Nowadays, the logistics industry operates in a dynamic and competitive environment where meeting customer expectations and providing exceptional services are vital factors for success. In this regard, the concept of customer journey mapping is considered a powerful tool for understanding, analyzing, and optimizing the customer experience throughout the entire parcel delivery process. It has become the main competitive factor in the digital age. This paper demonstrates how customer journey mapping enables logistics companies to identify improvement opportunities, develop customer-centric solutions, and drive innovation in the delivery process through a real-world case study in a courier service company.

This research aims to provide practical insights for industry professionals, researchers, and stakeholders regarding the relationship between customer journey mapping and creating innovative solutions in parcel delivery logistics. Its goal is to facilitate a deeper understanding of how a customer-centric approach, based on insights from customer journey mapping, can lead to transformative innovation and shape the future of parcel delivery logistics.

Keywords: Customer journey mapping, Customer-centric solutions, Innovative solutions, Parcel delivery logistics