Friday, 11 November 2016

Customer Experience Journey Mapping

Do we understand our customers?

The importance of understanding what matters to our customers is recognised by most people. Isn’t it?  Well, I thought I was pretty clear about this until I attended a workshop on Customer Experience Journey Mapping this week.  The session was run by Oracle, the software computer people. In fairness to them, they didn’t try to sell anything to me.  

I think their pitch was just to provide insight to me and the other HE sector professionals so we would think well of them, and I have to say that it worked.  And if background reading is your thing – the materials to support this are available as free downloads from this website:

With lots of information on using high tech stuff like post-its and sharpies!

Customer Experience Journey Mapping, or CXJM for short, is about using a structured model approach to create a depth of understanding about the people we provide services to. This is the key to then designing how our interactions can be made better. And better interactions mean better for the student, better for the staff and better for the organisation.  The key learning points for me included:

  •  Really understand the customer in detail so that I felt like I was helping a person I knew, not just one of any number of faceless customers
  • Breaking down the experience they had into bite sized junks that gave real insight
  • Understanding not just the functional needs but also the emotional impact of the experience
  • Seeing the cross team/department/silo players and their impact
  • Building this understanding with a diverse group that supported innovation and ownership
  • Creating a powerful case to take action, not just a list of good ideas’ that gather dust somewhere.

I would like to explore using this with colleagues since I believe it has the potential to help us improve what we do by understanding, learning and working together, which is what improvement is really about.  Hopefully a future blog will be describing what we have done and achieved using this approach.

Thanks for reading.

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