2.2. Customer Journey Mapping (CJM)

Customer journey mapping (CJM) is the process of tracking and describing all the experiences that customers have as they encounter a service or set of services, taking into account not only what happens to them, but also their responses and experiences.

  • CJM may be used for small scale interactions with services or for more in-depth experiences.

  • CJM usually occurs as a one off event but could be re-visited with the same customer to gauge the effectiveness of improvements introduced as a result of their first journey mapping.

  • CJM is also useful for developing and strengthening service provider customer care and communication skills.

     

Example of how CJM can be used (Erika Gavillet, 2012)

Objectives, scope and journey type

Interview

     

Customer type

Interviewee

Moments of truth

 

X

     

X

X

Key journey steps

 

Arrival

Tour

Waiting

Interview

Post interview

Waiting to hear

Actions, feelings, thoughts and reactions at each step

 

Nervous. Confused and anxious – can’t get in. Worried about being late, being in the wrong place, wrong time. Unprepared, rushed and wet

Cancelled – not according to plan. Seems disorganised – WHY isn’t the person in? Isn’t the interview important? How do I know if I like the place?

Nervous. Long wait considering you haven’t had a tour and the interview was for 9am. Not a good impression. Nerves grow.

Only the chair introduces himself. Who are the others? Feel told off when you ask a question.

Hang about. Unsure whether to go. What about your tour? These people seem disorganised and unbothered about your experience

Do you really want to work for these people?

Touchpoints

 

Physical

   

Face to face

   

Improvements

Have a staff member arrive early to greet candidates. Signage to show them they are at the right place

 Make sure people are early with a back up for tour. Make them comfortable, hang up coats, offer a drink. Show where the toilet is.

Try to keep to schedule – the first interview shouldn’t be running behind!

Introduce ALL panel members. Answer questions when they are asked.

Make sure someone explains what happens next, and there is someone to see the person off the premises.

 

 

See also:

CPS TOOLKIT

Toolkit overview
The purpose of this toolkit
What is the Cumbria Production System?
How can we transform our services?
Cumbria Production System - improvement principles
What improvement outcomes and results can we expect?
When should you use the tools?
Key tool templates and visualisations
Summary of tools
Module 1: Our approach to improvement
1.1 Plan, Do, Study, Act (PDSA)
1.2 After Action Review (AAR)
1.3 Data gathering and evidence and '5 whys'
1.4 Measuring for improvement
1.5 A3
Module 2: Seeing the issues and adding value for the people who use our services
2.1 Maximising value
2.2 Customer Journey Mapping (CJM)
2.3 Process mapping
2.4 Value Stream Mapping (VSM)
Module 3: Waste removal and standardisation
3.1 Waste, waste wheel, waste walk
3.2 Spaghetti diagrams
3.3 5S workplace organisation
Module 4: Flow, demand and standard operations
4.1 Demand analysis
Module 5: Taking people with us
5.1 Stakeholder analysis
Appendices
A. The tools in detail
Module 1: Our approach to improvement
A1.1 Plan, Do, Study, Act (PDSA)
A1.2 After Action Review (AAR)
A1.3 Data gathering and evidence and '5 whys'
A1.4 Measuring for improvement
A1.5 A3
Module 2: Seeing the issues and adding value for the people who use our services
A2.1 Maximising value
A2.2 Patient/ Customer Journey Mapping
A2.3 Process mapping
A2.4 Value Stream Mapping (VSM)
Module 3: Waste removal and standardisation
A3.1 Waste, waste wheel, waste walk
A3.2 Spaghetti diagrams
A3.3 5S workplace organisation
Module 4: Flow, demand and standard operations
A4.1 Demand analysis
Module 5: Taking people with us
A5.1 Stakeholder analysis
C. References and acknowledgements