Calum Mackenzie writes about a practical approach to customer journey mapping. Have you ever had an experience with a company which felt a little bit muddled and haphazard? Did you reach the end and feel unsure exactly how the previous events had unfolded? Looking back, could the company explain how and why events had happened in a particular order to help you with a product or service? I had a recent call centre experience with a bank that lasted about 30 minutes; by the end I felt like I’d been on a round the world trip but wasn’t convinced my journey had been worthwhile.
Customer Journey Mapping (CJM) is about understanding the route customers take when interacting with an organisation’s product or service. Although it does take quantitative measures, it differs from CRM in the way that it focuses on the emotional aspects of the experience. A report from the Cabinet Office recently outlined the benefits of CJM and how it can help authorities to provide a more cost-effective service. I have outlined below 10 practical steps to customer journey mapping:
- Stakeholder Map – an organisation should consider all stakeholders and ask what they deliver to them. What does the customer do in return?
- Persona – an accurate profile of the customer. What is the situation and where does the customer want to get to?
- Outcomes – what does great look like for the customer? What is the goal?
- Customer Journey – all actions that the customer takes to reach the outcome. Behaviours are important here. Note, the journey could begin when the customer first discusses/researches the product, not when they first buy it.
- Touchpoints – every interaction/channel along that journey that the customer experiences – the overall landscape.
- Moments of Truth – the crucial touchpoints, these can be prioritised based on how likely they are to positively/negatively impact the customer.
- Service Delivery – who is responsible in the organisation for each touchpoint?
- Emotional Journey – how the customer is likely to feel at a particular moment, a scale can be used for grading here.
- Blueprint – further detail behind the work outlined above. The support functions/activities that make each touchpoint happen. An overall picture of the journey and how the organisation ‘works’ internally to support/deliver this.
- Improve and Innovate – creative techniques to improve service opportunities in the journey, or possibly redesigning them.