Customer Journey Mapping is a valuable tool which can be used by organisations to fully understand the customer end to end experience from the initial point of contact through to resolution. Customer journey maps are excellent at showing the gaps between customer expectations and perceptions of the actual experience at key steps along the journey.
Customer Journey Mapping works by asking a customer to reflect on what it’s like to do business with your organisation. Unlike Process Re-engineering, it is essential that a real customer is involved where there is a direct interaction between the organisation and a customer. These are known as ‘moments of truth’. Moments of truth are the points in a journey that define the overall experience, both positive and negative, i.e.
The process follows the steps listed below.
Customer Journey Mapping offers organisations the opportunity to gain excellent insight from their customers. Customers will use their own words to describe their experience and not be constrained by having to select a ‘best fit’ questionnaire response. In addition, it can identify issues which really matter to customers - organisations may not even be aware of them. The best customer journey mapping exercises take place with customers who can offer an honest reflection of their experience, especially where service has been less than satisfactory and improvements can be made.