Customer-journey mapping
Maps complex journeys that cross several sections or entities, adapts the method to the decision at hand, turns findings into tracked improvements, and builds the team's ability to apply the method.
In this journey
- In a work scenario that states the decision to be made, selects the most suitable map type (current state, future state or service blueprint), defines its scope and target customer segment, and justifies the choice.
- Analyses a journey map that crosses several sections or entities to identify the hand-offs where the journey breaks down, the stages no party owns, and the segments whose experience has not been validated, such as older people, people with disabilities and users of non-digital channels.
- Turns the pain points of a given journey into an improvement plan prioritised by impact and effort, assigns each item an owner, a measure and a deadline, and decides what progress to report to management at each periodic review.
- Evaluates a journey map produced by a supervisor against documented criteria, identifies the most important written feedback the supervisor should receive, and sets a suitable periodic review date for the map.