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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

2023

z. 172

467--485

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.