Customer journey mapping: Mapping out customer experience excellence. Customer journey mapping could hold the key to analysing and improving the customer experience.
Only recently a report from the Cabinet Office recommended CJM for authorities to provide a more efficient and cost-effective service. Arne van Oosterom outlines how it can help organisations - and lists the 10 key ingredents to a customer journey map. A product or service is merely a means to an end. The real deeper value lies in the story attached. I don’t want to own a coffee maker - I need to wake up early with a little help from a cup of coffee. Unfortunately, most organisations are not capable of listening to stories. People-centred approaches like Design Thinking, Social Design and Service Design have emerged because it provides us with useful methods and tools to bridge the gap.
Change causes friction Only those who are adaptable survive. And it’s exactly in this area where the biggest business opportunities lie. Building a culture of trust A quick guide to customer journey mapping. Files.thisisservicedesignthinking.com/tisdt_cujoca_portugese.pdf. Designingbetterfutures.files.wordpress.com/2011/04/dbf_serviceblueprinttemplate.pdf. Service Design: Chapter 6: Developing the Service Proposition. By Andy Polaine, Lavrans Løvlie, and Ben Reason Published: March 18, 2013 This is a sample chapter from the new Rosenfeld Media book Service Design: From Insights to Implementation. ©2013 Rosenfeld Media.
“The service proposition is essentially the business proposition, but seen from both the business and the customer / user perspective.” If we are looking to improve an existing service, our blueprint has given us a pretty good overview of the component parts of the service and how these are experienced over time. If we are developing something entirely new, we may have less detail but some idea of people’s needs and what some of the key touchpoints might be. Basing the Service Proposition on Insights The service proposition is essentially the business proposition, but seen from both the business and the customer/user perspective.
The service proposition needs to be based on real insights garnered from the research. The Zopa Service Proposition Do People See the Value of It in Their Life? Service blueprint. The service blueprint is a technique used for service innovation.
The technique was first described by Lynn Shostack, a bank executive, in the Harvard Business Review in 1984. The blueprint shows processes within the company, divided into different components which are separated by lines. Contents[edit] The service blueprint defines: Customer Actions: The steps that customers take as part of the service delivery process.Frontstage (Visible Contact Employee) Actions: This element is separated from the customer actions by a ‘line of interaction’. Building a blueprint[edit] The process of structuring a blueprint involves six steps:[1] Traditionally, service blueprints have been depicted with lines and text boxes to depict anything from user actions to support processes.
References[edit] Jump up ^ Wilson Alan/ Zeithaml, Valerie A./ Bitner, Mary Jo/ Gremler, Dwayne D. (2008): Services Marketing: Integrating Customers Focus Across the Firm, Glasgow, 2008. Files.g51studio.com/parsons/ServiceBlueprinting.pdf.