Improving customer experience through customer journey analysis (CJA) of mobile and fixed broadband services in Egypt.
Author(s):
Nawal Alawad
Passent Tantawi
Mohamed Ragheb
The Business and Management Review, Volume 9 Number 3
April 2018
7th International Conference on Business and Economic Development (ICBED), 9-10 April 2018, NY, USA
22
Abstract
The purpose of this paper is to present Customer Journey Analysis (CJA) for empirical exploration of individual service experiences of mobile and ADSL fixed broadband services in Egypt. The qualitative data is collected through 17 semi structured interviews, the interviewees are customers of WE mobile broadband services, and TEdata ADSL fixed broadband services. The two providers represent the broadband arms of the integrated services provider Telecom Egypt Group. Each customer is asked to describe his/her actual journey that he/she passes through the installation process. Findings represent the visual notation of the actual installation journey, key problems, descriptions and classifications. Four types of deviations are found in service delivery: occurrence of ad hoc touchpoints, missing touchpoints, irregularities of the sequence of logically connected touchpoints and occurrence of failures in touchpoints.