Mapeamento do fluxo de valor de uma jornada de compra sob a ótica do cliente: ampliando conceitos, representações e indicadores-chave de desempenho com base em um estudo de caso

Abstract

Aiming at improving the buying experience for both customers and providers, this research paper presents a conceptual basis expanding the usual understanding, representation, mapping and measurements of the different value and non-value stages of a Customer Purchase Journey (CPJ). Inspired by the precepts of Lean Thinking, with emphasis on the Value Stream Mapping (VSM) method, the approach is based on an indepth analysis of a real e-commerce acquisition of an electronic customised product (a mobile phone) during the covid-19 pandemic. The study demonstrates different types of consumer stages, values and wastes for the CPJ. This allowed the development of a mathematical formulation – named Customer Journey Engineering (CJE) – from which improvements of the different categories can be identified. Use of the CJE was guided by 16 Key Performance Indicators (KPI), while focusing on customer satisfaction and improving provider competitiveness. We also conceived the Ideal Customer Journey Method (ICJM) for applying CJE to the customer's choice or in the customer purchase journey improvement. Exemplifying with those whose implementations require no further efforts or costs, the following results could be readily obtained in the case studied: a reduction of 96 hours of non-value activities, an improvement of approximately 15% of the established index for customer satisfaction and avoidance of loss worth US$ 50 for the analysed customer. Regardless of the context in question, this investigation attempts to identify and precisely define any common universal elements, often overlooked, which constitute the structure of any CPJ and are crucial for its understanding and improvement