Who are we?

At SINTEF, a diverse team of researchers has contributed to the evolution of CJML over time. The originator and main architect of CJML is Ragnhild Halvorsrud. Key SINTEF contributors include (in reverse chronological order): Otas Meironas, Ophelia Prillard, Costas Boletsis, Odnan Ref Sanchez, Marita Skjuve, Enrique Garcia-Ceja, Antoine Pultier, Eunji Lee, and Ida Maria Haugstveit. The entire HCI research group at SINTEF Digital has also played a vital role by continuously providing valuable feedback

The current work with CJML is funded by the Research Council of Norway, under the Smart Journey Mining project (no. 312198).

What is a customer journey? A customer journey is a metaphor for “walking in the customer’s shoes” as he or she is using a service, for example, online shopping.

What is a customer journey map? A customer journey map is a visualization of a customer journey. There is no standard diagram for customer journeys, but they are often divided into sequential steps with time along the horizontal axis. In most cases the vertical axis represents the customer experience.

What is CJML? A formalized approach to customer journeys, and it includes terminology and a visual notation. The diagrams are a specialized form of process diagram that highlight the actors participating in the journey and the sequence of steps (touchpoints) necessary to achieve the end-user’s goal. For each touchpoint, the diagram specifies which actor initiates communication, the recipient, and the channel through which the interaction occurs.