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Customer-journey mapping
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Customer-journey mapping

Customer service & experience

Customer-journey mapping

Customer-journey mapping is tracing the stages a citizen or beneficiary passes through to obtain a government service, from the moment the need arises to the closure of the request and after. It covers documenting the touchpoints, channels, customer actions and experience, and the internal processes behind them, based on actual evidence rather than assumptions. It gives the organisation a shared picture of where customers struggle and where effort is wasted, and a set of improvement priorities that can be acted on and tracked.

CE-D03-06 Type: Functional

Foundational

Maps a defined, single-service journey using the organisation's template and method, drawing on available data, with guidance from a manager when needed.

Behavioural indicators

  1. Draws the stages of a single service journey on the approved template, from submission to closure, naming the touchpoint and channel used at each stage (in person, phone, e-portal, app).
  2. Links each stage of the map to at least one piece of evidence from existing sources, such as the complaints log, waiting-time data or front-line staff observations, and cites the source.
  3. Records the customer's pain points at each stage on the map, clearly marking which are supported by data and which are assumptions still to be verified.
  4. Identifies, for each touchpoint, the section or role responsible for it and the internal back-office step that supports it.
  5. Submits to the manager a list of pain points ranked by frequency, with a specific improvement proposal for each.

Learning journey

▶ Start the journey · about 13 minutes

Advanced

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.

Behavioural indicators

  1. Documents, before starting, the map's scope, the target customer segment and the decision it will inform, and selects the appropriate map type (current state, future state, service blueprint) with a stated reason.
  2. Leads joint mapping workshops with representatives of the sections or entities involved in the journey, and documents the hand-offs between them and any stages that no party owns.
  3. Validates the map with real customers from different segments, including older people, people with disabilities and users of non-digital channels, and revises the map based on what is found.
  4. Turns pain points into an improvement plan prioritised by impact and effort, assigning each item an owner, a measure and a deadline, and reports progress to management periodically.
  5. Reviews maps produced by supervisors against documented criteria, gives them written feedback, and sets a periodic review date for each map.

Learning journey

▶ Start the journey · about 12 minutes

Positions that require it

Further learning

Chosen resources for those who want to go deeper after the journey.