{"id":416,"date":"2020-11-02T12:36:17","date_gmt":"2020-11-02T10:36:17","guid":{"rendered":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/?post_type=lesson&#038;p=416"},"modified":"2023-08-15T09:19:56","modified_gmt":"2023-08-15T06:19:56","slug":"customer-journey","status":"publish","type":"lesson","link":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/customer-journey\/","title":{"rendered":"Customer journey"},"content":{"rendered":"<figure id=\"attachment_796\" aria-describedby=\"caption-attachment-796\" style=\"width: 2560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-796 size-full\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-scaled.jpg\" alt=\"duckboards - Outi K\u00e4hk\u00f6nen\" width=\"2560\" height=\"813\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-scaled.jpg 2560w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-600x190.jpg 600w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-1280x406.jpg 1280w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-768x244.jpg 768w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-100x32.jpg 100w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-120x38.jpg 120w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-1536x488.jpg 1536w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/duckboards-cropped-2048x650.jpg 2048w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><figcaption id=\"caption-attachment-796\" class=\"wp-caption-text\">Photo: Outi K\u00e4hk\u00f6nen<\/figcaption><\/figure>\n<p><br \/>Now that you have picked your company\u2019s key customer segments and created 2\u20133 customer personas, it is time to map the customer journey for each persona.<\/p>\n<p><div data-url=\"https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/88\" style=\"width: 525px; height: 185px;\" class=\"issuuembed\"><\/div><script type=\"text\/javascript\" src=\"\/\/e.issuu.com\/embed.js\" async=\"true\"><\/script><\/p>\n<div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-21\" class=\"h5p-iframe\" data-content-id=\"21\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Customer journey\"><\/iframe><\/div>\n<p>To learn more deeply about customer journey mapping, study one of the following materials:<br \/>1. <span style=\"text-decoration: underline\"><a href=\"https:\/\/youtu.be\/XHUGdNCAvFU\" target=\"_blank\" rel=\"noopener\">Service Design Academy: Journey Maps<\/a><\/span> (video length 5:36)<br \/>2.\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/www.useresponse.com\/blog\/customer-experience-mapping\/\" target=\"_blank\" rel=\"noopener\"> How to Build Customer Experience Map<\/a> <\/span>(blog post by Frank Hamilton) or<br \/>3.\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/reputation.com\/resources\/articles\/how-to-build-a-customer-journey-map-with-free-template\/\" target=\"_blank\" rel=\"noopener\"> How to Build a Customer Journey Map<\/a> <\/span>(blog post by Adam Dorfman)<\/p>\n<p><strong>Task:\u00a0\u00a0<\/strong>Choose a customer persona you have created and map the customer journey for that persona. You may fill in <span style=\"text-decoration: underline\"><strong><a href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/04\/PAN_Customer_journey_template.pdf\" target=\"_blank\" rel=\"noopener\">this customer journey template<\/a> <\/strong><\/span>(pdf) and download it for yourself with your text or, if you prefer, <a href=\"https:\/\/custellence.com\/pdf\/customer-journey-map-template-vacation-travel.pdf\" target=\"_blank\" rel=\"noopener\">print out this template<\/a>. Ideally, you would include your customers and staff in this process.<\/p>\n<p><strong>See also:<br \/><\/strong><a href=\"https:\/\/www.haaga-helia.fi\/en\/journey-mapping\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline\">Customer journey workhop instructions and tools created by Haaga-Helia\u00a0<\/span><\/a><\/p>\n<p><span style=\"text-decoration: underline\"><a href=\"https:\/\/www.haaga-helia.fi\/en\/service-blueprint\" target=\"_blank\" rel=\"noopener\">Service blueprint workshop instructions and tools created by Haaga-Helia<\/a><\/span><\/p>\n<h2>Sources and further reading:<\/h2>\n<p>Bergsma, M. 2018. Customer Journey Mapping for Nature organizations; implications and applicability. The 9th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas (MMV9) Place, recreation and local development 29-31 August 2018, Bordeaux, France. <a href=\"https:\/\/www.holar.is\/static\/files\/Rannsoknir\/Ferdamaladeild\/Utgefidefni\/last_version_abstract_book_7.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.holar.is\/static\/files\/Rannsoknir\/Ferdamaladeild\/Utgefidefni\/last_version_abstract_book_7.pdf,<\/a> 190\u2013191.<\/p>\n<p>Grocki, M. 2014. UX Mastery How to Create a Customer Journey Map. <a href=\"https:\/\/uxmastery.com\/how-to-create-a-customer-journey-map\/\" target=\"_blank\" rel=\"noopener\">https:\/\/uxmastery.com\/how-to-create-a-customer-journey-map\/<\/a>.<\/p>\n<p>Hamilton, F. 2020. How to Build Customer Experience Map + Examples. <a href=\"https:\/\/www.useresponse.com\/blog\/customer-experience-mapping\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.useresponse.com\/blog\/customer-experience-mapping\/<\/a>.