Customer Journey Mapping

Brief 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.
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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.
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Used For:

It can help organisations understand:

• How prospective and current customers use a service and when they interact with staff and the system.
• How customers perceive the organisation at each interaction and how they would really like the customer experience to be.
• How departments and functions need to work together.
• The potential barriers and obstacles that customers encounter.
• How to use this knowledge to design an optimal experience that meets the expectations of major customer groups and achieves competitive advantage.

Suitable participants:

Any customers or service users.
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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:

• to improve efficiency within an organisation or service
• to gain an understanding from the perspective of the customer / service user
• to identify the interdependencies of processes that interact with the customer
• to identify the different perspectives and priorities of different user groups
• to encourage a flexible approach to working to ensure that the process remains alligned with service user needs

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
• It may not be seen externally as consultation or engagement

Origin:

From the corporate sector and has links with market research and mystery shopping.
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Case Studies:

• Brent Homeless Users Group (CaseStudies)

Related Methods

• Mystery shopper

Restrictions In Use

Further Information

http://www.mulberryhouseconsulting.com

http://www.ecustomerserviceworld.com

Popular Methods

21st Century Town Meeting

Citizens Jury

Deliberative Polling

Open Space

Participatory Appraisal

Participatory Budgeting

Webcasting