January 2018
Beginner to intermediate
370 pages
8h 5m
Japanese
Content preview from マッピングエクスペリエンス ―カスタマージャーニー、サービスブループリント、その他ダイアグラムから価値を創る
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249
カスタマージャーニーマップ（CJM：customer journey map）の正確な語
源は不明ですが、「ひとつの製品（サービス）に関わる複数のタッチポイント
を視野に入れて分析を進める」というこの手法の基本理念の原点は、元スカ
ンジナビア航空CEOヤン・カールソンが提唱したMoT（moments of truth：
決定的瞬間）というコンセプトにあるようです（MoTの詳細は2章を参照）。
カールソンは顧客体験を「ビジネスエコシステム全体を俯
ふ かん
瞰する視点」で検
討するべきだと主張しました。もっとも、そのためのツールがCJMをだと
明言していたわけではありませんが。
顧客がサービスや製品を利用する際にたどる経
ジャーニー
緯をマッピングするという
手法が生まれたのは1990年代に入り、顧
カスタマーエクスペリエンス・マネジメント
客体験管理に焦点が当てられる
ようになってからのことです。一例をあげると、顧客体験管理の第一人者で
あるルー・カーボーンとIBM の戦略研究担当ディレクターであったスティー
ブ・ヘッケルが、1994年に『マーケティング・マネジメント』誌で発表した
独創的な記事の中で「顧客体験のブループリント」を提唱し、これを次のよ
うに定義しています
─
「顧客体験の改善の手がかりを図示し、それにその
手がかりの特徴や効用も含めた詳細を添えたもの」。
2002年には米国の顧客体験の専門家であるコリン・ショーがモーメント
マッピングという手法を提唱しました
─
前述のヤン・カールソンのMoT
を彷彿とさせる名称です ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.