Strengthening customer relationships through Customer Journey Analysis

Halvorsrud, Ragnhild; Kvale, Knut

doi:10.4337/9781785369483.00021

Cited by 6 publications

(6 citation statements)

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“…This research focuses on the application of PM for service analytics. In general, analyzing service processes with PM provides several advantages, e.g., in regards to customer journey analysis, such as strengthening customer relationships [73] and improving service quality [62]. In this paper, we first provided an overview of PM and service processes in general and showed how PM is currently used to analyze service processes based on existing literature.…”

Section: Discussionmentioning

confidence: 99%

Process Mining for Advanced Service Analytics – From Process Efficiency to Customer Encounter and Experience

Zilker¹,

Marx²,

Stierle³

et al. 2022

Proceedings of the Annual Hawaii International Conference on System Sciences

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With the ongoing trend of servitization nurtured through digital technologies, the analysis of services as a starting point for improvement is gaining more and more importance. Service analytics has been defined as a concept to analyze the data generated during service execution to create value for providers and customers. To create more useful insights from the data, there is a continuous need for more advanced solutions for service analytics. One promising technology is process mining which has its origins in business process management. Our work provides insights into how process mining is currently used to analyze service processes and how it could be used along the service process. We find that process mining is increasingly applied for the analysis of the providers' internal operations, but more emphasis should be put on analyzing the customer interaction and experience.

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Section: Discussionmentioning

confidence: 99%

Process Mining for Advanced Service Analytics – From Process Efficiency to Customer Encounter and Experience

Zilker¹,

Marx²,

Stierle³

et al. 2022

Proceedings of the Annual Hawaii International Conference on System Sciences

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“…Lastly, Phase 5 includes conformance checking and analysis on an aggregated level to identify potential patterns of deviations. A detailed walk-through of the CJA procedure is provided in [13].…”

Section: Background and Related Workmentioning

confidence: 99%

Customer journeys and process mining – challenges and opportunities

Halvorsrud,

Mannhardt,

Prillard

et al. 2024

ITM Web Conf.

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Recently, there has been increased awareness about the importance of data derived from actual customer journeys, including the subjective customer experience, in the analysis and evaluation of service quality. In this paper, we explore how customer journey analysis and process mining can be combined to advance the analysis and improvement of services. First, we demonstrate the strengths and weaknesses of both methodologies using a specific case study as an illustrative example. Subsequently, we delve into the synergies and challenges inherent in their combination, deriving practical guidelines. We then suggest avenues for further research questions in this cross-disciplinary approach. The paper underscores the potential of aligning these methodologies to provide a more accurate and complete understanding of service delivery, ultimately contributing to the enhancement of customer experience.

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“…Here, customers may decide to skip, skim, alter, or repeat specific journey stages (Hamilton et al, 2021 ), illustrating the CJ’s potential fluidity. For example, a prospect’s reading of product reviews may alter the course of his/her planned journey if (s)he decides against purchasing the item (Halvorsrud & Kvale, 2017 ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…As its engagement is disempowered (i.e., negatively affected) by its more powerful partner (e.g., leading firm; Li & Feng, 2021 ), the dashed lines in the figure reveal the small firm’s limited ability to pursue alternate courses in its journey, as directed by the leading firm (e.g., by setting industry price levels). In turn, the small firm’s disempowered engagement curbs or curtails its role experience (i.e., rendering it less positive), as its partner has the power to determine its SJ’s course to a significant extent (Halvorsrud & Kvale, 2017 ). For example, by offering low prices based on economies of scale, leading online retailers (e.g., Alibaba) have a level of control over locally owned stores by pushing them to also reduce their prices to stay in business, though these retailers typically lack the resources to do so long-term.…”

Section: Conceptual Developmentmentioning

confidence: 99%

Moving the stakeholder journey forward

Hollebeek

Kumar

Srivastava

et al. 2022

J. of the Acad. Mark. Sci.

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Though the customer journey (CJ) is gaining traction, its limited customer focus overlooks the dynamics characterizing other stakeholders’ (e.g., employees’/suppliers’) journeys, thus calling for an extension to the stakeholder journey (SJ). Addressing this gap, we advance the SJ, which covers any stakeholder’s journey with the firm. We argue that firms’ consideration of the SJ, defined as a stakeholder’s trajectory of role-related touchpoints and activities, enacted through stakeholder engagement , that collectively shape the stakeholder experience with the firm , enhances their stakeholder relationship management and performance outcomes. We also view the SJ in a network of intersecting journeys that are characterized by interdependence theory’s structural tenets of stakeholder control, covariation of interest, mutuality of dependence, information availability, and temporal journey structure, which we view to impact stakeholders’ journey-based engagement and experience, as formalized in a set of Propositions. We conclude with theoretical (e.g., further research) and practical (e.g., SJ design/management) implications.

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Strengthening customer relationships through Customer Journey Analysis

Cited by 6 publications

References 0 publications

Process Mining for Advanced Service Analytics – From Process Efficiency to Customer Encounter and Experience

Process Mining for Advanced Service Analytics – From Process Efficiency to Customer Encounter and Experience

Customer journeys and process mining – challenges and opportunities

Moving the stakeholder journey forward

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