Evaluation of a modelling language for customer journeys

We report on an evaluation of the Customer Journey Modelling Language (CJML) for documenting and visualizing a service process from the customer's perspective. The target group is employees in service organizations. We present a modelling toolkit and a scenario-based procedure that was used during the experiment with 48 target users. The purpose was to assess the applicability of CJML when introduced to new users. The participants were able to utilize CJML in a collaborative setting after a short training session. Overall, CJML was perceived as intuitive and useful by a large majority of the participants. A high precision level was obtained in more than 50% of the models produced during the experiment. Still, the analysis reveals the need for better guidance on delineation of process steps. We discuss validity of the results, and further work required to improve CJML.