Customer Journey Mapping: Understanding the student experience and expectations
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1 Customer Journey Mapping: Understanding the student experience and expectations Library and Learning Resources Birmingham City University 5 December 2014
2 Content Why we committed to using customer journey mapping First steps Working with students Staff involvement
3 Content Impacts and results of CJM Benefits Where are we now? Conclusion Questions
4 What is customer journey mapping? a method of identifying the key processes that the customer encounters when they interact with the organisation. Mapping the customer journey helps organisations to understand the needs and preferences of customers. The information gathered can then support changes to service design to ensure the experience matches customer requirements. CSE Standard Cabinet Office 2010
5 Why we committed to using customer journey mapping Customer Service Excellence To enhance the student experience by assessing our services from a customer s point of view To collect information that would allow us to prioritise service development at a time of financial constraint To enhance our National Student Survey satisfaction score
6 First Steps (1) Development of the CJM methodology Built on expertise in business process mapping trained by Talis Introduced the customer element
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9 First Steps (2) Initial training sessions with senior staff scenarios Rolled out to Principal/Senior Library Assistants Swim lane mapping approach adopted Public trial with Weslink Rolled out to front line staff
10 First Steps (3) Mapping begins Issues identified and actions undertaken to address them Individual appraisal objectives for senior staff Training enhanced x 3
11 Student projects - Why work with students? Customer input key to CSE Standard University - leading on student partnership Because we can t be 18 again or unlearn what we know about libraries
12 Student Projects Carried out 2 pilots with students to test the cjm methodology - led by students Learned from how the student researchers applied the methodology and we made decisions on how we would continue to use it Projects confirmed the value of mapping with customers Developed action plans to address the issues identified
13 Staff involvement Carried out the initial mapping raised awareness of the problems encountered by students & led to service improvements Involved in the development of scenarios for the first student project Outcomes of the student projects were shared with staff and they were involved in the development of the action plans Staff are now leading cjm sessions with students Staff continue to work on implementing actions arising from the projects Staff feedback indicates that they appreciate the different perspective that CJM brings
14 Impact and results of customer journey mapping Services Used CJM to map whole services i.e. controlled access policies and procedures The development of a 24 hour online inter library loan service was influenced by student feedback gained via journey mapping Improved fine payment via epayment and coin payment at self service Introduced self service PIN functionality students can check and amend their PIN out of staffed hours Introduced self service functionality at the Conservatoire library complex materials for self service so this was a big step forward
15 Impact and results of customer journey mapping Signage
16 Signage example: Before
17 Signage example: After
18 Impact and results of customer journey mapping Signage Piloting a Start here concept - instruction and signage that a student will see as they enter the library Recommendations from the student wayfinding project have been included in the signage design for the new Curzon Library
19 Impact and results of customer journey mapping Information Reduced jargon Identified the student need for what are my options now? - specific and relevant information Don t mention Dewey!
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21 Benefits of CJM (1) Provided a fresh perspective a different way of looking at our services and our working practices Has increased our understanding of what students experience when using our services Sometimes journeys illustrate the need for small changes which can make a real difference at relatively low cost Fresh Perspective Future planning Increase Understanding Customer Experience Continuous Improvement Work Practices
22 Benefits of CJM (2) Ideas for larger changes help us plan future service developments Evaluating a service from the student perspective often leads to a reduction in complexity and, in making those changes, both students and staff benefit Fresh Perspective Future planning Increase Understanding Customer Experience Continuous Improvement Work Practices
23 Where are we now? We have created a student researcher role to work with us on research projects maintains the student perspective We have become more focused in how we apply CJM We are going to introduce the concept of super mappers The methodology has been further advanced with the addition of new icons and an emotions swim lane
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25 Where are we now? 13/14 CJM was used across the service as part of the Enquiry Services review The Library Learning & Teaching Team used CJM to review aspects of their information literacy work 14/15 Will be using CJM in reviews of the elibrary service: To review access to e-resources (ICT Dept. will be involved as well) Navigation of our new information pages on the University portal
26 Conclusion Overall for Library and Learning Resources Customer Journey Mapping has proved to be: An important element in a broader tool kit A valuable change management tool
27 Please rendezvous with Eleanor and Michelle at lunchtime and break times
28 Questions?
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