Customer Journey Mapping

Traditionally companies establish performance metrics and then try to fit customer satisfaction around those metrics. Why not take an outside-in approach: understand your customers first and then design everything around them.

Before reading any further, try answering this set of diagnostic questions to help you better understand your current customer service situation:

•    Do you have gaps in your understanding of the experience that your customers are undergoing?

•    Would it help you to have high impact feedback to challenge conventional thinking?

•    Do you have processes which generate significant rework or customer complaints?

 

If you answered yes to any of these please continue reading. Rest assured you are not the first to need a helping hand.

 

Customer journey mapping is a tool which enables you to understand the needs of customers from their point of view. It can effectively track and describe all the experiences your customers have as they encounter a service or set of services, taking into account not only what happens to them, but also their responses to their experiences.

CSBA Customer Journey Mapping Projects are fully customised customer experience projects based on the individual needs of a client or industry.

 

 

Benefits

It will help you understand:

 •   The different stages a typical customer takes to use a service or purchase a product;

 •   The actual experience and feelings of your customers;

 •   The critical stages in the process which can make or break your relationship with customers;

 •   The experience customers would ideally prefer; and

 •   The gaps in the service provided by you and desired by the customer.

 

 

 

 

We don’t just provide consulting advice or a “band-aid” solution to your problems. We provide a ROADMAP to improve the understanding of your customer and recommend new practices that will improve internal processes as well as customer service and satisfaction.

Case Study:

We recently finished a journey mapping project with a Melbourne based city council which was struggling to improve its customer service despite having well established metrics and trained staff. CSBA conducted the customer journey mapping exercise for six of the council’s processes. By the end of the project, the council realised that there was a big gap between what it felt was important and what customers thought was important. The Journey Mapping Program provided a framework for the council to make their service requirements more customer focused. In addition it removed a lot of the inherent process inefficiencies.

 

For more information on this project, please read the case study HERE

 

 

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