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.
Helps us understand the experience we provide from our users’
perspectives, both external and internal
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
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
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
What is the customer feeling at different points in the process?
What are internal staff feeling and experiencing throughout the
6Icons from This is Service Design Thinking
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
We have a tangible record of the experience to facilitate further
conversations about service improvements
We can better identify and prioritize experience improvements
There are lots of examples of great Customer Journey Maps
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
Think about the ease of delivering the service as well
and Service Design
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