CJM

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• Customer Journey Mapping (CJM) A visual depiction of the sequence of events through which customers interact with a service organization.
• Touchpoint Any point of interaction between a customer and an organization during the purchase process.
• Pre-service period The customer experience before an actual service begins (e.g., seeing an ad).
• Service period Touchpoints experienced during the actual service (e.g., entering a store).
• Post-service period The customer experience that takes place after the actual service (e.g., recommending to a friend).
• Vertical axis The axis in a CJM that depicts relevant strategic initiatives and departmental responsibilities.
• Horizontal axis Horisontell axel. The timeline of the customer journey, usually from pre- to post-service.
• Cross-functional Tvärfunktionell. Involving several different departments or functions within an organization (e.g., Marketing and IT).
• Service Blueprinting Tjänsteblåskiss / Service blueprint. A tool used to diagram the service process, linking customer actions to front-stage and back-stage activities.
• Pain points Smärtpunkter. Specific problems or frustrations customers experience during their journey.
• Empathy map Empati-karta. A tool used to understand a customer's thoughts, feelings, and beliefs that cannot be directly observed.
• Service innovation Tjänsteinnovation. The process of creating new or improved service offerings or delivery processes.
• Ambiguous Tvetydig / Otydlig
• Seamless Sömlös (utan avbrott eller krångel)
• Pain points Smärtpunkter (där kunden upplever problem)
• Incentive Incitament / Belöning (t.ex. en kupong eller rabatt)
• Discrepancy Skillnad / Glapp (t.ex. mellan vad chefer tror och kunder gör)
• Cross-functional Tvärfunktionell (samarbete mellan olika avdelningar)

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