Shaping the organizational learning strategy through customer journey mapping: insights from shopping mall operators

Abstract

Purpose

The purpose of this paper is to test a journey mapping approach as a first step to systematically prepare organizations for the many critical moments in B2B relationships.

Design/methodology/approach

By applying a case study of a shopping mall operator, experts on both sides of the B2B relationship (operator (n = 12) and retailer (n = 14)) were interviewed to develop and test the effectiveness of customer journey mapping. The information from these interviews was used to formulate several practical recommendations.

Findings

Using the journey mapping to differentiate, change from a touchpoint to a journey orientation, and shift towards cross-functional methods, all help develop a customer journey perspective and frame a culture that supports organizational development.

Originality/value

The discussion of the various benefits of journey mapping can improve organizational learning and provides practitioners with insights into effectively differentiating through a customer-centric orientation.

Citation

Lattuch, F., Schlicht, C. and Dankert, P. (2023), "Shaping the organizational learning strategy through customer journey mapping: insights from shopping mall operators", Development and Learning in Organizations, Vol. 37 No. 6, pp. 8-11. https://doi.org/10.1108/DLO-09-2022-0176