Experiences are increasingly multi-channel and customers expect
us to be wherever they land, to know where they’ve been, w...
Journey Mapping
Enables the discovery of challenges and inconsistencies that our
constituents may encounter that may not b...
4
Identify and sequence touch points
What are all the points our constituents engage with us
throughout their experience?
...
People, technology and process
Who are the stakeholders, internal and external, in this service
delivery? What systems and...
Experiential Expansion
What is the customer feeling at different points in the process?
What are internal staff feeling an...
Once completed
We have a better, broader understanding of the experience
being delivered today, each touch points’ role in...
There are lots of examples of great Customer Journey Maps
8www.servicedesigntools.org/tools/8
9
10
Our Maps are going to look more like this:
Get Mapping
Start with your persona – this is their journey
Educated speculation is our jam!
You’ll want post-its, sharpie...
Laura Andersen
Customer Experience
and Service Design
la@lauraandersen.com
@LA0811
+1 612 839 6770
13
Journey Mapping: Tampa Service Jam
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Journey Mapping: Tampa Service Jam

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Introducing Customer Journey Mapping to Tampa Service Jammers.

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Journey Mapping: Tampa Service Jam

  1. 1. Experiences are increasingly multi-channel and customers expect us to be wherever they land, to know where they’ve been, what they’ve done and what they need to do next. Journey mapping Helps us understand the experience we provide from our users’ perspectives, both external and internal 2
  2. 2. Journey Mapping Enables the discovery of challenges and inconsistencies that our constituents may encounter that may not be obvious or visible Helps to make something intangible more tangible, and therefore easier to evaluate and address Allows us to evaluate specific touch points (website, email, mail, etc.) in the context of the whole experience 3
  3. 3. 4 Identify and sequence touch points What are all the points our constituents engage with us throughout their experience? Icons from This is Service Design Thinking
  4. 4. People, technology and process Who are the stakeholders, internal and external, in this service delivery? What systems and technology are they using? What processes are they following and who established them? 5Icons from This is Service Design Thinking
  5. 5. Experiential Expansion What is the customer feeling at different points in the process? What are internal staff feeling and experiencing throughout the process? 6Icons from This is Service Design Thinking
  6. 6. Once completed We have a better, broader understanding of the experience being delivered today, each touch points’ role in that delivery, and how changes to processes and touch points impact each other. We have a tangible record of the experience to facilitate further conversations about service improvements We can better identify and prioritize experience improvements 7
  7. 7. There are lots of examples of great Customer Journey Maps 8www.servicedesigntools.org/tools/8
  8. 8. 9
  9. 9. 10
  10. 10. Our Maps are going to look more like this:
  11. 11. Get Mapping Start with your persona – this is their journey Educated speculation is our jam! You’ll want post-its, sharpies and butcher paper Think about your persona’s experience from pre-consideration through re-consideration Think about the ease of delivering the service as well 12
  12. 12. Laura Andersen Customer Experience and Service Design la@lauraandersen.com @LA0811 +1 612 839 6770 13
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