Abstract
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 language | English |
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Title of host publication | Proceedings of the 17th International Conference on Software Technologies (ICSOFT 2022) |
Editors | Hans-Georg Fill, Marten van Sinderen , Leszek Maciaszek |
Place of Publication | Lisbon |
Publisher | SciTePress |
Pages | 418-424 |
Volume | 1 |
ISBN (Electronic) | 978-989-758-588-3 |
DOIs | |
Publication status | Published - Jul 2022 |
Event | International Conference on Software Technologies - Portugal, Lisboa, Portugal Duration: 11 Jul 2022 → 13 Jul 2022 Conference number: 17 https://icsoft.scitevents.org/ |
Publication series
Name | |
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Volume | 1 |
ISSN (Electronic) | 2184-2833 |
Conference
Conference | International Conference on Software Technologies |
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Abbreviated title | ICSoft |
Country/Territory | Portugal |
City | Lisboa |
Period | 11/07/22 → 13/07/22 |
Internet address |
Keywords
- Customer journey
- Touchpoints
- Customer journey analytics
- Data models
- Process mining