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Operational Excellence

Customer Journey Mapping to Improve Customer Experience

Neil Cavil

Neil Cavil

Former Head of Continuous Improvement at arco

Neil Cavil - Former head of continuous improvement - arco

Neil Cavill, Head of Business Improvement at arco

A customer journey map is a visual representation of a customer’s experience with a company. It provides an understanding into the needs and concerns of potential customers which directly motivate or inhibit their actions. So why aren’t businesses adding customer journey mapping to improve customer experience, to their strategy?

Speaking with Neil Cavill, Head of Business Improvement at arco, he outlines the way in which he led the Customer Journey Mapping (CJM) project in last year. There are some common misconceptions as to what exactly CJM looks like, and Neil focuses on what is not in 3 simple points: 

  • Internal looking – CJM focuses solely on the customer’s point of view and not at the transactional process 
  • Siloed view – it spans across the whole customer journey and not just an element of it 
  • Process map – it created a map of customer’s interaction across all steps and not just the internal ways of working 

“It [looks into] the full end-to-end experience that a customer has with us that’s so important,” he adds. Neil specifies that there are four steps to create a successful customer journey map, firstly outlining exactly who you want to analysis. It is important to categorise the various cohorts of customers in groups.  

Secondly, Neil suggests that it is imperative to understand exactly what you are monitoring. In this instance he coins this the ‘Atlas’ of the journeys, listing all the current journey’s different customers might take.  

Consistency is key too, and the third step to this process looks at establishing a method. Determining the consistent and repeatable approaches to logging the customer journey is important.  

Lastly, and arguably most significantly, the ultimate step deep dives into why organisations begin this process. He notes that mapping out a customer’s journey can be a useful tool when it comes to stakeholder and senior buy-in when planning to make strategic changes.  

So What Does Customer Journey Mapping Really Do?  

It highlights the “moments of truth”; the most important interactions from the customer’s perspective and therefore indicates the areas that need to prioritised. Not only that, but it’s a great tool for switching the business mind-set, contextualising a journey according to the consumer’s overarching goal.  

Not least, it also enables colleagues to better understand how their actions and decisions impact the impact direct. All too often many decisions are made without thinking about what implications this will have later on down the line.  

What Are the Benefits of CX Journey Mapping ? 

  • Improve efficiency – Neil noted that arco experienced a 20% reduction in cost to serve customers after the process 
  • Improve retention – over time, they found customers came back for repeat business after improving the roadblocks and pain points 
  • Improve productivity – empowered and motivated teams and colleagues to be more effective to their customers 
  • Attract new customers – frictionless journeys improve conversion levels and promote referrals 

To learn more about Customer Journey Mapping – be sure to explore the IMPACT: Operations and Business Improvement Community >>