Expanded Customer Journey Map: Interaction Mapping Framework Based on Scenario

Abstract

This study proposed the mapping framework that was the intermediate layer between these two toolkits. The main attribute of mapping framework is that it is built up on the basis of scenario; thus, it plays the role of making the two toolkits correspond with the task based on a scenario as an output interaction as to the input of behaviors conducted by customers that are principle agents of the customer journey map and an output interaction as to the outcome actually conducted by the functions of system in the system map. It gives us an expectation that it would be usefully utilized for identifying problems later rather than merely visualizing intangible services. © Springer International Publishing Switzerland 2014.