Customer Journey and Experience Canvas

DS 81: Proceedings of NordDesign 2014, Espoo, Finland 27-29th August 2014

Year: 2014
Editor: Miko Laakso, Kalevi Ekman
Author: Nusem, Erez; Defries, Aimee; Wrigley, Cara; Matthews, Judy
Series: NordDESIGN
Institution: Queensland University of Technology, Australia
Section: Users in design and development
Page(s): 406-415
ISBN: 978-1-904670-58-2


A need to respond to changing legislative requirements, rising expectations from customers and shortages of suitably experienced staff are forcing non-profit organisations in the aged care sector to change. As new customer segments emerge and the existing aged care offering becomes less relevant, organisations must rethink the value they present to market, and adopt innovative strategies and approaches to care delivery in order to have a sustainable future. This paper presents a framework for unpacking a customer journey and experience, developed during a longitudinal study of a non-profit organisation redefining their core purpose and attempting to design a customer-centric business model.

Keywords: Competitive advantage, social value, deep customer insights, customer-centric


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