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What Is Journey-as-a-Service (JAAS)?

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Simplified and Accessible Customer Journey Management

According to Forrester, the age of the customer started in 2010 . Thirteen years later, it’s still such a prevalent topic of conversation, it’s as if the age of the customer has only truly just begun.

Customer experience (CX) has plenty of room for improvement. Across 13 industries, CX quality dropped in 2022 for the first time since 2017. The average U.S. CX Index score across industries was 71.3 (out of 100)—a score equivalent to a “C.”

One of the ways CX can make a comeback, in our view, is when more brands leverage Journey-as-a-Service (JaaS). JaaS helps brands manage journeys more quickly and easily, simplifying the improvement of customer experience. Keep reading to discover what is JaaS and how you can use it to improve CX.

What is Journey-as-a-Service (JAAS)?

A customer journey is the arc of engagement with a particular brand or service. As customers move through the five customer journey stages—awareness, consideration, purchase/decision, retention and advocacy—they interact with a variety of systems through multiple channels. Those systems span marketing, sales and service technologies. Customers may research, compare, and purchase products and services on company websites, pay their bills using an app, communicate with customer service via interactive voice response (IVR), and complete surveys via SMS.

JaaS is a self-service tool that enables CX, digital experience (DX) and marketing professionals to design, test and launch cohesive customer experience initiatives without getting seven teams involved. JaaS takes industry-specific best practices to address common CX issues and streamlines the implementation of a unified process across systems and departments.

CSG’s JaaS is a self-service portal that allows all users to input and change journey details without calling technical support or a professional services team. Using JaaS is like using TurboTax to prepare your tax return. The user-friendly software makes it easy to identify your CX challenge and deploy specific journeys to address those issues.

Benefits of Journey-as-a-Service

Here’s what an effective JaaS tool can do to help brands improve CX:

• Help brands and services guide their customers from initial contact through purchasing a product/service, paying monthly bills, seeking customer support, and renewing their contract or repurchasing
• Allow brands and services to quickly launch and deploy industry-specific, pre-built customer journeys
• Make it easy to start with a single journey (e.g., cross-selling) and then build a library of customer journeys across an organization

Examples of Customer Journeys that Can Be Deployed with Journey-as-a-Service

JaaS can manage many customer journeys related to researching, buying, onboarding, using, managing and receiving support for products and services. Here are a few examples:

Retail: Shopping Cart Abandonment

If a customer placed an item in the online shopping cart and then abandoned the website, the journey orchestration component of JaaS determines the communication channel where the customer has been most responsive (e.g., email or SMS). The system immediately sends a message and link via that channel, prompting the customer to complete the purchase. If the customer completes the purchase, the platform continues sending cart abandonment notifications in future instances.

Healthcare: Appointment Reminders

When a patient is scheduled for an upcoming medical visit, the JaaS system determines the optimal channel and time(s) for appointment reminders based on the patient profile. The system sends the reminder(s) via email or SMS, requesting patient confirmation. When the patient confirms the appointment, the systems sends a “how to prepare” informational message via the same channel.

Financial Services: Mortgage Loan Approval

When a loan applicant has not responded to requests for additional documents, the system determines alternative channels where the person may be more active. The system sends reminders over those channels (e.g., email, push notifications, or outbound IVR). After submitting the missing documentation, the person receives an automated message confirming receipt.

Telecom: Payment Reminders

When the customer’s account is at risk for becoming overdue, the system determines the message and timing based on segmentation, regulations and prior communications. Then the system sends proactive and compliant SMS payment reminders. After payment, the customer receives confirmation and a note regarding what to expect for future payments due.

RELATED EBOOK: Retail Experience: Orchestrate Compelling Communications that Capture Consumer Attention

Best Practices for Journey-as-a-Service

CX initiatives are difficult to start, and they thrive on results and momentum. It’s critical that they can demonstrate their impact quickly to help build support inside your organization.

Identify the biggest customer pain points. Where is your organization falling short of delivering positive experiences? For example, you might audit contact center calls to identify why customers are calling.

• Are they confused by their bill?
• Are they having a hard time redeeming promotional offers?
• Are they angry that they haven’t received any updates regarding their internet outage?

Start by orchestrating one journey. Choose a journey that’s easy to improve and provides quick return on investment. Getting a quick win up on the board drives organizational awareness and board support for future CX investment .

Then deploy more journeys. You’ll see greater impact (better customer satisfaction, greater revenue) as you incorporate multiple journeys.

Now is the Time to Invest in CX

Improving CX pays off, directly impacting revenue. According to Forrester, a 1-point improvement in a large multichannel bank’s CX Index score can lead to an incremental $123 million in revenue . Realizing the potential return on investment, forward-thinking business leaders are investing in CX technology. The IDC predicts the overall customer experience software market to rise from $167.3B in 2021 to $295.7B in 2026.

To be competitive, your brand must deliver superior CX throughout the customer journey and work to simplify the customer journey. If you have been mapping customer journeys and/or employing journey analytics—or even if you’re just thinking about starting—now is the time to adopt JaaS.

CSG’s journey management software is user-friendly, allowing any user to analyze and orchestrate customer journeys without needing an army of technical resources. We help customers figure out where to start, and we provide industry-specific, pre-built journeys to get you up and running quickly. At the core of our Journey as-a-Service is CSG Xponent Ignite , our award-winning, industry-leading customer engagement solution that can help businesses supercharge their CX outcomes.

RELATED VIDEO: Learn about CSG Xponent Ignite

Contact us to learn more.

Josh Davidson

Beyond composable — Federated Audience Composition in Adobe Real-Time CDP and Adobe Journey Optimizer

In our conversations with customers, sometimes they ask, “Can I just use my data warehouse as a customer data platform (CDP)?”

Every organization searches for opportunities to drive efficiency, such as repurposing existing technology investments to minimize costs and eliminate redundancies in technology and processes. Plus, IT and marketing teams want the flexibility to select the appropriate technology solutions to meet the requirements of the business.

To address this challenge, Adobe is introducing Federated Audience Composition in Adobe Experience Platform, uniquely designed to help our customers compose data across use cases. With this new approach, customers of Adobe Real-Time CDP and Adobe Journey Optimizer can use data from their data warehouse partners directly to enrich existing high-value audiences and attributes all in one single system. This new capability provides customers the flexibility to act on use cases across the enterprise ranging from micro-segmentation to in-the-moment personalization with low-latency activation. Federated Audience Composition allows Adobe customers to decide what data to use when and avoid unnecessarily duplicating data sets or integration patterns.

Taking a different approach

Within the data management space, the concept of “composable CDPs” has taken shape suggesting prospective Customer Data Platform buyers simply use a thin activation layer on top of their existing data warehouse. However, this strategy by itself falls short when attempting to power real-time use cases.

Composable architecture describes an approach to building a technology stack that assembles various individual components to build a complete solution tailored to specific business needs. This differs from packaged, seamless solutions that offer a complete set of capabilities designed to work together natively.

The composable approach has been repurposed by some CDP vendors to describe an unbundling of services that would typically be included with the purchase of a customer data platform. These services may include data ingestion, identity resolution, profile creation, segmentation, AI and machine learning features, and prebuilt destinations for activation. Some “composable CDP” offerings take this to an extreme, simply providing an activation layer on top of an existing data warehouse so data might be egressed in batches for use cases like email sends. This approach, at face value, may streamline architecture diagrams and seem like a straightforward solution, but upon closer inspection its limitations become clear. For example, activation of data is just one piece of the puzzle — data warehouses need to have proper identity resolution and data enrichment capabilities to ensure brands are acting on accurate data.

Enterprise data warehouses are optimized for long-term storage of organization data, which often includes data about customer engagement and customers themselves. Data warehouses are an essential component of first-party data management, with IT teams running SQL queries against that data for insights and audience creation, and data scientists leveraging datasets for modeling and business intelligence. These are analytical workflows that in many cases are essential for running and optimizing a business. However, these systems fall short when the data residing in enterprise warehouses needs to be made actionable for engagement workflows. Latencies when accessing critical datasets translate to limitations when marketing teams need to deliver personalized experiences in seconds or milliseconds.

Real time is mission critical

While a visitor is on your site or in your app, you need to engage and personalize in the moment to have a chance at winning their business. After a purchase is made, you then must suppress or requalify that customer from paid media to ensure relevancy and conserve advertising dollars and marketing spend. When a frustrated customer dials the call center, the representative handling that call needs to know up-to-the-second information about how that customer has recently engaged with the brand to ensure they retain the customer and continue to build a lasting relationship. For example, knowing when to tone down or cease marketing outreach based on what’s going on for a customer is key. These are all examples of engagement workflows that require a low-latency system that can make customer data actionable in the moments that matter. A latency in data warehouse audience qualification could mean missing the opportunity to deliver the right experience to a customer.

The CDP Institute defines a customer data platform as “packaged software that creates a persistent, unified customer database that is accessible to other systems.” Without a persistent, unified customer database, the “composable CDP” solutions in market do not qualify as CDPs on their own, but only offer CDP capabilities when paired with a data warehouse. Among the promoted benefits of this approach are easy access to the data warehouse sources of truth, the ability to avoid copying data into multiple systems, and a seemingly lower cost of ownership. Unfortunately, the sacrifices of this approach are often not made clear and may not be realized until it is too late.

• When attempting to repurpose a data warehouse as a CDP profile store, inherent data processing and egress latencies make it challenging, if not impossible, to meet marketer and customer expectations for personalization.
• Applications outside the data warehouse require a copy of the data. Some vendors promote “zero data copy,” but the reality is data warehouses alone are not equipped to handle all use cases, particularly use cases which require real-time workloads to support in-the-moment engagements. To do this many organizations will ultimately require a replication of data from the data warehouse to the applications that need that data to function for necessary use cases. Despite the promise, data copy still does happen.
• Total cost of ownership should include all the costs associated with a “composable CDP” approach. This means factoring in data warehouse fees for the long-term storage of incremental data sources — for example, event-level data that might traditionally be retained for limited duration in a packaged CDP — and the cost of frequently retrieving data from the data warehouse for customer engagement use cases. This may be significant due to the cost for egress from a data warehouse to other systems, especially when done in a recurring manner.
• Data warehouses are designed to collect, manage, and analyze data, but additional needs are required to deliver CDP-like capabilities. This includes enrichment and collaboration tools, profile management capabilities including identity resolution, and a marketer-friendly UI.

A purely “composable CDP” may seem like an inexpensive way to take advantage of existing data warehouse investments while activating data to destinations, but this approach may not meet the use case requirements of brands. Ultimately the desire to maximize the value of a data warehouse investment should be balanced against the latency and workflow requirements to meet customer expectations for personalization and relevant experiences. Customers need to carefully evaluate their current and future business goals as they make this decision. Investing in a technology design today that will need a redesign later is a costly affair and should be factored into the decision-making process.

Compose the data, not the application

Adobe Experience Platform applications, including Real-Time CDP and Journey Optimizer , are built from the ground up to support engagement workflows that power audience-based and in-the-moment experiences. Each application is recognized as an established leader in its respective category. Customers using these applications ingest the data needed to power their use cases into Experience Platform’s profile service, which maintains constantly updated, actionable profiles. While traditional systems and “composable CDPs” can support audience-based, batch activation, Adobe follows a marketer-initiated activation pathway, helping the marketer initiate one-to-one interactions in the moment. Real-Time CDP is intended to augment an existing data warehouse investment by making a subset of the data residing in the warehouse actionable for engagement workflows — but this is not a copy of everything in the data warehouse. Additionally, Journey Optimizer natively uses the same profiles and audiences for orchestration and delivery of omnichannel personalized experiences.

Data pervades organizations of all sizes, sourced from various channels and stored in diverse formats and platforms. The surge in digital and social media has amplified data volume, leading to silos that hinder insights crucial for decision-making. Customer data platforms emerged to minimize data chaos, and expectations have evolved beyond mere consolidation. Brands expect to access data from disparate systems for engagement use cases, and dynamics like data residency, redundancy, and data minimization have caused some organizations to rethink what data should be ingested into their CDP.

Adobe is introducing Federated Audience Composition in Experience Platform to access and create audiences with corresponding high-value attributes from enterprise data warehouses, which enrich and supplement the real-time customer profile and audiences in Experience Platform for improved segmentation, targeting, activation, and delivery of impactful customer experiences. Using Federated Audience Composition, a virtual database is created by linking remote databases through metadata. This approach simplifies access, reduces duplication, and enhances end-user experience. Teams are granted the flexibility to ingest datasets directly into Experience Platform or access datasets residing in data warehouses when assembling audiences for engagement workflows. This approach takes advantage of data warehouse investments and assets to complement Real-Time CDP and Journey Optimizer. Federated Audience Composition enables customers to utilize and combine batch and real-time functionality across critical new use-case patterns:

• Federated audience segmentation. A team can author an audience using the marketer-friendly drag-and-drop audience composition UI in Real-Time CDP and Journey Optimizer, but with a query pushed to the data warehouse, leaving sensitive underlying data in the warehouse without duplication and providing flexible access to essential datasets.
• Audience enrichment. Audiences built in Real-Time CDP and Journey Optimizer can be enriched with additional enterprise data to improve targeting and personalization with additional profile-based and non-profile-based datasets that will not persist in Adobe Experience Platform. For example, a retail brand may supplement an audience of recent online purchasers with a list of top brick-and-mortar locations to build an audience for a cross-channel online and in-store promotion.
• Profile enrichment. Teams can select profile attributes from the data warehouse that are critical for in-the-moment experiences to be retained within actionable customer profiles residing in Real-Time CDP and accessed via Journey Optimizer. These additional data points are then available for downstream segmentation and personalization triggered by event behaviors depending on the user action and customer use case. This will allow attributes brought along with federated audiences to be available for in-the-moment segmentation and personalization, alongside other attributes and behavioral signals retained in a customer profile.

Federated Audience Composition provides Real-Time CDP and Journey Optimizer customers with the flexibility to decide what data they want to use when and helps avoid unnecessarily duplicated datasets or integration patterns. This represents a unique combination of a federated approach to using enterprise data to curate audiences and high-value attributes, combined with a system optimized for in-the-moment cross-channel engagement. This results in less data movement, but also new opportunities to utilize high value audiences and attributes for consistent low-latency activation across channels.

Sometimes, a solution that seems too good to be true is just that. The purely “composable CDP” approach falls short of meeting customer and marketer expectations for low latency use cases and personalization in moments that matter. Rather than attempting to compose an application, brands should focus on composing their data to make the necessary datasets for their use cases accessible and actionable. With Federated Audience Composition in Real-Time CDP and Journey Optimizer, brands have the autonomy to decide what data should be retained in which system, without sacrificing their ability to execute engagement use cases for better customer experiences.

https://business.adobe.com/blog/the-latest/unlock-value-faster-with-use-case-playbooks-for-adobe-real-time-cdp-and-journey-optimizer

https://business.adobe.com/blog/the-latest/new-tools-for-marketers-in-adobe-real-time-cdp-unlock-efficiency-and-scaled-audience-engagement

https://business.adobe.com/blog/the-latest/adobe-named-a-leader-in-the-everest-group-cdp-products-peak-matrix-assessment-2023

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A Journey By Train Composition for JSC, SSC and HSC Examination

A Journey By Train Composition is important for class 6, 7, 8, 9, 10 and for all classes students in Bangladesh, India, Pakistan, Nepal and other neighbours countries. All the Students should learn this composition. Today, I have given here two sample of " A Journey By Train Composition ". Both are very easy and I hope student will be able to learn and memorize these composition very quickly. 

In this article, you will read: 

• A Journey By Train Composition
• A Journey Recent You Have Enjoyed
• A Journey You have Enjoyed
• Write a composition on Journey by train you have enjoyed

Write a Composition on "A Journey by Train You have Recently Enjoyed"

A journey by train.

Journey is always fascinating. It charms our mind and make us happy. Journey is a break in our monotonous everyday life. After a journey we feel relaxed and fresh. Peace fills our heart after we have made a really wonderful journey.

I have recently made a journey by train with my friends. I received a letter from my uncle at Chattogram to attend the marriage ceremony of his daughter. I took some of my friends with me. Early in the morning I reached Kamalapur Railway Station where I found my other friends. The train came. We found seats in a carriage in the waiting train, saw our luggage put in, and then settled down for the journey. The guard blew his whistle and waved his green flag, the engine slowly began to move and we glided out of the station.

Everything that we were passing was pretty and so we amused ourselves by looking through the passed by green field, beautiful watery areas and wonderful hillocks. Everything seemed very windows. As the train winded away, eastwards, we could see a number of hills and mountains. We

bright and pleasant to us. From the train, we could see the clear, green waters and women and small boys and girls swimming happily and taking bath in the ponds and rivers.

At noon we took our lunch in the train. The dishes were not so bad. We took a lot. The journey was highly enjoyable. Some of my friends started to sing. Other passengers were also enjoying our childish attitudes. Some were enjoying the scenery of the way. Some people were also sleeping  or reading books. After all, all of us were enjoying the time in our own ways.

At last at 4 pm we reached Chattogram. The road was really wonderful. The journey seemed to me like a dream. However, when we reached Chattogram, we found my uncle waiting for us. He welcomed us and took to his residence. Thus our wonderful journey ended very beautifully.

It was really an exciting journey that filled my heart with thrill and excitement. I could never forget it  in my whole life. Whenever I recollect the memories of that day, I feel something extraordinarily wonderful is going to happen in my heart which I am unable to explain. I can only feel it and enjoy it.

