Loved the sessions at the Forum annual Customer Strategy & Planning conference. We where very proud to be able to talk about best practice approach’s for Identifying and mapping customer journeys and tracking the service gaps which drive a misalignment between the journeys customers expect and the one they receive. Looking forward to support organisations as they develop their customer centric journeys

1. Customer Journeys Explained

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Contents
 What Are Customer Journeys
 Defining Your Customer Journeys
 Mapping Your Customer Journeys
 Understanding Your Journey Gaps

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What are customer journeys?
Leading companies who have begun the Journey
Customer Journeys describe and track the end to end experiences
customers have as they encounter a service or set of services, taking into
account not only what happens to them, but also their responses to these
experiences.
It is about knowing what happens to customers when they do business
with you, knowing how they react, and how it makes them feel — every
step of the way.

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What are customer journeys?
Leading companies who
have begun the Journey
It identifies data and hand off points to better understand the role that each
department plays in the overall customer focused strategy.
It reveals opportunities to create customer satisfaction and improve the end-
to-end experience.
Understanding which touch points are most important and are critical to your
businesses success (Moments of Truth).
Provides insights into where your company should be investing to improve the
customer experience.
 It also helps determine which touch points require less focus..
There are clear benefits of customer journey mapping … both for the business
and its customers.
To really have a meaningful impact on customer experience, customer journey
maps have to be firmly integrated into decision-making processes.

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Example Customer Journey Map
I buy online
Go online
to buy a
kettle
I expect to be
able to go to
your website
and search for
a kettle
Provide online capability to
purchase goods
Search for
the best
kettle
Select and
arrange
delivery
Pay for
goods
Receive
goods
I expect to be able to
select the Kettle of my
choice or be offered an
alternative that meets
my needs
I expect to be able to
get my kettle delivered
on the date I need
and to a location which
is convenient to me
I can choose my
payment method
My goods arrive on
time
Confirm stock and offer
delivery dates and locations
Deliver Goods
2.1 Procurement 3.1Marketing 4.1 Stock control 5.1 Route
Scheduling
6.1 Payment
Processing
7.1 Pick
goods
8.1
Delivery
Serviceability Stock Availability Nil/miss pick
performance
Delivery
Performance

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Understanding And Monitoring Your Journey Gaps
Gap
Gap Summary
1 Not knowing what customers expect
2 The wrong service quality standards
3. The service performance gap
4 When promises do not match actual delivery
5.
The difference between customer perception and
expectation
Word-of-mouth
Communications
Personal Needs Past experience
Expected Service
Perceived Service
Service
Delivery
Service Quality
Specs
Management Perceptions of
Customer Expectations
Gap 1
Gap 3
Gap 4
Gap 5
Customer
Business External
Communications
to Customers
Gap 2
Each customer Journey can be monitored via a five point service gap model.
Source: Delivering Quality Service by Valarie Zeithaml

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Customer Journey Monitoring
Customer (Gap's 1 & 5) Business (Gap 2,3 & 4)
Customer Journey Dashboard
Customer Journey Step Performance report
Board CJ
View
 Gap 3 & 4: Tracked via weekly SPC SPC
charts focusing on MoT points. Pareto
analysis and root cause analysis to
determine core failure reasons.
 Gap 3 tracked via Employee performance
QA reviews
 Gap 5: tracked weekly via end call IVR
surveys and automated call back surveys
Each CJ dashboard available for ExCo review
where all gaps will be reviewed along with
closure recommendations
 Gap 1 & 5: Customer journey
quarterly direct market
research, supported by
weekly VOC
Monthly SMT Customer Journey reviews with
quarterly deep dives aligned to gap 1 & 5
direct market research
 Gap 2: reviewed monthly by
SMT supported by Gap 3& 4
weekly data
Weekly operational reviews with
customer journey owners
Gap Gap Summary
1 Not knowing what customers expect
2 The wrong service quality standards
3. The service performance gap
4 When promises do not match actual delivery
5.
The difference between customer perception and
expectation