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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.

2

Od zajęć wspomaganych narzędziami internetowymi do kursów online – efektywność nowych środowisk uczenia się w opiniach studentów

Mokwa-Tarnowska I., Kołodziejczak B., Roszak M.

Zeszyty Naukowe Wydziału Elektrotechniki i Automatyki Politechniki Gdańskiej

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2018

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Nr 58

57--62

PL

Różne czynniki wpływają na efektywność procesu edukacyjnego przebiegającego w nowych środowiskach uczenia się i nauczania. Zarówno multimedialne zasoby, jak i interaktywne aktywności, przyczyniają się do zwiększenia efektywności pracy na kursach e-learningowych, blended learningowych i na zajęciach wspomaganych modułami edukacyjnymi zbudowanymi przy pomocy narzędzi internetowych. Nowoczesne metody prowadzenia zajęć są często w opiniach studentów bardziej angażujące oraz zachęcające do intensywniejszego wysiłku intelektualnego. Wprowadzenie ich do edukacji akademickiej może przyczynić się do stworzenia lepszych warunków do kształcenia umiejętności poszukiwanych przez współczesnych pracodawców. Niniejszy pogląd zostanie wsparty empirycznie opiniami studentów Uniwersytetu Medycznego w Poznaniu i Politechniki Gdańskiej.

EN

Different factors have an impact on the effectiveness of the educational process in new learning and teaching environments. Both multimedia resources and interactive activities result in raising efficiency, productivity, engagement, commitment and especially the satisfaction of the students participating in various e-learning, blended learning and webenhanced programmes. Innovative classes structured around new pedagogical practices provide all the participants, both the teacher and their students, with a variety of challenges, which can have either positive or negative outcomes. New delivery methods are often viewed by the learners as more engaging and stimulating to intellectual curiosity, activity and effort. Their inclusion in academic education can give rise to better possibilities of creating more versatile programmes that target the needs of digital natives, whose hard and soft skills developed through learning in an online environment help them function effectively in the work context. The ideas presented above will be supported by students’ opinions and attitudes expressed in the latest surveys conducted at Poznan University of Medical Sciences and Gdansk University of Technology.

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Przygotowanie i technika prowadzenia kursu on-line w modelu hybrydowym

Galwas B.

Zeszyty Naukowe Warszawskiej Wyższej Szkoły Informatyki

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2014

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nr 11

69--76

PL

W artykule opisano udaną próbę wykorzystania Internetu do przygotowania i poprowadzenia kursu w modelu hybrydowym. Przygotowane materiały dydaktyczne wraz z układem testów samosprawdzających pozwalają studentom na samodzielne zrozumienie i opanowanie materiału w ramach kursu otwartego. Równolegle prowadzony jest kurs z rejestracją studentów, na poziomie wyższym, oceniony w punktacji na 4 ECTS. Studentom zapewnia się kontakt z prowadzącym i konsultacje. Studenci otrzymują indywidualne zadania projektowe. Ocena projektów jest składnikiem końcowej oceny. Warunkiem koniecznym zaliczenia kursu jest zdanie egzaminu w czasie zjazdu.

EN

The paper describes a successful attempt at utilizing the internet to prepare and conduct a hybrid course. The prepared teaching materials as well as the arrangement of self-tests enable the student to understand and master the material within an online course without any assistance. There is a parallel course, with 4 ECTS credits assigned to it, conducted on a higher level that the students register for. The students can contact the instructor; tutorials are also provided. The students receive individual project tasks. The evaluation of the projects is a part of the final grade. It is also necessary for the students to pass an exam during a class.

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Comparative study on online education in Romania and Poland in terms of current globalization

Dima I. C., Grabara J., Vladutescu S.

Polish Journal of Management Studies

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2014

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Vol. 10, No. 1

7--18

EN

Using the online learning platform provides a dynamic training program at substantially reduced costs compared with the conventional systems. They ensure the development of a scalable products, secure online access to thousands of students even for distance learning, offering them the books available online, multimedia support, etc. Outside the curriculum it was developed a flexible verification and scoring system, uploading projects, maintaining a permanent online contact between students on the one side and between students and lecturers on the other side. In the online lessons there may be audio or video links between students and lecturer, when the session administrator believes that certain aspects need to be developed in this way. Ensuring for a convenient program of resources access may allow students to structure better the learning period.

PL

Korzystanie z platformy uczenia się online zapewnia dynamiczny program szkoleniowy przy znacznie obniżonych kosztach w porównaniu z konwencjonalnymi systemami. Zapewniają one rozwój skalowalnych produktów, bezpieczny dostęp online do tysięcy uczniów, nawet do kształcenia na odległość, oferując im książki dostępne online, materiały multimedialne, etc. Poza programem nauczania opracowany został elastyczny system weryfikacji i oceny punktowej, przesyłania projektów, utrzymujący stały kontakt online pomiędzy studentami z jednej strony oraz między studentami i wykładowcami z drugiej strony. W lekcjach online mogą znaleźć się audio lub wideo powiązania pomiędzy studentami i wykładowcą, gdy administrator sesji uzna, że niektóre aspekty powinny być rozwinięte w taki właśnie sposób. Zapewnienie wygodnego programu dostępu do zasobów może umożliwić uczniom lepsze zorganizowanie okresu nauki.