Write a composition on Journey by Train / Write a composition on A Journey You have recently enjoyed    

(CB'12: CtgB '12: SB '09; DjB '14; BB 15)

A Journey by Train/ A Train Journey I've Recently Enjoyed 

A few days ago I made a journey by train from Dhaka to Chittagong. My destination was the residence of my uncle who lives in Chittagong now. On the occasion of my cousin's wedding ceremony I was invited with my parents to attend the wedding party. In this way an opportunity of train journey came to me.

On the fixed day we reached the Kamalapur Railway Station. Purchasing three tickets for Chittagong we got into the train. The bell rang and the guard blew his whistle and waved his green flag. With little jerk the train started to move on. At first the train moved on slowly. The speed of the train gradually increased. The station remained behind left. I looked outside through the window. We enjoyed beautiful green fields, orchard and trees on the both sides. We saw the farmers working in the field and cattle grazing here and there. In the meantime we entered Chittagong District and started enjoying the hills there. On the right the vast sheet of the water of the Bay-of-Bengal raised a sudden tremor in all the body of mine. I became thrilled. Gradually the sun was going to the western sky.

It was evening when we reached the Chittagong Station. My uncle was eagerly waiting for us at the station. We safely reached my uncle's residence.

It is the only train journey in my life till today. So that, the first as well as the recent train journey has overwhelmed me much. I have learnt many things from it. Because this journey was a new experience to me. I can not help recalling this journey often as the sweet memory of this journey has filled me with eternal joy.

A Journey by Train composition for Class 6, 7, 8, 9 and 10 in 250 words

A journey by train   .

Introduction : A journey by train is very pleasant and enjoyable. Journey is always interesting. It welcomes people of all classes. A few days ago, I made a journey by train from Dhaka to Chittagong.

Occasion: During the last summer vacation one of my friends invited us to his village home, Chittagong. So I along with my parents went there by train.

Description of my journey by train : On the fixed day, we reached the Kamalapur Railway station at 7:30 am. My father brought tickets. I took my seat by the window. The guard blew the whistle and the train began to move on. It started with a ratting sound. A gentle breeze entered into the compartment. I felt fresh and cold. Gradually the speed of the train increased. I peeped outside. The train was passing through the green fields. I fed my eyes with expanded sights and scenes. Trees and house seemed to run behind. We saw the farmer working in the fields. Cattle were grazing here and there. The train stopped at a station. I brought boiled eggs, bananas, magazines etc from the hawkers. When the train started from the station, I saw the hills of Chittagong. On the right, I saw the vast sheet of water of the Bay of Bengal. Gradually the sun was setting in the western sky. The golden rays of the declining sun fell on the water. The whole water of the Bay of Bengal turned reddish. The scenery was too much charming to give my mind into another fields. All these pleased me. In the midst of my reverie, the train reached Chittagong at 5 p.m I got down from the train. I saw hills on both the side of the railway line. I found my friend who came to receive me. Then, we safely reached my friend's house.

Conclusion : The journey gave us immense pleasure. The memory of the journey will remain ever fresh in heart.

A journey by train composition in 150 words for class 3, 4, 5 and 6. 

Composition on a journey by train.

I have travelled by train many times. But these were short Journeys. One day, my father told us that he is going to Dhaka on a business trip. He decided to take the whole family with him. We were thrilled to hear this good news. We packed our luggage and went to Chittagong Railway Station by train, as our real journey was to start from there. At Chittagong Railway Station, we boarded the Sonar Bangla Express for Dhaka. We travelled in a second class AC compartment.

The journey was very comfortable. We passed through many states. I looked out during the day and enjoyed the scenery all along. We saw cattle grazing, people working in the fields, beautiful flower Gardens and orchards of fruit trees. Our train made very few halts. Meals was served at regular interval. We enjoyed the delicious food.

The scenery along the Chittagong Hill tract was really very beautiful. Our train passed through many tunnels. At last we reached our destination. We can never forget our journey.

Posted by: Shahabuddin Hridoy

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• Write an email to your father informing him of your result that has been published recently
• Write an email to your foreign friend telling him about beauty of Bangladesh
• Write an email to your friend about the duties and responsibilities of a good citizen
• Write an email to your friend about the experience of visiting the Shat Gambuj Mosque
• Write an email to your friend about the importance of games and sports
• Write an email to your friend about your experience of a train journey
• Write an email to your friend congratulating him for his good performance in a cricket match
• Write an email to your friend congratulating him/her on his/her brilliant success
• Write an email to your friend describing a historical place
• Write an email to your friend describing about your country and its natural beauty
• Write an email to your friend describing the co-curricular activities of your college
• Write an email to your friend describing the prize giving ceremony of your college
• Write An Email To Your Friend Describing Your Native Village
• Write an email to your friend greeting him/her happy new year
• Write an email to your friend inviting him to attend the wedding ceremony of your elder brother/ sister
• Write an email to your friend inviting him to spend the summer vacation with you in your village home
• Write an email to your friend narrating the sufferings of the flood affected people
• Write an email to your friend telling him about taking food in a Chinese restaurant
• Write an email to your friend telling him about your recent visit to Paharpur
• Write an email to your friend telling him/her about the benefits of reading newspaper
• Write an email to your friend thanking him whose home you have visited recently
• Write an email to your mother about how you physically feel after recovery from an ailment
• Write an email to your pen friend asking him/her to visit Bangladesh
• Write an email to your pen friend informing him about the experience of visiting a book fair
• Write an email to your younger brother about the importance of learning English
• Write an email to your younger brother advising him not to adopt unfair means in the examination
• Write an email to your younger brother advising him to be regular in studies
• Write an email to your younger brother describing him the importance of ICT knowledge
• Write an email to your younger brother describing the importance of physical exercise

Informal Letter

• Write a letter about your preparation for the coming SSC exam
• Write a letter describing how you have celebrated the Pohela Boishakh
• Write a letter describing the importance of physical exercise
• Write a letter of sympathy to your sick friend in hospital
• Write a letter on how to improve proficiency in English
• Write a letter to pen friend about food and food habit of Bangladesh
• Write a letter to your father informing him of your mother’s illness
• Write a letter to your friend about the annual prize giving ceremony of your school
• Write a letter to your friend about your aim in life
• Write a letter to your friend condoling him on his father’s death
• Write a letter to your friend congratulating him on his brilliant result
• Write a letter to your friend consoling him at his failure in the SSC examination
• Write a letter to your friend describing the accident you have witnessed
• Write a letter to your friend describing the bad effect of smoking
• Write a letter to your friend discussing the importance of learning English
• Write a letter to your friend inviting him to join the picnic
• Write a letter to your friend inviting him/her to spend a few days with during the summer vacation
• Write a letter to your friend telling him about the importance of reading newspaper
• Write a letter to your friend telling him how you have spent the summer vacation
• Write a letter to your friend thanking him for a birthday gift
• Write a letter to your younger brother advising him to be sincere and attentive to his study

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Music Composition: A Journey of Creativity and Expression

Music composition is a fascinating art form that has been captivating human hearts and souls for centuries. From the mesmerizing symphonies of Mozart to the rebellious rock anthems of the Rolling Stones, music has the power to evoke emotions, transport us to distant worlds, and unite people from diverse backgrounds. At its core, music composition is the process of creating new musical works, and in this article, we’ll delve into the magical world of music composition, exploring its essence, the creative process, and its significance in our lives.

The Essence of Music Composition

At its essence, music composition is the act of organizing sounds and silences into a coherent and expressive form. Composers are like architects, constructing intricate sonic structures that resonate with listeners. It’s a medium for emotional expression, storytelling, and communication beyond words. Music has the ability to convey feelings and ideas that words alone cannot capture.

The Creative Process

The creative process of music composition varies from composer to composer, but it generally involves several key stages:

• Inspiration : Often, composition starts with a spark of inspiration. It can be a simple melody that lingers in the mind or a powerful emotion seeking release through musical expression.
• Conceptualization : Once inspired, the composer starts to shape the idea and define its structure. This may involve selecting the instruments, the genre, and the overall mood of the piece.
• Melody and Harmony : Melody and harmony are the backbone of music. The composer crafts a melody that serves as the main theme and explores harmonies that complement and support it. These elements create the emotional foundation of the piece.
• Rhythm and Texture : The rhythmic patterns and textures play a vital role in shaping the character of the composition. From a gentle lullaby to a powerful march, rhythm and texture add depth and complexity to the music.
• Development and Variation : Composers work to develop and expand their initial ideas, creating variations, and exploring different musical motifs to maintain interest and captivate the listener.
• Arrangement and Orchestration : For larger works, composers must consider the arrangement and orchestration of various instruments. This involves understanding the unique timbres and capabilities of each instrument to achieve the desired sonic effect.
• Revision and Refinement : Like any creative endeavor, music composition involves constant revision and refinement. Composers listen critically to their work, making adjustments to enhance its overall impact.

Significance of Music Composition

Music composition holds immense significance in the world of music and beyond:

• Cultural Identity : Composers often draw inspiration from their cultural heritage, helping preserve and pass down musical traditions from one generation to the next.
• Emotional Catharsis : For composers, music can be a cathartic experience, providing an outlet for processing emotions and experiences.
• Entertainment and Communication : Compositions entertain audiences while conveying emotions and messages that words alone cannot convey.
• Innovation and Creativity : Through composition, musicians push the boundaries of what’s musically possible, leading to innovative and groundbreaking works.
• Educational Value : Music composition fosters a deep understanding of music theory, historical context, and technical proficiency, benefiting both composers and performers.
• Legacy and Immortality : The works of great composers continue to inspire and resonate with audiences long after their passing, creating a lasting legacy.

Music composition is a journey of creativity, self-expression, and emotional exploration. It weaves a tapestry of sound that touches the hearts of millions, bringing joy, solace, and inspiration to people worldwide. From the simplicity of a single melody to the complexity of a symphonic masterpiece, music composition enriches our lives, connecting us through the universal language of music. So whether you’re an aspiring composer or an avid listener, let the magic of music composition enchant you and open your heart to the infinite possibilities of human imagination.

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AFK Journey: The Best Teams & Team Comps

Discover the ultimate META team in AFK Journey and unlock the most effective compositions for all Battle Modes with this comprehensive guide.

AFK Journey offers more than 40 Heroes. This enables the formation of countless teams, each capable of executing distinct battle strategies. However, this plethora of team possibilities presents a challenge: devising a META team in AFK Journey . To address this, we have developed optimal teams and compositions tailored for both advanced and beginner players. Additionally, we have curated a set of guidelines to assist you in constructing and structuring your own ideal squads .

AFK Journey: How to Get Artifact Shards

The best team composition.

In the majority of formations, the optimal composition follows the DEF, DD, H/S (Defense, Damage Dealer, Healer/Support) structure. For the defensive line, select a Tank. Employ Warriors, Marksmen, and Rogues as Damage Dealers while relying on Mages and Supports to provide healing and long-range backup for the team.

The Best META Team

A great team for all Battle Modes is a lineup of Thoran, Antandra, Cecia, Koko, and Smokey & Meerky . This setup excels in various combat situations because it features a robust frontline backed by agile damage dealers and effective healers.

Composition Guide

• Use Thoran as a damage absorber . He can revive once, creating an opportunity for other Heroes to deal as much early damage as possible.
• Place Antandra behind Thoran . Although she is a Tank, Antandra serves as a DPS Hero. Plus, her ultimate offers a great knockback effect that breaks the enemy’s formation.
• Keep Cecia near the backline Supporters . You want her in the safe zone, where she can gain Energy and summon Mr. Carlyle, her demonic beast.
• Protect the team with Smokey and Koko . These two characters can heal the team and reduce the damage taken. Have them cover the attackers and marksman from the back.

If you need more aggression, replace Koko with Rowan. He triggers Energy gain, increasing the rate of Ultimate attacks.

The Best Early-Game Team

For newcomers, the best setup includes five easily obtainable Heroes : Lucius, Brutus, Antandra, Cecia, and Hewynn. This is a standard composition with two Damage Dealers, one Healer/Support, and one Tank. It boasts a strong win rate in initial battles due to the team’s well-balanced defense-attack ratio.

• Break the enemy’s frontline with Brutus . He becomes invincible for five seconds, allowing other attackers to penetrate the defense line.
• Have Lucius support DPSs . Place him behind Brutus and Antandra so that he can shield them with his Ultimate.
• Disrupt the enemy’s counterstrategy with Antandra . Her Ultimate comes with a knockback effect that shoots opposing troopers away. Keep her behind Lucius and Brutus.
• Protect Cecia in the back . Let her chip on the enemy’s HP while gathering Energy for Mr. Carlyle, her Ultimate attack.
• Heal the team with Hewynn . Drop her in the backmost tile so that she is protected. Use her Ultimate when your team’s HP is critically low.

Team-Building and Composition Tips

To build better teams and understand metagame comps, keep these tips in mind:

• Think in waves . Your troops will attack chronologically: the First Hero is the frontier, and the rest will follow them. With this in mind, organize your team from the toughest troopers to the weakest.
• Take range into account . Build a team with balanced close-range to long-range reach. Use Tanks and Warriors for close-range, Rogues for mid-range, and Marksmen and Mages for long-range.
• Work in pairs and combos . Build teams around synergies. Pair Heroes in a way that they support or buff each other's effects. For example, Brutus, Lucius, and Antandra all come with defensive shields that increase the team’s overall durability.
• Don’t overthink the Faction bonus . Faction bonuses can restrict your builds. Having two Heroes of the same Faction is often enough to buff the team .

AFK Journey

Best AFK Journey Team Comps

Discover the best team comps in AFK Journey, featuring a mix of tank, DPS, healer, and secondary roles for peak performance in each game mode.

AFK Journey unfolds its strategic, team-centric battles across various engaging modes, where your success is heavily influenced by the gacha system that determines your team lineup. This guide aims to streamline that process.

Best AFK Journey Teams

For newcomers, don’t miss our AFK Journey reroll guide , which can help you snag top-tier characters without dipping into your wallet. Additionally, make the most of AFK Journey codes for extra rewards. And to ensure your resources are wisely invested, consult our expertly curated AFK Journey tier list to steer clear of investing in lower-tier characters.

What are the Best Teams in AFK Journey?

Navigating through the best AFK Journey teams requires a balance of rarity, role consideration, and the long-term value of characters. We’ve assembled top recommendations for the story mode, Dream Realm mode, and various PVP matches.

In the game’s early stages, where elite characters are rare, the focus should be on easily accessible characters that still pack a punch in their roles. It’s crucial to avoid investing in characters who quickly become less effective.

Early-game strategies benefit significantly from the Faction bonus, which activates when three units from the same faction are deployed together. Keep this in mind as you select your team members.

Story Mode Team Compositions

The more relaxed nature of AFK Journey’s story mode gives players the freedom to experiment with different setups, like double tank formations, additional healers, or high-damage teams. This mode allows for the exploration of the game’s broader character roster.

For those starting their journey through the story, here’s an ideal team composition:

Early in the game and throughout the story, a solid foundation of a tank, a healer, and a DPS character is advisable, with Cecia often being the best choice for DPS due to her easy availability and potent upgrades.

The selection for the last two slots should be adaptable based on the challenges you face. If your team is vulnerable after your tank falls, adding a second healer, a crowd-control specialist, or another tank might be the way to go.

Optimal Team Setups for Dream Realm Mode in AFK Journey Dream Realm mode in AFK Journey demands a versatile and adaptable team composition due to the daily rotation of bosses. Only a handful of units are consistently effective regardless of the adversary.

Dream Realm Team Compositions

To tackle the Dream Realm challenges, consider the following lineup:

Smokey & Meerky stand out as the go-to support unit for nearly all encounters, with minor exceptions. Cassadee is a solid alternative if they’re unavailable.

For DPS, while Cecia remains a valuable asset, Marilee, Kruger, and Odie take precedence for their sheer damage output. Lucius can serve as a reliable tank in the absence of the top picks, given sufficient enhancements.

PVP Mode Team Compositions

PVP mode in AFK Journey introduces a broader range of viable compositions, allowing for more experimental and unconventional lineups. The flexibility extends to tanks and DPS roles, with some unique choices becoming surprisingly effective.

Early-stage ideal PVP teams include:

Thoran’s presence is almost indispensable for PVP success. While Antandara offers a temporary alternative, competing against teams with Thoran remains challenging.

The selection of DPS, Healer, and Support units is more fluid in PVP, allowing for a diverse range of strategies. Characters like Lyca and Silvina excel in DPS roles, with Rowan and Reinier offering strong support capabilities.

AFK Journey Team Building Guide

In our guide, we’re diving into the essentials of crafting a powerful team in AFK Journey, complete with examples to kickstart your strategy. Remember, these suggestions are starting points, not strict rules. The game’s dynamics, influenced by various crucial factors we’ll explore shortly, shape how teams can be effectively assembled. So, if your favorite character isn’t highlighted here, don’t worry! It simply means you should check out our Tier List or hero page to understand their role and potential in different team setups.

Building a strong team is more art than science, influenced by factors such as character synergies, the specific challenge at hand, and your personal playstyle. Whether you’re defending your rank in the arena or pushing through a tough stage, the right team composition can make all the difference. So, let’s dive into the basics and set you up for success in AFK Journey.

