Value curve and customer journey map

: the case of Uniplaces and Zizabi

Abstract

Today, the nature of service economy has shifted from transactional nature to experience-based relationships. Everyone from different industries and sectors wants to provide experiences. Customer experience has received significant attention, more than ever before. Companies start to realize that delivering a well-designed experience to customers can increase customer satisfaction and eventually affect their business performance. Company employs customer journey map which describes the process where customer flow through a set of touch points during the service encounter to help them improve its service. However, we argue that the value curve where lies value proposition of a company also affects customers’ decision-making during certain phases of customer journey map. In this following study, we explore how value curve of a company can influence its customer journey map by studying two Portuguese platform companies. We find that customer journey map can be influenced directly and strongly by value curve. Furthermore, we discovered from these two cases that a strong partnership and valuable human resources can also affect company’s success in its target market.

Date of Award	28 Nov 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Alexandre Morais (Supervisor)