Encounters,’’ Journal of the Academy of Marketing Science, 28 (1), 138-149.
Touchpoints occur whenever a customer interacts with
the service provider across multiple channels and, therefore,
are similar to service encounters
(Bitner, Ostrom, and Meuter 2000).
also known as ‘service encounters’, ‘experience points’ or ‘cues’ !
(Bitner et al., 2008; Chesbrough, 2010; Zomerdijk & Voss, 2010)

5. Instead of delivering preproduced offerings,
firms can only offer value propositions, which
customers then transform into value
through use.
(Gupta andVajic 2000; Normann and Ramı´rez 1993)
Gupta, Sudheer and Mirjana Vajic (2000), ‘‘The Contextual and Dialectical Nature of Experiences,’’ in New Service Development: Creating Memorable Experiences,
James A. Fitzsimmons and Mona J. Fitzsimmons, eds. Thousand Oaks, CA: SAGE, 33-51.
Normann, Richard and Rafael Ramı´rez (1993), ‘‘From Value Chain to Value Constellation: Designing Interactive Strategy,’’ Harvard Business Review, 71 (4),
65-77.
The customer journey refers to a series of
touchpoints, involving all activities and events
related to the delivery of the service from the
customer’s perspective.
Patrı´cio, Lia , Raymond P. Fisk, and Joa˜o Falca˜o e Cunha (2008),‘‘Designing Multi-interface Service Experiences:The
Service Experience Blueprint,’’ Journal of Service Research, 10 (4), 318-334.

6. Service design gives profound insights into
how customers experience the service,
and visualizes the processes that may be
effective for handling the complexity and variety
of service experiences.
(Segelström, 2009; Zomerdijk andVoss, 2010).
Service and experience designers work visually, the
transformation of ideas and processes into visible
dimensions throughout all phases of the design process
makes processes manageable and ideas comprehensible
Mager (2009)

8. Time span
Functional job
Emotional job
Insights
Persona:
Name:
Charateristics:
2016
Group nr.:
Time span
Functional job
Emotional job
Insights
Persona:
Name:
Charateristics:
2016
Group:
Which touchpoints does the user/persona interact with?
How does the user/persona experience it?
What can we learn from it (problems, insights & opportunities)?
When does it occur (minutes, hours or weeks)?
Who is your user?

9. Time span
Functional job
Emotional job
Insights
Persona:
Name:
Charateristics:
2016
Group nr.:
User …
User
experienced
…
We learned
…
Services are not linear, but (often various) service cycles

10. THINGS-TO-THINK-WITH (Papert & Harel 1991)
Roos (2006, p. 85) an object-mediated communication activity like the
Ouroboros results in a “tangible outcome of the communication, exhibiting
areas of agreement reached as well as persisting differences”
Choose a template if it makes sense for your case. . . .
-linket mellem idé & virkelighed
Case:
Star Wars All Transport