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    Understanding the customer journey through the prism of service design methodology.

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    Chapter 10- Service Design ...
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    1.602Mb
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    Authors
    Baranova, Polina cc
    Affiliation
    University of Derby
    Issue Date
    2016-09-15
    
    Metadata
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    Abstract
    Purpose: This chapter explores how use of the service design methodology can contribute to in-depth understanding of the customer journey and to the design of service improvement interventions aimed at enhancing customer experience. Context: The notion of customer journey is becoming increasingly important for both private and public sector organisations. Understanding customer experience and interactions that take place during service delivery is critical to the service design, delivery and improvements where the quality of customer experience take a strategic priority. Learning outcomes: At the end of this chapter you will be able to confidently use the service design methodology in order to understand customer experience, develop a service blueprint, design-in service improvements to enhance service user experience or redesign and reengineer existing services in order to respond to changes in organisational environment.
    Citation
    Baranova, P. (2017) " Understanding the customer journey through the prism of service design methodology", in David Longbottom and Alison Lawson (Eds) 'Alternative market research methods', London: Routledge, London, 2017.
    Publisher
    Routledge
    URI
    http://hdl.handle.net/10545/621991
    Additional Links
    https://www.routledge.com/Alternative-Market-Research-Methods-Market-Sensing/Longbottom-Lawson/p/book/9781138843721
    Type
    Book chapter
    Language
    en
    ISBN
    9781317550389
    Collections
    Derby Business School

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