Customer journey maps improve understanding of the current service experience and provide insights into improving the service. As I was preparing today’s service innovation lecture on CJM, I thought about how sustainable e-services (home energy monitoring, organizational carbon capturing, etc.) could benefit from this technique.
As one example of how it works, city administrators in Westminster UK did CJM exercises for various city services (food, transport, etc.), including e-services provided online. Findings, observations, and insights are reported below: