Diagnosing Service Delivery Channels using the Customer Journey Experience : Case study: One of the Iranian Listed Banks

This research aims to investigate the service delivery bottlenecks of a listed Bank’s customers via main service channels of branches, internet banking, and mobile banking. Authors used the new approach of customer journey experience. First they conducted 10 semi-structured interviews with sample branch heads. Using systematically coding and qualitative content analysis (Thematic Analysis Method), 9 main steps for retail customers showed up. Then, by designing worksheets for recording customer experiences, 20 structured interviews have been done with sample customers. Using qualitative content analysis and combining data from both the internal and the external sources, customer journey maps including the main steps, the interactions among each step, the must-have and could have expectations and their positive and negative experiences have been depicted and analyzed. Finally, to conclude and summarize the results, 18 bottlenecks for branch channel, 9 bottlenecks for internet banking and 10 bottlenecks for mobile banking have been introduced.