Edited by Robert DeFillippi, Alison Rieple and Patrik Wikström
Chapter 6: The customer journey as a tool for business innovation and transformation
An ongoing shift in Norway Post towards being a more customer-oriented service organization has emphasized the need for specific tools for identifying customer needs, areas to be simplified and pain-points to be eliminated. We explore how service design thinking and service design doing has had an impact on business innovation, strategy and organizational transformation at Norway Post and their brands Posten and Bring. Some new perspectives are offered on how organizations may benefit from the service design tool, the customer journey, by adding the perspectives of time and emotions, and being aware of the difference in views regarding the total service steps and touchpoints when they are seen from the perspective of the customer rather than the service provider. Further, we explore the role of service design methodology and how introducing some new perspectives and lenses in service design tools shape service experiences with the aim to create value for the customers as well as the customers’ customer. These developments contribute to advanced understanding and new knowledge building on how service design may contribute to innovation and transformation. This is achieved by exploring an experientially oriented approach to designing customer experiences that the users value.
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