Customer Journey Mapping

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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