1 Customer Journey optimization

01 Preperation- 1

DESCRIPTION

The sequence of interactions between customer and organization when orientating, buying, using or purchasing a product or service.

Journey maps are diagrams that display the steps involved in communicating with a corporation or government entity. Customer journey maps can be thought of as "blueprints" for the entire network of content, exchange, logistics, and expertise needed to bring a product to a customer or deliver a service; not only from the time the user receives the product, but also during the product's life cycle. As a consequence, this visualisation reflects the real and daily reality of those involved, allowing for a clearer understanding of the resources rendered, service gaps, and opportunities to be identified. These blueprints aid in visualizing and aligning consumer behavior, as well as exposing touch-points in a way that can be shared with stakeholders, aiding in the diagnosis of the customer's experience and hoping for the best.

Helps to answer:

          •  WHAT TOUCHPOINTS OF SERVICE ARE OFFERED
          •  WHAT GAPS IN SERVICE ARE THERE
          •  HOW IS A SERVICE IS DELIVERED OVER TIME
          •  HOW VARIOUS INTERACTIONS CAN BE VISUALIZED
          •  HOW THOUGHTS CAN BE VISUALIZED
          •  WHAT ORGANISATIONAL PROGRESS THERE IS, WHEN DONE REPEATEDLY

 

When to use:

          • AS A MAP OF TOUCHPOINT THAT CAN BE OPTIMIZED
          • TO DESIGN BETTER SERVICES
          • TO CREATE SUPPORT BASE FROM  STAKEHOLDERS

Tips:

          •  CONSIDER REPEATING THE WORKSHOP WITH DIFFERENT PARTICIPANTS, OR A DIFFERENT SITUATIONAL CONTEXT,
             OR BASING YOUR JOURNEY MAP ON DIFFERENT PERSONAS TO IDENTIFY PATTERNS AND UNDERSTAND PARTICULAR
             DISTINCTIONS BETWEEN THESE.

          •  RUN THIS WORKSHOP WITH KEY STAKEHOLDERS AT THE START OF THE PROJECT TO ENSURE THEIR
             SUPPORT

          •   IF THE MAP ISN'T ALREADY IN DIGITAL FORMAT, MAKE A DIGITAL COPY OF IT.

          •   INDENTIFY THE MOST IMPORTANT FINDINGS

          •   MAKE A STRATEGY TO RESPOND TO THE MAIN FINDINGS

 

 

Resources:       

 

INSTRUCTIONS

Customer Experience Maps are extremely adaptable. Depending on what you want to accomplish, they can be very thorough or very plain. Make sure the form of conversation is appropriate for the community of people you're dealing with, and that everyone understands the terminology. The format and medium can be whatever you want, as long as you understand the relationship between the two.

Working in a directional manner will help you imagine the interactions between different clients, touchpoints, priorities, and timeframes.

PREPERATION

A consumer journey map is essentially a visual representation of a customer's experience over time or against particular touchpoints. However, you are most likely looking for insight into their background, so it is best to schedule a session that ensures you get what you want.

1. First, consider who you want to invite and then invite them (mapping a journey works best with a wide group of people of diverse backgrounds, careers, etc.).
2. Make a reservation for a location where the mapping will take place.
3. Define what you want to map and how you want to map it (which services, goods, customers, etc.). (Try to be as descriptive as possible.)
4. Although it is not necessary, creating a profile or persona can be useful in ensuring that mapping participants are thinking about this specific user during the mapping session and in helping you better understand your mapping goals.
5. Build a system for mapping. You can map when a customer's path occurs, how long it takes, how much it occurs, and what they're engaging with, whether there's any environmental impact, and if any importance or meaning is created This is a clear example of such a technique.
6. Obtain required materials (whiteboards, post-it notes, pens and paper, etc.). Interaction and engagement should be facilitated by the products you use.
7. Take care of the snacks and beverages.
8. Bring paper and a pen to take notes when exploring, as well as a camera to photograph the mapping (in progress).

EXECUTION

One of the first steps in a mapping project is to start a team discussion. The organizer should introduce and clarify the session's context and aim, as well as the strategy for what to do with the results to the participants. Explaining the intent will help participants develop a stake in the outcome.

1. Divide the participants into two or more groups if necessary.
2. Start by making a list of all the stakeholders involved in your community. This can often produce unexpected outcomes!
3. Give yourself time to brainstorm about potential outcomes (in terms of goods, services, etc.) before you chart their journey: what is the desired outcome and what is the consumer trying to achieve?
4. Make a list of all the steps the client, provider, product, etc. must take to achieve that result. Create a horizontal line with them by arranging them in this manner. List all channels and touch-points that the user, provider, product, etc. meets beneath each action (not just yours).
5. Determine when the consumer comes into contact with your touchpoints and platforms.
6. Write down who provides the service beneath each touch point. Who is specifically responsible for it (for example, front-desk staff)? Assign a grade to each vertical line (actions, platforms, touch-point services, and who provides the service). Grading the job is more critical than grading the features. Use a scale of 0 to 10 for your rating.
7. If desired, convert moments of opportunity (low-grade vertical lines) into design challenges and map them onto the journey. Determine which ones you'll take on in the next step.
8. Take notes and photos of the mapping at all times (in progress).
9. Before wrapping up the session, make the participants go through their maps again, noting some new ideas in their notes.

ANALYSIS

The material gathered together, as with any exercise, tells a better tale than the map alone.

1. Using the review of all of the data to create a full narrative that you can share with the rest of your team. Using the physical map as a starting point for further analysis.
2. Describe the mapping development using the notes and photographs. This will also assist you in filling in any map gaps.
3. Use brainstorming or other approaches to delve deeper into the opportunities found during the mapping process.
4. The design problems identified during the mapping process are a good place to start for the next design phase, where you will be able to use sketch methods like (paper) prototyping or wireframes.
5. If desired, you can start over and create a new journey map that charts a different user's experience, additional resources, and so on.
6. When presenting the mapping results to your boss, contractor, etc., you can use the physical map as a presentation tool if desired.