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Using customer journey mapping to improve public services: A critical analysis of the literature

Author

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  • Ludwiczak Anna

    (University of Zielona Góra, Faculty of Economics and Management, Poland)

Abstract

Providing clients with public services that will meet their needs and expectations requires not only testing their satisfaction. In order to better improve service processes in the context of customer orientation, customer experiences should be identified and taken into account in the process of continuous improvement. A tool that can be used for this purpose is Customer Journey Mapping (CJM). The purpose of this article is to lay the foundations for a better understanding of customer experience mapping in public services, and to identify and evaluate examples of its use in the public sector. The first part of the study characterizes the client and his experience in public services. Then the results of a literature review on the use of CJM in public services are presented. The last part summarizes the results obtained and sets the directions for future research.

Suggested Citation

  • Ludwiczak Anna, 2021. "Using customer journey mapping to improve public services: A critical analysis of the literature," Management, Sciendo, vol. 25(2), pages 22-35, December.
    • Handle: RePEc:vrs:manmen:v:25:y:2021:i:2:p:22-35:n:4
    DOI: 10.2478/manment-2019-0071
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    More about this item

    Keywords

    customer journey map; customer experience; continuous improvement; public services; public administration;
    All these keywords.

    JEL classification:

    • H40 - Public Economics - - Publicly Provided Goods - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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