The Role of Consumer and Customer Journeys in Customer Experience Driven and Open Innovation

Customer and Consumer Journeys, touchpoints Goals have been widely discussed among Experience theorists practitioners, establishing that a hierarchical relationship between those exist. driven innovation evaluates opportunities mainly within in Journeys. However, there is still gap understanding how exactly elements are interlinked impact each other. This research article aims to create this by answering three questions: “To what extent, do Journeys vice versa?” “Are (including other actors) sub-set of or Journeys?” “Where the hierarchy should be identified?”. Phenomenological interviews with participants Cambridge Venture Camp 2021, organized as part ERASMUS+ programme European Union Strategic Partnerships for Higher Education were chosen methodology. Grounded theory open coding used interpret collected data. In article, we demonstrate not journeys directly, but rather adjusting higher-order goals through response stimuli touchpoints. A theoretical model proposed highlights interconnectivity different experience elements, hierarchy.