Example of the output of the Customer Journey Mapping (CJM) process - showing customer experience graph and recording emotional impact of 'moments of truth'

1. Title
Customer This customer group receive payments of council Tax Benefit and Housing Benefit. This group are not pensioners. They have
Information: no obvious means of support from government agencies or organisations and a regarded as a hard to reach group. New Claims for
Housing/Council Tax
Date
Finding out if they were Handing in
Key Journey Making an application Letter and benefits
potentially eligible for Application queries/help documents at the Query with benefits paid
Steps for benefits. received.
benefits. office
I felt lost' I would have liked to I have a small child and
'I had applied before in make my application on- couldn't visit the office,
I have not followed this
England so I knew about line but it only took me so the help line was difficult I prefer to hand When the letter arrived, I
far' up yet'
Actions / the benefits and looked to get through to' documents in, I have thought I was not entitled to
'the application is 'The member of staff
on the Council website' lost documents in the benefits, I didn't know what I
thoughts and probably easier for dealing with my case
'Staff were slightly 'the staff in the office I past' was going to do'
feelings at each Scottish people' 'I felt the process was very was not available' My
reluctant to provide visited were excellent' 'staff at the office
step 'from smooth and well done' landlord has told me to
information' were helpful and
write to the council I am
polite'
unable to write'.
(very happy)
9 10
9
8
7
7
Customer 6
experience chart 5
5
3 4
3
1 2
(very
unhappy) 1
Moments of
Truth
Could this step
have been
avoided?
x x ü x X ü
It would be helpful to Application process Letters could clearly state
know what the entitlement made easier. how often payment will be
benefits are. made.
Customer F56Letters for back dated
improvements - payments could be clearer
improvements so there is no confusion
made regarding eligibility of
benefits.

2. Total Participants 1 1 1 1 1 1
Total Score 3 2 5 7 5 2