Faction Bonus

• Faction Bonus: Having more than two characters from the same faction boosts your whole team’s stats. Aim for a team with characters from two factions maximum.
• Celestial and Hypogean: These factions can fit with any other faction to help you secure a faction bonus, acting as flexible additions to your team.
• Avoid Mono-Faction Teams: It’s usually not beneficial to have a team from just one faction. The gains from a single-faction bonus don’t outweigh the advantages of having a diverse team.
• Focus on a Core: Build around a strong core of three characters from one faction, then add two others for their synergy or strength.

Keep it simple: Mix for bonuses, but prioritize strength and synergy over sticking to one faction.

Basic Team Setup

Building your team in AFK Journey can be straightforward if you follow this simple structure:

• Choose a Tank: Tanks are crucial. Their role might not dictate the rest of your team, but with a limited selection, your choice here is important for leveraging faction bonuses.
• Select 2 DPS: Currently, having at least two DPS (Damage Per Second) characters is standard. There’s a lack of support for single DPS setups, making dual DPS the go-to for effective team damage output.
• Add a Support: Supports are the team’s backbone, providing essential sustain. While some excel in healing, others might offer buffs or debuffs, contributing to the team’s overall strategy.
• Flex Spot: This slot is versatile. You could go for:
• A Specialist, offering unique abilities or multi-role support through buffs, debuffs, or enhancements.
• A second Tank, to distribute enemy focus and enhance frontline durability.
• Another Support, for extra healing and buffs.

The choice for your flex spot should consider the enemy lineup, as there’s no one-size-fits-all team composition. Balancing your team’s abilities with the faction bonus in mind will set you on the path to victory.

Best AFK Journey Team Examples

A common approach is to build around a core of three units from the same faction to activate a +10% stat bonus, allowing for flexibility in the remaining two slots.

Here’s a beginner-friendly guide to creating a core team for each faction, acknowledging that some may outshine others.

However, given the game’s reliance on RNG, you might find yourself leaning into a specific faction based on the characters you draw.

Graveborn Team

The Graveborn faction stands out with a core composition that remains effective from early to late game, becoming increasingly formidable as Exclusive Weapons are unlocked. Among core teams, Graveborn’s setup is particularly strong, facilitating smoother game progression.

Core Team Highlights:

Supports & Healers

Whether bolstering your front line or enhancing your support network, the Graveborn faction provides a solid foundation with ample room for strategic experimentation.

Core Team Insights:

Flexibility in Non-Core Roles:

Core Team Composition:

Exclusive Weapons Boost:

• Granny becomes even more formidable defensively below 50% HP.
• Bryon can stun attackers when under heavy fire.
• Hewynn gains immunity to crowd control during her ultimate, solidifying the team’s defense.

This Wilders team composition emphasizes energy management and defensive prowess, allowing for sustained control and damage output throughout battles. The inclusion of Exclusive Weapons and strategic non-core picks further enhances this dynamic, catering to a variety of situational needs and enemy formations.

The Lightbearers, despite being viewed as the less formidable faction for team-building in AFK Journey, harbor potential for a balanced team with a blend of offense and defense. The catch? Their defensive prowess often overshadows the need for such in many team setups.

Enhancing the Team with Non-Core Members:

Although the Lightbearers might not be the first choice for core team formation due to their defensive slant, with the right combination and strategic use of characters, they can form a formidable team capable of progressing through the game’s stages effectively.

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Awesome guide! Thanks a lot:)

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The Moscow Metro – MCC – MCD – everything about capital’s subway

Moscow Metro map and journey planner app called Yandex.Metro is available for iOS and Android for free.

We have a great Moscow Metro & Stalin Skyscrapers Private Tour across all famous metro stations, available for you every day.

1. Famous Moscow metro stations

Kievskaya (circle line).

The station was opened on March 14, 1954. It was named after the nearby Kievsky Railway Station. Decorating of station is devoted to friendship of Russian and Ukrainian people. Rich mosaic decoration is made from smalt and valuable stones by project of Ukrainian architects, chosen from seventy-three works presented on competition.

Kievskaya (Dark-blue line)

It was opened on April 5, 1953. Design of the station is devoted to the Soviet Ukraine and reunion of Ukraine and Russia. The station is decorated with a large number of the picturesque cloths executed in style of socialist realism in fresco technique. The fresco «Holiday in Kiev», made in 1953 was practically destroyed in 2010, due to an accident during nearby constructing works. While the fresco recovery, restorers revived its original appearance that had gone through many changes since its creation.

Ploshad Revolutsii

The station was opened on March 13, 1938. The most interesting feature of the station is 76 bronze figures, situated in niches of 18 arches. This peculiar gallery of images of Soviet people, aimed to personify force and power of the country, its glorious past and bright future. One of the bronze sculptures — a dog that accompanies a frontier guard — is believed to bring good luck if you touch its nose.

Prospekt Mira

Prospect Mira station of the Circle line was opened on January 30, 1952. It used to be called Botanical Garden up to June 20, 1966. The station’s decoration is devoted to development of agriculture in the USSR. Light marble and bas-reliefs by sculptor G. I. Motovilov decorate poles of the station. Famous smalt panel «Mothers of the World» by A. N. Kuznetsov is situated in the lobby.

Komsomolskaya

Komsomolskaya station was opened on January 30, 1952. The station has rich decoration devoted to a fight of USSR against overseas aggressors and victory in the Great Patriotic War. Mosaic panels from smalt and valuable stones, created according to sketches of the Lenin Award winner Pavel Corin, represent famous Russian commanders and weapons of different eras.

Novokuznetskaya

The station was opened on November 20, 1943. Its name was originally written through a hyphen: ‘Novo-Kuznetskaya’. The interior of the station is rich with decorating elements. The idea of creative force and power of Soviet people, its remarkable victories in the Great Patriotic War found realization in architectural design of station. The perimeter of the escalator arch is decorated with bronze sculptures by the sculptor N.V.Tomsky.

Novoslobodskaya

Novoslobodskaya station was opened on January 30, 1952. It was called after Novoslobodskaya street, where the station is situated. 32 original stained-glass windows from multi-colored glass, framed with steel and gilded brass and the famous mosaic panel «World peace», situated at the face wall the station, are made by sketches of Pavel Dmitriyevich Corin.

Dostoyevskaya

Dostoevskaya is comparatively new station, opened on June 19, 2010. It is situated at Suvorovskaya Square. Russian writer Fedor Dostoyevsky was born and lived in this district of Moscow. Therefore, the station bears his name and features scenes from his works «Crime and Punishment», «The Idiot», «Demons», «The Brothers Karamazov». Artist Ivan Nikolaev, the author of the decoration, said that depicting scenes of violence shows depth and tragedy of Dostoevsky’s work.

2. General information about Moscow metro

Metro working hours, navigation, wi-fi.

The Moscow Metro is open from about 5:30 am until 1:00 am. The precise opening time varies at different stations according to the arrival of the first train, but all stations simultaneously close their entrances and transitions to other lines at 01:00 am for maintenance. The minimum interval between trains is 90 seconds during the morning and evening rush hours. Each line is identified according to an alphanumeric index (usually consisting of a number), a name and a color. Voice announcements in Russian refer to the lines by name and by numbers in English. A male voice announces the next station when traveling towards the center of the city or the clockwise direction on the circle line, and a female voice – when going away from the center or the counter-clockwise direction at the circle. The lines are also assigned specific colors for maps and signs.

Free Wi-Fi is called MT_FREE and available on all 14 lines (inside the trains).

Using Metro services is frequently the fastest and the most efficient way to get from one part of the city to another. But during daytime Moscow Metro stations are usually overcrowded so if you want to just enjoy the beauty of the underground, it’s better to visit it late in the evening.

MCC and MCD

Since 2016 The Moscow Metro is connected to two new types of rail transport. The first one is MCC – Moscow Central Circle. It has 31 stations around the city with changes to metro stations (most of them require to walk a few minutes via the street). The second one is MCD, Moscow Central Diameters, a system of city train services on existing commuter rail lines in Moscow and Moscow Oblast. MCD has several lines, they’re being marked as D1, D2 etc. Changing to both MCC and MCD from the Metro is free when your journey is within the city. Both MCC and MCD lines exist on all of the Moscow Metro maps.

Interesting facts about Moscow metro

213 people were born in the metro during the World War II, when it was used as a bomb shelter.

There are 76 bronze sculptures of workers, peasants, soldiers, sailors, etc. at Ploshchad Revolyutsii station. There is legend connected with this station. To pass any examination successfully, a student should touch the bronze dog’s nose («the Frontier Guard with a Dog» sculpture). You can easily understand high popularity of this legend by looking at the polished nose of the dog.

It is said that some of the magnificent mosaics at several central stations, for example the «World Peace» mosaic at Novoslobodskaya, were made with the pieces of enamel and smalt, taken from the famous Christ the Savior Cathedral, before it’s destruction.

As any other dungeon the Moscow metro, has its own ghosts. The most famous one is the old lineman. He is not dangerous and usually hides into the wall, when people appear. The ghostly metro train is much more dangerous. It appears after midnight at the Circle Line and consists of old-time carriages. It sometimes stops at the stations and opens its doors, and then goes back into the darkness. It is said that the souls of Stalin’s prisoners, perished during the building of the metro are locked in the train forever.

3. Moscow Metro tickets

1 or 2 trips.

You can buy tickets in ticket offices or in automatic ticket machines. Passes for 1 or 2 trips are the most expensive. They sold only in ATM and cost 55 and 110 rubles (€0.55 and €1.10) respectively.

More than 2 trips

All the other kinds of tickets are available in the ticket offices. Tickets for bigger amount of trips are more profitable.

«90 Minutes» ticket

A ticket «90 minutes» is valid for one trip on the metro and an unlimited number of trips on surface transport within this time. It costs 65 rub (€0.65).

The «Troyka» card

You can also use «Troyka» – refillable card to pay for travelling on all kinds of public transport – metro, buses, trolley-buses, trams, monorail and blue minibuses. With «Troyka» one trip costs 35 rub (€0.35).

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Composition

A journey by boat composition for all class students.

A journey by boat composition : A successful and happy life can’t be imagined without making any journey during holidays.Therefore, with a view to making life successful and fruitful one should make any journey during one’s holidays. A Journey means to go from one place to another alone or with a group. A journey by boat means to go from one place to another by boat. Bangladesh is a land of rivers, canals, haors and beels. So,it is very easy, cheap and comfortable to make a journey by boat in our country. It is very enjoyable.

Time and occasion : It was the month ‘Ashar’. Our examination was over.Our college was closed.The rainy season had just set in. My father asked me to go to my uncle’s house which is about 20 km.away from our house. The house is on the other side of the Padma. So, I got a chance to make a journey by boat. Three friends joined me.

Description : We hired a small beautiful boat.It had two able-bodied boatmen who were very jolly-minded and cheerful. We started from our river ghat in the morning at 7 am on December 20,2019. The sky was clear and the weather was fine. The river was calm. At first the boatmen started rowing. Next they set sail. The boatmen began to sing “Bhatiali” songs.The songs charmed me very much.

Scene : I enjoyed the scenery on the either banks of the river.Our boat was dancing with small waves.We saw hundreds of boats plying up and down in the river. We saw many boys and girls bathing and swimming in the river. we saw many fishermen fishing in the deep river and the farmers harvesting in the paddy fields. We also found many boats, steamers and launches plying across the river.

Destination : We reached my uncle’s house at 2 p.m. Uncle, aunt and cousins gladly received us. We had a rich lunch there.

Evening scene : After taking a rest, we started for our house again at 4 p.m. when we reached near our river ghat, the sun was setting.The water of the river also turned red. Really,the scenery was very charming.It was dark when we reached home.

Conclusion :A journey by boat is really very enjoyable.It removes the monotony of works and studies. I achieved/gained new experience and new knowledge.I shall never forget this happy journey in my life. So,every student or every person should make a journey by boat once a year on holidays.

A Journey By Boat Composition 2 :

Composition on A Journey By Boat : There are different sorts of journey in our country. I like most a journey by boat. No other journey can be more enjoyable than a journey by boat. Whoever looks for rest and delight should make a journey by boat.

Time and occasion : During the last Autumn vacation my father asked me to go to my sister’s house at Daudkandi, 20 miles away from our house. So,I got a chance to make a journey by boat.Two other friends joined me.

Description of the journey : We hired a fine boat. We started our journey from Homna ghat at 10 a.m. There were two boatmen.The sky was clear.The river was calm and full to the brim . At first the boatmen plied the boat with oars. When the wind was favourable,they set sail. Soon the boat began to move fast. There were small waves in the river. The boat began to dance with the waves. The boatmen were singing. It was a ‘Bhatiali’ song. It filled us with joy.

Scenery enjoyed : We enjoyed the scenery of the river. We saw many boats big and small plying up and down. We saw some steamers and motor lunches plying through the river. Fishermen were catching fish in the river. Boys and girls were swimming. Women were going home with jars filled with water. There were fields on both sides of the river. Cattle were grazing there.

Exciting moments : Rough weather makes a journey by boat risky. Strong winds and storms often prove dangerous. I saw a terrible sight of the river. when I was crossing by boat. Within a short time, a storm rose and the river turned violent. There were huge waves and a strong wind. The boat was about to capsize. I got nervous. But the experienced boatmen stopped and tied the boat with strong ropes to a post. However, the storm was over within a short time and we started again. Still I cannot but thank the skill of the boatmen.

Destination : At about 4 p.m.we reached the ghat of my sister’s house. My sister was very glad to see us. She received us cordially. Thus our journey came to an end.

Conclusion : It is one of the most memorable journeys in my life.There was a lot of pleasure as well as a horrible experience of a storm in the journey. Both the positive and negative aspects of the journey got impressed on my mind forever.

Hello mates, its impressive paragraph and fully defined, keep it up all the time.

please add some poem in this composition

I like the valuable info you provide in your articles. I’m quite certain I will learn many new stuff right here! Best of luck for the next!

I appreciate, cause I found just what I was looking for. You have ended my four day long hunt! God Bless you man. Have a great day. Bye

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Service journey quality: conceptualization, measurement and customer outcomes

Journal of Service Management

ISSN : 1757-5818

Article publication date: 4 May 2021

Issue publication date: 17 December 2021

The quality of the customer journey has become a critical determinant of successful service delivery in contemporary business. Extant journey research focuses on the customer path to purchase, but pays less attention to the touchpoints related to service delivery and consumption that are key for understanding customer experiences in service-intensive contexts. The purpose of this study is to conceptualize service journey quality (SJQ), develop measures for the construct and study its key outcomes.

Design/methodology/approach

The study uses a discovery-oriented research approach to conceptualize SJQ by synthesizing theory and field-based insights from customer focus group discussions. Next, using consumer survey data ( N  = 278) from the financial services context, the authors develop measures for the SJQ. Finally, based on an additional survey dataset ( N  = 239), the authors test the nomological validity and predictive relevance of the SJQ.

SJQ comprises of three dimensions: (1) journey seamlessness, (2) journey personalization and (3) journey coherence. This study demonstrates that SJQ is a critical driver of service quality and customer loyalty in contemporary business. This study finds that the loyalty link is partially mediated through service quality, indicating that SJQ explains loyalty above and beyond service quality.

Research limitations/implications

Since service quality only partially mediates the link between service journey quality and customer loyalty, future studies should examine alternative mediators, such as customer experience, for a more comprehensive understanding of the performance effects.

Practical implications

The study offers concrete tools for service managers who wish to understand and develop the quality of service journeys.

Originality/value

This study advances the service journey concept, demonstrates that the quality of the service journey is a critical driver of customer performance and provides rigorous journey constructs for future service research.

• Service journey
• Customer journey
• Service delivery
• Customer experience
• Service quality
• Service design

Jaakkola, E. and Terho, H. (2021), "Service journey quality: conceptualization, measurement and customer outcomes", Journal of Service Management , Vol. 32 No. 6, pp. 1-27. https://doi.org/10.1108/JOSM-06-2020-0233

Emerald Publishing Limited

Copyright © 2021, Elina Jaakkola and Harri Terho

Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

The notion of satisfying customers through service excellence is a cornerstone of service research and practice. During the past decade, managers and researchers alike have increasingly stressed the role of customer journeys as opposed to individual service encounters for the achievement of service excellence and the subsequent competitive advantage ( Rawson et al. , 2013 ). This emphasis aligns with broader marketing research suggesting that the set of touchpoints along the customer journey gives rise to customer experience ( Lemon and Verhoef, 2016 ; Tueanrat et al. , 2021 ). Indeed, a recent industry report suggests that, across industries, companies' journey performance is substantially more strongly correlated with customer satisfaction and business outcomes, such as revenue and repeat purchase, than is firm performance at individual touchpoints ( Duncan et al. , 2016 ).

In the extant marketing literature, the “customer journey” is commonly defined as the series of touchpoints that customers encounter and interact with during their purchase process ( Becker and Jaakkola, 2020 ; Lemon and Verhoef, 2016 ; Becker et al. , 2020 ). In today's markets, customer journeys are ever more complex, as digitalization has accelerated the birth of a myriad of channels through which customers can interact, search for information and conduct their purchases ( Sousa and Voss, 2006 ; Edelman and Singer, 2015 ). What is more, increasing specialization has fragmented the contemporary service delivery to involve a network of providers ( Tax et al. , 2013 ). Firms must therefore manage expectational, operational and functional interdependencies between various touchpoints ( Dhebar, 2013 ), keeping in mind that clumsy and inconsistent journeys have been identified as an important source of customer churn ( Rawson et al. , 2013 ).

