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Using customer journey mapping to improve public services: A critical analysis of the literature
1
University of Zielona Góra, Faculty of Economics and Management, Poland
Online publication date: 2021-12-31
Management 2021;25(2):22–35
KEYWORDS
JEL CLASSIFICATION CODES
H40
M100
M310
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.
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