<\/p>\n<p>Hjalager, A.-M., Tervo-Kankare, K. &amp; Tuohino, A. 2016. Tourism Value Chains Revisited and Applied to Rural Well-being Tourism. Tourism Planning &amp; Development 13:4, 379\u2013395. <a href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/21568316.2015.1133449\" target=\"_blank\" rel=\"noopener\">https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/21568316.2015.1133449<\/a>.<\/p>\n<p>K\u00e4hk\u00f6nen, O. &amp; Hanni-Vaara, P. 2022. Walk the Journey in the Customer\u2019s Shoes:<br \/>The Road to Understanding Your Customers. In M. Angeria, M. Hirvaskari &amp; O. K\u00e4hk\u00f6nen (Eds) Phenomena of Arctic Nature. Principles and Practices of Nature-based Tourism, 87-93. <a href=\"https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/88\" target=\"_blank\" rel=\"noopener\">https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/88<\/a>.<\/p>\n<p><span class=\"TextRun SCXW70691184 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2 SCXW70691184 BCX0\">Maiseman<\/span> <span class=\"NormalTextRun SpellingErrorV2 SCXW70691184 BCX0\">arvo<\/span><span class=\"NormalTextRun SCXW70691184 BCX0\"> 2020.\u00a0<\/span> <span class=\"NormalTextRun SpellingErrorV2 SCXW70691184 BCX0\">Kest\u00e4v\u00e4<\/span> <span class=\"FindHit SCXW70691184 BCX0\">maisematuote<\/span><span class=\"NormalTextRun SCXW70691184 BCX0\">. <\/span><\/span><a class=\"Hyperlink SCXW70691184 BCX0\" href=\"https:\/\/www.maajakotitalousnaiset.fi\/sites\/default\/files\/attachment\/toimintamalli_digiversio.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW70691184 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW70691184 BCX0\" data-ccp-charstyle=\"Hyperlink\">https:\/\/www.maajakotitalousnaiset.fi\/sites\/default\/files\/attachment\/toimintamalli_digiversio.pdf<\/span><\/span><\/a><span class=\"TextRun SCXW70691184 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW70691184 BCX0\"> (pages 50-51, in Finnish Hyvinvointia kulttuurimaisemasta -tuotteen palvelupolku)<\/span><\/span><\/p>\n<p>Kauppila, A., Sammalkangas, J., Kestil\u00e4, S. &amp; Tekoniemi-Selk\u00e4l\u00e4, T. 2021. Porotilamatkailun uudet tuulet. Lapin ammattikorkeakoulun julkaisuja Sarja D, 1\/2021. <a href=\"https:\/\/issuu.com\/lapinamk\/docs\/d_1_2021_kauppila_et_al\" target=\"_blank\" rel=\"noopener\">https:\/\/issuu.com\/lapinamk\/docs\/d_1_2021_kauppila_et_al<\/a>.<\/p>\n<p>Miller, M. E. 2016.\u00a0The difference between a journey map and a service blueprint. <a href=\"https:\/\/blog.practicalservicedesign.com\/the-difference-between-a-journey-map-and-a-service-blueprint-31a6e24c4a6c\" target=\"_blank\" rel=\"noopener\">https:\/\/blog.practicalservicedesign.com\/the-difference-between-a-journey-map-and-a-service-blueprint-31a6e24c4a6c.<\/a><\/p>\n<p>Service Design Academy 2018. <a href=\"https:\/\/www.youtube.com\/channel\/UCd-rIjSlgmo5YKDohSBhOaw\/featured\" target=\"_blank\" rel=\"noopener\">https:\/\/www.youtube.com\/channel\/UCd-rIjSlgmo5YKDohSBhOaw\/featured.<\/a><\/p>\n<p>Travelport 2021. Re-drawing the Map. How has COVID-19 transformed the OTA customer journey? <a href=\"https:\/\/www.travelport.com\/our-views\/re-drawing-the-map\" target=\"_blank\" rel=\"noopener\">https:\/\/www.travelport.com\/our-views\/re-drawing-the-map<\/a>.<\/p>\n<p>Visit Finland 2020. Digitaalisen asiakaskokemuksen k\u00e4sikirja destinaatioille. <a href=\"https:\/\/www.businessfinland.fi\/497f30\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2020\/digitaalisen_asiakaskokemuksen_kasikirja_destinaatioille_2020.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businessfinland.fi\/497f30\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2020\/digitaalisen_asiakaskokemuksen_kasikirja_destinaatioille_2020.pdf<\/a><\/p>\n<p>Yachin, J. 2018. The \u2018Customer Journey\u2019: Learning from Customers in Tourism Experience Encounters. Tourism Management Perspectives, 28: 201-210. <a href=\"https:\/\/www.diva-portal.org\/smash\/get\/diva2:1250030\/FULLTEXT01.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.diva-portal.org\/smash\/get\/diva2:1250030\/FULLTEXT01.pdf<\/a>.<\/p>\n<p>Zhang, T. 2020. Co-creating Tourism Experiences Through a Traveler\u2019s Journey: a Perspective Article. Tourism Review Vol. 75, No. 1, 56\u201360. <a href=\"https:\/\/doi.org\/10.1108\/TR\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.1108\/TR<\/a><\/p>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_initial_content":"","_new_post":false,"_quiz_has_questions":false,"_lesson_complexity":"","_lesson_length":0,"_lesson_course":321,"_lesson_preview":"preview"},"lesson-tag":[],"class_list":["post-416","lesson","type-lesson","status-publish","hentry","module-customer","post"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer journey - PAN - Phenomena of Arctic Nature<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/customer-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer journey - PAN - Phenomena of Arctic Nature\" \/>\n<meta property=\"og:description\" content=\"Now that you have picked your company\u2019s key customer segments and created 2\u20133 customer personas, it is time to map the customer journey for each persona. 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