Publication detail

Creating customer journey map

MACHALA, J.

Original Title

Creating customer journey map

Type

conference paper

Language

English

Original Abstract

Exploring and applying customer experience is a new way to improve the market position of companies against competitors. It is important for companies to be able to understand customer needs and manage customer experience. This article discusses methods that help businesses improve their market position by improving their customer experience. First, two methods are mentioned briefly, namely PLS-SEM and Cronbach alpha, which can be used for customer experience research. But the essence of the article lies in a method that is better applicable in practice, namely the customer journey map. The article deals with the description of this method and gives guidance on what steps need to be taken in order for this method to be successfully used in practice. Finally, it shows how the method can be used.

Keywords

customer experience, customer journey map, public transport, touchpoints of CJM

Authors

MACHALA, J.

Released

7. 12. 2018

Location

Brno

ISBN

978-80-214-5705-8

Book

Workshop specifického výzkumu 2018

Pages from

151

Pages to

160

Pages count

10

BibTex

@inproceedings{BUT151619,
  author="Jan {Machala}",
  title="Creating customer journey map",
  booktitle="Workshop specifického výzkumu 2018",
  year="2018",
  pages="151--160",
  address="Brno",
  isbn="978-80-214-5705-8"
}