Innovating for Trust
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Innovating for Trust

Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

This book adopts a multidisciplinary approach to innovation, and argues that because innovation is always risky business, trust is an essential premise and outcome of successfully designing, developing and finally launching innovations. Each part of the book encompasses a different aspect of innovating for trust. It begins with the notion of trust, before covering the importance of trust in future thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. It concludes with the importance of trust in commercializing innovations.
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Chapter 12: Strengthening customer relationships through Customer Journey Analysis

Ragnhild Halvorsrud and Knut Kvale


Service providers need a structured overview of their service processes to be able to offer satisfying experiences for their customers. The chapter introduces a framework for intuitive modeling of service processes in terms of customer journeys. The authors provide guidelines for Customer Journey Analysis, enabling empirical investigation of service experiences on an individual level. The methods result from research activities in a global telecommunication company. Through an industry case, the authors demonstrate how the proposed framework may serve as a unifying language to approach service quality in a systematic way. They discuss how the Customer Journey Framework can contribute to securing customer trust and confidence in three transformational stages.

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