The Quest for the Comprehensive Customer Journey - A Case Study from a C2C Marketplace

Felix Mannhardt (Corresponding author), Ragnhild Halvorsrud, Otas Meironas, Lasse Brurok

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

Bookis is a C2C online marketplace for physical books. It is a product-orientated platform on web and mobile apps that enables customers to buy used books from other customers on the platform. Insights into the customer behavior and how customers experience their customer journey is crucial to improve their marketplace. Service providers, such as Bookis, are accumulating more and more data from their systems that could be leveraged for analysis. Yet, turning such data into comprehensive individual customer journeys is a significant challenge. This difficulty is compounded by several issues among which: (1) converting or connecting raw events to discernible touchpoints, (2) defining the boundaries of journeys in a C2C marketplace, and (3) acquiring and integrating data from external service providers such as delivery services. We provide a case study describing two analysis iterations in an attempt to obtain a comprehensive view on Bookis’ main customer journey by combining an “outside in” view (mystery shopping) with an “inside out” view (process mining). We leverage a novel event knowledge graph approach to data integration and conclude that the combination of both viewpoints is important to obtain a comprehensive analysis of the customer journey. In particular, relevant parts of the journey may not be covered by data-driven method, despite the large amounts of event data available.

Original languageEnglish
Title of host publicationBusiness Process Management: Blockchain, Robotic Process Automation, Central and Eastern European, Educators and Industry Forum
Subtitle of host publicationBPM 2024 Blockchain, RPA, CEE, Educators and Industry Forum, Krakow, Poland, September 1–6, 2024, Proceedings
EditorsClaudio Di Ciccio, Walid Fdhila, Simone Agostinelli, Daniel Amyot, Henrik Leopold, Michal Krčál, Monika Malinova Mandelburger, Gregor Polančič, Katarina Tomičić-Pupek, Katarzyna Gdowska, Thomas Grisold, Piotr Sliż, Iris Beerepoot, Renata Gabryelczyk, Ralf Plattfaut
Place of PublicationCham
PublisherSpringer
Pages451-461
Number of pages11
ISBN (Electronic)978-3-031-70445-1
ISBN (Print)978-3-031-70444-4
DOIs
Publication statusPublished - 1 Sept 2024
Event22nd International Conference on Business Process Management, BPM 2024 - Krakow, Poland
Duration: 1 Sept 20246 Sept 2024

Publication series

NameLecture Notes in Business Information Processing (LNBIP)
Volume527
ISSN (Print)1865-1348
ISSN (Electronic)1865-1356

Conference

Conference22nd International Conference on Business Process Management, BPM 2024
Country/TerritoryPoland
CityKrakow
Period1/09/246/09/24

Funding

This work is part of the Smart Journey Mining project, funded by the Research Council of Norway (grant no.\u00A0312198).

FundersFunder number
Norges Forskningsråd312198

    Keywords

    • customer journey
    • mystery shopping
    • process mining

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