Customer journey analytics: A model for creating diagnostic insights with process mining

Daan Weijs, Emiel Caron

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


The customer journey is becoming more complex due to digitization of business processes, broadening the gap between the proposed journey and the journey that is actually experienced by customers. Customer Journey Analytics (CJA) aims to detect and analyse pain points in the journey in order to improve the customer experience. This study proposes an extended version of the Customer Journey Mapping (CJM) model, to measure the impact of different types of touchpoints along the customer journey on customer experience, and to apply process mining to gain more insight in the gap between proposed and actual journeys. Moreover, this model is used to develop dedicated CJA based on process mining techniques. A case study on e-commerce applies the CJM-model in practice and shows how the combination of process mining techniques can answer the analysis questions that arise in customer journey management.
Original languageEnglish
Title of host publicationProceedings of the 17th International Conference on Software Technologies (ICSOFT 2022)
EditorsHans-Georg Fill, Marten van Sinderen , Leszek Maciaszek
Place of PublicationLisbon
ISBN (Electronic)978-989-758-588-3
Publication statusPublished - Jul 2022
EventInternational Conference on Software Technologies - Portugal, Lisboa, Portugal
Duration: 11 Jul 202213 Jul 2022
Conference number: 17

Publication series

ISSN (Electronic)2184-2833


ConferenceInternational Conference on Software Technologies
Abbreviated titleICSoft
Internet address


  • Customer journey
  • Touchpoints
  • Customer journey analytics
  • Data models
  • Process mining


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