Improving the service from start to finish: customer journey mapping

Customer journey mapping is the process of tracking and describing all the experiences that customers have as they encounter a service or a set of services.

Taking into account not only what happens, but also their responses to their experiences.

Benefits of customer journey mapping to service providers:

  • Reveal opportunities for improvement and innovation
  • Acts as a strategic tool to ensure every interaction with customers is a positive one
  • Understand what drives behaviours and attitudes
  • Helps to bring customers stories to life
  • Challenge preconceptions
  • Contributes to a culture change
  • Better customer experience
  • Deliver a seamless, streamlined experience
  • Get it right when it really matters
  • Helps to bring about change
  • Target limited resources for maximum impact
  • Plan efficient and effective experiences by reducing the length of the process
  • Helps to set performance indicators and standards

What is it used for?

  • Understanding the reality of people's lives
  • Designing and overhauling systems and processes
  • Facilitating cross-departmental working
  • Making decisions

Should you be journey mapping?

The '5Cs' diagnostic to help you decide 'go' or 'no'. Some problems will benefit from journey mapping more than others. This gives guidance of where journey mapping can deliver the greatest value:

Changeable: relationships are changing over time, the customer experience is changing

Challenged:High disatisfaction with services where expectations are high

Complex: Multiple custoemr groups, multiple contacts, multiple channels, cross departmental

Climactic:Life or death issues, emotions run high, people vulnerable or at risk

Costly: High cost of servicing, high cost of things going wrong, lots of wastage

How to construct a map:

Customer experience mapping is a qualitative mapping technique that focuses on generating emotional insights for customer engagement.

Set up: Mapping the context - Walking in the customers shoes - Constructing the Map - Taking action - Evaluating results

The key steps to constructing a map are:

  1. Confirm the journey & customer
  2. Identify key journey steps
  3. Actions thoughts & feeling
  4. Touch points: interaction with customer
  5. Moment of truth: where customer evaluates the experience


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