Customer Journey Mapping Bruce LevitanManchester Metropolitan University
What is Customer Journey Mapping? • A visual representation of the “touch points” a customer has with a particular service or organisation. • It shows the highs and lows of customer experience, relating these to the stages of the journey and providing detail on what caused the high or low experience (levers). • Key points are highlighted as “moments of truth”.
Potential full time Looking for a potential Type of University: recruitmentObjectives Part 1 of student journey Scope Customer undergraduate course at university Journey process student Overview of Moments of truth what’s being mapped Key journey Initial Initial Get course Get Get more Speak to a steps problem research information prospectus information tutor Key points in the journey Main stages 14 of the journey 4 3 13 2 5 The journey: aUps and downs of 1 7 numbered 10 the points refer to customer experience 6 “Levers”. 12 Above the 8 dashed line = 9 good experience, b 11 elow = poor 2. Go to 5. 10. Used 7. Ordered MMU Information email 13. Spoke to Levers – prospectus website – on each address in a computing online 1. Wants looks course not v. 8. Took 10 prospectus tutor who describe the Levers for to do a interesting detailed & to ask for answered all days to customer’ssolution hunting degree in 3. Course “being more info my questions arrive computing search box updated” 11. No reply! 14. Found a easy to use 6. Nowhere 9. Info not 12. Rang-up course I experiences in detailed 4. List of to go for for more liked detail enough courses OK further info info
Why do Customer Journey Mapping? • Often it’s the only time an organisation sees how its customers feel right across the service. • It helps us focus on customer experience rather than functional (silo) provision. • It helps pin-point areas for improvement and also areas of good practice. • You can use it alongside process mapping.
Journey maps can be compared with Process maps to see which processes are resulting in good and poor customer experience Potential full time Looking for a potential Type of University: recruitmentObjectives Part 1 of student journey Scope Customer undergraduate course at MMU Journey process student Moments of truth Get Initial Get course Key journey Initial Initial Get course Get Get more Speak to a The next prospectus problem information steps problem research information prospectus information tutor stage here now 4 5 13 14 15 Students have a 2 aUps and 1 6 7 16 good experience downs of the customer experience here – is this 17 18 19 8 12 22 something we 9 11 20 21 can do in other 2. Go to MMU 5. Information 7. Ordered 10. Used email 13. Spoke to tasks? prospectus 15. website – on each address in a computing online Something 17. Then this 21. Getting 1. Wants looks course not v. prospectus tutor who 19. This one 8. Took 10 else thing fed up Levers for to do a interesting detailed & to ask for answered all was not good days to happened happened 22. But insolution hunting degree in 3. Course “being more info my questions 20. But this arrive 16. And also 18. Followed the end a computing search box updated” 11. No reply! 14. Found a was worse 9. Info not another by this one little better easy to use 6. Nowhere 12. Rang-up course I detailed thing 4. List of to go for for more liked enough courses OK further info info Is this a value adding task or is it non-value adding (something we do that doesn’t actually serve customer need)?
How many maps do we need? • Unless your service is very simple, you need multiple maps to account for: – Long, complex end-to-end journeys = horizontal – Different types of customer (with different variations on the service provided) = vertical
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