The customer journey is a powerful concept for understanding a customer's path to purchase (e.g. Edelman and Singer, 2015 ). However, the purchase decision-making focus is less useful for supporting service management; as in service-intensive contexts, service delivery and consumption encounters play a major role in the formation of customer experiences, accentuating the importance of touchpoints that customers interact with after their purchase decision (see Lemke et al. , 2011 ). Thus, service researchers and practitioners seeking to understand and design high-quality journeys can benefit from journey constructs that capture the functional and operational interdependencies between touchpoints comprising the service process (e.g. Tax et al. , 2013 ; Rawson et al. , 2013 ; Dhebar, 2013 ).

Extant service research offers valuable methods for analyzing and designing the composition of journeys, such as service blueprinting ( Bitner et al. , 2008 ), customer journey mapping ( Zomerdijk and Voss, 2010 ) and multilevel service design ( Patricio et al. , 2011 ), but it lacks the conceptual tools for assessing the quality of service journeys from the customer's viewpoint. This means that managers are missing the tools for measuring to what extent they succeed in designing their journeys for service delivery, and many service organizations continue measuring perceived service quality at particular touchpoints, or rely on simple aggregate measures, such as the Net Promoter Score. Research on customer experience (CX) also considers journeys, but CX measures predominantly focus on customers' perceptions of their overall experience with a brand (e.g. Brakus et al. , 2009 ) or a firm during the purchase process ( Kumar et al. , 2014 ; Kuppelwieser and Klaus, 2021 ), offering limited insights on the touchpoints related to service delivery and consumption that are critical for service-intensive contexts.

Against this background, the purpose of this paper is to conceptualize service journey quality (SJQ), develop measures for the construct and study its customer outcomes . Service journey refers to the process or sequence that a customer goes through to access and use a particular service (cf. Tueanrat et al. , 2021 ; Følstad and Kvale, 2018 ; Voorhees et al. , 2017 ). This study adopts a discovery-oriented approach for conceptualizing SJQ ( Zaltman et al. , 1982 ). First, by synthesizing extant theory (e.g. Homburg et al. , 2017 ; Lemon and Verhoef, 2016 ) and field-based insights from customer focus group discussions, we define SJQ as the degree to which customers perceive the combination of provider-owned service process touchpoints functioning as a (1) seamless, (2) coherent and (3) personalized whole. Second, by building upon the definition and insights from the qualitative study, we develop measures for the SJQ constructs using survey data ( N  = 278) from consumers in the financial services context. Third, we demonstrate the nomological validity and practical relevance of the SJQ constructs by linking them to service quality and customer loyalty using a second survey dataset ( N  = 239) from the financial industry.

This study makes three key contributions. First, the developed conceptualization and measure for SJQ advances extant service research that has, for nearly a decade, highlighted the critical role of journeys (e.g. Zomerdijk and Voss, 2010 ; Ostrom et al. , 2015 ), but offered scant insight into what constitutes the quality of a journey in a service-intensive context. This study develops service process-focused SJQ constructs that capture the key aspects of functional service journeys, putting the emphasis on customer perceptions of the interdependencies between journey touchpoints rather than on individual encounters or the overall evaluation of a firm, thereby complementing current constructs in the area of customer journeys and experience (e.g. Lemke et al. , 2011 ; Kuehnl et al. , 2019 ). Second, this study provides rare empirical support for the notion that the journey quality is a critical driver of customer performance in contemporary service businesses (e.g. Lemon and Verhoef, 2016 ). Specifically, we demonstrate that service journey seamlessness, personalization and coherence are central drivers of customer loyalty intentions. Third, the study clarifies the nomological network of service journeys by providing new insights about the theoretical mechanisms through which journey quality affects loyalty. Earlier research has pointed out that the link between journey quality and loyalty is primarily due to improved brand attitudes ( Kuehnl et al. , 2019 ). Our results show that in service-intensive contexts, the journey-loyalty relationship can furthermore be partially explained through improved service quality perceptions. Since the service quality's mediation effect is only partial, we encourage future research to study more closely the role of other alternative mediators, such as customer experience, in linking SJQ to customer loyalty ( Lemon and Verhoef, 2016 ; Becker and Jaakkola, 2020 ). All in all, this research provides new measures for service design, service management and customer experience research, as well as for managers who wish to set goals, understand and develop their performance in service journeys as a strategic priority.

This paper is organized as follows. The next section outlines the key literature streams that offer the conceptual building blocks for SJQ. The subsequent sections report the empirical research conducted; we first conceptualize SJQ and its key dimensions by synthesizing theory-based views and field-based insights into SJQ, second, develop measures for the construct and finally demonstrate its nomological and predictive validity. The final sections outline the study's theoretical and managerial implications.

2. Conceptual underpinnings of service journey quality

The research that can be drawn from to conceptualize service journey quality is fragmented in multiple literature streams. In the service context, many of the dealings between customers and providers take place after the actual purchase decision has been made as the realization of a service offering often involves both parties. SJQ is hence best understood through literature streams that tackle the various stages of the process that consumers go through when accessing and consuming a service.

Table 1 outlines the key literature fields that offer insight into SJQ. The service management and service design research discuss high-quality service delivery processes; customer experience studies identify strategic journey-related goals for service providers and channel management research provides insights on the design and deployment of diverse channels for effective service processes.

The traditional service management literature has highlighted that customers' quality perceptions are affected not only by what they receive as an outcome of the service but critically also by the functional performance of the service process ( Grönroos, 1984 ). This research has mainly focused on the quality of the core service delivery taking place during the service encounter ( Voorhees et al. , 2017 ), typically examining customer perceptions of either a firm's service excellence at one point in time or their overall experience with the firm (e.g. Parasuraman et al. , 1991 ; Brady and Cronin, 2001 ). The studies considering the service encounter's processual nature have analyzed how positive service outcomes are affected by a particular phase or event of the service process ( Stauss and Weinlich, 1997 ; Verhoef et al. , 2004 ; Sivakumar et al. , 2014 ) or the customer relationship ( Dagger and Sweeney, 2007 ). In other words, service management research mostly focuses on individual service encounters or overall service quality rather than on the journey elements that support the functioning of the service process as a whole.

The literature on service design focuses on the customer-centered innovation of new services by emphasizing the user experience, suggesting methods for analyzing customer journeys and aligning the partners in service delivery (e.g. Karpen et al. , 2017 ; Steen et al. , 2011 ; Yu and Sangiorgi, 2018 ). Methods such as service blueprinting emerged as an attempt to gain a broader view of the service process that comprises both joint service encounters and the steps customers take outside the service setting ( Bitner et al. , 2008 ). Subsequent service design studies have expanded the analysis to include complex systems that customers and users navigate to fulfill their needs (e.g. Patricio et al. , 2011 ; Tax et al. , 2013 ). This stream highlights the importance of designing the journey in a holistic manner and incorporating the entire service delivery network to ensure a consistent service experience (e.g. Tax et al. , 2013 ). Yet, the emphasis lies on offering tools for mapping and developing customer journeys, and these studies do not offer constructs for measuring service journey quality from the customer's perspective.

Customer experience research highlights the importance of journeys by defining the customer experience as “customers' nondeliberate, spontaneous responses and reactions to offering-related stimuli along the customer journey” ( Becker and Jaakkola, 2020 ). Research on customer experience management (CEM) focuses on sellers' activities for strategically designing and managing experiences throughout the customer journey. Homburg et al. (2017) found that best-practice firms have four strategic goals for designing and improving customer journeys: (1) the thematic cohesion of touchpoints, (2) the consistency of touchpoints, (3) the context sensitivity of touchpoints and (4) the connectivity of touchpoints. Kuehnl et al. (2019) found evidence for the first three of these dimensions. These findings offer tentative insights into the relevant dimensions of SJQ. However, the CX research predominantly studies customer purchase journeys, and the only existing consumer-assessed journey design construct by Kuehnl et al. (2019) emphasizes brand-focused journey qualities relating to the brand experience, brand attitudes and customer loyalty. The CX stream has thus paid very limited attention to the functional and operational touchpoint interdependencies that are critical for service contexts ( Rawson et al. , 2013 ; Dhebar, 2013 ).

Finally, research on multichannel customer management addresses “the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development” ( Neslin et al. , 2006 , p. 96). Customer channels are the medium through which service providers communicate or interact with customers (e.g. call centers, e-mails, SMS, chats and face-to-face conversations) hence representing platforms for digital or human-served touchpoints ( Halvorsrud et al. , 2016 ; Sousa and Voss, 2006 ). The multichannel literature predominantly focuses on channel choice behavior, such as the drivers for online channel use (e.g. Melis et al. , 2015 ), an optimal mix of channels (e.g. Montoya-Weiss et al. , 2003 ) and the role of specific channels during particular phases of the purchase process (e.g. Verhoef et al. , 2007 ). In terms of SJQ, this stream contributes insights into channel properties that attract and guide customers, especially the importance of integrating channels to enable the easy transitioning from one channel to another (e.g. Montoya-Weiss et al. , 2003 ; Neslin et al. , 2006 ; Barwitz and Maas, 2018 ). However, as noted by Anderl et al. (2016) , channel studies tend to either focus on one single channel or consider the interplay of a few selected channels to understand the consumer's path to purchase. This literature reveals little about the quality of the combination of different types of touchpoints located within a range of channels as the focus lies on the channel strategies rather than on the functioning of the journey for service delivery.

As this literature review demonstrates, the issue of understanding and designing service journeys is relevant for many research streams, but the question as to what constitutes SJQ has not been explicitly addressed so far, and the research lacks valid measures on this topic. The research on service management and service design emphasizes the importance of gaining a customer view of the service process, but does not offer tools for understanding and measuring the functional quality of journeys. Customer experience and channel management research, in turn, focuses on the customer purchase journey and offers little insight into the interdependencies between post-purchase touchpoints that are critical for service delivery processes.

3. Conceptualization of service journey quality

To conceptualize SJQ, we applied a discovery-oriented research approach (e.g. Zaltman et al. , 1982 ). By adhering to this approach's established procedures, we build upon our initial insights from a literature review for a theory-based view and complement and refine it with a field-based view. The existing research offers a good basis for forming an initial, theory-based understanding of SJQ, but since existing studies have not addressed journeys specifically from a service process perspective, we conducted a qualitative study on consumers' perceptions of high-quality service journeys to (1) substantiate and (2) enhance and nuance the theory-based view. The conceptualization process was abductive in nature: we moved between theoretical concepts and empirical observations in an iterative fashion ( Dubois and Gadde, 2002 ), resulting in a synthesis of theory and qualitative insights that allowed us to define the SJQ construct and its key dimensions. The conceptual basis established in this phase also forms a robust foundation for the scale development process in the study's latter stages.

3.1 Theory-based view of service journey quality

The first step of the conceptualization process focuses on forming a theory-based view of the SJQ concept's key content. As our literature review demonstrates, research on service process quality and customer journeys can together offer tentative insights into SJQ. First, many studies stress the importance of designing the journey as a whole and integrating touchpoints such that the journey runs smoothly (e.g. Lemon and Verhoef, 2016 ; Homburg et al. , 2017 ; Sousa and Voss, 2006 ). However, due to the increasing functional and operational touchpoint interdependencies of the service processes, mere excellence in individual interactions may not be enough for successful service delivery if the service delivery touchpoints do not align and work in concert (see Rawson et al. , 2013 ).

Second, many authors highlight that touchpoints and their cues should be thematically consistent and coherent along the journey (e.g. Homburg et al. , 2017 ; Kuehnl et al. , 2019 ). Customers experience and evaluate service cues across touchpoints, and with an increasing number of channels and partners involved in service delivery, they may feel lost if the service touchpoints are very dissimilar (cf. Berry et al. , 2006 ).

Third, research emphasizes the individual and subjective nature of journeys, suggesting that they should be sensitive to customers ' individual needs and channel preferences (e.g. Barwitz and Maas, 2018 ; Patricio et al. , 2011 ). High-quality service delivery should therefore adapt to the needs of the individual customer throughout the whole service process (cf. Dhebar, 2013 ). These three themes – touchpoint integration, thematical coherence and sensitivity to individual customer needs – were adopted as the initial theory-based view for SJQ conceptualization, which was refined and complemented with empirical insights from service-intensive contexts.

3.2 A qualitative study for establishing a field-based view of service journey quality

Next, we conducted a qualitative study to generate an understanding of SJQ by drawing from human experiences ( Gioia et al. , 2013 ). Following Sharma and Conduit (2016) , we took the Gioia approach to first conduct open coding to identify themes emerging from data, to capture any SJQ aspects that are relevant for consumers' lived service experiences. In accordance with the abductive approach, we next integrated the first-order codes into second-order, theory-centric themes iterating between the data and the tentative conceptualizations derived from previous research ( Dubois and Gadde, 2002 ). The qualitative data thus served the purpose of substantiating and refining the theory-based view and formulating service process specific definitions for the tentative themes.

3.2.1 Data collection

We employed focus groups to capture consumer insights into SJQ. Focus groups are a suitable data collection means for explorative purposes because the method allows one to gain insights from a large number of individuals through nondirective inquiry strategies that result in a rich understanding of the studied phenomenon ( Flick, 2018 ). We organized nine focus groups of four or five consumers each, and the participants were both female and male and aged between twenty and forty years ( Table 2 ). The aim of selecting focus group participants was to facilitate the open sharing of views and understandings while ensuring that the generated data would be able to meet the research aim's requirements ( King et al. , 2019 ). The participants were university students with differing backgrounds, thus ensuring some common ground, yet a relatively broad range of views.

Each group discussed service journeys in one of the following service contexts: retail, hospitality, teleoperator and insurance services ( Table 2 ). Service delivery in these contexts often features multiple touchpoints, facilitating the gaining of a rich set of insights. The groups were asked to choose one of the four contexts, wherein each participant had some recent dealings. The participants were instructed to discuss their actual experiences of service processes in the chosen context by focusing on experiences they perceived as particularly positive or negative. The participants were asked to describe their service journeys and elaborate upon the aspects that they perceived as the root causes of their positive and/or negative perceptions of the service process. All these procedures aimed to elicit the recall and identification of critical SJQ dimensions in a nonobtrusive way.

3.2.2 Data analysis

Following the Gioia approach ( Gioia et al. , 2013 ), we conducted a thematic analysis on the data, starting with identifying any journey-specific themes mentioned by the focus group participants as relevant to their positive or negative past service experiences; this stage is akin to open coding as conducted in grounded theory ( Strauss and Corbin, 1990 ). Next, we compared and grouped the first-order codes to identify broader second-order themes related to journey quality aspects by iterating between the data and the tentative theory-based conceptualizations. The first-order analysis adhered to the informants' voices, while the second-order analysis developed a higher level of abstraction and used theory-driven insights to determine if and how the first-order themes may be connected and labeled to suggest concepts that explain the observed phenomenon ( Gioia et al. , 2013 ; cf. Sharma and Conduit, 2016 ).

3.3 Conceptualization: synthetizing theory-based view and empirical findings

By synthesizing previous research with findings from qualitative study, we define SJQ as the degree to which customers perceive the combination of provider-owned service process touchpoints functioning as a (1) seamless, (2) coherent and (3) personalized whole. With provider-owned touchpoints, we refer to touchpoints controllable by the service providers, i.e. brand- and partner-owned touchpoints ( Lemon and Verhoef, 2016 ). The rationale is that while modern multichannel service processes may involve a network of service providers and outsourcing partners ( Tax et al. , 2013 ), the customer nevertheless evaluates the process as a whole and often sees each touchpoint representing, and remaining the responsibility of the focal service provider, whether outsourced or not ( Kranzbühler et al. , 2019 ). Thus, the SJQ construct focuses on service delivery touchpoints that service providers are able to design and manage (see Becker and Jaakkola, 2020 ). We identify three key SJQ dimensions: seamlessness, personalization and coherence discussed in detail below.

I hit a car at the parking lot and called my insurance company. Their call center connected my call to the insurance payout services and also transferred my details since the person picking up already knew who I was and why I was calling! She told me what would happen next and helped me pick a repair shop. After the call, I got a text and an email with instructions to the repair shop, and the owner of the other car immediately got a call from my insurance company about his compensation, and I did not have to worry about it at all. (I2)

I had ordered from their online store but I could return items at the [physical] store…that was very convenient, not having to pack and send the clothes that did not fit. (R2)

I was trying to activate my new mobile phone subscription, but it was very difficult. I got a letter that instructed that I should register in one place, then confirm in another site, and then activate it in a third place! The salespersons gave totally different instructions. (T1)

These findings find support in existing research, pinpointing that journey touchpoints should be functionally integrated to enable a smooth end-to-end journey ( Homburg et al. , 2017 ). Edelman and Singer (2015) note that firms should streamline journeys so that customers are able to execute complex service processes quickly and easily; and Rawson et al. (2013) recommend shifting from siloed to cross-functional approaches in developing journeys. Combining the qualitative insights with extant research, we define journey seamlessness as the degree to which touchpoints are integrated allowing a customer ' s smooth transition between various service process touchpoints .

The [mobile phone] service provider sent me an ad to promote its special package for young adults; it looked trendy and playful. The firm was also present in our student event; they organized a funny game and gave away energy drinks…Even their sales reps were cool; they called themselves “social media ninjas”—so everything was about the trendy, bold, and youthful brand… (T1)

It is easy since every Ikea store is almost identical, and it feels the same since you can see Ikea colors all the time…their website looks like Ikea since there is blue and yellow. You also see yellow and blue signs in the stores, and you collect stuff in a yellow bag, and they pack them in a blue bag! (R1)

Different service employees had completely different styles of doing things...So their service principles seem to depend on who you happen to ask! (R3)

These findings resonate with the notion of brand cues' thematic cohesion and consistency across touchpoints (see e.g. Berry et al. , 2006 ; Kuehnl et al. , 2019 ). Previous research on customer experience management has indeed recommended that firms should systematically manage and orchestrate “experience clues” across various touchpoints ( Berry et al. , 2006 ; Zomerdijk and Voss, 2010 ). Synthesizing the qualitative insights with previous research, we define journey coherence as the degree to which service process touchpoints provide consistent experience cues .

