It's important to understand how our customer fares through the buying funnel, recording his experience will help business eliminate the friction in the buying process, improved CX and increase Customer NPS. Customer journey mapping is a visual tool to make the customer experience seamless and smooth.
2. Agenda
What is a CJM
Why CJM
Elements of a CJM
CJM in Healthcare industry- A case study
Implications for Managers.
3. What is a Customer Journey Map
o A customer journey map is a visual representation of every
experience your customers have with you. It helps to tell the story of
a CX with your brand from original engagement and to a hopefully a
long-term relationship. 1
o Customer journey mapping helps businesses step into their
customer’s shoes and see their business from the customer's
perspective.
4. Why CJM?
The benefits of a customer journey map include:
o focusing the business on particular customer needs at different
stages in the buying funnel
o identifying whether the customer journey is in a logical order
o showing the gaps between the desired CX and the one actually
received, identify Bottleneck…
o allowing you to concentrate efforts and expenditure on what
matters most to maximize effectiveness.
5. Creating a Journey Map (Elements) 1
The end
objective is to
find and
resolve the
pain points,
give a
seamless and
improved CX.
Identify Customer phases
Define customer Personas
Define the touch points
Identify the Points of Friction
Resolve using innovation.
7. 1. Identify Customer phases/stages
Awareness Arrive
Service
delivery
Payment Next VisitSTAGES
Illustration: Sai Sanjeevani.
• Keep the phases as broad as possible, so that later you can break down the stages
into atomic touch points.
• Identify what are the customer’s Expectations at each stage. Articulate it objectively.
Moot the solution w.r.t the Goals of the customer.
There is a need/problem for
which X wants a trusted
shoulder to turn to. How will X
find us?
A transparent,
convenient
transfer of price-
value equation.
Patient
Goals
8. 2. Defining the persona…
o Really get into their shoes so you understand how they behave and why they do
what they do.
o Although everyone is unique, these customer profiles provide fictional yet general
guidance and input for the journey mapping.
Bring your personas to life by crafting engaging, first-person narratives that are realistic representations.
Include a variety of attributes, such as:
•Demographics: Age, location, education, income, household or family size
•Personal attributes: Their goals, needs, and interests when they interact with your company
•Customer lifecycle: How their needs may vary for different channels and touch points, and how their needs
may evolve over time
Illustration: Sai Sanjeevani.
10. 3. Identify Customer Touch points.
o Where all the customer might come in contact with Sai Sanjeevani. What all are the
prospective areas which must have the presence of Sai Sanjeevani because the patient is
likely to reach there.
o Helps in finding the pain points and to resolve them.
o A phase can have many touch points. Direct or Indirect (Digital)
Awareness Arrive
Service
delivery
Payment Next Visit
How will X
find us?
11. SWIM LANE DIAGRAM : Instrument to create a visual process flow. Metaphorically each parallel line
acts a lane. Aims to get clarity on the process. WENDY, 43 yrs
Google/
Website
App Store
Consultatio
n
Tele-
communica
tion
Blogs/Social
Media
Relatives/
Friends
Happy
Yes
No
Hearsay, suggestions from
Colleagues, single moms etc.
Browse through the location,
get contact no. etc.
Replies,
comments thank
you mails etc.
12. SWIM LANE DIAGRAM : Instrument to create a visual process flow. Metaphorically each parallel line
acts a lane. Aims to get clarity on the process. KARAN, 23 yrs, Tech Savvy
Google/
Website
App Store
E-
consultation
Tele-
communicati
on/Mail
Physical
verification
Blogs/Social
Media
Relatives/
Friends
Happy
Yes
No
Convenient, Payment ops,
Health plans, Brownie points
Pre-scheduled, only if
necessary, e- pharmacy etc.
Active netizen, going to refer
the app to others.
Can measure
the bounce rate
Yes
No
Happy
Track the negative
comments, rating of
sessions etc.
Consultation rate
success,
13. Implications for Managers:
• Understand the path and channel your customers take, improve the touch
points at all levels.
• To understand Sales/Buying funnel, it aids Conversion.
• Design the desired experience for the Future customers.
• It can also highlight gaps or misdirection 2
• Gaps between devices, when a user moves from one device to another;
• Gaps between departments, where the user might get frustrated
• Differentiating on Customer Experience
• It reinforces the brand at all points, can make a significant difference. This is the basis of
“experience-based differentiation”.
