Customer Journey Mapping
Are your services intuitive? Are you sure you are not putting any unnecessary obstacles in your user’s way? The Customer Journey Mapping will help you with analyzing your current services and with designing of the new ones.
You will needflipchart, post-its, Service Blueprint, Personas
Time60 minutes or more
People2–4 colleagues (preferably from different departments)
Difficulty2 – online tools will make everything easier for you
- you want to see the service in a more detached way
- you use several different channels to communicate with your users and you want to map out their experience with the channels
- mapping emotions associated with the service
Do not use when...
- you cannot map out all the channels of communication with users just yet
- The Customer Journey Mapping is essentially a design of your new service put on paper, or a convenient schema with a recording of user’s experience with your service.
- Make a list of points of contact related to a particular service. Organize the points of contact according to the ways your personas are going to engage with them.
- Observe the differences in the ways your personas engage with the service, and different order of personas’ actions.
- Identify strengths and weaknesses.
- Ask users and colleagues in the front line to tell you as much as possible. Visualize the emotion of an experience associated with a specific point of contact.
- Return to the Customer Journey Mapping regularly - update it, and check, whether, for example in the case of innovations, it does not get more complicated.
Keep in mind that...
- when doing Customer Journey Mapping, you can use Service Blueprint as its basis
- there is an available set of points of contact cards specifically designed for libraries