Customer journey mapping. Viv McBride Library and Learning Services April 2010. What is Customer Journey Mapping?. A process designed to allow you to think as your customer. Allows you to track all your customer experiences and their responses. Benefits.
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Customer journey mapping Viv McBride Library and Learning Services April 2010
What is Customer Journey Mapping? • A process designed to allow you to think as your customer. Allows you to track all your customer experiences and their responses.
Benefits • You get a visual representation of your customer’s journey • Identifies the gaps in the customer’s experience • Provides a clear view of the organisation from the customer’s viewpoint • Identifies problems • Enables you to consider/ prioritise solutions
Journey steps • Decide on your journey • Identify who your customer is e.g International student, mature student • Note each part of the journey. What are the major journey steps, reconstruct the journey • Identify key “hot spots” or “moments of truth”
Touchpoint • A point in the journey where you have some sort of interaction with the customer. • Can be virtual, face to face
Moments of truth • A key point in the journey where the customer may pause and evaluate their experience. Have they had a good experience, have staff helped
Journey’s end At the end of your journey mapping you will be able to identify and implement solutions to improve your customers experience. May involve: • Staff training • Communications planning • Improving processes • Looking at service design
CJM exercise • Map the main steps in a customer’s experience in your own area. Eg student induction, new student arriving • Take the customer viewpoint • Record how they think, feel and act at each step • Identify moments of truth where the customer will pause & evaluate the experience
CJM outcome • How can you improve your customer’s journey?