Wyniki wyszukiwania - BazTech

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Evaluating the effectiveness of „customer journey” tools for service design in online education

Maik Artur, Osika Grażyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 172

467--485

EN

Purpose: The main purpose of this article is to describe an assessment of the effectiveness of the methods used in design thinking (DT) for service design. The analysis includes a tool that, due to the range of data used in service planning, is likely to provide reliable information for service optimization, namely the Customer Journey (CJ). Design/methodology/approach: The key source of economic value is now considered innovation and the use of technological facilities to optimise ongoing economic processes. Such an approach enforces the need to develop methods that improve the efficiency of processes related to innovation generation. DT is considered to be one of them, in which, thanks to the methodology used, innovations are developed by design in an optimal way adapted to customers. One of the tools used in DT is CJ, which is a visualised description of the logical sequence of interactions between the customer and the service occurring at each stage of contact, allowing maximum customisation of designed products or services. Methods and tools are powerful insofar as they are subjected to evaluation, so it is important to evaluate the effectiveness of a given tool by those who use it. This article presents research on the evaluation of CJ effectiveness by the online education community, given the economic importance that the industry is increasingly gaining. Survey research was used because this type of research provides tools for analysing attitudes, views, and opinions and can be used for descriptive, explanatory, and exploratory purposes. The main research objective was to determine to what extent the DT and CJ methods were used and to evaluate their effectiveness in designing services in the remote education sector. Findings: The survey showed that the surveyed group makes significant use of DT in the design of their services, in turn, among those who use DT, the vast majority are familiar with and use CJ. This may indicate, and the research confirms it, a high evaluation of CJ's effectiveness as a design tool. In addition, those who do not use CJ mainly cited lack of familiarity or lack of necessity (low complexity of the service being designed) as a reason, rather than a low effectiveness evaluation. These findings may indicate the high design potential of CJ and recommendations for its implementation. Research limitations/implications: Regardless of the results obtained, it should be borne in mind that the high evaluation examined of the effectiveness of DT and CJ remains an opinion on the subject and not an objective fact, but this is a shortcoming that applies to all survey research. It should also be emphasised that the results obtained are limited in scope; as they apply to a single industry, more general conclusions on the subject require extending the research to other sectors. Practical implications: The research conducted in this article has a very practical dimension due to the subject itself, DT and CJ as a method of action and a concrete design tool are pragmatic in nature, so determining the evaluation of their effectiveness by practitioners, because such a group was surveyed, should be considered a measurable guideline for further implementation. In the present research, the scientific goal is combined with the pragmatic goal. Social implications: Due to the fact that both DT and CJ are, by definition, aimed at maximising the matching of products or services to customers' needs, verification of their effectiveness makes it possible to assess their design potential and, in a broader perspective, to predict how much of the expected difficulties can be eliminated. Originality/value: The most significant thing about the research conducted for this article is its contribution to filling the research gap on evaluating the effectiveness of methods and tools used in the service design process, as while DT is increasingly studied and described, there is still little research on the CJ, this study is a small contribution to changing that trend.

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Building consumer engagement and loyalty while traversing the customer journey in the online space

Bajak Maria, Spendel Łukasz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 160

39--52

EN

Purpose: The overriding goal of the considerations is to recognize the phenomena occurring when the buyer traverses the customer journey in the online space and their importance in building his commitment and loyalty. Design/methodology/approach: Dynamic technological progress significantly influences the course of consumer's decision-making processes. Brands are looking for more and more touchpoints on the customer's journey in order to be able to smoothly surround the recipient with messages. As part of the considerations, it was examined how the forms and tools of marketing communication can support marketing activities at individual stages of the customer journey. Findings: The presented publication classifies online marketing communication tools and indicates their links with the various stages of purchasing, the 5A model and building an active consumer attitude towards the brand. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The right choice of forms and tools of marketing communication not only determines the purchase, but also builds the commitment and loyalty of the buyer, who may ultimately become a brand advocate. Therefore, it is particularly important to have a holistic approach to the dialogue with the consumer and to understand the mechanisms influencing his decisions. Originality/value: Although the topic of e-commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between online customer journey, the 5A model and the promotion mix tools.

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Beacons as the touchpoints on the customer journey

Bajak Maria

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 155

17--29

EN

Purpose: The overriding goal of the presented considerations is to discuss beacons as consumer-brand touchpoints. In addition, the possibilities of using these sensors at various stages of the customer journey to implement the assumptions of the 5A model and build a lasting relationship with the buyer were indicated. Design/methodology/approach: In order to build a lasting relationship with the consumer, it is necessary to conduct multidimensional marketing communication based on numerous touchpoints. This interaction is assisted by mobile devices and many different technological solutions. One of them may be beacons, supporting consumer service at every stage of the customer journey. As part of the considerations, it was examined how the sensors can support marketing activities at individual stages of the customer journey. Findings: As part of the research, it was determined what role beacons can play at every stage of the customer journey, as well as their connections with promotion-mix elements. An attempt has been also made to indicate how these devices can create a holistic experience leading to buyer satisfaction and ultimately their loyalty. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The article can help businesses to better realize the potential of beacons as a tool to support consumers during the shopping experience. It shows practical ways of using devices as part of individual promotional mix elements, which allows for their optimal use at all stages of the customer journey. Originality/value: Although the topic of beacons in commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between sensors, the 5A model and the promotion mix tools.

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Customer Journey Clue-based Service Failure Prevention

Labajan Ruth April A., Koomsap Pisut

Production Engineering Archives

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2019

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Vol. 25

21--34

EN

Customers and their perception towards service are considered as a determinant of service failure, and so, service failure and its prevention must be looked into from the perspective of the customers. This paper presents a customer-centric service failure prevention framework, which aims to provide a holistic way of service failure prevention by integrating service delivery assessment and failure analysis from a customer perspective, encompassing failure identification, assessment and prioritization of failures as a basis for corrective actions. Customer journey, service clues, and customer oriented-FMEA are employed to develop the proposed framework. The approach was applied to an enrolment process showing that using customer journey assists in determining customer processes, needs, wants and touch points in the service, and when used together with service clues further facilitates systematic and effective unveiling of potential failures that are important to customers. Assessment of failures and its prioritization with customer perspective leads to better prioritization that is reflective of the voice of customers. The case study shows that higher risk is imposed by actions emanating from the employees, reinforcing further that service failures not only concern functionality of the service but equally important also are the encounter of customers with service employees and the environment.