Asimplecustomerjourneyframework 101024051835-phpapp01


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Asimplecustomerjourneyframework 101024051835-phpapp01

  1. 1. A SimpleCustomer Journey Framework By Claudio Costa Your Coachings Blog
  2. 2. Definition 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. Used well, it can reveal opportunities for improvement and innovation in that experience, acting as a strategic tool to ensure every interaction with the customer is as positive as it can be. Cabinet Office, HMRC This paper is based on the Cabinet Office Practitioner’s Guide2
  3. 3. High Level Benefits BETTER EFFICIENCY CUSTOMER EXPERIENCE IMPROVEMENTS – See and approach experience from the – Bring about change across divisions in a way customer’s point of view that cuts across silos – Identify where customers are being confused – Target limited resource for maximum impact by different touchpoints, some of which we – Plan the most efficient and effective may not even be aware of experience by reducing duplication and – Meet or exceed customers expectations shortening the length of processes – Deliver a seamless, streamlined experience – Prioritise between competing calls on to the customer resources by showing when and where needs – Understand how much you can expect people are greatest and service most valued to do, and recognise where you might be – Identify “deal breaking” points and define imposing undue stress ways to eliminate them – Get it right when it really matters – Set performance indicators and standards so – Look at the current situation and the ‘ideal’ that you can measure and track progress side-by-side, giving a chance to genuinely over time redraw the customer journey – Deliver information, messages and services at the most appropriate time3
  4. 4. Mapping Process 1. Customer Journey Mapping Qualitative Focused on emotional insights to tell a story with passion and narrative Powerful way of engaging staff and customers 2. Mapping the System Maps steps in a process Identifies where to act to make the experience as easy, pleasant and efficient as possible Align customer journey with company process architecture 3. Measuring the Experience Measures how well the experience is delivered Links to customer satisfaction, metrics & tracking Allows to quantify the effect of changes and contribute to business cases4
  5. 5. Mapping Process Insightful and qualitative Analytical, logical, detailed the System the System Experience Emotional – thinking and feeling Rational – doing Mapping Mapping Understanding what people do and why Understands what happens and when Focus on (different types of) people Focus on process, steps and channels Points in time with moments of truth Objective step-by-step approach Looks outward Looks inward Sees the wood for the trees Counts the trees Customer Experience Mapping Develop Engage Carry out Identify Customer Identify Plan initial hearts and gap ways to Design Journey ways to actions, customer minds of analysis – improve and mapping improve based on insight staff where experienc Put implement efficiency/ a clear does the e (cross together an entirely Align cut costs knowledg the new Clearly current silos) e of Mapping current without business system define the process without the process damaging numbers case, sell using current differ from damaging process with customers of people the project quantified process the ideal? efficiency affected, Blueprint internally. under- and Implement standing quantified Measure the plan from Measuring costs of progress mapping the acting or on an Experience not acting ongoing basis5
  6. 6. Customer Journey Mapping 1. Map the journey By journey or customer segment/type 2. Identify Touchpoints Point in the journey where we have some sort of interaction with the customer It’s an opportunity to explain things and improve the experience 3. Identify Moments of Truth Key points in the journey where customers may pause and evaluate the experience, or make a crucial decision (e.g. whether to stay or go). If we get it wrong we can lose the customer It’s also the point at which we can make the strongest positive impression 4. Define the Ideal Journey and Identify Gaps Powerful way of helping to drive out possible actions. By comparing the current with an ‘ideal’ experience it’s possible to identify where gaps exist between the two, and these can become the focus for our actions 5. Identify Clear and Sharp Priority Actions Coming up with clear, specific actions list is absolutely central to the customer journey mapping process.6
  7. 7. Customer Journey Mapping HEART MONITOR Objectives, Customer scope & journey segment type Moments of truth Key Journey Key journey Steps steps Ups and downs of the customer experience Levers for solution hunting7
  8. 8. Mapping the System Create a graphic representation of all the steps, actions, interactions and decision points of a process in order to understand it and thus identify opportunities for improvement. Will help to: – Share what the current process looks like – Show relationships between steps and other departments/teams/partners involved – Identify deviations from the norm – where do things go wrong? – Identify duplication and other inefficiencies – Identify how and where things can be improved (and where further investigation is needed) – Compare the view of staff with the view of customers – we can do two maps and look at the differences between them – Training – showing how things should be done – Serving as process documentation and setting standards8
  9. 9. Mapping the System Process / System Map End-to-end Objectives/ Customer system scope segment definition Core Goal 1: Goal 2: Goal 3: system goals KEY STEPS IN SYSTEM/CUSTOMER JOURNEY Decision Customer Step 1 Step 2 Step 3 Step 4a Step 5 point Step 7 Step 8 Decision Decision Dept 1 point Step 3b point Step 4b Step 6 Agency Step 3c NOTES ON PROCESS AND CRITICAL INCIDENTS Critical Critical9 incident incident
  10. 10. Measuring the Experience Get a quantitative measurement of the customer experience. It allows to measure customer satisfaction and understand numbers and costs associated with a process, system or experience. Measuring the experience is important because: – Enables to understand the key things that are most important in shaping the customer experience and driving customer satisfaction. This means focusing time and resource on the things that matter most to our customers – Helps to understand the role that external factors play in influencing the customer experience so we know what we can and can’t control – Gets everyone involved in the customer experience aligned, focused and motivated to deliver the service that will truly satisfy the customer10
  11. 11. Prioritizing Actions PRIORITISING ACTIONS Kill off Requires leadership to drive through High Test fit with other initiatives Cost Possible Criteria Financial cost (one-off and ongoing) Low Time cost Cost People cost Other resource Level of risk Quick wins Low priority No barriers Better customer experience Improved outcomes Low High Benefit Reduced waste Enhanced staff morale11 Benefit Reduction in avoidable contact
  12. 12. References Cabinet Office, resources.aspx#customer-journey-guide12