We went to a big concert and stayed in a hotel close by. There were many concert attendees staying there, and the hotel had decided to extend the breakfast time the next morning so that we could sleep in after the concert! That seemed like excellent service. ( H2 )

I needed to file an application for compensation for a broken sink in my bathroom. I could've done that online, by phone, or by visiting their office, but I chose the mobile application since I like to do everything with my phone. (I1)

We were two families with small kids traveling together [on a cruise ship] and had booked family cabins. It was really convenient that all the family cabins were located along the same corridor, and party people were at the other end of the ship. Passengers with prams had their own entrance to the ship, and there was a ship mascot greeting us and handing coupons for free ice cream at the play area, our kids loved it! ( H1 )

Also previous research has noted the importance of designing touchpoints that are sensitive to the customer's situational context ( Homburg et al. , 2017 ; Kuehnl et al. , 2019 ), highlighting that customers should find the touchpoint architecture adaptive to their changing needs ( Dhebar, 2013 ). Combining the empirical and research insights, we define journey personalization as the degree to which the combination of service process touchpoints is tailored to fit the customer ' s preferences and situational context.

4. Service journey quality scale development

4.1 qualitative scale development procedure.

The conceptualization of SJQ enabled us to proceed into building measures for the construct. The scale development follows the established procedures for building new scales ( Churchill, 1979 ; MacKenzie et al. , 2011 ). Specifically, on the basis of the construct definitions and insights from the qualitative study, we built an initial indicator pool for all three SJQ constructs, coming up with 23 total indicators that have been designed to evenly reflect the key domain of each SJQ dimension. Next, we assessed the indicator content validity through a qualitative item-sort task test suggested by Anderson and Gerbing (1991) . Twelve senior scholars were asked to assign each scale item under one SJQ construct definitions or option “other” if it could not be accurately assigned to any one definition. All but one indicator received more than ten out of twelve correct responses, thereby passing the suggested threshold criterial of psa (>0.5) and csv (>0.7). When a reviewer felt unclear about or rated an item incorrectly, the indicator was carefully evaluated, and some wordings were consequently fine-tuned. Finally, we selected the six representative indicators from the item sort test for each dimension to sustain the final scale at a reasonable length – see Appendix for the final scale indicators.

4.2 Data collection for the scale validation

To validate the developed measure, we conducted a consumer survey concerning SJQ in financial services where the process of accessing and using the service typically involves a multitude of touchpoints in different channels. The data were collected in a centrally located downtown shopping center in a northern European town. We randomly approached adult customers and asked them to participate in an academic study that concerned their experiences with their primary financial service providers. We implemented a movie ticket draw as an incentive for consumers to participate and guaranteed full anonymity for each respondent and received N  = 278 responses. The data were deemed adequate for the initial scale validation purpose of the first survey study.

4.3 Assessment of the SJQ scale validity and reliability

The SJQ scale validity was assessed based on confirmatory factor analysis using AMOS 24 software. The initial analysis of the proposed three-factor SJQ model with 18 indicators led to the elimination of two items from the seamlessness construct due to problems with discriminant validity. The elimination of problematic items is possible since the reflective indicators are interchangeable and because the construct is unchanged when an indicator is removed ( Bollen and Lennox, 1991 ). A purified three-dimensional model with 16 items demonstrated a satisfactory fit. The chi-square statistic was significant (222.4; p  = 0.00), but the critical ratio of the chi-square over degrees of freedom was close to 2 ( χ 2 /df = 2.2), thus indicating a reasonable fit. The central fit indices provide support for the scale validity: goodness of fit index (GFI) = 0.91; comparative fit index (CFI) = 0.95; Tucker–Lewis index (TLI) = 0.94; standardized root mean residual (SRMR) = 0.042 and root mean square error of approximation (RMSEA) = 0.066 [0.054; 0.078] (c.f. Hu and Bentler, 1999 ). All indicator loadings were above 0.70 and significant at p  < 0.01. Figure 1 summarizes the CFA results.

The Fornell and Larcker (1981) test further supports the discriminant validity because the average variance extracted (AVE) values for all constructs exceeded 0.50, and the squared AVE values of each construct exceeded correlations with other constructs. Construct reliabilities were also satisfactory, as all Cronbach's alpha and composite reliability values were higher than 0.70 (see Table 3 for scale details).

Finally, we compared the proposed three-dimensional model against alternative models, including a null model, a single-factor SJQ model and three two-dimensional SJQ models, to further assess the dimensionality of the construct. All alternative models had poor fit (see Table 4 ), thereby supporting the proposed three-dimensional conceptualization of SJQ. All in all, the initial scale validation stage provided support for the validity and reliability of the scales.

5. Nomological and predictive validity of SJQ

5.1 research model and hypotheses.

The study's final stage focused on testing the nomological and predictive validity of each SJQ construct. For this purpose, we identified the two seminal constructs of customer loyalty and service quality from earlier service research, which are conceptually related to SJQ. Figure 2 below presents this study's research model. Next, we discuss the research model and its hypotheses as well as justify the use of composite constructs to test the hypotheses.

Service journey quality has a positive relationship with customer loyalty.

Service journey quality has a positive relationship with service quality.

The relationship between service journey quality and customer loyalty is partially mediated by service quality.

5.2 Use of composite constructs in the research model

Theoretical constructs are not per se multidimensional or unidimensional, but can usually be operationalized either way, thus representing various levels of theoretical abstraction ( Law et al. , 1998 ). SJQ and service quality represent two theoretically distinctive, although complex concepts in the research model, as both possess multiple unique dimensions. Against this background, both constructs can be meaningfully operationalized at a higher level of abstraction by means of second-order composite constructs ( Hair et al. , 2017 ). The use of hierarchical component models offers two important benefits for this study. First, they can notably reduce model complexity by decreasing the number of relationships in the full mediation model, thereby increasing parsimony ( Hair et al. , 2017 , p. 281). Second, although all studied SJQ and service quality constructs are independent by nature, they are likely to correlate with one another due their conceptual closeness concerning quality in service business settings. Establishing a higher-order structure can reduce potential collinearity issues ( Hair et al. , 2017 , p. 281).

Research should always carefully consider specification of the studied constructs because model misspecification can severely bias structural parameter estimates and lead to inappropriate conclusions about the hypothesized relationships between constructs ( Jarvis et al. , 2003 ). We argue that SJQ and service quality are best modeled as first-order reflective, second-order formative (Type II) composite constructs. We build this argument upon the following four criteria that define whether a construct is more efficiently measured by a reflective or formative perspective: (1) causality between the construct and its dimensions, (2) interchangeability of the dimensions, (3) covariation among the dimensions and (4) whether or not all dimensions have the same antecedents and consequences (cf. Jarvis et al. , 2003 , p. 203). The qualitative study suggests that the three SJQ dimensions form the overall level of the construct rather than a uniformly reflect the construct as dropping one dimension would alter the SJQ's conceptualization. Similarly, the dimensions can but are not required to correlate since a service firm might score high in seamlessness, but at the same time fail to provide personalized service encounters. Finally, one may logically expect that the various independent dimensions can have different drivers and outcomes.

5.3 Data collection

The data collection for testing the research model was conducted in collaboration with a Northern European bank that is classified as the second-largest bank in the country wherein the study was conducted. The bank provided us access to its consumers in one of its branches and drew a sample of 4,757 customers from its customer base. A customer experience-labeled survey was sent to the customers in the university's name as an academic survey. A movie ticket draw was used to incentivize the selected customers to participate in the study. All responses were highlighted to be fully confidential, and the respondents were guaranteed full anonymity for their responses. The data collection with two reminders led to N  = 239 customer responses. The respondents' characteristics are summarized in Table 5 .

5.4 Measures

We employed established scales for all the constructs in the research model. Specifically, we measured customer loyalty using the scale by Zeithaml et al. (1996) , service quality with the measure developed by Cronin and Taylor (1992) and SJQ with the developed scale. In addition, since the study relied on a single-respondent design, we included a common method variance (CMV) marker variable to the questionnaire. For this purpose, we used an a-priori “Consumer Orientation Toward Sporting Events” scale developed by Pons et al. (2006) with four indicators and no nomological relationship with other study constructs, as recommended by the established guidelines ( Lindell and Whitney, 2001 ; Chin et al. , 2013 ).

5.5 Analytical procedures

Since the maximum-likelihood-based SEM is problematic for testing models with formative constructs, we analyzed the research model with PLS modeling using the SmartPLS3.0 software ( Hair et al. , 2012 ). This method is closely suited to studies that build upon formative constructs and complex models with higher-order constructs and mediation effects. We implemented the guidelines established by Hair et al. (2012) to estimate the research model. The modeling of second-order composite constructs follows the guidelines of Becker et al. (2012) as well as Cadogan and Lee (2013) . Specifically, the simulation study conducted by Becker et al. (2012) demonstrates that reflective-formative, hierarchical type II constructs are most effectively modeled by the repeated indicator approach, path weighting scheme and mode B measurement. We further tested the SJQ construct's relationship with the second-order formative service quality construct through its lower-order dimensions (see Figure 2 ), which represents a conceptually superior way to estimate antecedent relations for formative constructs ( Cadogan and Lee, 2013 ). To account for the total effects on service quality, the explained variance in each dimension was multiplied by its weight, and the individual contributions of each dimension were added together ( Becker et al. , 2012 ). The statistical significance of the PLS parameter estimates were tested with a bootstrapping procedure based on 5,000 subsamples. For clarity, we estimated the research model in two parts; we first estimated a simple baseline model with exclusively direct relationships between SJQ and customer loyalty and second, estimated a full model with the service quality construct as a mediator.

5.6 Common method variance

Because the study relies on a single-respondent design, common method variance (CMV) must be taken into account. We relied on both procedural and statistical approaches to assess and control CMV as recommended by Podsakoff et al. (2003) . The procedural means include respondents' guaranteed anonymity, careful scale item development for added clarity and the use of different scale anchors for IV and DV. We also used several statistical means to assess CMV. First, Harman's single-factor test produced seven factors with eigenvalues greater in an un-rotated factor analysis and no single factor explained above 50% of the covariance. Second, we applied Lindell and Whitney's (2001) partial correlation technique to assess the magnitude of CMV effects in construct correlations. Importantly, the marker variable was found to have low (0.06–0.12) and insignificant relationships with other study constructs (see Table 6 ), while the specific data analysis procedures (see Lindell and Whitney, 2001 ) did not exhibit any substantial changes in their correlation coefficients or their significance when controlling for the CMV marker variable. Finally, we applied a measured latent marker variable approach when testing our research model, which has been proven to effectively detect and correct CMV in a PLS analysis (see Chin et al. , 2013 ). Specifically, our full research model includes separate CMV marker variables for all constructs in the model (see Figure 2 ). All marker variable paths were again close to zero and insignificant (see Table 7 for full details). Importantly, the marker variable's inclusion in the model did not change path coefficients or significances; overall, the results indicate that a common method bias is not a major problem for this study.

5.7 Testing the research model and hypotheses

We began testing the research model by assessing the scale validities and reliabilities. The outer model results show that all standardized indicator loadings exceeded the recommended threshold of 0.70 and were all significant at the p  < 0.01 level (see Appendix ). The construct reliabilities were supported, as all Cronbach's alpha and composite reliability values were higher than 0.70. Convergent and discriminant validity were supported because all AVEs were higher than 0.50 and because the AVE's square root exceeded the construct correlations (see Table 6 for scale details). The scale correlations were high, although closely aligned with earlier service quality research findings that have found key service quality constructs and customer performance outcomes to be tightly interrelated ( Brady and Cronin, 2001 ; Dagger and Sweeney, 2007 ). The correlations are also theoretically meaningful since all the studied constructs measured diverse aspects of service performance, including service journey quality, overall service quality and customer loyalty. Finally, a separate test of PLS cross-loadings confirmed that all indicators loaded highest on the construct that they were intended to measure ( Hair et al. , 2012 ).

The inner model evaluation also supported the quality of the model. We examined VIF values of the first-order constructs in relation to higher-order formative constructs and concluded that all values were below the suggested threshold of 5 ( Hair et al. , 2012 ).

The structural model results provide support for all three hypotheses. First, the direct effect model confirms that the developed SJQ measure has a strong, positive relationship with customer loyalty, thus supporting H1 (see Table 7 ). Specifically, the second-order SJQ construct had a path coefficient of 0.76** for loyalty in the direct effect model, thus explaining 60% of its variance. All first-order dimensions had positive and significant weights: personalization (0.40**), coherence (0.38**) and seamlessness (0.29*), thus supporting the predictive validity of all three dimensions for customer performance. The first-order path coefficients to the second-order constructs can be interpreted similarly to formative indicator weights – that is, by indicating the relative contribution of the lower-order construct to the higher-order construct while predicting outcomes in the studied nomological network ( Becker et al. , 2012 ).

Second, the full structural model results support the second hypothesis that SJQ is a central enabler of service quality in today's complex business environment. Interestingly, SJQ was positively related to all dimensions of service quality: reliability (0.85**), assurance (0.73**), tangibles (0.68**), empathy (0.65**) and responsiveness (0.57**). Yet, only two first-order dimensions of service quality contributed significantly to the second-order construct when predicting loyalty. By calculating the total indirect effects ( Becker et al. , 2012 ), SJQ explains 53% of the variance in service quality.

Third, the full mediation model results also support the partial mediation of H3 because the relationship between SJQ and customer loyalty became weaker, yet remained significant when controlling for the service quality mediation link. A separate, bootstrapping-based Preacher Hayes mediation analysis confirms the significance of the hypothesized partial mediation (see Table 8 ).

Specifically, when controlling for the service quality link, SJQ's direct effect on customer loyalty (0.26**) remained substantial and highly significant. SJQ also had a strong indirect effect (0.50**) on customer loyalty through the service quality link. Interestingly, SJQ's total effect on loyalty (0.76**) due to its direct and indirect effects was stronger than service quality's effect on loyalty (0.58**). Finally, a closer look at the dimension weights of the second-order constructs provides insight into the relative importance of the dimensions in the broader nomological network. When broadening the study focus to the full research model with both service quality and loyalty as dependent variables, the SJQ dimension weights slightly changed as the relative impact of personalization (0.56**) and seamlessness (0.28**) became more important compared to coherence (0.21*). In line with earlier findings in banking contexts (see Bloemer et al. , 1998 ; Choudhury, 2013 ), reliability (0.70**) is the dominating dimension of service quality when predicting customer loyalty. Beyond reliability, the tangibles (0.18*) represent the only other significant 2nd order service quality dimension.

6. Contributions and implications

6.1 theoretical implications.

This research responds to calls for the development of a more thorough understanding of what makes service journeys excellent and supportive of superior customer outcomes ( Ostrom et al. , 2015 ), as well as to the managerial need for easily applicable tools for measuring performance in service delivery through complex journeys. The customer journey is considered a key concept for understanding the emergence of customer experiences (e.g. Lemon and Verhoef, 2016 ), but extant research has overlooked the development of this concept to fully capture the essence of service processes. This paper informs research and managerial practice by conceptualizing SJQ, developing measures for the construct and studying its relationship with service quality and customer loyalty. Extant journey research spans various literature fields ( Table 1 ), thus rendering the findings relevant for many areas of service research. This study makes three main contributions, which are discussed in detail below.

First, the conceptualization and measure development for SJQ offers researchers constructs that capture the key aspects of functional customer journeys from the service process point of view. This contributes to the service management and experience research by moving the focus from individual encounters or overall service or brand evaluations (e.g. Parasuraman et al. , 1991 ; Brakus et al. , 2009 ; Lemke et al. , 2011 ; Kumar et al. , 2014 ) to the potentially multichannel and multiprovider service journeys as whole. As such, the SJQ construct provides a modern service quality tool that tackles service delivery through complex journeys, whose quality cannot be exclusively understood as an aggregate sum of individual service encounters ( Rawson et al. , 2013 ). For service design research, the SJQ construct offers a set of concrete goals for designing journeys to ensure that cues and touchpoints operate in concert and allow for personalized configurations, and it enables the measuring of to what degree these designed journey qualities are achieved. For customer experience research, SJQ offers a journey conceptualization that captures the key elements that affect CX formation in service-intensive contexts. This supports customer experience management ( Homburg et al. , 2017 ) and complements the constructs developed by Kuehnl et al. (2019) that link brand-focused journey qualities to brand attitudes, brand experiences and loyalty, but scarcely address the operational and functional touchpoint interdependencies relevant for service processes. For multichannel customer management research, the SJQ construct provides a tool for analyzing the performance of channel integration in service-intensive contexts, complementing the existing journey perspective that is purchase-process focused.

