CUSTOMER JOURNEY

MAPPING TOOLKIT

CUSTOMER JOURNEY

MAPPING STEPS

STEP 1: BEFORE GETTING STARTED

STEP 2: MAPPING THE CUSTOMER EXPERIENCE

STEP 3: BUILDING THE FUTURE STATE EXPERIENCE

1

2

3

CUSTOMER JOURNEY

MAPPING CANVAS (STEP 1)

Customer Journey Mapping CanvasCompany: Design by: Date:

Objectives1 The Experience2

Persona(s)3

Data & Research4 Stakeholders5Channels6

Implementation7 Metrics & Opportunities 8

What are they key stages to focus on? What are the main frictions points? Why this experience?

What are the main channels and touchpoints?Is it multi-channel vs Omni channel?

Why to do customer journey mapping? What problem are we trying to solve? What are the business goals?

What data and research is available? What are the gaps? What research methods can be used?

What areas of improvement can be prioritised? How to get the buy in from the business? What resources and partners do we need? What budget do we need?

Who are the key supporters and champions? Who are the low support and high risk groups? What knowledge is it needed? Who will execute? Who are the facilitators and implementators?

What are we trying to accomplish and how we are going to measure it?How can metrics be measured?

What key persona(s) we need to focus on? What are their key thoughts, feelings, needs and pains?

RESEARCH - WHAT HOW WHY

EXPLORATION IDEAS –RESEARCH THAT CAN BE USED AT THIS STAGE

RESEARCH – WHY

IDENTIFY PROBLEM

IDENTIFY THE CAUSES TO THE PROBLEM (WHY THIS HAPPENED?)

NOTE THEM DOWN IN YOUR HEAD OR PIECE OF PAPER

FOR EACH CAUSE IDENTIFIED, ASK WHY (THIS HAPPENED?)

HAVE YOU ASKED ‘WHY’ 5 TIMES OR ENOUGH TIMES

FIND SOLUTIONS

EXPLORATION IDEAS –RESEARCH THAT CAN BE USED AT THIS STAGE (WHY)

EMPATHY MAP (STEP 1)

What does he/she

Think and Feel

What really counts

Major preoccupations

Worries & Aspirations

What does he/she

Say and Do

Attitude in public

Appearance

Behaviour towards others

What does he/she See

Environment

Family/friends

What the market offers

What does he/she Hear

What friends say

What boss/peers say

What Influencers say

Pains (fears, frustrations, obstacles, challenges, etc.) Gains (met wants and needs, trackable goals, success, etc.)

Adopted from XPLANE

PERSONA TEMPLATES (STEP 1)

Source: Service Design

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TASKS/JOBS

FEEL/THINK

LIFESTYLE

INFLUENCES

PAIN POINTS OVERALL GOALS

Developed by Sqr One, All Rights Reserved

JOURNEY MAPPING TEMPLATE

(STEP 2)

Customer Journey Mapping FrameworkCompany: Design by: Date:

DO

THINK

FEEL

HIGH POINTS

OPPORTUNITIES

PRE-DISCOVERY DISCOVERY ENGAGEMENT DEVOTION Choose Experience 1

Current?Future? Blueprint?

Choose Persona(s)2Work on one persona at a timeCombine common characteristics

Choose Stages3Before, during and after experience

Define Pain Points4

What are the friction points?

Identify Opportunities 5

What ate the potential solutions to minimise friction points?

Choose Touchpoints & Channels

6

Define channels and touchpoints for the experience

Dot vote 7Co-create opportunities and prioritise

Visualise it 8

Bring it to live

What are the steps the

customer takes in the journey?

What are they thinking at every stage?

What are they feeling at every stage? Use their words

What are the positive points?

What are the opportunities to improve the experience across every stage?

CHANNELSWhat are the friction points?

Jou

rney

Perso

na's g

ath

erin

gs

Insid

e v

iew

LOW POINTSWhat are the friction points?

OPPORTUNITY & EXPERIENCE

DEVELOPMENT (STEP 3)

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EXPERIENCE DEVELOPMENT

LONG TERM GOAL

BRAINSTORMING (STEP 3)

20

In 2 years time…

Prepared by 22

PRIORITISATION TEMPLATE

(STEP 3)

PRIORITISATION ROADMAP

EFFORT

IMP

AC

T

10

10

HORIZON/MATURITY

TEMPLATE (STEP 3)

VA

LU

E

TIME

HORIZON 1:

0 - 6 months

CXD Project to improve CX

HORIZON 3:

24 – 36 months

Real-time CX reporting &

alerts, dedicated CX function

& staff. CX becomes

business-as-usual at RACQ

HORIZON 2:

6 – 18 months

CXD projects deployed

across all customer

facing business

functions at RACQ

HORIZON ROADMAP

CX SCORECARD

TEMPLATE (STEP 3)

CUSTOMER EXPERIENCE STAGES, OBJECTIVES & KPI’S SCORECARD

Strategic Goal: Increase XX to x % by 20XX

Stage

WIN NOTIFICATION

Stage

Welcome Pack/BackStage

BILLING CONFIRMATION

Stage

PORTAL SET UPStage

FIRST BILLStage

NEED

Stage

RESEARCHStage

APPLICATION

Stage

FULLFILMENT

Stage

SERVICING

Objective Objective Objective Objective Objective

KPIs KPIs KPIs KPIs KPIs

Targets Targets Targets Targets Targets

METRIC TEMPLATE