CJM-ab: Abstracting Customer Journey Maps Using Process Mining

Customer journey mapping (CJM) is a popular technique used to increase a company’s understanding of their customers. In its simplest form, a CJM shows the main customer paths. When dealing with complex customers’ trajectories, these paths are difficult to apprehend, losing the benefit of using a CJM. We present a javascript-based tool that can leverage process mining models, namely process trees, and business owners’ knowledge to semi-automatically build a CJM at different levels of granularity. We applied our approach with a dataset describing a complex process, and shows that our technique can abstract it in a meaningful way. By doing so, we contribute by showing how process mining and CJM can be put closer together.