TY - GEN
T1 - The Quest for the Comprehensive Customer Journey - A Case Study from a C2C Marketplace
AU - Mannhardt, Felix
AU - Halvorsrud, Ragnhild
AU - Meironas, Otas
AU - Brurok, Lasse
PY - 2024/9/1
Y1 - 2024/9/1
N2 - 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.
AB - 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.
KW - customer journey
KW - mystery shopping
KW - process mining
UR - http://www.scopus.com/inward/record.url?scp=85203589422&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-70445-1_33
DO - 10.1007/978-3-031-70445-1_33
M3 - Conference contribution
SN - 978-3-031-70444-4
T3 - Lecture Notes in Business Information Processing (LNBIP)
SP - 451
EP - 461
BT - Business Process Management: Blockchain, Robotic Process Automation, Central and Eastern European, Educators and Industry Forum
A2 - Di Ciccio, Claudio
A2 - Fdhila, Walid
A2 - Agostinelli, Simone
A2 - Amyot, Daniel
A2 - Leopold, Henrik
A2 - Krčál, Michal
A2 - Malinova Mandelburger, Monika
A2 - Polančič, Gregor
A2 - Tomičić-Pupek, Katarina
A2 - Gdowska, Katarzyna
A2 - Grisold, Thomas
A2 - Sliż, Piotr
A2 - Beerepoot, Iris
A2 - Gabryelczyk, Renata
A2 - Plattfaut, Ralf
PB - Springer
CY - Cham
T2 - 22nd International Conference on Business Process Management, BPM 2024
Y2 - 1 September 2024 through 6 September 2024
ER -