Creation of a customer journey map for café chain business operations
Grin, Beate (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120231827
https://urn.fi/URN:NBN:fi:amk-2024120231827
Tiivistelmä
This product-based thesis explores the realms of customer service, service design and customer experiences and reflects the process of creating a customer journey for the commissioning party La Torrefazione. Customer experiences are highly personal and their success depends on a well-crafted, intentional and genuine design. This particular customer journey is specifically targeted towards two customer groups that were of importance to the commissioner.
Literature review served to create a theoretical framework which was supported by practical workshops and observational research. The notion of Service Design Thinking was loosely used as a method to create the customer journey but it wasn’t strictly followed. Empathising with the customers and observing their behaviour in a natural setting revealed valuable insight which formed the design challenge. The information the author was able to gather formed the basis for the ideation process in which she and her colleagues generated ideas and created a prototype to be tested in the future.
The customer journey map was created for the 15th anniversary of La Torrefazione, a coffee house chain with 8 locations in the Helsinki metropolitan area and Oulu, Finland. The project was started in the last quarter of 2023 where it began to be both planned and designed. A first prototype was created in the spring 2024 and continued to be improved during the summer 2024. The actual writing of this thesis began in October 2024.
The resulting customer journey map is a product created as a tool for café workers to better visualise the different stages a customer goes through when visiting a café and to better prepare for the work that is involved in providing good customer service experiences that can exceed expectations. The purpose of this work is to give a view of the perspective two different target segments have and to showcase their differences while experiencing the same service.
The atypical process of product creation described in this thesis was crafted through a blended process of using experience and service design models as well as observational research whose results were utilised in several co-creative workshops.
Literature review served to create a theoretical framework which was supported by practical workshops and observational research. The notion of Service Design Thinking was loosely used as a method to create the customer journey but it wasn’t strictly followed. Empathising with the customers and observing their behaviour in a natural setting revealed valuable insight which formed the design challenge. The information the author was able to gather formed the basis for the ideation process in which she and her colleagues generated ideas and created a prototype to be tested in the future.
The customer journey map was created for the 15th anniversary of La Torrefazione, a coffee house chain with 8 locations in the Helsinki metropolitan area and Oulu, Finland. The project was started in the last quarter of 2023 where it began to be both planned and designed. A first prototype was created in the spring 2024 and continued to be improved during the summer 2024. The actual writing of this thesis began in October 2024.
The resulting customer journey map is a product created as a tool for café workers to better visualise the different stages a customer goes through when visiting a café and to better prepare for the work that is involved in providing good customer service experiences that can exceed expectations. The purpose of this work is to give a view of the perspective two different target segments have and to showcase their differences while experiencing the same service.
The atypical process of product creation described in this thesis was crafted through a blended process of using experience and service design models as well as observational research whose results were utilised in several co-creative workshops.