Earlier this year, the Venture Camp 2021 was organized online – a 4 week event full of mentoring sessions, lectures, workshops, networking and that welcomed more than 100 different participants from all over the world. This was a great opportunity for some practical and also theoretical research in the field of Customer Experience – specifically Journey Mapping.

Earlier this year, the Venture Camp 2021 was organized online – a 4 week event full of mentoring sessions, lectures, workshops, networking and that welcomed more than 100 different participants from all over the world. This was a great opportunity for some practical and also theoretical research in the field of Customer Experience – specifically Journey Mapping.

As a result, two research articles have been created, presented and published:

The Role of Consumer and Customer Journeys in Customer Experience Driven and Open Innovation

Available: https://doi.org/10.3390/joitmc7030185

Awarded best paper at the (SOI) & Riga Technical University 2021 conference.


Developing a Customer Centric Journey Map 

Published in the 25th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2021 proceedings ISBN: 978-1-950492-57-2 (Volume III)

 Abstract:

This article proposes a solution to the unwieldy complexity of by understanding the link between Consumer Journeys and Customer Journeys to create a customer centric view, by showing managers how to develop a Customer Journey map that improves a the experience at each touchpoint, while still addressing their higher-level goals in the form of Consumer Journeys. This is done by proposing a 6-step practical framework for managers on how to combine a multitude of different data sources to create a Customer Centric Journey map rooted in data and facts, rather than assumptions, that also includes and addresses Co-Creation aspects of Customer Experience and means to improve the experience by creating a Journey Preposition (To-Be map). Using the case of the Cambridge Venture Camp 2021, organized as part of the ERASMUS+ programme of the European Union within Strategic partnerships for higher education, this framework is empirically applied and tested, to provide suggestions and future research directions.

Keywords: Customer Experience, Consumer Journeys, Customer Personas, Customer Centric Journey Mapping.

The recording of the presentation is available here: