Customer Journey Mapping

Transcription

1 Customer Journey Mapping Definition Why it s important How can the customer benefit? How does the organisation benefit? A practical session to really bring it to life ( help. how do I do customer journey mapping?)

2 What is Customer Journey Mapping? Defining the end to end steps a customer goes through in order to either purchase, enquire, utilise or experience what they want from your company or organisation; whether through product, on-line, retail experiences, using a service and /or any combination of all of the above

3 The Journey Mapping Guidance Customer journey mapping is the process of tracking and describing all the experiences that customers have as they encounter a service or set of services, taking into account not only what happens to them, but also their responses to their experiences. Journey Mapping Guide for Practitioners Allows organisations to understand how customers define and experience services from their own point of view Defines what needs to be done to simplify a particular area Exposes steps which lie outside government control but which hold part of the solution to streamlining the whole journey. And so has the potential to drive out efficiencies as well as improving customer experience At its best, journey mapping can be truly transformational

4 Why is it important? Helps you to deal with your users more effectively Helps you increase efficiency Minimises negative customer experiences Enables the organisation to plan improvements in a more targeted way Provides staff with an opportunity to better understand processes

5 CUSTOMER JOURNEYS IN GOVERNMENT Many customer journeys dealt with by government cut across departmental boundaries. Journey mapping can be particularly valuable here. INDIVIDUAL JOURNEYS Getting married Benefits Taxes Registration Name change BUSINESS JOURNEYS

6 Negative Level of satisfaction Generating a picture of the customer journey is a valuable way to understand how customers experience public services Customer journey through court: Victims of crime Reporting the crime Police investigation Before the trial At court After the trial Neutral Positive Reported crime immediately. Police very good told him what to do and who was coming. Felt secure Drove him home - grateful, but didn t feel like standard service Drove around looking for attacker waste of time as in marked car Gave statement in police car felt were helping him Received call from detective Had to go to the detective foreign territory. Police station disconcerting Phone conversations with detective kept in touch Identity parade. No coaching, no reassurance wouldn t meet attacker Gave formal statement. Worried whether justice would be done. Detective seemed dim. Changed the statement into his own words Called up to identify criminal on computer system seemed efficient Identified attacker felt good, this will be straightforward Case submitted to CPS. Unclear where next contact from. Had to ask detective Few days before trial, still no information on process Pack from Witness Service. Personal contact became formal. No information about process ahead Called Witness Service as wanted to speak to barrister. Told to arrive early on the day. Seemed disorganised Didn t see barrister, and detective late In locked witness room cut off Little contact with anyone only detective Didn t go into court at all on day 1. No information on why. Lack of information most frustrating thing Witnesses have to be flexible but judges aren t (lunch 12-1). Annoying Told to come back next day. Not a big problem Food terrible had to go out Asked to see barrister again. Did but he wasn t informative Judge asked if he would like to sit only introduction Barrister not very confidence inspiring Called - court room an alien situation. From a tiny room to a theatre. Everyone else in the know Jury is a sea of faces Only communication with detective. Happy to explain situation Accused got off Would report a crime again, because found out defendant had been held for 5 months. But court experience was a waste of time Got off because he had been identified on computer system before line-up (which made evidence invalid. Police knew this was a problem, so why didn t victim? Detective gave him background to accused: first offence, had been held since arrest. Felt a bit better Worried attacker could come to house Detective told him You should have said Too late now Other reason was that a detail of appearance had changed. Frustrating, knew it was him September March Source: DCA

7 Interpret: Defining Standards Listen Monitor Interpret Build Example Step 2 : Cheque processing in UK 14

8 How does the customer benefit? Discuss

9 How does the organisation benefit? Discuss

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11 Practical session Select customer journey(s) Agree the journey steps a user will make Specify the hot spots the moments of truth Define the experience in terms of what really matters to people at each step Now plot what actually happens at each step (be honest!!) Agree what needs to be done to resolve Define solutions under key headings (action planning!!)