customer journey mapping overview

Customer Journey Mapping

Bruce LevitanManchester Metropolitan University

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”.

Potential full time undergraduate

student

aUps and downs of

the customer

experience

Objectives Part 1 of student journeyType of Journey

University: recruitment process

Moments of truth

Initial problem

Initial research

Get course informatio

n

Get prospectus

Get more information

Speak to a tutor

Key journey steps

1. Wants to do a

degree in computin

g

2. Go to MMU

website – looks

interesting3. Course

search box easy to use

4. List of courses OK

5. Information

on each course not v. detailed & “being updated”

6. Nowhere to go for

further info

7. Ordered prospectus

online8. Took 10

days to arrive

9. Info not detailed enough

10. Used email

address in prospectus to ask for more info

11. No reply!

12. Rang-up for more

info

13. Spoke to a

computing tutor who answered

all my questions

14. Found a course I

liked

Levers for solution hunting

CustomerScope Looking for a potential course at university

1

2 34

5

6

7

8

9

10

11

12

13

14

Overview of what’s being

mapped

Key points in the journey

Main stages of the journey

The journey: numbered

points refer to “Levers”.

Above the dashed line =

good experience,

below = poor

Levers – describe the customer’s

experiences in detail

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.

Potential f ull t ime undergraduate

student

aUps and downs of

the customer

experience

Objectives Part 1 of student journeyType of Journey


Moments of truth

Get prospectus

here

I nit ial problem

I nit ial research

Get course information

Get prospectus


Speak to a tutor

Key journey steps

15. Something

else happened

16. And also another

thing

1. Wants to do a

degree in computing

2. Go to MMU

website –looks

interesting3. Course

search box easy to use4. List of

courses OK

5. I nformation

on each course not v. detailed &

“being updated”

6. Nowhere to go for

further info


online8. Took 10

days to arrive

9. I nfo not detailed enough

10. Used email

address in prospectus to ask for more info

11. No reply!12. Rang-up for more

info

13. Spoke to a computing tutor who

answered all my questions14. Found a course I

liked


CustomerScope Looking for a potential course at MMU


I nit ial problem

now

19. This one was not good20. But this was worse

17. Then this thing

happened18. Followed by this one

The next stage

21. Gett ing fed up

22. But in the end a

litt le better

1

24

5

6

7

8

9

11

12

13

1415

16

17 18 19

2021

22

Journey maps can be compared with Process maps to see which processes are resulting in good and poor customer experience

Students have a good experience

here – is this something we can do in other

tasks?

Is this a value adding task or is

it non-value adding

(something we do that doesn’t actually serve

customer need)?

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


student

aUps and downs of

the customer

experience

Objectives Part 1 of student j ourneyType of Journey


Moments of truth

I nit ial problem

I nit ial research


Get prospectus


Speak to a tutor

Key journey steps

1. Wants to do a

degree in computing

2. Go to MMU

website –looks

interest ing3. Course


courses OK

5. I nformation


“being updated”

6. Nowhere to go f or

f urther info


online8. Took 10

days to arrive


10. Used email

address in prospectus to ask f or more info

11. No reply!12. Rang-up f or more

info


answered all my quest ions14. Found a course I

liked


CustomerScope Looking f or a potential course at MMU

1

2 34

5

6

7

8

9

10

11

12

13

14


student

aUps and downs of

the customer

experience



Moments of truth

Get prospectus

here

I nit ial problem

I nit ial research


Get prospectus


Speak to a tutor

Key journey steps


online8. Took 10

days to arrive

1. Wants to do a

degree in computing

2. Go to MMU

website –looks



courses OK

5. I nformation


“being updated”


f urther info


online8. Took 10

days to arrive


10. Used email



info



liked




I nit ial problem

now

8. Took 10 days to arrive


online

1

24

5

6

7

8

9

11

12

13

14

13

13

13 13

Several maps are needed…1. In order to fully

map a long, complex journey (e.g.

Undergraduate life-cycle from

recruitment to award)


student

aUps and downs of

the customer

experience



Moments of truth

Get prospectus

here

I nit ial problem

I nit ial research


Get prospectus


Speak to a tutor

Key journey steps


online8. Took 10

days to arrive

1. Wants to do a

degree in computing

2. Go to MMU

website –looks



courses OK

5. I nformation


“being updated”


f urther info


online8. Took 10

days to arrive


10. Used email



info



liked




I nit ial problem

now

8. Took 10 days to arrive


online

Used email address in prospectus

10. Used email

address in prospectus to ask f or

1

2

4

5

6

7

8

9

11

12

13

14

13

13

13

13

13

+ +


student

aUps and downs of

the customer

experience



Moments of truth

I nit ial problem

I nit ial research


Get prospectus


Speak to a tutor

Key journey steps

1. Wants to do a

degree in computing

2. Go to MMU

website –looks



courses OK

5. I nformation


“being updated”


f urther info


online8. Took 10

days to arrive


10. Used email



info



liked



1

2 34

5

6

7

8

9

10

11

12

13

14


student

aUps and downs of

the customer

experience



Moments of truth

Get prospectus

here

I nit ial problem

I nit ial research


Get prospectus


Speak to a tutor

Key journey steps

1. Wants to do a

degree in computing

2. Go to MMU

website –looks



courses OK

5. I nformation


“being updated”


f urther info


online8. Took 10

days to arrive


10. Used email



info



liked




I nit ial problem

now

1

24

5

6

7

8

9

11

12

13

14


student

aUps and downs of

the customer

experience



Moments of truth

I nit ial problem

I nit ial research


Get prospectus


Speak to a tutor

Key journey steps

1. Wants to do a

degree in computing

2. Go to MMU

website –looks



courses OK

5. I nformation


“being updated”


f urther info


online8. Took 10

days to arrive


10. Used email



info



liked



1

2

4

5

6

7

8

9

11

12

13

14

2. In order to compare variations

on the same journey (e.g. across Faculties)

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.

aUps and downs of

the customer

experience

Objectives Type of Journey

Moments of truth

Key journey steps


CustomerScope

.

customer journey mapping overview

Business