CJM-ex: Goal-oriented Exploration of Customer Journey Maps using Event Logs and Data Analytics

Customer Journey Mapping (CJM), is an emerging area of research tackling issues related to customer behavior and user trajectories when consuming a service. The increasing complexity of the service industry makes this type of tools popular amongst practitioners. However, to date, it is not clear how a CJM can be used to depict hundreds or thousands of customer journeys. Inspired by process discovery techniques – borrowed from Process Mining – we present CJM-explorer (CJM-ex). CJM-ex is a web interface that uses hierarchical clustering and statistical indexes to allow interactive navigation, with or without a-priori information, through numerous journeys stored in standard event log formats. The exploration of the underlying journeys can be done in the whole set of data available or driven by user goals in order to examine events and patterns in specific areas of interest.