NATALIIA V. GAIDABRUS
Customer Journey Map as a Tool for Improving Logistical Service of Enterprise
(original language – Ukrainian)
In many market segments enterprises are no longer able to compete only with price or range of goods. They are moving towards to improving the overall customer experience and formation positive impressions of consumers. The article reveals the essence of the concept of service design which aims to formulate and visualize the scheme of consumer behavior for its future transformation into a service model. Also the main stages of service design and tools that can be used on each of them are formulated. A customer journey map is developed and adapted to the specificity of machine building industry enterprises. The article deals with a fragment of the customer journey map that illustrates the distribution of elements of logistics services, depending on the stage of customers’ order. A map supplement with such fragments enables to analyze barriers consumer meets when making an order, his expectations and, accordingly, enterprise possibilities for improvement logistical service and increasing customer loyalty.
Key words: service design, logistical service, logistics, customer journey map.
Placed in №1, 2016.
Affiliations: NATALIIA V. GAIDABRUS, Assistant of the Department of Marketing and Management of Innovative Activity, Sumy State University
Article text: download.