This study's second contribution is in confirming that SJQ is a critical driver of customer performance in contemporary service businesses. Specifically, we demonstrate that service journey seamlessness, personalization and coherence act as central drivers for both perceived service quality and customer loyalty intentions. The positive connection between the quality of journeys and service quality is intuitive, yet no earlier study has demonstrated this link. This study's findings indicate that customers' overall service quality assessments are affected by their perceptions of how successfully various service delivery touchpoints operate in concert. This link is evident even though many service quality dimensions focus on personal interactions at a single encounter. It is likely that encounters at earlier stages of the service journey build expectations that affect the customer's interpretation of later service encounters. In other words, high-quality journeys reduce negative surprises and enable the consistent meeting of customer expectations, which builds better service quality perceptions. Thus, this study demonstrates that SJQ represents an important service quality enabler and provides evidence for the assumption that, in today's multichannel, digitalized markets, service excellence warrants the perfection of service journeys (cf. Halvorsrud et al. , 2016 ; Lemon and Verhoef, 2016 ). This finding is underscored by the empirical finding that SJQ has a stronger total effect on customer loyalty than on service quality.

Finally, this study contributes to the existing literature by clarifying the nomological network of service journeys and the theoretical mechanisms through which journey quality affects loyalty. Our findings reveal that service quality mediates the direct relationship between SJQ and customer loyalty. In other words, improved service quality represents a central mechanism that explains why high-quality journeys can help secure more loyal customers. This result complements earlier studies that have attributed the link between journey quality and loyalty primarily to improved brand attitudes ( Kuehnl et al. , 2019 ). However, this mediation is merely partial, thus indicating that SJQ contributes to customer loyalty above and beyond service quality when controlling for the mediation link. This finding is of great importance because it indicates that the relationship between SJQ and customer loyalty cannot be explained by improved service quality perceptions alone, but there may be other potential mediators as well, such as customer experience (see Lemon and Verhoef, 2016 ; Becker and Jaakkola, 2020 ). This proposition is discussed further in the implications for future research section.

In sum, this research provides new measures for service research, as well as for managers who wish to set goals, understand and develop their performance in service journeys. This study is among the first to develop the concept of service journeys to capture the nature of the process customers go through to access and use offerings in service-intensive contexts, in order to complement the customer journey concept that is predominantly anchored in the consumer decision-making process. In doing so, this study helps organize the pieces of the customer experience and journey puzzle by clarifying and nuancing the nomological network of some of these key concepts of contemporary service research.

6.2 Managerial implications

Contemporary service businesses rely increasingly on numerous interconnected online and personal service delivery channels, as well as diverse partners, in providing a service. This means that firms need to consider and manage various expectational, operational and functional interdependencies between various service delivery touchpoints ( Dhebar, 2013 ). While service design tools, such as blueprinting, have been developed to help in designing functional service journeys, very few tools have been developed for assessing the quality of service journeys from the customer's viewpoint. This is problematic because measuring perceived service quality at individual touchpoints says little about the quality of the service process as a whole, and simple aggregate measures, such as the Net Promoter Score, do not reveal the cause of customer satisfaction or dissatisfaction. This study develops constructs to assess customer-perceived SJQ and provides empirical evidence for the relevance of high-quality service journeys, demonstrating that consumers' SJQ perceptions drive both service quality and customer loyalty. These findings indicate that service providers should invest in the development and monitoring of SJQ instead of just focusing on individual service encounters or overall satisfaction.

Specifically, our results highlight that service journey quality from the customer's perspective is determined by the three key dimensions of journey seamlessness, coherence and personalization. These SJQ dimensions provide managers concrete goals in designing their service journeys. First, journey seamlessness requires that the various provider and partner-controlled touchpoints along the service process are integrated and aligned so that the customer can smoothly transition between the touchpoints, whether outsourced or not. Second, journey coherence can be achieved by thematically integrating all touchpoints and the related “experience cues” to provide a consistent impression of the firm or the brand throughout all service encounters. Third, journey personalization stresses the tailoring of the combination of service process touchpoints to fit the customer's service delivery preferences and the customer's situation. Firms can use the SJQ measures developed in this study to analyze, monitor and develop the quality of their service journeys, as well as to set collaboration and quality goals for partners (see Appendix ).

The three SJQ dimensions can also be used to analyze the functionality of customer relationship models for different customer segments that typically follow distinct journeys (e.g. when customer segments are served through different service channels). Measuring SJQ perceived by different customer segments helps the internal benchmarking of journeys, in order to reveal potential pain points in different journeys and improve performance, particularly for mass segments wherein the customers navigate their journeys independently. We also urge companies to assess whether or not SJQ might be a source of differentiation and thereby a competitive advantage in their industry and to develop their journeys accordingly.

6.3 Limitations and implications for future research

This study naturally has some limitations. Noteworthy is that the SJQ construct does not capture social and customer-owned touchpoints that are outside a firm's influence ( Lemon and Verhoef, 2016 ; Becker et al. , 2020 ), but instead focuses on provider- and partner-owned touchpoints, i.e. the parts of the journey that firms can seek to manage ( Becker and Jaakkola, 2020 ). Furthermore, as the SJQ construct focuses on the quality of the service process, it does not cover what the customer receives as the outcome of the service. Therefore, when the aim is to study both technical and functional quality ( Grönroos, 1984 ), the SJQ construct should be used together with complementary measures.

While the conceptualization builds upon a broad empirical basis that includes a qualitative study and two quantitative studies, further research related to the SJQ construct's nomological network is needed. This study has identified initial evidence that service journey quality predicts customer loyalty, but those findings were based on a single-respondent study design with subjective performance measures. Future research should confirm the findings using stronger research designs with objective performance measures and multiple-respondent study designs. Also, since the quantitative study findings are based on data exclusively from the financial sector, future research should investigate the relative importance of the construct dimensions and test the results' generalizability in other empirical contexts. We assume that the developed measure is applicable across service-intensive industries, but this assumption warrants further research. Researchers could study not only brand-focused contexts, such as tourism and hospitality but also contexts such as healthcare, public services, and B2B settings, wherein more functional interdependencies between touchpoints should be a key. Future studies could also examine the SJQ construct's application to experience-centric and hedonic versus mundane services, as well as to different types of journeys.

We call for a systematic research effort that focuses on SJQ and its antecedents, outcomes, mediators and moderators. Various areas of service research – including service management, service design and customer experience management – should more closely study which marketing activities drive seamless, coherent and personalized service journeys. On the outcome side, future research should study SJQ's effects on objective performance and examine whether or not improved customer experience also mediates the performance link. The role of experiential outcomes is emphasized by the study finding that the SJQ-loyalty link is not fully mediated by service quality improvements. Since customer experience refers to customers' nondeliberate, spontaneous responses and reactions to offering-related stimuli along the customer journey ( Becker and Jaakkola, 2020 ), high-quality service journeys should logically be connected to positive customer experiences. Due to the complexity of the customer experience phenomenon, its measurement is challenging. Advances in this area can offer the means to study the suggested experience link in more detail (e.g. the EXQ measure by Kuppelwieser and Klaus, 2021 ), in order to clarify whether and how service journey quality relates to customer experiences. Finally, we call for research attention on the key moderators – that is, those conditions that either strengthen or weaken SJQ's antecedent and outcome sides in different contexts.

Confirmatory factor analysis of the three-factor SJQ scale

Research model

Connection of the Service Journey Quality concept to extant journey literature

Focus groups

Scale properties and correlations – scale validation sample 1

Respondent characteristics

Scale details for the full research model

Scale details

Note(s) : a Seven-point Likert-scale, anchored by 1- “strongly disagree” and 7- “strongly agree”

b Seven-point rating scale concerning likelihood, anchored by 1- “very unlikely”, 7- “very likely”

c Deleted items

* p  < 0.01

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Corresponding author

About the authors.

Elina Jaakkola is Professor of Marketing at Turku School of Economics, University of Turku, Finland. Her research interests focus on value creation, customer/actor engagement, customer experience, service innovation, and knowledge intensive business services and solutions. Her research has been published in a wide range of journals and book chapters, for example Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Journal of Service Research, Industrial Marketing Management, Journal of Service Management, Journal of Business Research, and AMS Review.

Harri Terho is Adjunct Professor and Senior Research Fellow in Marketing at Turku School of Economics, University of Turku, Finland. His research interests focus on value creation in business markets, selling and sales management, the role of technology in marketing and sales, as well as B2B customer experiences and journeys. His research has been published in Journal of the Academy of Marketing Science, Industrial Marketing Management, Journal of Business Research, Journal of Personal Selling and Sales Management, Journal of Business-to-Business Marketing, and Journal of Business and Industrial Marketing among others.

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Travel Itinerary For One Week in Moscow: The Best of Moscow!

I just got back from one week in Moscow. And, as you might have already guessed, it was a mind-boggling experience. It was not my first trip to the Russian capital. But I hardly ever got enough time to explore this sprawling city. Visiting places for business rarely leaves enough time for sightseeing. I think that if you’ve got one week in Russia, you can also consider splitting your time between its largest cities (i.e. Saint Petersburg ) to get the most out of your trip. Seven days will let you see the majority of the main sights and go beyond just scratching the surface. In this post, I’m going to share with you my idea of the perfect travel itinerary for one week in Moscow.

Moscow is perhaps both the business and cultural hub of Russia. There is a lot more to see here than just the Kremlin and Saint Basil’s Cathedral. Centuries-old churches with onion-shaped domes dotted around the city are in stark contrast with newly completed impressive skyscrapers of Moscow City dominating the skyline. I spent a lot of time thinking about my Moscow itinerary before I left. And this city lived up to all of my expectations.

Travel Itinerary For One Week in Moscow

Day 1 – red square and the kremlin.

Metro Station: Okhotny Ryad on Red Line.

No trip to Moscow would be complete without seeing its main attraction. The Red Square is just a stone’s throw away from several metro stations. It is home to some of the most impressive architectural masterpieces in the city. The first thing you’ll probably notice after entering it and passing vendors selling weird fur hats is the fairytale-like looking Saint Basil’s Cathedral. It was built to commemorate one of the major victories of Ivan the Terrible. I once spent 20 minutes gazing at it, trying to find the perfect angle to snap it. It was easier said than done because of the hordes of locals and tourists.

As you continue strolling around Red Square, there’s no way you can miss Gum. It was widely known as the main department store during the Soviet Era. Now this large (yet historic) shopping mall is filled with expensive boutiques, pricey eateries, etc. During my trip to Moscow, I was on a tight budget. So I only took a retro-style stroll in Gum to get a rare glimpse of a place where Soviet leaders used to grocery shop and buy their stuff. In case you want some modern shopping experience, head to the Okhotny Ryad Shopping Center with stores like New Yorker, Zara, and Adidas.

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To continue this Moscow itinerary, next you may want to go inside the Kremlin walls. This is the center of Russian political power and the president’s official residence. If you’re planning to pay Kremlin a visit do your best to visit Ivan the Great Bell Tower as well. Go there as early as possible to avoid crowds and get an incredible bird’s-eye view. There are a couple of museums that are available during designated visiting hours. Make sure to book your ticket online and avoid lines.

Day 2 – Cathedral of Christ the Saviour, the Tretyakov Gallery, and the Arbat Street

Metro Station: Kropotkinskaya on Red Line

As soon as you start creating a Moscow itinerary for your second day, you’ll discover that there are plenty of metro stations that are much closer to certain sites. Depending on your route, take a closer look at the metro map to pick the closest.

The white marble walls of Christ the Saviour Cathedral are awe-inspiring. As you approach this tallest Orthodox Christian church, you may notice the bronze sculptures, magnificent arches, and cupolas that were created to commemorate Russia’s victory against Napoleon.

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Unfortunately, the current Cathedral is a replica, since original was blown to bits in 1931 by the Soviet government. The new cathedral basically follows the original design, but they have added some new elements such as marble high reliefs.

Home to some precious collection of artworks, in Tretyakov Gallery you can find more than 150,000 of works spanning centuries of artistic endeavor. Originally a privately owned gallery, it now has become one of the largest museums in Russia. The Gallery is often considered essential to visit. But I have encountered a lot of locals who have never been there.

Famous for its souvenirs, musicians, and theaters, Arbat street is among the few in Moscow that were turned into pedestrian zones. Arbat street is usually very busy with tourists and locals alike. My local friend once called it the oldest street in Moscow dating back to 1493. It is a kilometer long walking street filled with fancy gift shops, small cozy restaurants, lots of cute cafes, and street artists. It is closed to any vehicular traffic, so you can easily stroll it with kids.

Day 3 – Moscow River Boat Ride, Poklonnaya Hill Victory Park, the Moscow City

Metro Station: Kievskaya and Park Pobedy on Dark Blue Line / Vystavochnaya on Light Blue Line

Voyaging along the Moscow River is definitely one of the best ways to catch a glimpse of the city and see the attractions from a bit different perspective. Depending on your Moscow itinerary, travel budget and the time of the year, there are various types of boats available. In the summer there is no shortage of boats, and you’ll be spoiled for choice.

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If you find yourself in Moscow during the winter months, I’d recommend going with Radisson boat cruise. These are often more expensive (yet comfy). They offer refreshments like tea, coffee, hot chocolate, and, of course, alcoholic drinks. Prices may vary but mostly depend on your food and drink selection. Find their main pier near the opulent Ukraine hotel . The hotel is one of the “Seven Sisters”, so if you’re into the charm of Stalinist architecture don’t miss a chance to stay there.

The area near Poklonnaya Hill has the closest relation to the country’s recent past. The memorial complex was completed in the mid-1990s to commemorate the Victory and WW2 casualties. Also known as the Great Patriotic War Museum, activities here include indoor attractions while the grounds around host an open-air museum with old tanks and other vehicles used on the battlefield.

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The hallmark of the memorial complex and the first thing you see as you exit metro is the statue of Nike mounted to its column. This is a very impressive Obelisk with a statue of Saint George slaying the dragon at its base.

Maybe not as impressive as Shanghai’s Oriental Pearl Tower , the skyscrapers of the Moscow City (otherwise known as Moscow International Business Center) are so drastically different from dull Soviet architecture. With 239 meters and 60 floors, the Empire Tower is the seventh highest building in the business district.

The observation deck occupies 56 floor from where you have some panoramic views of the city. I loved the view in the direction of Moscow State University and Luzhniki stadium as well to the other side with residential quarters. The entrance fee is pricey, but if you’re want to get a bird’s eye view, the skyscraper is one of the best places for doing just that.

Day 4 – VDNKh, Worker and Collective Farm Woman Monument, The Ostankino TV Tower

Metro Station: VDNKh on Orange Line

VDNKh is one of my favorite attractions in Moscow. The weird abbreviation actually stands for Russian vystavka dostizheniy narodnogo khozyaystva (Exhibition of Achievements of the National Economy). With more than 200 buildings and 30 pavilions on the grounds, VDNKh serves as an open-air museum. You can easily spend a full day here since the park occupies a very large area.

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First, there are pavilions that used to showcase different cultures the USSR was made of. Additionally, there is a number of shopping pavilions, as well as Moskvarium (an Oceanarium) that features a variety of marine species. VDNKh is a popular venue for events and fairs. There is always something going on, so I’d recommend checking their website if you want to see some particular exhibition.

A stone’s throw away from VDNKh there is a very distinctive 25-meters high monument. Originally built in 1937 for the world fair in Paris, the hulking figures of men and women holding a hammer and a sickle represent the Soviet idea of united workers and farmers. It doesn’t take much time to see the monument, but visiting it gives some idea of the Soviet Union’s grandiose aspirations.

I have a thing for tall buildings. So to continue my travel itinerary for one week in Moscow I decided to climb the fourth highest TV tower in the world. This iconic 540m tower is a fixture of the skyline. You can see it virtually from everywhere in Moscow, and this is where you can get the best panoramic views (yep, even better than Empire skyscraper).

Parts of the floor are made of tempered glass, so it can be quite scary to exit the elevator. But trust me, as you start observing buildings and cars below, you won’t want to leave. There is only a limited number of tickets per day, so you may want to book online. Insider tip: the first tour is cheaper, you can save up to $10 if go there early.

Day 5 – A Tour To Moscow Manor Houses

Metro Station: Kolomenskoye, Tsaritsyno on Dark Green Line / Kuskovo on Purple Line

I love visiting the manor houses and palaces in Moscow. These opulent buildings were generally built to house Russian aristocratic families and monarchs. Houses tend to be rather grand affairs with impressive architecture. And, depending on the whims of the owners, some form of a landscaped garden.

During the early part of the 20th century though, many of Russia’s aristocratic families (including the family of the last emperor) ended up being killed or moving abroad . Their manor houses were nationalized. Some time later (after the fall of the USSR) these were open to the public. It means that today a great many of Moscow’s finest manor houses and palaces are open for touring.

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There are 20 manor houses scattered throughout the city and more than 25 in the area around. But not all of them easily accessible and exploring them often takes a lot of time. I’d recommend focusing on three most popular estates in Moscow that are some 30-minute metro ride away from Kremlin.

Sandwiched between the Moscow River and the Andropov Avenue, Kolomenskoye is a UNESCO site that became a public park in the 1920’s. Once a former royal estate, now it is one of the most tranquil parks in the city with gorgeous views. The Ascension Church, The White Column, and the grounds are a truly grand place to visit.

You could easily spend a full day here, exploring a traditional Russian village (that is, in fact, a market), picnicking by the river, enjoying the Eastern Orthodox church architecture, hiking the grounds as well as and wandering the park and gardens with wildflower meadows, apple orchards, and birch and maple groves. The estate museum showcases Russian nature at its finest year-round.

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If my travel itinerary for one week in Moscow was a family tree, Tsaritsyno Park would probably be the crazy uncle that no-one talks about. It’s a large park in the south of the city of mind-boggling proportions, unbelievable in so many ways, and yet most travelers have never heard of it.

