The Consulta Methodology in Client Journey Mapping design includes a number of perspectives of the client experience that can be best explained through the following example of an experience of someone during a 1-night stay at a hotel.
Source: S. Fließ, M. Kleinaltenkamp / Journal of Business Research 57 (2004) 392–404
The four perspectives highlighted above are the minimum number of information layers that Consulta includes in the development of a journey map.
- Physical evidence – the tangible components in the customer journey.
- Customer view – describing the actual moments of truth from the viewpoint of the customer.
- Contact person – the moments of truth from the viewpoint of the person interacting with client. It is important to mention that these moments can be classified into two categories namely the front stage (what the client can see) and back stage moments (usually out of sight for the client).
- Support process – the internal systems and processes required by the organization to be able to provide and monitor to experience to the client.
Based on the need of the company several other layers of information can be included to enrich the process from merely having a view on a few of the customer moments to a comprehensive development plan for customer experience management. The additional layers could include:
- What the customer is feeling at each moment
- What the customer is thinking when he experiences the moments one after the other
- What the customer is valuing.
Description of the process
Step 1: Touch Point Identification
During this workshop type session delegates from various areas of the business are guided through a process where all the direct and implicit Touch Points are identified. A “clean slate” approach is followed to ensure an element of objectivity that is often diluted when a typical questionnaire format is used. In the compilation of the group attention is given to diversity and representation from various units in the business.
Step 2: Moment of Truth Identification
The identification of the Moments of Truth is achieved through the same Methodology as described in Step 1. It is only for the purposes of clarity that this step is divided into two separate steps. Delegates are guided through a virtual experience of the client at each of the identified Touch Points and log all the moments of experience.
Step 3: Mapping of Moments
The Moments at each Touch Point are then rated on a 10-point scale of perceived experience and measured against the Kahneman-Peaks-and-Ends Model. Although a detailed discussion of the Kanheman-model falls beyond the scope of this document, the model postulates that experiences are best remembered when there is a peak experience somewhere in one of the middle moments followed by a peak at the end of the experience.
Source: Sampson Lee - G-CEM, Effective Experience Framework 2.0, 2010 Whitepaper
Step 4: Development of an Attribute Schedule
The Touch Points and Moments are integrated into an Attribute Schedule that is used as basis for the VOC program.
Outcomes of the Customer Journey Mapping process:
- Reveals all the Moments of truth that plays a role in the total customer experience – many of these are often overlooked.
- Provides a new perspective – Journey mapping helps to see things from the customer’s point of view and therefore exposes all the customer pain and pressure points.
- Gives an improved understanding of the customer experience. A complete Customer Journey Map fills the gaps you have in your understanding of the experience that customers have at each moment.
- Highlights strengths in the existing journey that can be used to further enhance the total customer experience.
- A better understanding of the client’s emotional journey which forms the basis of promotion or detracting.
- A well thought through process. Journey mapping aims to design a seamless, streamlined experience that cuts across silos in the organization.
- Content generated during the process used as basis for implementation plan
- Improvement actions are identified to create a customer experience that is the most efficient and effective experience by reducing duplication and shortening the length of processes.
- Closer and synergistic collaboration between functional units in the organization e.g. Marketing and Business Analytics. Journey Mapping workshops often help to convince colleagues in other functions about the importance of a customer-focused approach.
The Customer Journey Map Tool
The Journey Mapping tool that is provided at the end of a Journey Mapping process includes all the information gathered throughout the journey in a visual map.
Figure: An example of a claims process journey map.