Customer Journey Mapping overview
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The document outlines customer journey mapping, emphasizing its role as a visual representation of customer interactions with organizations, highlighting experiences and 'moments of truth.' It discusses the importance of understanding customer feelings to improve service quality and focuses on key stages within the recruitment journey for prospective university students. The text also offers guidance on effective mapping practices and the necessity of multiple maps for complex customer experiences.
Customer Journey Mapping overview
- 1. Customer Journey Mapping Bruce Levitan Manchester Metropolitan University
- 2. What is Customer Journey Mapping? • A visual representation of the “touch points” a customer has with a particular service or organisation. • It shows the highs and lows of customer experience, relating these to the stages of the journey and providing detail on what caused the high or low experience (levers). • Key points are highlighted as “moments of truth”.
- 3. Potential full time Looking for a potential Type of University: recruitment Objectives Part 1 of student journey Scope Customer undergraduate course at university Journey process student Overview of Moments of truth what’s being mapped Key journey Initial Initial Get course Get Get more Speak to a steps problem research information prospectus information tutor Key points in the journey Main stages 14 of the journey 4 3 13 2 5 The journey: aUps and downs of 1 7 numbered 10 the points refer to customer experience 6 “Levers”. 12 Above the 8 dashed line = 9 good experience, b 11 elow = poor 2. Go to 5. 10. Used 7. Ordered MMU Information email 13. Spoke to Levers – prospectus website – on each address in a computing online 1. Wants looks course not v. 8. Took 10 prospectus tutor who describe the Levers for to do a interesting detailed & to ask for answered all days to customer’s solution hunting degree in 3. Course “being more info my questions arrive computing search box updated” 11. No reply! 14. Found a easy to use 6. Nowhere 9. Info not 12. Rang-up course I experiences in detailed 4. List of to go for for more liked detail enough courses OK further info info
- 4. Why do Customer Journey Mapping? • Often it’s the only time an organisation sees how its customers feel right across the service. • It helps us focus on customer experience rather than functional (silo) provision. • It helps pin-point areas for improvement and also areas of good practice. • You can use it alongside process mapping.
- 5. Journey maps can be compared with Process maps to see which processes are resulting in good and poor customer experience Potential full time Looking for a potential Type of University: recruitment Objectives Part 1 of student journey Scope Customer undergraduate course at MMU Journey process student Moments of truth Get Initial Get course Key journey Initial Initial Get course Get Get more Speak to a The next prospectus problem information steps problem research information prospectus information tutor stage here now 4 5 13 14 15 Students have a 2 aUps and 1 6 7 16 good experience downs of the customer experience here – is this 17 18 19 8 12 22 something we 9 11 20 21 can do in other 2. Go to MMU 5. Information 7. Ordered 10. Used email 13. Spoke to tasks? prospectus 15. website – on each address in a computing online Something 17. Then this 21. Getting 1. Wants looks course not v. prospectus tutor who 19. This one 8. Took 10 else thing fed up Levers for to do a interesting detailed & to ask for answered all was not good days to happened happened 22. But in solution hunting degree in 3. Course “being more info my questions 20. But this arrive 16. And also 18. Followed the end a computing search box updated” 11. No reply! 14. Found a was worse 9. Info not another by this one little better easy to use 6. Nowhere 12. Rang-up course I detailed thing 4. List of to go for for more liked enough courses OK further info info Is this a value adding task or is it non-value adding (something we do that doesn’t actually serve customer need)?
