The Journey Mapping Guidance Cabinet Office[1]

The Journey Mapping Guidance
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
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. At its best, journey mapping can be truly transformational

CUSTOMER JOURNEYS IN GOVERNMENT Many customer journeys dealt with by government cut across departmental boundaries. Journey mapping can be particularly valuable here. INDIVIDUAL JOURNEYS BUSINESS JOURNEYS
Maternity leave
Ante-natal care
Registering birth
Benefits
Trust fund
Birth or adoption
Ofsted reports
Applying for school
Pre-school boosters
Starting school
Benefits
Taxes
Registration
Name change
Getting married Starting a business
Registration
VAT
Financing
Applying for grants
Tax/compliance
End of year returns
VAT
Auditing requirements
Employing someone
Jobcentre Plus
PAYE
National insurance
Health & safety
Registration
HSE inspections
Local authority regulations
Legal system
Applying for pension
Tax on retirement income
Retiring
Registering death
Pensions
Notifying change of circumstances
Bereavement Closing down
Changing name, address or status
Redundancy payments
Tax & accounts

MAPPING THE SYSTEM (PROCESS MAPPING) FREE SCHOOL MEALS EXAMPLE KEY STEPS IN SYSTEM/CUSTOMER JOURNEY Tameside council FSM section NOTES ON PROCESS AND CRITICAL INCIDENTS End to end system definition Process of making a new application for FSM from becoming eligible through to receiving meals Objectives/ scope Map Free School Meals (FSM) to identify how to deliver a better customer service and achieve cost savings Customer segment All new applicants Core system goals Goal 1: Deliver an important benefit consistently and without delays Goal 2: Minimise the number of entitled people leaving the process without obtaining the benefit G o a l 3 : Contribute towards a required 3% efficiency improvement across the council Customer Becomes eligible/ aware of eligibility Finds out about FSM and how to apply Receives request for more information/ verification Receives confirmation of FSM entitlement Sends extra information/ verification Child starts receiving meals School Receive report on entitlement Provides meals Receive and check application Add claim dates and authorisation Report sent to school and confirmation to parent Bring up child’s record and add note Leaves process Leave process Completes application form (4 routes leading to same process) No No Critical moment Critical moment No Yes Yes Yes
Sharing what the current process looks like
Identifying duplications and deviations from the norm – where do things go wrong?
Identifying how and where things can be improved
Comparing the view of staff with the view of customers
Training – showing how things should be done
Do I want to apply? Can I/ do I want to proceed? Is all correct info provided? Sometimes can verify internally , sometimes have to go back to the customer Wasted materials often associated with this step Will continue to receive benefit until next review, even if eligibility changes On-line applications have earlier start date than paper ones Four different routes have very different associated costs Application rates may vary by area; in some places there’s more stigma attached

CUSTOMER EXPERIENCE MAPPING BORDERS AND IMMIGRATION AGENCY EXAMPLE Objectives, scope & journey type Applying for entry clearance to the UK Customer segment Short-term student from China (Sichin) Moments of truth © Oxford Strategic Marketing Key Journey Steps Key Journey Steps Key Journey Steps Touchpoints Visa arrives in the post. Hugely relieved and can now look forward to and finalise her plans for coming to England Sichin has details of her course and tries to find out about visa application. Finds the website easily and is encouraged Sichin applies online and sends supporting documents by secure post. Expensive but can’t risk losing them Payment has gone through but she’s heard nothing yet. It’s a big sum of money – hope all’s OK Application and checks have shown one of the documents is missing. Sichin finds this but more expense Contacted for interview. Worried – biometrics sounds alarming. Anxious now about timing – all taking a long time Attends her interview. Nervous – building intimidates her. Hope it’s gone OK but hard to tell Actions, feelings, thoughts and reactions at each step
Getting managers and other staff to think about how people think, feel and act at every journey step
Identifying key points where we can act to transform the experience
Bringing this to life to ‘sell’ internally
VISA received Finds information Application submitted Payment processed Query from UK Visas received Receive interview request Biometrics and interview Postal delivery of visa Can be sent with more info on immigration Website; needs to be easy to access 24/7 Supporting phone line Currently no contact. Opportunity to confirm receipt Payment goes through bank – no direct acknow-ledgement Query sent by email. Opportunity to update on progress and timing Letter sent out. Opportunity to say more about the process Face to face contact with interviewer. Could say more about process to reassure

THE HEART MONITOR
Expressing a journey in a highly visual way that can engage and motivate stakeholders
Identifying the highs and lows of the experience
Clearly highlighting the areas where we need to take action most urgently
MINISTRY OF JUSTICE EXAMPLE Objectives, scope & journey type Track the process experienced by jurors to improve levels of service Customer segment Jurors Moments of truth © Oxford Strategic Marketing Key Journey Steps Key Journey Steps Post trial Receive summons Jury selection In court pre-trial In court – during trial Deliber-ation Delivery of verdict Key journey steps Comms: Ensure follow-up letter goes out re sentencing Comms: Manage expectations Channel: 24 hour access Customer face: Explain delays Environment: Make the wait as painless as possible Process: Simplify expenses system Look at time-keeping Comms: Make jurors aware of role played by all the evidence Environment: Provide adequate facilities Comms: Brief on verdict delivery Customer face: Talk to jurors – stress the importance of what they’ve done Levers for solution hunting Great +100 -100 Poor Customer Satisfaction Rating Receive letter – looking forward to it Easy to change date by email Judge was ‘professional’ Slow selection process Judge thanks jury – much appreciated Locked in No preparation for delivering verdict Finishing was a relief Not sent information about sentencing Only small amount of evidence useful Trial was impersonal Late start most days Expenses ‘a hassle’ Victims family start to cry – ‘lowest point’