The palace was supposed to be a summer home for Empress Catherine the Great. But since the construction didn’t meet with her approval the palace was abandoned. Since the early 1990’s the palace, the pond, and the grounds have been undergoing renovations. The entire complex is now looking brighter and more elaborately decorated than at possibly any other time during its history. Like most parks in Moscow, you can visit Tsaritsyno free of charge, but there is a small fee if you want to visit the palace.

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Last, but by no means least on my Moscow itinerary is Kuskovo Park . This is definitely an off-the-beaten-path place. While it is not easily accessible, you will be rewarded with a lack of crowds. This 18th-century summer country house of the Sheremetev family was one of the first summer country estates of the Russian nobility. And when you visit you’ll quickly realize why locals love this park.

Like many other estates, Kuskovo has just been renovated. So there are lovely French formal garden, a grotto, and the Dutch house to explore. Make sure to plan your itinerary well because the estate is some way from a metro station.

Day 6 – Explore the Golden Ring

Creating the Moscow itinerary may keep you busy for days with the seemingly endless amount of things to do. Visiting the so-called Golden Ring is like stepping back in time. Golden Ring is a “theme route” devised by promotion-minded journalist and writer Yuri Bychkov.

Having started in Moscow the route will take you through a number of historical cities. It now includes Suzdal, Vladimir, Kostroma, Yaroslavl and Sergiev Posad. All these awe-inspiring towns have their own smaller kremlins and feature dramatic churches with onion-shaped domes, tranquil residential areas, and other architectural landmarks.

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I only visited two out of eight cities included on the route. It is a no-brainer that Sergiev Posad is the nearest and the easiest city to see on a day trip from Moscow. That being said, you can explore its main attractions in just one day. Located some 70 km north-east of the Russian capital, this tiny and overlooked town is home to Trinity Lavra of St. Sergius, UNESCO Site.

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Sergiev Posad is often described as being at the heart of Russian spiritual life. So it is uncommon to see the crowds of Russian pilgrims showing a deep reverence for their religion. If you’re traveling independently and using public transport, you can reach Sergiev Posad by bus (departs from VDNKh) or by suburban commuter train from Yaroslavskaya Railway Station (Bahnhof). It takes about one and a half hours to reach the town.

Trinity Lavra of St. Sergius is a great place to get a glimpse of filling and warming Russian lunch, specifically at the “ Gostevaya Izba ” restaurant. Try the duck breast, hearty potato and vegetables, and the awesome Napoleon cake.

Day 7 – Gorky Park, Izmailovo Kremlin, Patriarch’s Ponds

Metro Station: Park Kultury or Oktyabrskaya on Circle Line / Partizanskaya on Dark Blue Line / Pushkinskaya on Dark Green Line

Gorky Park is in the heart of Moscow. It offers many different types of outdoor activities, such as dancing, cycling, skateboarding, walking, jogging, and anything else you can do in a park. Named after Maxim Gorky, this sprawling and lovely park is where locals go on a picnic, relax and enjoy free yoga classes. It’s a popular place to bike around, and there is a Muzeon Art Park not far from here. A dynamic location with a younger vibe. There is also a pier, so you can take a cruise along the river too.

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The Kremlin in Izmailovo is by no means like the one you can find near the Red Square. Originally built for decorative purposes, it now features the Vernissage flea market and a number of frequent fairs, exhibitions, and conferences. Every weekend, there’s a giant flea market in Izmailovo, where dozens of stalls sell Soviet propaganda crap, Russian nesting dolls, vinyl records, jewelry and just about any object you can imagine. Go early in the morning if you want to beat the crowds.

All the Bulgakov’s fans should pay a visit to Patriarch’s Ponds (yup, that is plural). With a lovely small city park and the only one (!) pond in the middle, the location is where the opening scene of Bulgakov’s novel Master and Margarita was set. The novel is centered around a visit by Devil to the atheistic Soviet Union is considered by many critics to be one of the best novels of the 20th century. I spent great two hours strolling the nearby streets and having lunch in the hipster cafe.

Conclusion and Recommendations

To conclude, Moscow is a safe city to visit. I have never had a problem with getting around and most locals are really friendly once they know you’re a foreigner. Moscow has undergone some serious reconstruction over the last few years. So you can expect some places to be completely different. I hope my one week Moscow itinerary was helpful! If you have less time, say 4 days or 5 days, I would cut out day 6 and day 7. You could save the Golden Ring for a separate trip entirely as there’s lots to see!

What are your thoughts on this one week Moscow itinerary? Are you excited about your first time in the city? Let me know in the comments below!

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24 comments.

Ann Snook-Moreau

Moscow looks so beautiful and historic! Thanks for including public transit information for those of us who don’t like to rent cars.

MindTheTravel

Yup, that is me 🙂 Rarely rent + stick to the metro = Full wallet!

Mariella Blago

Looks like you had loads of fun! Well done. Also great value post for travel lovers.

Thanks, Mariella!

I have always wanted to go to Russia, especially Moscow. These sights look absolutely beautiful to see and there is so much history there!

Agree! Moscow is a thousand-year-old city and there is definitely something for everyone.

Tara Pittman

Those are amazing buildings. Looks like a place that would be amazing to visit.

Adriana Lopez

Never been to Moscow or Russia but my family has. Many great spots and a lot of culture. Your itinerary sounds fantastic and covers a lot despite it is only a short period of time.

What was their favourite thing about Russia?

Gladys Parker

I know very little about Moscow or Russia for the\at matter. I do know I would have to see the Red Square and all of its exquisite architectural masterpieces. Also the CATHEDRAL OF CHRIST THE SAVIOUR. Thanks for shedding some light on visiting Moscow.

Thanks for swinging by! The Red Square is a great starting point, but there way too many places and things to discover aside from it!

Ruthy @ Percolate Kitchen

You are making me so jealous!! I’ve always wanted to see Russia.

Moscow is in my bucket list, I don’t know when I can visit there, your post is really useful. As a culture rich place we need to spend at least week.

DANA GUTKOWSKI

Looks like you had a great trip! Thanks for all the great info! I’ve never been in to Russia, but this post makes me wanna go now!

Wow this is amazing! Moscow is on my bucket list – such an amazing place to visit I can imagine! I can’t wait to go there one day!

The building on the second picture looks familiar. I keep seeing that on TV.

Reesa Lewandowski

What beautiful moments! I always wish I had the personality to travel more like this!

Perfect itinerary for spending a week in Moscow! So many places to visit and it looks like you had a wonderful time. I would love to climb that tower. The views I am sure must have been amazing!

I was lucky enough to see the skyline of Moscow from this TV Tower and it is definitely mind-blowing.

Chelsea Pearl

Moscow is definitely up there on my travel bucket list. So much history and iconic architecture!

Thumbs up! 🙂

Blair Villanueva

OMG I dream to visit Moscow someday! Hope the visa processing would be okay (and become more affordable) so I could pursue my dream trip!

Yup, visa processing is the major downside! Agree! Time and the money consuming process…

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Moscow Metro map 2030

We designed a brand-new map of the Moscow Metro. It shows what the transport system will be like in ten years.

New design of the map

The map has changed as the transit system has evolved.

Starting in the 2010s the construction of new metro stations outside the city center became extensive. Reconstructed railway lines became a part of the metro system. The increasing complexity of the network called for the search of new ways to make a map, since the current version no longer reflected the geography of the city.

The history of the metro map

When there were not so many lines, the Metro map was drawn geographically and even showed the bends of the tunnels. Such an approach made it easy to highlight the connection between the new transport service and the city.

Source: n-metro.ru (Our Metro Collectors Society)

New terminal stations were added to the system and they were expanding further and further away from the center. The lines were not bended anymore. As a result, the map became less geographically accurate.

The metro was getting closer to the Moscow Ring Road, and long lists of stations began to form at the end of the lines. Lines were drawn vertically to make lists more compact.

Source: transphoto.org (City Electrotransport)

Designers made an attempt to make the map more geographically accurate, however, this map looked "broken" and was used for a short period of time.

To organize the graphics all lines were drawn in a 45° grid. Doing so helped to create a more harmonious composition with parallel sections of lines.

Source: http://oldsamara.samgtu.ru (Samara in postcards and photographs)

Looking for a balance between empty and packed spaces of the map, the designers made a new layout of it. It now filled the whole space of the sheet.

In 2013 Moscovites voted for a new metro map and chose the one made by the Art. Lebedev Studio. This was the biggest metro map update at the time. New design solutions used in this version were further developed in the transport design of Moscow.

Source: artlebedev.ru (Art Lebedev Studio)

With the opening of the MCC and the MCD, the map again lost its visual balance. As a result of showing the MCC ring and the Circle line as circles, empty and packed spaces started to reappear.

Source: mcd.mosmetro.ru (MCD official site)

Moscow geography

The metro map 2030 shows the Moscow transportation system geographically.

Lines go beyond the Moscow Ring Road (MKAD) up to the cities near Moscow. The Moscow Ring Road (MKAD) becomes an important element of the map as it is the border of the main part of Moscow. Its contour helps to find your way on the map and plan the time of a trip.

Lines which show the real geography look like a skein and are difficult to navigate through. We unwound all the complex intersections at the central part of the city and schematically showed the bending of lines outside of downtown. This approach helps one to understand a very complex transport system, allows for easier navigation, and makes it possible to juxtapose metro and city maps.

Rings are not round. Why?

Rings have become a symbol of Moscow. Everything in Moscow obeys the logic of rings: Boulevard and Garden rings, Moscow Ring Road, and the Circle metro line.

A circular line is a closed line with transfers. Its shape doesn’t matter. For example, the circular line on the London Tube map is shaped like a bottle, and this shape is easy to memorize.

We looked for many solutions for new rings while creating this map.

When looking for a shape we wanted it to meet three requirements: visual equability (no empty or packed spaces), ease in finding your way and a recognizable shape of rings.

New 60° grid

The graphic grid is the invisible guides that form the composition.

In 1980s a 45° grid was used to design the official Moscow Metro map. This is the most popular technique in schematic map design in the world. In 1931 Harry Beck designed the first 45° grid for the London tube. Since then it has become the standard for transport map design.

For the new metro map, we have tried a completely new approach to the grid. Instead of the four 45° axes forming the schematic drawing, we only use three 60° axes. This grid allowed us to create elegant and eye-pleasing bends of lines.

Round and square maps

Since 2015 the design of the Moscow city wayfinding system has been changing. All constructions on the streets and stations reserved for metro maps have become round. The round format is the main one for the map, though it easily adapts to rectangular formats used in train cars.

Highlighted transfers

The design of transfers between stations is one of the most important elements of a transport map.

First maps of the Moscow Metro used arrows to show transfers, explaining to passengers that they can get from one line to another.

The graphics are not that complicated now. Since 2013 transfers have been drawn as "dumbbells" — paired rings with gradient transitions between colours. This works well when there are few hubs.

The increasing complexity of the transport system requires a new solution for hubs. We have developed a design called "capsule". Outlines of transfers are rich in contrast and are easy to understand.

Anthracite metro ring

The colour choice for transport systems is a complicated process that can only be done taking into account the prospects of future development. A few years ago we did some research on the colour-coding of diameters and developed a set of colours that had not previously been used.

Simple names for the surface metro

Metro map 2030 is our vision of the future city. By creating this map, we want to launch a discussion about future graphic solutions for the identity of Moscow.

The idea of the new Moscow Metro map came into picture after the successful completion of the Paris Metro map project. Many graphic solutions designed for Paris helped to create this map for Moscow.

This is not our first map. We specialize in transport design, maps, wayfinding systems, transport logos, and other graphic solutions.

If you need great design solutions, please send us an e-mail.

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Anyone immersed in the business world has a grasp on how dynamic the market's behavior is when it comes to consuming goods and services. Every year, business owners across the country are forced to adapt and find new ways to capture customers' attention. However, previous years have shown us patterns in consumer engagement that entrepreneurs can use as a reference to develop new strategies moving forward.

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Level up your customer service experience.

First impressions matter. Aside from how visually striking your website or social media page is, one of the initial factors consumers look for when making a purchase is the quality of the customer service. Zendesk reported that 60% of consumers proceeded with their purchase based on the service they expected to receive, and 73% switched to a competitor after multiple negative customer experiences.

Over the years, I’ve seen an uptick of clients looking for remote employees who can go above and beyond just performing routine customer service responsibilities. Anyone can learn how to do these, but it takes a different skill to resonate with the consumer. That’s why I prioritize emphasizing to my employees the importance of going the extra mile to ensure every consumer has the best experience whenever they explore their client’s products or services.

Prioritize the consumer journey.

Regardless of whether it’s a returning customer or a new one, businesses must strive to provide the best consumer journey. Aside from securing purchases, making every consumer feel valued from the beginning can yield an array of additional benefits for your business in the long run.

A 2023 study by Qualtrics XM Institute shows that customer satisfaction not only influences whether consumers buy a product or service but also affects "consumers’ likelihood to trust, recommend, and purchase more." Depending on your industry, the consumer journey can vary. For example, in my company, our journey begins with a discovery call, where we take the time to guide our clients through the process and assign the necessary employees with round-the-clock availability to ensure all their concerns will be addressed immediately.

Explore the possibilities of going green.

From a consumer’s perspective, many factors influence the decision to purchase a certain product or service. Whether it be price, quality or shipping convenience, these are all valid elements to consider. However, one significant shift in consumer behavior over the past few years is the importance of a brand’s values and environmental priorities.

A report by McKinsey on the fashion industry revealed that 67% of respondents considered sustainable materials a purchasing factor. With this in mind, I believe it’s important for brands to explore the possibilities of embracing the transition to eco-friendly practices; this not only helps the environment but also maximizes the opportunity of tapping into this market of consumers.

Don’t be afraid to get more personal.

Let’s be honest: With all the data and strategies available on the internet, there’s a possibility that competitors within your industry are taking the same approach. In a competitive world where every business is trying to stand out, a unique thing you can do is leverage your brand guidelines and brand identity to see how they can help personalize interactions with your consumers.

Intimacy and personalization are the keys to increasing your chances of acquiring customers. A different study by McKinsey is a testament to this; it highlighted that 71% of consumers go into transactions expecting a personalized interaction, and 76% are dismayed with companies that don’t deliver. Throughout my career, I’ve dealt with entrepreneurs from different industries. Even though they work in different sectors, they all share the same objective of success, which I use as a common ground to establish a connection with my clients.

We’re still not halfway through 2024, which means you have a lot of time to capitalize on consumer behavior trends from the past years and implement them into your operations. In our competitive business world, data is everything, and that luxury helps us evolve with the times and deliver the best service to our consumers. If valued and used correctly, you are one step closer to fulfilling success.

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From Class to Clinic – My Nursing Journey at NYU Langone

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Daisy Tso, NUR ’24, Staten Island, NY

This summer, I had the amazing opportunity to work as a student nurse extern at NYU Langone Hospital in Manhattan. Working as a student nurse extern has been an enriching experience that deepened my understanding of nursing care. I was able to apply what I have learned so far in nursing school. During this externship, I had the privilege of shadowing a seasoned nurse on a Medicine unit for 8 weeks, where I learned several hands-on skills such as inserting peripheral IV catheters, drawing blood, and inserting Foley catheters. There were always opportunities to learn and grow. One nursing skill that I had the opportunity to develop was performing a full head-to-toe assessment on my patients. Although I had learned this skill in nursing school, I consolidated my learning by practicing this assessment on all my patients during the externship. A head-to-toe assessment is essential in nursing because it allows nurses to evaluate the overall health status of the patient, detect any changes in the patient’s health, and personalize patient care. Getting to practice this assessment on various patients with different symptoms and presentations allowed me to master this skill. Working on this unit also taught me how to prioritize care, effectively communicate with patients and staff, and resolve conflicts. This experience has allowed me to work closely with patient care techs, registered nurses, nurse practitioners, and doctors, since I was a member of the healthcare team working towards providing the best quality care for my patients.

One of the most impactful experiences of this externship was the genuine connections I made with the patients and staff. By demonstrating empathy and engaging with patients on a personal level, I was able to provide compassionate care and gain a better understanding of the patients’ feelings and emotions during their hospital stay. I also truly valued the relationships I built with the staff. Collaboration among everyone on the healthcare team plays a significant role in providing quality patient care. The nurses, nurse practitioners, doctors, and social workers were always in constant communication about their patients to properly address the physical and emotional needs of the patients. All the nurses on the unit were also always willing to help each other and work as a team. This collaboration allowed me to develop my communication skills and showed me the importance of a supportive workplace environment.

Being a student nurse extern at NYU Langone Hospital was an immersive journey that allowed me to merge the knowledge I acquired from nursing school with hands-on experience. This externship reaffirmed my passion for nursing and my ambitions to provide compassionate care to my patients. This opportunity allowed me not only to enhance my clinical skills but also highlighted the importance of empathy and teamwork when providing patient care. I would like to thank Penn Career Services and all of the donors who made this opportunity possible.

This is part of a series of posts by recipients of the 2023 Career Services Summer Funding Grant. We’ve asked funding recipients to reflect on their summer experiences and talk about the industries in which they spent their summer.  You can read the entire series here

2018 Primetime Emmy & James Beard Award Winner

In Transit: Notes from the Underground

Jun 06 2018.

Spend some time in one of Moscow’s finest museums.

Subterranean commuting might not be anyone’s idea of a good time, but even in a city packing the war-games treasures and priceless bejeweled eggs of the Kremlin Armoury and the colossal Soviet pavilions of the VDNKh , the Metro holds up as one of Moscow’s finest museums. Just avoid rush hour.

