customer journey mapping

Customer Journeys Explained

e: [email protected] t: 01926 940520 w: cross8.co.uke: [email protected] t: 01926 940520 w: cross8.co.uk

Contents

What Are Customer Journeys Defining Your Customer Journeys Mapping Your Customer Journeys Understanding Your Journey Gaps


What are customer journeys?

Leading companies who have begun the Journey

Customer Journeys describe and track the end to end experiences 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 these experiences.

It is about knowing what happens to customers when they do business with you, knowing how they react, and how it makes them feel — every step of the way.


What are customer journeys?

Leading companies who have begun the Journey

It identifies data and hand off points to better understand the role that each department plays in the overall customer focused strategy.

It reveals opportunities to create customer satisfaction and improve the end-to-end experience.

Understanding which touch points are most important and are critical to your businesses success (Moments of Truth).

Provides insights into where your company should be investing to improve the customer experience.

It also helps determine which touch points require less focus..

There are clear benefits of customer journey mapping … both for the business and its customers.

To really have a meaningful impact on customer experience, customer journey maps have to be firmly integrated into decision-making processes.


Example Customer Journey Map

I buy online

Go online to buy a kettle

I expect to be able to go to your website

and search for a kettle

Provide online capability to purchase goods

Search for the best

kettle

Select and arrange delivery

Pay for goods

Receive goods

I expect to be able to select the Kettle of my choice or be offered an alternative that meets

my needs

I expect to be able to get my kettle delivered

on the date I need and to a location which is convenient to me

I can choose my payment method

My goods arrive on time

Confirm stock and offer delivery dates and locations Deliver Goods

2.1 Procurement 3.1Marketing 4.1 Stock control 5.1 Route Scheduling

6.1 Payment Processing

7.1 Pick goods

8.1 Delivery

Serviceability Stock Availability Nil/miss pick performance

Delivery Performance


Understanding And Monitoring Your Journey Gaps

GapGap Summary

1 Not knowing what customers expect

2 The wrong service quality standards

3. The service performance gap

4 When promises do not match actual delivery

5. The difference between customer perception and expectation

Word-of-mouthCommunications Personal Needs Past experience

Expected Service

Perceived Service

ServiceDelivery

Service QualitySpecs

Management Perceptions ofCustomer Expectations

Gap 1

Gap 3

Gap 4

Gap 5

Customer

Business ExternalCommunications

to Customers

Gap 2

Each customer Journey can be monitored via a five point service gap model.

Source: Delivering Quality Service by Valarie Zeithaml


Customer Journey Monitoring

Customer (Gap's 1 & 5) Business (Gap 2,3 & 4)

Customer Journey Dashboard

Customer Journey Step Performance report

Board CJ View

Gap 3 & 4: Tracked via weekly SPC SPC charts focusing on MoT points. Pareto analysis and root cause analysis to determine core failure reasons.

Gap 3 tracked via Employee performance QA reviews

Gap 5: tracked weekly via end call IVR surveys and automated call back surveys

Each CJ dashboard available for ExCo review where all gaps will be reviewed along with closure recommendations

Gap 1 & 5: Customer journey quarterly direct market research, supported by weekly VOC

Monthly SMT Customer Journey reviews with quarterly deep dives aligned to gap 1 & 5 direct market research

Gap 2: reviewed monthly by SMT supported by Gap 3& 4 weekly data

Weekly operational reviews with customer journey owners

Gap Gap Summary

1 Not knowing what customers expect

2 The wrong service quality standards

3. The service performance gap

4 When promises do not match actual delivery

5. The difference between customer perception and expectation