The customer journey, a strategic issue for service companies Among the companies promoting complex service offers, those which Azerbaijan Mobile Phone Numbers  manage to better control the customer journey will take a considerable lead over their competitors. As an ism expert on service marketing, one point immediately occurred to me. One of the founding tools of service marketing: the customer journey. Assistance in mastering the showcase service Let us first recall one of the specificities of any service offer. One of the major differences between manufacturing the product ( production ) and manufacturing the service (the servuction depicted by Eiglier and Langeard) lies in the coexistence of two production lines for the latter.

Like a producer of televisions or yoghurts, a service provider has a “factory”, in which he manufactures part of the offer in advance: the bank refinances itself on the market, and sets up an IT chain susceptible to manage the flow of money and information, the restaurateur, buys his products at Rungis, proceeds to the “installation” in the kitchen and in the dining room, kitchen, etc. But the service is characterized by the existence of a second production line, which will consist in finalizing the service in real time in front of the customer: With human intervention: the staff of the sandwich shop assembles the sandwich in front of the customer, the gymnastics teacher leads the abdominal glutes class in front of the students, the waiter brings the drinks to the customer.

The Customer Journey Or The New Generation Of Window Service Mastery Tool

Or without human intervention: the bank customer places a transfer order on his bank’s Internet portal, the passenger checks his baggage at the terminal. This showcase service is the source of many difficulties: It is essential for customer satisfaction because it is the most visible and memorable part of the offer for the customer. As a hotel specialist told me recently: “you can offer your customers the most comfortable room and the best cuisine, if your staff is brazen, the customer’s perception of the service will be deplorable”. The “staging” of the showcase service is therefore of vital importance. The customer’s perception of window service is often biased, linked to minute details. Also, the promotion of the offer will play a primordial role, for the satisfaction perceived by the customer.


For example, the hostesses on the plane will distribute the menu before bringing the meal tray to recreate a restaurant atmosphere. This part of the production conceals many uncertainties in terms of quality, since it is done, in a way, at the last moment. A fortiori if we charge the staff in contact with the customer, with this production. These hazards are all the more important since the service requires that the customer participate in the service production chain. Especially when the production of the service involves machines, computers, rather than a human front-office: the passenger registers his own baggage, the bank customer performs the administrative tasks relating to a check deposit, the owner of a “box” himself connects his television, his computers, his telephone to the said box …)

Assistance In Mastering The Showcase Service

The customer journey or the new generation of window service mastery tool To overcome these difficulties inherent in “showcase service”, service marketers have always tried to develop tools that allow them to control the production of the service down to the smallest detail. The most classic are: Processes, which offer the advantage of reducing the variability of the service by standardizing it, even when it is mainly based on human intervention (telephone assistance, after-sales service, training, etc.). However, the process has two major flaws: It does not take into account the manufacturing actions for the customer It does not in any way promote the staging of the service Tools based on customer actions,

such as those proposed by Eiglier and Langeard, in their work entitled “servuction”, or the technique developed by Toyota in Japan. They have multiple advantages: They integrate the actions of consumers, and even make it possible to better manage the sharing of tasks between the service provider and his client. Therefore, they place the customer at the center of the design of the service offer They promote and encourage the staging of the service They are an excellent tool of appropriation intended for the front-office. On the other hand, these techniques sometimes prove to be insufficient to overcome certain difficulties which have appeared more recently. More and more, service offers require the intervention of several front office teams and several “machines”.

Leave a Reply

Your email address will not be published.