Customer actions

Customer actions outline the specific actions that customers take as they interact with the service. These actions are often divided into three categories:

• Pre-service actions: Any actions customers take before using the service, such as researching the service online or making a reservation
• In-service actions: Actions customers take while using the service, such as placing an order or receiving assistance from an employee
• Post-service actions: Actions customers take after using the service, such as leaving a review or recommending the service to a friend

Identifying specific customer actions can help organizations gain a better understanding of the customer experience and identify areas for improvement. For example, if customers consistently struggle to make reservations online, the organization may need to make its online reservation system more user-friendly.