A Simple Customer Journey Framework. By Claudio Costa Your Coaching's Blog

Transcription

1 A Simple Customer Journey Framework By Claudio Costa Your Coaching's Blog

2 Definition 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. Used well, it can reveal opportunities for improvement and innovation in that experience, acting as a strategic tool to ensure every interaction with the customer is as positive as it can be. Cabinet Office, HMRC 2 This paper is based on the Cabinet Office Practitioner s Guide

3 High Level Benefits BETTER CUSTOMER EXPERIENCE EFFICIENCY IMPROVEMENTS See and approach experience from the customer s point of view Identify where customers are being confused by different touchpoints, some of which we may not even be aware of Meet or exceed customers expectations Deliver a seamless, streamlined experience to the customer Understand how much you can expect people to do, and recognise where you might be imposing undue stress Get it right when it really matters Look at the current situation and the ideal side-by-side, giving a chance to genuinely redraw the customer journey Deliver information, messages and services at the most appropriate time Bring about change across divisions in a way that cuts across silos Target limited resource for maximum impact Plan the most efficient and effective experience by reducing duplication and shortening the length of processes Prioritise between competing calls on resources by showing when and where needs are greatest and service most valued Identify deal breaking points and define ways to eliminate them Set performance indicators and standards so that you can measure and track progress over time 3

4 Mapping Process 1. Customer Journey Mapping Qualitative Focused on emotional insights to tell a story with passion and narrative Powerful way of engaging staff and customers 2. Mapping the System Maps steps in a process Identifies where to act to make the experience as easy, pleasant and efficient as possible Align customer journey with company process architecture 4 3. Measuring the Experience Measures how well the experience is delivered Links to customer satisfaction, metrics & tracking Allows to quantify the effect of changes and contribute to business cases

5 Mapping Process Experience Mapping Insightful and qualitative Emotional thinking and feeling Understanding what people do and why Focus on (different types of) people Points in time with moments of truth Looks outward Sees the wood for the trees Analytical, logical, detailed Rational doing Understands what happens and when Focus on process, steps and channels Objective step-by-step approach Looks inward Counts the trees Mapping the System Customer Experience Mapping 5 Customer Journey mapping Mapping the process Measuring the Experience Develop initial customer insight Engage hearts and minds of staff Clearly define the current process Align current process with Blueprint Carry out gap analysis where does the current process differ from the ideal? Identify ways to improve experienc e (cross silos) without damaging efficiency Identify ways to improve efficiency/ cut costs without damaging customers Plan actions, based on a clear knowledg e of numbers of people affected, and quantified costs of acting or not acting Put together the business case, sell the project internally. Implement the plan Design and implement an entirely new system using quantified understanding from mapping Measure progress on an ongoing basis

6 Customer Journey Mapping 1. Map the journey By journey or customer segment/type 2. Identify Touchpoints Point in the journey where we have some sort of interaction with the customer It s an opportunity to explain things and improve the experience 3. Identify Moments of Truth Key points in the journey where customers may pause and evaluate the experience, or make a crucial decision (e.g. whether to stay or go). If we get it wrong we can lose the customer It s also the point at which we can make the strongest positive impression 4. Define the Ideal Journey and Identify Gaps Powerful way of helping to drive out possible actions. By comparing the current with an ideal experience it s possible to identify where gaps exist between the two, and these can become the focus for our actions 5. Identify Clear and Sharp Priority Actions Coming up with clear, specific actions list is absolutely central to the customer journey mapping process. 6

7 Customer Journey Mapping HEART MONITOR Objectives, scope & journey type Customer segment Moments of truth Key Journey journey Steps steps Ups and downs of the customer experience 7 Levers for solution hunting

8 Mapping the System Create a graphic representation of all the steps, actions, interactions and decision points of a process in order to understand it and thus identify opportunities for improvement. Will help to: Share what the current process looks like Show relationships between steps and other departments/teams/partners involved Identify deviations from the norm where do things go wrong? Identify duplication and other inefficiencies Identify how and where things can be improved (and where further investigation is needed) Compare the view of staff with the view of customers we can do two maps and look at the differences between them Training showing how things should be done Serving as process documentation and setting standards 8

9 Mapping the System Process / System Map Objectives/ scope End-to-end system definition Customer segment Core system goals Goal 1: Goal 2: Goal 3: KEY STEPS IN SYSTEM/CUSTOMER JOURNEY Customer Step 1 Step 2 Step 3 Step 4a Step 5 Decision point Step 7 Step 8 Dept 1 Decision point Step 3b Decision point Step 4b Step 6 Agency Step 3c NOTES ON PROCESS AND CRITICAL INCIDENTS 9 Critical incident Critical incident

10 Measuring the Experience Get a quantitative measurement of the customer experience. It allows to measure customer satisfaction and understand numbers and costs associated with a process, system or experience. 10 Measuring the experience is important because: Enables to understand the key things that are most important in shaping the customer experience and driving customer satisfaction. This means focusing time and resource on the things that matter most to our customers Helps to understand the role that external factors play in influencing the customer experience so we know what we can and can t control Gets everyone involved in the customer experience aligned, focused and motivated to deliver the service that will truly satisfy the customer

11 Prioritizing Actions PRIORITISING ACTIONS Kill off Requires leadership to drive through 11 Cost Low High Low priority Low Test fit with other initiatives Quick wins Benefit High No barriers Cost Benefit Possible Criteria Financial cost (one-off and ongoing) Time cost People cost Other resource Level of risk Better customer experience Improved outcomes Reduced waste Enhanced staff morale Reduction in avoidable contact

12 References Cabinet Office, 12