Customer Journey MappingBrief Description:Customer Journey Mapping is a tool for visualising how customers interact with people and organisations in order to make a purchase or experience a service.
Description:Customer Journey Mapping comes from the corporate sector and market research. It can be used as a form of consultation to improve a service through finding out how people use the service and how they interact with the service provider. It provides a map of the interactions and emotions that take place, and can help an organisation provide its customers with the experience it wants them to have.
Used For:It can help organisations understand: Suitable participants:Any customers or service users.
Cost:Medium - depending on whether the mapping is done in-house or by an external consultant.
Time Requirements:
When To Use / What It Can Deliver:It can be used: When Not To Use / What It Cannot Deliver:• It cannot deliver an understanding of the wider community as only service users will be consulted.
Strengths:• It can encourage a more participatory approach to service design and improvement.
Weaknesses:• Only works for specific services Origin:From the corporate sector and has links with market research and mystery shopping.
Case Studies:
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