Presentation at the 2015 Claims Experience Conference. Common challenges and opportunities when developing, using and embedding journey maps within large organisations

1. Customer Journey Maps to
Improve the Claims Experience
Friday 29 May 2015

2. With an Asia Pacific regional
presence and focus, we provide
human-centred business
design and innovation services
for clients across a variety of
sectors.
About Make
www.makestudios.com.au
Owen
Hodda
Human-Centred Design Lead
0401 855 380

3. We take a human-centred
approach to deliver
viable business outcomes

4. Customer
Journey
Maps to
Improve the
Claims
Experience
• Describing the end to end customer experience in order to
determine the key touch-points
• Identifying the most critical touch points on the journey to
pinpoint the key moments of truth
• Identifying the places where investment in higher levels of
service are more likely to attract or retain customers
• Overcoming common organisational obstacles
• Understanding how the customer journey extends beyond
your processes
• Uncovering your true customer goals, and mapping them
to your touchpoints
• Research methods to build an empathetic understanding
of customer experience

5. Why
Journey
Maps?

6. PHONE
MAIL
HOUSE
WEBSITE
KIOSK
CALL
CENTRE
PROCES
SING

7. FEELING
DOING
THINKING
IDENTIFY NEED PLAN INTEGRATEDECIDE ACT WAIT

8. http://www.adaptivepath.com/
http://www.shmula.com/
http://www.delvinia.com/

9. Developing Customer Journey Maps

10. Developing Customer Journey Maps
Some Principles

11. bigger than you
through your customers eyes
solve for the system

12. Journey maps must be built through your customers eyes (and hands and
heart and mind)
Your customers’ journey is bigger than your process
Use journey maps to solve for the system, not fix pain points - set the
future you want to see

13. Bigger Than
You

14. •The customer’s journey begins before
the map and extends beyond it
•Often the greatest value can be found when exploring
influencing factors outside of the actual process
•Important to remember the goal people are aiming to
achieve – nobody wants to complete a claim
process,instead they want to have their issue taken care of

15. •Uncovering true customer goals
•A goal is a state of existence, not the completion of a task
•Important to remember, as often a customer goal is not
increased efficiency, but to actually be led towards a state
of being

16. Solve For
The System

17. •Organisational obstacles
•Sell the value, not the artefact
•Journey maps have a value differentiator, ensure you
capitalise on it
•Distribute your maps as widely as possible

18. •Identifying where to invest
•Important to understand that the process is about
improving the customer experience
•Don’t fall into the trap of fixing “pain points” – that leads
to a process improvement and “whack a mole” mindset

19. Through
Your
Customers
Eyes

20. •Identifying touch points
•You have to look through your customers’ eyes – there’s no
point identifying touch points from within
•What about touch points you don’t own? – how to
identify? How to design for?
•Invisible touch points – things that influence your
customers but are no necessarily part of your process

21. •Identifying key moments of truth
•Most moments of truth are actually just hygiene factors
•A real moment of truth is when you deal with something
off script – something unexpected
•Customers will likely not be able to articulate a moment of
truth (because they won’t know it until they see it) – so you
need to be able to build the ability to respond to a moment
of truth in your system

22. •How to build an empathetic
understanding of your customers
•Spend time with them!!
•Research – Don’t just speak with your customers - it’s
important to also watch them and experience their own
experiences. Hear, see & do
•Building empathy is different to building understanding
•Remember, this is a journey of their experience – a journey
map should be a simplified distillation of what you heard
from customers - no internal assumptions
Hear:
What do customers
experience,
remember, question?
See:
What do
customers do,
touch and
keep?
Do:
Gain your own
perspective and
understanding

23. Journey maps must be built through your customers eyes (and hands and
heart and mind)
Your customers’ journey is bigger than your process
Use journey maps to solve for the system, not fix pain points - set the
future you want to see

24. bigger than you
through your customers eyes
solve for the system

25. Human-Centred Business Design
www.makestudios.com.au