Title: Adjusting customer journey mapping for application in industrial product-service systems

Authors: Shaun West; Oliver Stoll; Marika Østerlund; Petra Müller-Csernetzky; Felix Keiderling; Christian Kowalkowski

Addresses: Institute of Innovation and Technology Management, Lucerne University of Applied Sciences and Arts, Technikumstrasse 21, 6048 Horw, Switzerland ' Institute of Innovation and Technology Management, Lucerne University of Applied Sciences and Arts, Technikumstrasse 21, 6048 Horw, Switzerland ' Institute of Innovation and Technology Management, Lucerne University of Applied Sciences and Arts, Technikumstrasse 21, 6048 Horw, Switzerland ' Institute of Innovation and Technology Management, Lucerne University of Applied Sciences and Arts, Technikumstrasse 21, 6048 Horw, Switzerland ' ABB Turbocharging South & Southern Africa, 4 Topaz Blvd., Milnerton, Cape Town, 7441, South Africa ' Department of Management and Engineering, Linköping University, SE-581-83 Linköping, Sweden

Abstract: The sales process and the project execution in industrial product-service systems are often complicated, particularly for capital equipment with a long-operational life where there are different actors responsible for the different transactions over the whole lifecycle. This is often further complicated as the supplier is not directly selling to the 'end customer'. The introduction of digital solutions around the product-service system brings an additional channel for interactions. This paper describes how customer journey mapping can support building relationships in a B2B environment for both sales and execution over the operational life of equipment and examine both the products and the services offered throughout the entire journey. Three industrial B2B cases from different segments were investigated. Each journey was mapped, and personas or empathy maps created for each of the key actors. From the cross-case analysis and customer journey mapping a process is derived that provides improved support for industrial firms with customer journey mapping.

Keywords: customer journey; servitisation; product service systems; PSS; business-to-business; B2B.

DOI: 10.1504/IJBE.2020.110911

International Journal of Business Environment, 2020 Vol.11 No.3, pp.275 - 297

Received: 18 Mar 2019
Accepted: 02 Oct 2019
Published online: 01 Nov 2020 *

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