When it comes to Customer Experience improvement for a client, I am meticulous and relentless. I nitpick every single detail and turn over every stone looking for ways to improve every point of contact and every single step in the customer’s “journey.” I’m sitting in my office right now preparing for a big “Customer Journey” mapping meeting with a local client. Preparing for this meeting gave me the idea to share with you my Customer Journey mapping process. So, here it is…my process for tackling the big task of customer experience improvement for my clients.
The first step in the Myra Golden Customer Experience Improvement Process is Service Mapping. Service Mapping is mapping out every single step of a process in flow chart form. As an example, after receiving a very poor and lengthy customer experience at my local tag agency, I sat down in the tag agency and mapped out my experience as shown in my photo below.
What Service Mapping Does:
- Allows you to see the full scope of every detail of the service interaction
- Highlights areas that aren’t working
- Identifies bottleneck steps, as was my point with the tag agency service map above
- Show everyone how things happen
- Help you assess the flow of work activity
- Provide baseline data for improving your service experience
When I service map for my clients, I use butcher paper, markers and post it notes. I like to include employees directly involved in the process and those who have no relationship with the process for diversity.
Service Mapping Step by Step
- Hang butcher paper or flip chart paper on the wall. Allow plenty of paper space for horizontal and vertical charting.
- Name the service process and explain to your team that you will be mapping out the entire process in order to find improvement opportunities.
- Ask, “What is the first step in this process?” Then, begin to draw boxes to list out each step in the process. (Be prepared to cross out and backtrack, as team members often forget steps and you’ll have to go back in and add steps. This is to be expected.)
- After you have identified each of the steps in the process, go back to step 1 and begin a discussion. Some questions to jump start your discussion:
- Why do we do this?
- Does this help the customer?
- Does this cause double work/confusion/problems?
- Can this step be eliminated/moved back/changed?
- If our customers were designing this process, what steps might they do differently?
- Is this step really necessary?
- How can we speed this step up?
5. Develop action items and prioritize based on the results of step 5. Use teams and rigorous project management practices to ensure you follow through on the golden opportunities discovered in step 4.
If you’re ready to make serious improvements to your customer experience, try my 5 steps for mapping out your customer journey and then making improvements. When you do, you’ll be well on your way to improving the customer experience at every single touch point.
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