The Metro is stunning and provides an unrivaled insight into the city’s psyche, past and present, but it also happens to be the best way to get around. Moscow has Uber, and the Russian version called Yandex Taxi , but also some nasty traffic. Metro trains come around every 90 seconds or so, at a more than 99 percent on-time rate. It’s also reasonably priced, with a single ride at 55 cents (and cheaper in bulk). From history to tickets to rules — official and not — here’s what you need to know to get started.

A Brief Introduction Buying Tickets Know Before You Go (Down) Rules An Easy Tour

A Brief Introduction

Moscow’s Metro was a long time coming. Plans for rapid transit to relieve the city’s beleaguered tram system date back to the Imperial era, but a couple of wars and a revolution held up its development. Stalin revived it as part of his grand plan to modernize the Soviet Union in the 1920s and 30s. The first lines and tunnels were constructed with help from engineers from the London Underground, although Stalin’s secret police decided that they had learned too much about Moscow’s layout and had them arrested on espionage charges and deported.

The beauty of its stations (if not its trains) is well-documented, and certainly no accident. In its illustrious first phases and particularly after the Second World War, the greatest architects of Soviet era were recruited to create gleaming temples celebrating the Revolution, the USSR, and the war triumph. No two stations are exactly alike, and each of the classic showpieces has a theme. There are world-famous shrines to Futurist architecture, a celebration of electricity, tributes to individuals and regions of the former Soviet Union. Each marble slab, mosaic tile, or light fixture was placed with intent, all in service to a station’s aesthetic; each element, f rom the smallest brass ear of corn to a large blood-spattered sword on a World War II mural, is an essential part of the whole.

The Metro is a monument to the Soviet propaganda project it was intended to be when it opened in 1935 with the slogan “Building a Palace for the People”. It brought the grand interiors of Imperial Russia to ordinary Muscovites, celebrated the Soviet Union’s past achievements while promising its citizens a bright Soviet future, and of course, it was a show-piece for the world to witness the might and sophistication of life in the Soviet Union.

It may be a museum, but it’s no relic. U p to nine million people use it daily, more than the London Underground and New York Subway combined. (Along with, at one time, about 20 stray dogs that learned to commute on the Metro.)

In its 80+ year history, the Metro has expanded in phases and fits and starts, in step with the fortunes of Moscow and Russia. Now, partly in preparation for the World Cup 2018, it’s also modernizing. New trains allow passengers to walk the entire length of the train without having to change carriages. The system is becoming more visitor-friendly. (There are helpful stickers on the floor marking out the best selfie spots .) But there’s a price to modernity: it’s phasing out one of its beloved institutions, the escalator attendants. Often they are middle-aged or elderly women—“ escalator grandmas ” in news accounts—who have held the post for decades, sitting in their tiny kiosks, scolding commuters for bad escalator etiquette or even bad posture, or telling jokes . They are slated to be replaced, when at all, by members of the escalator maintenance staff.

For all its achievements, the Metro lags behind Moscow’s above-ground growth, as Russia’s capital sprawls ever outwards, generating some of the world’s worst traffic jams . But since 2011, the Metro has been in the middle of an ambitious and long-overdue enlargement; 60 new stations are opening by 2020. If all goes to plan, the 2011-2020 period will have brought 125 miles of new tracks and over 100 new stations — a 40 percent increase — the fastest and largest expansion phase in any period in the Metro’s history.

Facts: 14 lines Opening hours: 5 a.m-1 a.m. Rush hour(s): 8-10 a.m, 4-8 p.m. Single ride: 55₽ (about 85 cents) Wi-Fi network-wide

Buying Tickets

• Ticket machines have a button to switch to English.
• You can buy specific numbers of rides: 1, 2, 5, 11, 20, or 60. Hold up fingers to show how many rides you want to buy.
• There is also a 90-minute ticket , which gets you 1 trip on the metro plus an unlimited number of transfers on other transport (bus, tram, etc) within 90 minutes.
• Or, you can buy day tickets with unlimited rides: one day (218₽/ US$4), three days (415₽/US$7) or seven days (830₽/US$15). Check the rates here to stay up-to-date.
• If you’re going to be using the Metro regularly over a few days, it’s worth getting a Troika card , a contactless, refillable card you can use on all public transport. Using the Metro is cheaper with one of these: a single ride is 36₽, not 55₽. Buy them and refill them in the Metro stations, and they’re valid for 5 years, so you can keep it for next time. Or, if you have a lot of cash left on it when you leave, you can get it refunded at the Metro Service Centers at Ulitsa 1905 Goda, 25 or at Staraya Basmannaya 20, Building 1.
• You can also buy silicone bracelets and keychains with built-in transport chips that you can use as a Troika card. (A Moscow Metro Fitbit!) So far, you can only get these at the Pushkinskaya metro station Live Helpdesk and souvenir shops in the Mayakovskaya and Trubnaya metro stations. The fare is the same as for the Troika card.
• You can also use Apple Pay and Samsung Pay.

Rules, spoken and unspoken

No smoking, no drinking, no filming, no littering. Photography is allowed, although it used to be banned.

Stand to the right on the escalator. Break this rule and you risk the wrath of the legendary escalator attendants. (No shenanigans on the escalators in general.)

Get out of the way. Find an empty corner to hide in when you get off a train and need to stare at your phone. Watch out getting out of the train in general; when your train doors open, people tend to appear from nowhere or from behind ornate marble columns, walking full-speed.

Always offer your seat to elderly ladies (what are you, a monster?).

An Easy Tour

This is no Metro Marathon ( 199 stations in 20 hours ). It’s an easy tour, taking in most—though not all—of the notable stations, the bulk of it going clockwise along the Circle line, with a couple of short detours. These stations are within minutes of one another, and the whole tour should take about 1-2 hours.

Start at Mayakovskaya Metro station , at the corner of Tverskaya and Garden Ring,  Triumfalnaya Square, Moskva, Russia, 125047.

1. Mayakovskaya.  Named for Russian Futurist Movement poet Vladimir Mayakovsky and an attempt to bring to life the future he imagined in his poems. (The Futurist Movement, natch, was all about a rejecting the past and celebrating all things speed, industry, modern machines, youth, modernity.) The result: an Art Deco masterpiece that won the National Grand Prix for architecture at the New York World’s Fair in 1939. It’s all smooth, rounded shine and light, and gentle arches supported by columns of dark pink marble and stainless aircraft steel. Each of its 34 ceiling niches has a mosaic. During World War II, the station was used as an air-raid shelter and, at one point, a bunker for Stalin. He gave a subdued but rousing speech here in Nov. 6, 1941 as the Nazis bombed the city above.

Take the 3/Green line one station to:

2. Belorusskaya. Opened in 1952, named after the connected Belarussky Rail Terminal, which runs trains between Moscow and Belarus. This is a light marble affair with a white, cake-like ceiling, lined with Belorussian patterns and 12 Florentine ceiling mosaics depicting life in Belarussia when it was built.

Transfer onto the 1/Brown line. Then, one stop (clockwise) t o:

3. Novoslobodskaya.  This station was designed around the stained-glass panels, which were made in Latvia, because Alexey Dushkin, the Soviet starchitect who dreamed it up (and also designed Mayakovskaya station) couldn’t find the glass and craft locally. The stained glass is the same used for Riga’s Cathedral, and the panels feature plants, flowers, members of the Soviet intelligentsia (musician, artist, architect) and geometric shapes.

Go two stops east on the 1/Circle line to:

4. Komsomolskaya. Named after the Komsomol, or the Young Communist League, this might just be peak Stalin Metro style. Underneath the hub for three regional railways, it was intended to be a grand gateway to Moscow and is today its busiest station. It has chandeliers; a yellow ceiling with Baroque embellishments; and in the main hall, a colossal red star overlaid on golden, shimmering tiles. Designer Alexey Shchusev designed it as an homage to the speech Stalin gave at Red Square on Nov. 7, 1941, in which he invoked Russia’s illustrious military leaders as a pep talk to Soviet soldiers through the first catastrophic year of the war.   The station’s eight large mosaics are of the leaders referenced in the speech, such as Alexander Nevsky, a 13th-century prince and military commander who bested German and Swedish invading armies.

One more stop clockwise to Kurskaya station,  and change onto the 3/Blue  line, and go one stop to:

5. Baumanskaya.   Opened in 1944. Named for the Bolshevik Revolutionary Nikolai Bauman , whose monument and namesake district are aboveground here. Though he seemed like a nasty piece of work (he apparently once publicly mocked a woman he had impregnated, who later hung herself), he became a Revolutionary martyr when he was killed in 1905 in a skirmish with a monarchist, who hit him on the head with part of a steel pipe. The station is in Art Deco style with atmospherically dim lighting, and a series of bronze sculptures of soldiers and homefront heroes during the War. At one end, there is a large mosaic portrait of Lenin.

Stay on that train direction one more east to:

6. Elektrozavodskaya. As you may have guessed from the name, this station is the Metro’s tribute to all thing electrical, built in 1944 and named after a nearby lightbulb factory. It has marble bas-relief sculptures of important figures in electrical engineering, and others illustrating the Soviet Union’s war-time struggles at home. The ceiling’s recurring rows of circular lamps give the station’s main tunnel a comforting glow, and a pleasing visual effect.

Double back two stops to Kurskaya station , and change back to the 1/Circle line. Sit tight for six stations to:

7. Kiyevskaya. This was the last station on the Circle line to be built, in 1954, completed under Nikita Khrushchev’ s guidance, as a tribute to his homeland, Ukraine. Its three large station halls feature images celebrating Ukraine’s contributions to the Soviet Union and Russo-Ukrainian unity, depicting musicians, textile-working, soldiers, farmers. (One hall has frescoes, one mosaics, and the third murals.) Shortly after it was completed, Khrushchev condemned the architectural excesses and unnecessary luxury of the Stalin era, which ushered in an epoch of more austere Metro stations. According to the legend at least, he timed the policy in part to ensure no Metro station built after could outshine Kiyevskaya.

Change to the 3/Blue line and go one stop west.

8. Park Pobedy. This is the deepest station on the Metro, with one of the world’s longest escalators, at 413 feet. If you stand still, the escalator ride to the surface takes about three minutes .) Opened in 2003 at Victory Park, the station celebrates two of Russia’s great military victories. Each end has a mural by Georgian artist Zurab Tsereteli, who also designed the “ Good Defeats Evil ” statue at the UN headquarters in New York. One mural depicts the Russian generals’ victory over the French in 1812 and the other, the German surrender of 1945. The latter is particularly striking; equal parts dramatic, triumphant, and gruesome. To the side, Red Army soldiers trample Nazi flags, and if you look closely there’s some blood spatter among the detail. Still, the biggest impressions here are the marble shine of the chessboard floor pattern and the pleasingly geometric effect if you view from one end to the other.

Keep going one more stop west to:

9. Slavyansky Bulvar.  One of the Metro’s youngest stations, it opened in 2008. With far higher ceilings than many other stations—which tend to have covered central tunnels on the platforms—it has an “open-air” feel (or as close to it as you can get, one hundred feet under). It’s an homage to French architect Hector Guimard, he of the Art Nouveau entrances for the Paris M é tro, and that’s precisely what this looks like: A Moscow homage to the Paris M é tro, with an additional forest theme. A Cyrillic twist on Guimard’s Metro-style lettering over the benches, furnished with t rees and branch motifs, including creeping vines as towering lamp-posts.

Stay on the 3/Blue line and double back four stations to:

10. Arbatskaya. Its first iteration, Arbatskaya-Smolenskaya station, was damaged by German bombs in 1941. It was rebuilt in 1953, and designed to double as a bomb shelter in the event of nuclear war, although unusually for stations built in the post-war phase, this one doesn’t have a war theme. It may also be one of the system’s most elegant: Baroque, but toned down a little, with red marble floors and white ceilings with gilded bronze c handeliers.

Jump back on the 3/Blue line  in the same direction and take it one more stop:

11. Ploshchad Revolyutsii (Revolution Square). Opened in 1938, and serving Red Square and the Kremlin . Its renowned central hall has marble columns flanked by 76 bronze statues of Soviet heroes: soldiers, students, farmers, athletes, writers, parents. Some of these statues’ appendages have a yellow sheen from decades of Moscow’s commuters rubbing them for good luck. Among the most popular for a superstitious walk-by rub: the snout of a frontier guard’s dog, a soldier’s gun (where the touch of millions of human hands have tapered the gun barrel into a fine, pointy blade), a baby’s foot, and a woman’s knee. (A brass rooster also sports the telltale gold sheen, though I am told that rubbing the rooster is thought to bring bad luck. )

Now take the escalator up, and get some fresh air.

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From Microscopes to Flames: A Journey into Wildland Firefighting

Life's journey often leads us down unexpected paths. One moment, you're entrenched in a career as a biological technician, the next, you find yourself amidst the flames as a wildland fire apprentice. This unpredictability is precisely what Lindsey Green encountered as she transitioned from her previous profession to her current role at Pocosin Lakes National Wildlife Refuge in North Carolina. Join us as we look at this apprentice’s journey into the world of wildland fire, exploring the moments that have shaped her career trajectory. 

Q: How long have you been in fire?  

Prior to joining the Wildland Fire Apprenticeship Program with U.S. Fish and Wildlife Service, I was a biological technician for Pea Island and Alligator River National Wildlife Refuges in North Carolina. During my time there, I was also a collateral duty firefighter, mostly helping with prescribed fires. A collateral duty firefighter is someone who holds another primary role, in my case biological technician, but also fulfills duties related to firefighting as a secondary or collateral responsibility. In February of 2022, I applied for a Wildland Fire Apprenticeship position and got it! Now, I’m almost through the program and will then move into a permanent wildland fire position with the U.S. Fish and Wildlife Service. 

Q: What detail assignments have you filled as part of the apprentice program?  

Being a part of the Wildland Fire Apprenticeship Program has allowed me to travel all over and learn about the different types of wildland fire crews and what it takes to manage wildland fire and build relationships with other wildland fire personnel. So far, I’ve been able to experience what it’s like to be on a hand crew, an engine crew, and even completed some helicopter assignments. I’ve also traveled to Minnesota, South Dakota, and Nebraska to assist with prescribed burning assignments. Over the next few months, I will experience working in a dispatch center. 

Q: Where did you grow up?  

I grew up in South Florida. I went to school in Orlando and attended collage at the University of Central Florida where she studied Environmental Science/Biology. A year after I graduated, I moved up to North Carolina for the seasonal biological technician position. 

Q: Recently, you joined a National Interagency Prescribed Fire Training Center  

Our burn module was based in Titusville, Florida, for the first part of our assignment, where we joined an interagency burn with Florida State Parks. We completed prescribed burns at Faver-Dykes, Dunns Creek, Lake Louisa, Bulow Creek, and Kissimmee Prairie Preserve State Parks! After we completed those burns, we traveled to the Florida panhandle where we burned with the Florida Forest Service at Tate’s Hell State Forest. 

Q: Can you tell me more about being a part of a burn module and what exactly it entails?  

The National Interagency Prescribed Fire Training Center brings together individuals from all over the country from different fire backgrounds and experience levels to train them on specific prescribed fire skills. Essentially, any individual who wants to join has to apply for a specific training position – RXB2 (Prescribed Fire Burn Boss), FIRB (Firing Boss), ENGB (Engine Boss), FEMO (Fire Effects Monitor), FFT1 (Firefighter Type 1). Once selected, that person is placed into that role in a new environment to gain those skills. I absolutely love the National Interagency Prescribed Fire Training Center because it promotes learning, training, and understanding the objectives of each area.  

Q: Can you tell me about your overall experience on the module with the training center? What did you learn?   

My experience with my module was awesome. Each person brought a different perspective, and I had a great time getting to know and work with each person during my time there. It was great getting to burn in Florida and experiencing the different landscapes and objectives with each state park and forest. I was pushed out of my comfort zone multiple times, and I truly appreciate that opportunity. My group and field coordinators created a fantastic learning environment that allowed me to fully work through each situation.  

Many times, when you’re on a prescribed fire, there can be an overwhelming goal to complete acres. The National Interagency Prescribed Fire Training Center helps shift that focus more on the objectives of the burn and what firing techniques are optimal for those objectives. Being a part of a module provided me the latitude to implement different techniques so I could see firsthand what worked, what didn’t work, and when to adjust tactics. 

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Get started with audience composition get-start-audience-composition

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This documentations provides detailed information on how to work with audience composition within Adobe Journey Optimizer. If you are a Real-time Customer Profile only customer and are not using Adobe Journey Optimizer, click here .

Audience composition allows you to create composition workflows , where you can combine existing Adobe Experience Platform audiences into a visual canvas and leverage various activities (split, exclude…) to create new audiences.

Once done, the resulting audiences are saved backed into Adobe Experience Platform along with existing audiences and can be leveraged in Journey Optimizer campaigns and journeys to target customers. Learn how to target audiences in Journey Optimizer

Audience composition is accessible from Adobe Journey Optimizer Audiences menu:

The Overview tab provides a dedicated dashboard with key metrics related to your organization’s audience data. To learn more, refer to Adobe Experience Platform Dashboards guide .

The Browse tab lists all existing audiences stored into Adobe Experience Platform.

The Compositions tab allows you to create composition workflows where you can combine and arrange audiences to create new ones.

Click on each card to learn how to work with audience composition:

Create your first composition workflow

Work with the composition canvas

Access and manage audiences