Customer Journey Mapping to Enhance Modern Trade Experience in Sri Lanka's Retail Sector
Ganegama, Sahan Asanka (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060520985
https://urn.fi/URN:NBN:fi:amk-2025060520985
Tiivistelmä
The study examines how customer journey mapping can serve as a strategic tool to improve omni-channel service delivery in the context of one of Sri Lanka's largest supermarket retailers (henceforth called Company X). As Sri Lanka's digital environment is rapidly changing, supermarkets in emerging markets, such as Sri Lanka, encounter challenges in providing seamless and integrated experiences through physical and digital touchpoints. The overall goal of the study is to identify customer pain points and operational inefficiencies and to propose actionable service design solutions, based on the ideal outcome and the company's technological capabilities.
A qualitative research design was used in this study, drawing on 10 semi-structured interviews with customers, frontline employees, and executive managers. Thematic analysis, following Braun and Clarke's six steps, revealed six salient themes for the supermarket: fragmented omni-channel integration; gaps in post-purchase experiences; limited workflow processes; digital platform usability issues; loose engagement and loyalty frameworks; and positive in-store experiences. These themes were used to develop five customer personas, and five customer journey maps (CJMs) and service blueprints for four service episodes related to online ordering; delivery; in-store service; and loyalty interactions.
Results indicate that while Company X has progressed its digital footprint, there remain considerable gaps in the connecting of inventory, flows of communication, and the integration of cross-channel loyalty. The design artifacts developed in this research contain actionable, technology-enabled suggestions based on service design principles of user-centeredness, co-creation, sequencing, and transparency. These include real-time inventory notifications, service recovery through chatbot support, personalized digital promotions, and integrated feedback loops for users.
The study concludes with opportunities for replication of its framework and outputs for other retail organizations in Sri Lanka facing issues of digital transformation. Future recommendations to extend this research include longitudinal studies, staff journey mapping and cross-sectoral implementation. Overall, this research contributes to the knowledge and practice of service design, as well as the academic conversation concerning omni-channel retailing in contexts outside the developed world.
A qualitative research design was used in this study, drawing on 10 semi-structured interviews with customers, frontline employees, and executive managers. Thematic analysis, following Braun and Clarke's six steps, revealed six salient themes for the supermarket: fragmented omni-channel integration; gaps in post-purchase experiences; limited workflow processes; digital platform usability issues; loose engagement and loyalty frameworks; and positive in-store experiences. These themes were used to develop five customer personas, and five customer journey maps (CJMs) and service blueprints for four service episodes related to online ordering; delivery; in-store service; and loyalty interactions.
Results indicate that while Company X has progressed its digital footprint, there remain considerable gaps in the connecting of inventory, flows of communication, and the integration of cross-channel loyalty. The design artifacts developed in this research contain actionable, technology-enabled suggestions based on service design principles of user-centeredness, co-creation, sequencing, and transparency. These include real-time inventory notifications, service recovery through chatbot support, personalized digital promotions, and integrated feedback loops for users.
The study concludes with opportunities for replication of its framework and outputs for other retail organizations in Sri Lanka facing issues of digital transformation. Future recommendations to extend this research include longitudinal studies, staff journey mapping and cross-sectoral implementation. Overall, this research contributes to the knowledge and practice of service design, as well as the academic conversation concerning omni-channel retailing in contexts outside the developed world.