Customer journey mapping

Viv McBrideLibrary and Learning ServicesApril 2010

What is Customer Journey Mapping?

• A process designed to allow you to think as your customer. Allows you to track all your customer experiences and their responses.

Benefits

• You get a visual representation of your customer’s journey

• Identifies the gaps in the customer’s experience

• Provides a clear view of the organisation from the customer’s viewpoint

• Identifies problems• Enables you to consider/ prioritise solutions

Journey steps

• Decide on your journey• Identify who your customer is e.g

International student, mature student• Note each part of the journey. What are the

major journey steps, reconstruct the journey• Identify key “hot spots” or “moments of

truth”

Touchpoint

• A point in the journey where you have some sort of interaction with the customer.

• Can be virtual, face to face

Moments of truth

• A key point in the journey where the customer may pause and evaluate their experience. Have they had a good experience, have staff helped

Journey’s end

At the end of your journey mapping you will be able to identify and implement solutions to improve your customers experience. May involve:

• Staff training• Communications planning• Improving processes• Looking at service design

CJM exercise

• Map the main steps in a customer’s experience in your own area. Eg student induction, new student arriving

• Take the customer viewpoint• Record how they think, feel and act at each

step• Identify moments of truth where the customer

will pause & evaluate the experience

CJM outcome

• How can you improve your customer’s journey?