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

JOURNEY MAPPING IN ACTION Journey mapping helps: Journey mapping helps: +
See things from the customer’s point of view
Get it right when it really matters e.g. when emotions are highest or need greatest
Deliver information, messages and services at the most appropriate time
Deliver a seamless, streamlined experience 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
Identify ‘baton-change’ points where service or communication breakdown is most likely
Identify cheapest ‘cost to serve’,
BETTER CUSTOMER EXPERIENCE GREATER EFFICIENCY Northumbria 101 partnership found that 70% of calls about anti-social behaviour were made outside traditional office hours Working across boundaries, ‘Tell us Once’ will reduce customer stress by enabling a citizen to report a birth or death only once DWP mapped the journeys of carers to understand the critical points at which it was most vital to offer help and support. HMRC used journey mapping to help reduce the high customer error rates that had been a major component of cost in certain areas. The BIA used journey mapping to understand and simplify customer journeys that cut across other government areas, such as FCO. Tameside transformed the free school meals application process by mapping customer journeys in order to remove unnecessary points of contact and reduce delays Journey mapping in Hammersmith & Fulham has helped design new access systems. Capital costs were paid back in under 2 years, and annual savings of £4m pa are now expected HMRC mapped journeys and used cartoons to bring them to life

How to map a customer’s journey? The different types of journey map can be used alone or in combination to better understand customer experiences.

MORE ON JOURNEY MAPPING… There are also a number of publications that can tell you more: Customer Journey Mapping - Guide for Practitioners is a practical reference document for people who will be carrying out the process of journey mapping. An expanded ‘toolkit’, also on the CIF website, gives more tools to use in journey mapping. A set of four online training modules serves as a quick introduction to journey mapping, and can be found on the CIF website. Customer Journey Mapping - Guide for Managers is relevant to those involved in leading and supporting cross-government service transformation. QUESTIONS?

www.cabinetoffice.gov.uk/public_service_reform/delivery_council/workplan.aspx

What should customer satisfaction do for an organisation?
Customer satisfaction measurement
helps an organisation focus on its
customers, and should galvanise
service owners, customer-facing staff,
policy, strategy, and research staff,
as well as senior management,
around the aim of improving
the customer experience
Improve customer focus and move the organisation to be more outward looking
Understand what is driving satisfaction / dissatisfaction with services
Create strategic alignment within an organisation and provide a common framework and language for staff
Inform performance management to highlight good performance and areas for improvement
Drive efficiency and cost saving
“ Focusing on measurement is the wrong place to start. It’s not about data collection, it’s about changing what people think, so the challenge is how to create a shift in thinking in the organisation, not just to get customer information.” (Professor Bob Johnston, Warwick Business school)

Addressing rising customer expectations BUT, recognise that customer satisfaction measurement is an on-going process that helps an organisation continue to meet rising customer expectations The Kano model for understanding the drivers of customer satisfaction

HOW DO YOU MEASURE CUSTOMER SATISFACTION?

The cycle of insight and improvement

Where do I start?
How do I define my service?
Who are my customers?
What do I know already?
What else can I find out?
Do customers have a choice?
Is it a paid for service or is it ‘free’?
How and where do customers interact with my service?
Do customers define the service in the same way that I do?
Simple transactional or complex?

What do I already know?
Take time to understand the information already available:
Surveys
Mystery shopping
Consultation strategy
CRM strategy and customer indices
Complaints process
Statistics
Staff feedback
Corporate performance management system
Conducting an Insight Audit :
Who is responsible for customer insight or customer satisfaction measurement (if anyone)?
What customer satisfaction measurement is currently undertaken?
How is measurement used?
What qualitative research has been carried out into the customer experience?
What customer segmentations are in use?
How do customer-facing staff gauge satisfaction levels?
How is information from customer feedback (including complaints) used?
What management information is available?
What else can I find out?
Preliminary qualitative research
Customers
Key stakeholders
Customer facing staff

How do I measure satisfaction?

How do I measure satisfaction?
What should I ask?
Who should be interviewed?
How should the information be collected?
How do I know I have got it right?

Common Measurement: Pros and Cons
Disadvantages and risks
Lack of customisation: The risk that the requirements of common measurement take precedence over the need for tailored insight remains, especially where resources are limited
Difficulty in implementation
Inability to compare services
Putting the focus on scores rather than interventions
Benefits and opportunities
Cross-learning from other services
Resource efficiency
Getting started more easily

How can I get insight from the results?

Key Driver Analysis
Consider your audience: what messages do you need to give to whom and how?

9 Key Points for Successful Customer Satisfaction Measurement
Establish the objectives and how they relate to the strategic direction of the service
Understand the current situation
Involve stakeholders including senior management and customer-facing staff
Don’t reinvent the wheel: carry out an insight audit and build on what is known
Know who your customers are and which groups you need to understand in greater depth
Define the customer experience in their terms: consider customer journey mapping
Identify key drivers of customer satisfaction and work with stakeholders to prioritise action
Use customer satisfaction measurement to track progress and provide feedback to those responsible for making change happen
Act: the research findings are the beginning rather than the end of service improvement

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The Journey Mapping Guidance Cabinet Office[1]

by Gerald Power on Mar 19, 2010

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The Journey Mapping Guidance Cabinet Office[1] — Presentation Transcript