When I was assigned the Western Union transformation program by Australia Post recently, I wanted to firstly understand the current customer experience and their pain points. Creating the Customer Journey Map took 2 weeks of intense work over and above the usual project management work, but it was super interesting, and well worth it.
(Later on, the focus shifted to the employee experience and expanded into a Service Blueprint, but more on that later.)
Here’s the key steps I took to create our Customer Journey Map:
Persona: Profile our major persona and define their goals
Existing Data: Source, collate and synthesise all existing data around the current customer experience, including staff manuals, previous customer interviews and other technical documentation
Stages & Steps: Outline the high-level behavioural stages that the customer takes, then elaborate on the touchpoints and steps within those stages
Emotions & Pain Points: Further elaborate on the journey’s step durations, emotional journey and pain points
Validate: Validate with an outlet manager and update accordingly (we also used the session to understand her pain points from an employee experience perspective)
Share: Walk through with the project team and relevant stakeholders
And here’s the CJM we created, using UXPressia.
From there, the Customer Journey Map helped the team and I to empathise and focus on what mattered from the customer’s perspective, ideate on opportunities for a future experience and prioritised requirements for the project.