Customer journeys and process mining – challenges and opportunities

Recently, there has been increased awareness about the importance of data derived from actual customer journeys, including the subjective customer experience, in the analysis and evaluation of service quality. In this paper, we explore how customer journey analysis and process mining can be combined to advance the analysis and improvement of services. First, we demonstrate the strengths and weaknesses of both methodologies using a specific case study as an illustrative example. Subsequently, we delve into the synergies and challenges inherent in their combination, deriving practical guidelines. We then suggest avenues for further research questions in this cross-disciplinary approach. The paper underscores the potential of aligning these methodologies to provide a more accurate and complete understanding of service delivery, ultimately contributing to the enhancement of customer experience.