- 6. How many maps do we need? • Unless your service is very simple, you need multiple maps to account for: – Long, complex end-to-end journeys = horizontal – Different types of customer (with different variations on the service provided) = vertical
- 7. Several maps are needed… 1. In order to fully Objectives Part 1 of student journey Scope Looking for a potential course at MMU Customer Potential full time undergraduate student Type of Journey University: recruitment process Objectives Part 1 of student journey Scope Looking for a potential course at MMU Customer Potential full time undergraduate student Type of Journey University: recruitment process Objectives Part 1 of student journey Scope Looking for a potential course at MMU Customer Potential full time undergraduate student Type of Journey University: recruitment process map a long, complex Moments of truth Key journey Initial problem Initial research Get course information Get prospectus Get more information Speak to a tutor Moments of truth Key journey Initial problem Initial research Get course information Get prospectus Get more information Speak to a tutor Get prospectus Initial problem Get course information Moments of truth Key journey Initial problem Initial research Get course information Get prospectus Get more information Speak to a tutor Get prospectus Initial problem Get course information Used email address in steps steps steps here now here now prospectus journey (e.g. 3 4 13 14 4 5 13 14 13 13 13 13 5 13 14 13 13 + 2 2 2 Undergraduate life- + 6 6 5 aUps and aUps and aUps and 4 1 7 1 7 1 7 downs of downs of downs of 10 the the the customer customer customer experience 6 experience experience 9 13 cycle from 12 12 12 13 8 8 8 9 9 13 11 11 11 recruitment to 2. Go to 5. 10. Used 2. Go to 5. 10. Used 2. Go to 5. 10. Used 7. Ordered 7. Ordered 7. Ordered MMU Information email 13. Spoke to MMU Information email 13. Spoke to MMU Information email 13. Spoke to prospectus prospectus 7. Ordered prospectus 7. Ordered website – on each address in a computing website – on each address in a computing website – on each address in a computing online online prospectus online prospectus 10. Used 1. Wants looks course not v. prospectus tutor who 1. Wants looks course not v. prospectus tutor who 8. Took 10 1. Wants looks course not v. prospectus tutor who 8. Took 10 8. Took 10 8. Took 10 online 7. Ordered 8. Took 10 online 7. Ordered email Levers for to do a interesting detailed & to ask for answered all Levers for to do a interesting detailed & to ask for answered all days to Levers for to do a interesting detailed & to ask for answered all days to days to days to 8. Took 10 prospectus days to 8. Took 10 prospectus address in solution hunting degree in 3. Course “being more info my questions solution hunting degree in 3. Course “being more info my questions arrive solution hunting degree in 3. Course “being more info my questions arrive arrive arrive days to online arrive days to online prospectus computing search box updated” 11. No reply! 14. Found a computing search box updated” 11. No reply! 14. Found a computing search box updated” 11. No reply! 14. Found a 9. Info not 9. Info not arrive 9. Info not arrive to ask for easy to use 6. Nowhere 12. Rang-up course I easy to use 6. Nowhere 12. Rang-up course I easy to use 6. Nowhere 12. Rang-up course I detailed detailed detailed award) 4. List of to go for for more liked 4. List of to go for for more liked 4. List of to go for for more liked enough enough enough courses OK further info info courses OK further info info courses OK further info info Potential full time Looking for a potential Type of University: recruitment Objectives Part 1 of student journey Scope Customer undergraduate course at MMU Journey process student Moments of truth Key journey Initial Initial Get course Get Get more Speak to a steps problem research information prospectus information tutor 14 4 3 13 2 5 aUps and 1 7 downs of 10 the customer experience 6 12 8 9 11 2. Go to 5. 10. Used 7. Ordered MMU Information email 13. Spoke to prospectus website – on each address in a computing online 1. Wants looks course not v. prospectus tutor who 8. Took 10 Levers for to do a interesting detailed & to ask for answered all days to solution hunting degree in 3. Course “being more info my questions arrive computing search box updated” 11. No reply! 14. Found a 9. Info not easy to use 6. Nowhere 12. Rang-up course I detailed 4. List of to go for for more liked enough courses OK further info info 2. In order to Objectives Part 1 of student journey Scope Looking for a potential course at MMU Customer Potential full time undergraduate student Type of Journey University: recruitment process compare variations Moments of truth Key journey Initial Initial Get course Get Get more Speak to a steps problem research information prospectus information tutor on the same journey 2 5 6 13 14 (e.g. across aUps and 4 1 7 downs of the customer experience 9 12 Faculties) 8 11 2. Go to 5. 10. Used 7. Ordered MMU Information email 13. Spoke to prospectus website – on each address in a computing online 1. Wants looks course not v. prospectus tutor who 8. Took 10 Levers for to do a interesting detailed & to ask for answered all days to solution hunting degree in 3. Course “being more info my questions arrive computing search box updated” 11. No reply! 14. Found a 9. Info not easy to use 6. Nowhere 12. Rang-up course I detailed 4. List of to go for for more liked enough courses OK further info info Potential full time Looking for a potential Type of University: recruitment Objectives Part 1 of student journey Scope Customer undergraduate course at MMU Journey process student Moments of truth Get Initial Get course Key journey Initial Initial Get course Get Get more Speak to a prospectus problem information steps problem research information prospectus information tutor here now 5 14 4 13 2 6 aUps and 1 7 downs of the customer experience 12 8 9 11 2. Go to 5. 10. Used 7. Ordered MMU Information email 13. Spoke to prospectus website – on each address in a computing online 1. Wants looks course not v. prospectus tutor who 8. Took 10 Levers for to do a interesting detailed & to ask for answered all days to solution hunting degree in 3. Course “being more info my questions arrive computing search box updated” 11. No reply! 14. Found a 9. Info not easy to use 6. Nowhere 12. Rang-up course I detailed 4. List of to go for for more liked enough courses OK further info info
- 8. Mapping dos and don’ts • Do: – Engage with customers to define the journey stages; – Include stages that are not directly part of the organisation if they are valid stages of the journey; – Share the results with staff in all relevant services. • Don’t: – Guess the customer experience; – Use the results to “blame” services where there is poor experience. • The next slide is a template you can use.
- 9. Type of Objectives Scope Customer Journey Moments of truth Key journey steps aUps and downs of the customer experience Levers for solution . hunting