Customer Journey Mapping for Libraries

Robin MilfordAccess Services LibrarianUniversity of California Merced

“We define customer journey maps as documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company. The journey mapping process helps firms align around a shared vision of target customers, identify broken moments of truth, and get the insights they need to improve.”

Andrew McInness, Forrester Research

Customer Journey Maps Defined…

Touch Points = Any interaction between your patron and a library service or set of services

What’s the Value?

Pain Points =

*Perceived service gaps which create barriers to entry

*Instances in the patron journey when they feel lost, confused, or frustrated.

CJM Process in the Library1. Select the journey to map (i.e., library service)

2. Identify participant (patron)

3. Patron maps journey using data sheet

4. Create inventory of touch points

5. Identify pain points or service “gaps”

6. Code the data sheet (Post Its!)

7. Analyze data 8. Make service modifications as necessary (i.e., improved signage, better instructions on copier)

Sample Data Sheet

Time to Code…

CJM Outcomes

*Improved wayfinding and signage

*Simplified and streamlined procedures at service points (i.e., Circulation Desk, Reserves Section, Printing/Copying)

*A better understanding of how patrons experience your services

Keep in Mind…

*Involves time & commitment

*Different maps need to be completed for different users

*Can identify pain points that are not easily fixed

*Must be willing to accept anecdotal or “emotional” patron feedback

ReferencesBooks

Manning, Harley, Kerry Bodine, Kevin Bernoff. Outside In: The Power of Putting Customers at the Center of Your Business. New York: Forrester Research, 2012.

Ratcliffe, Lindsay and Marc McNeill. Agile Experience Design: A Digital Designers’ Guide to Agile, Lean and Continuous. Berkeley: New Riders, 2011.

Shaw, Colin, Qaalfa Dibeehi, Steven Walden. Customer Experience: Future Trends and Insights. New York: Palgrave MacMillan, 2010.

Articles

Adderly, Nick. “Making Every Journey Better: Putting Passengers at the Heart of Heathrow’s Decision-Making”. Journey of Airport Management. 6.2 (2012): 141-150.

Woo, Ji Young et al. “Visualization Method for Customer Targeting Using Customer Maps.” Expert Systems with Applications. 28.4 (2005): 763-772.

Crosler, Adam, Alison Hanford. “Customer Journey Mapping as an Advocacy Tool for Disabled People: A Case Study. Social Marketing Quarterly. Vol. 18.1 (2012): 67-76.

References Cont.On the Web

Abram, Stephen. Mapping Out Customer Experience Excellence: 10 Steps to Customer Journey Mapping. Stephen’s Lighthouse May 27, 2013.

Arussy, Lior. 10 Steps to Successful Customer Journey Mapping. My Customer. Nov. 15, 2012.

Dale Cobb. Creating Your Own Customer Journey Maps. Servant Selling. Jan 2008.

Kalbacj, Jim. Customer Journey Mapping Resources on the Web. Experiencing Information. May 10, 2013.

Roberts, Paul. Customer Journey Mapping: Part 1 – The Basics. Exceed All Expectations. April 11, 2012.

Samsel, Jack. Improving UX with Customer Journey Maps. Six Revisions. May 29, 2013.

CJM in Libraries

Ikem, Charles. Our Journey to Improving Students’ Library Experience: A Customer Journey mapping Rssearch Project: The Report. Birmingham City University. academia.edu, 2012.

Slides Image CreditsSlide # 2-http://www.thecustomerframework.com/content/customer-journey-maps-are-more-than-processes-involving-customers.php Slide # 3- http://www.adaptivepath.com/ideas/new-ways-of-visualizing-the-customer-journey-mapSlide # 4- http://customerexperienceplanning.com/2012/04/11/customer-journey-mapping-part-i-the-basics/Slide # 5- http://www.empathica.com/resource/r1-what-makes-up-a-great-customer-experience/Slide # 6- http://www.delightability.com/customers/Slide # 7- http://www.tumblr.com/tagged/what%20do%20i%20careSlide # 8- http://behindthebuzzwords.comSlide #12- http://prettyuseful.squarespace.com/home/?currentPage=2Slide #14- http://3.bp.blogspot.com/-BlWFeoFeT98/UIpG6N8xexI/AAAAAAAAKtE/fIOcrIvHKB8/s1600/question+mark.jpg