Empowering parcel delivery logistics: the role of customer journey mapping in driving innovation and customer-centric solutions

Nowadays, the logistics industry operates in a dynamic and competitive environment where meeting customer expectations and providing exceptional services are vital factors for success. In this regard, the concept of customer journey mapping is considered a powerful tool for understanding, analyzing and optimizing the customer experience throughout the entire parcel delivery process. It has become the main competitive factor in the digital age. This paper presents an initial study conducted for a case study, where an effort was made to model the customer journey for parcel delivery. Subsequently, a roadmap for innovation was outlined based on this model. The paper concludes with recommendations for problem-solving and innovation, which necessitate further implementation and examination of the original results from the recommendations. Furthermore, the paper illustrates how customer journey mapping empowers logistics companies to identify improvement opportunities, devise customer-centric solutions, and steer a path for innovation in the delivery process, as demonstrated through a real-world case study in a courier service company. This research aims to provide practical insights for industry professionals, researchers, and stakeholders regarding the relationship between customer journey mapping and creating innovative solutions in parcel delivery logistics. Its goal is to facilitate a deeper understanding of how a customer-centric approach, based on insights from customer journey mapping, can lead to transformative innovation and shape the future of parcel delivery logistics.