Paper Number
2057
Paper Type
Complete Research Paper
Abstract
Digital ecosystems considerably shape customer journeys, linking diverse actors like customers, providers, and third parties in complex value co-creation. In form of digital data ecosystems, such as data spaces, these actors exchange data to provide superior value-in-use to each other. While customers face an unprecedented number of potential providers and intermediaries to interact with, touchpoints also multiply, comprising analog and digital channels. Ecosystems’ complexity not only renders modeling customer journeys increasingly challenging, but current modeling languages are also unable to represent customer journeys on this level. We design the Data Ecosystem Customer Journey Language (DECJL), a domain-specific modeling language that enables representing, analyzing, and designing customer journeys in digital data ecosystems. The DECJL is designed based on combining and extending constructs from related modeling languages and adding constructs that specifically represent a digital data ecosystem perspective. We present a meta-model, a graphical notation, and sample models substantiating our modeling language.
Recommended Citation
Hansmeier, Philipp; zur Heiden, Philipp; and Beverungen, Daniel, "Modeling Customer Journeys in Digital Data Ecosystems: A Domain-Specific Modeling Language" (2024). ECIS 2024 Proceedings. 8.
https://aisel.aisnet.org/ecis2024/track10_dmds_ecosystems/track10_dmds_ecosystems/8
Modeling Customer Journeys in Digital Data Ecosystems: A Domain-Specific Modeling Language
Digital ecosystems considerably shape customer journeys, linking diverse actors like customers, providers, and third parties in complex value co-creation. In form of digital data ecosystems, such as data spaces, these actors exchange data to provide superior value-in-use to each other. While customers face an unprecedented number of potential providers and intermediaries to interact with, touchpoints also multiply, comprising analog and digital channels. Ecosystems’ complexity not only renders modeling customer journeys increasingly challenging, but current modeling languages are also unable to represent customer journeys on this level. We design the Data Ecosystem Customer Journey Language (DECJL), a domain-specific modeling language that enables representing, analyzing, and designing customer journeys in digital data ecosystems. The DECJL is designed based on combining and extending constructs from related modeling languages and adding constructs that specifically represent a digital data ecosystem perspective. We present a meta-model, a graphical notation, and sample models substantiating our modeling language.
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