Test version: Customer journey modelling language

1. Test version:Customer journey modelling language SINTEF Digital August 2019

2. Content • What is CJML? • Key facts • Who can use this material? • Where do I find tools and more information? • This is CJML • Modelling approach • Customer journeys and touchpoint typology • Overview of diagrams • Symbols • Customer journey diagram • Swimlane diagram • Customer experience in CJML • More advanced use of CJML

3. Key facts • CJML is a formal language for specification and visualization of customer journeys and service processes. • CJML should appeal to people working with service delivery, service design or service innovation, independent of their role and background. • CJML consists of terminology, diagrams, methods and tools. • CJML targets service processes that are technology driven, standardized, and repeated in high volumes. • CJML is well suited for service processes that extends over time, and mediated by different communication channels. CJML is a domain specific language for detailed and unambiguous modelling of customer journeys and service processes. CJML is centred around humans, regardless of their role as users, customers, citizens, consumers, patients, employees or other.

4. Who can use this material? Anyone can use CJML under the following conditions: It is licensed under Creative Common CC BY-SA 4.0, see Creative Commons Attribution-ShareAlike 4.0 International License. You can use, copy, and transform the material in any medium or format – for any purpose, under the following terms: • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. • ShareAlike— If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. Example: CJML by SINTEF Digital is licensed under Common Creatives CC BY SA

5. Where do I find CJML tools? • Please visit the CJML resource page at www.sintef.no/cjml for information and links to publications and reports. • You can also copy-paste from the examples in these slides and modify for your own use. • Or download graphical elements in bitmap format (png) or vector format (svg) and then import into your preferred software. • On the former project site you can find more examples and stencils for Visio/Omnigraffle(not updated after 2016): www.visualproject.org

6. This is CJMLCustomer journey modelling language This section contains background knowledge about the CJML approach.

7. Customer Journey Modelling Language • CJML targets only the part of the service process that can be encountered by the customer (or user, consumer, citizen, patient, employee etc.) • CJML addresses the detailed interactions between a customer and one or more service providers. • CJML describes service processes both in its hypothetical state (planned journey) and as it is experienced in a real case (actual journey). • CJML also supports service processes involving networks of users, e.g. C2C-services. • CJML provides diagrams for various purposes • CJML differs from other diagrammatic languages in two principal ways • It models the service process from the human's point of view • It aims at being intuitive for all users, and does not require a technical background

8. Modelling approach "Services exist in two different states of being.." Lynn Shostack (1982). How to design a service. Eur. J. Marketing 16, 49-63. CJML distinguishes between the planned, hypothetical service process and the actual service process resulting when a human executes the service. The two states can be thought of as "theory versus reality" and potential deviations are visually revealed. The planned state The actual state • as intended and/or implemented by the service provider (regardless of whether it was deliberately designed or resulting from an ad-hoc development process) • can be described and modelled • may branch into sub-journeys according to conditions, e.g. choice of alternative communication channels • always involve a real user and results in an individual experience • may deviate from the planned service process • the experience is subjective, context dependent, and may change over time

9. What is a customer journey? Customer journey A customer journey is modelled as a sequence or constellation of touchpoints involved for a customer to achieve a specific goal or an outcome. The start and end of the journey must be defined according to the purpose of the analysis. As a common method in service design, customer journey mapping is practiced in various ways. However, there are some common factors that can be identified across all approaches: A customer journey is based on the customer's point of view A customer journey has a time dimension – or a process nature A customer journey is divided into steps Note that a customer journey might involve both voluntary and/or mandatory aspects, and the outcome might or might not be desirable for the customer (e.g. tax reporting resulting in an additional tax payment is an example of a customer journey that is mandatory and with an undesirable outcome). About customer journeys The term customer journey is generally used as metaphor for taking a customer's (or a user's, consumer's, citizen's) perspective. Customer journeys or customer journey mapping also denote a method in service design. The method is often used to express a service user's experience. Although the method is commonly used in the service industry, it lacks a theoretical foundation and a formalization. A customer journey is often divided into "before", "during" and "after" the service. Sometimes, the borders between these stages are not can be hard to define. Examples Customer journey representing a hospitality service: Going to the cinema to watch a movie. The service process comprises ordering and payment of the ticket, retrieval of the ticket, procedures at the movie theatre, and the movie itself. Customer journey representing a health service: Having a knee surgery. The service process typically comprises a visit to the general practitioner, a MR scanning service, a consultation with a specialist, and finally the surgery. The customer has a relation to more than one service provider during this customer journey.

10. Who are involved in a customer journey? Directly involved actorsThe actors on the left side are directly involved in delivering the service to the customer. They are responsible for the customer journey. External actorsThe actors on the right side may influence the customer's journey, although they are not responsible for any part of the service delivery. Example, directly involved actors: Example, external actors: In the cinema example, this is the cinema company. If they have outsourced the online ticketing system, a subcontractor is also directly involved. This could be the newspaper that made the customer aware of the film, or a friend who recommended the film. Friend Service provider Customer • Customer journeys involve complex combinations of products (tangibles), services (deeds), spaces, and information. • The customer often see the set of service providers as "one entity," and does not distinguish (or care) about their interrelation. Sub-contractor Newspaper

11. Touchpoints – the "atoms" of the journey Touchpoint A customer journey is modelled as sequences of steps and events that we refer to as touchpoints. Communication points are a sub-class of touchpoints that represents instances of communication or interaction between the customer and other actors. The other sub-class of touchpoints are actions, which do not involve directed communication. Actions are not part of the illustration, but will be further described. Friend Service provider Customer • Communication points • Communication points are instances of communication or interaction between the customer and other actors. Communication points forms "the backbone" of a customer journey, and they are associated with • a sender • a receiver • a communication channel Sub-contractor Newspaper

12. Touchpoints • The communication points make up the backbone of the service process, and has several important attributes that are codified in the visual notation. • Both the direction of the communication, and the communication channel itself are made visually distinct. Communication points initiated by the customer have a different color compared to the ones initiated by the service provider. Friend Service provider Customer The customer sends an e-mail to the service provider The customer receives an e-mail from the service provider A friend calls and recommends the movie Sub-contractor Newspaper • The communication channel is represented by a symbol • Touchpoints with external actors has a shaded background

13. Touchpoint typology Directly involved actorsThe actors on the left side are directly involved in delivering the service to the customer. They are responsible for (parts of) the customer's journey. External actorsThe actors on the right side may influence the customer's journey, although they are not responsible for any part of the service delivery. Direct communication Steps involving a "sender" and a "receiver" in the context of the customer's journey. A communication channel is always involved. Communication point External communication point Communication with external actor (not involved in service provisioning) Communication with service provider. No communication Steps without communication are called actions. They may or may not involve interaction with the service system. External action Action Action not involving the service system. Action involving the service system. Lisa writes a shopping list Lisa grabs a shopping cart TOUCHPOINTS OUTSIDE THE SERVICE SYSTEM TOUCHPOINTS INVOLVING THE SERVICE SYSTEM These are the touchpoints that can be controlled (to some extent) by the service provider.

14. Overview of VISUAL diagrams There are two main diagram types in VISUAL for describing service delivery: Customer journey diagram Swimlane diagram Sequential diagram: for visualizing planned and actual customer journeys with few actors involved Swimlane diagram: for visualizing planned and actual customer journeys with many actors involved Deviation diagram: for visualizing actual customer journeys emphasizing deviations