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Customer journey mapping

Current financial constraints highlight the need for cost effective services that can be linked to evidence of positive outcomes. Qualitative evaluation is increasingly important for demonstrating impact and informing decisions.

Customer journey mapping can be used to demonstrate impact or improve a service by finding out how people interact with it. It records each step of a customer's journey.

Customer journey mapping helps:

  • track and describe a customer’s experience at each stage of their journey
  • understand a customer’s thoughts and feelings
  • capture customer feedback
  • challenge presumptions surrounding service delivery
  • compare the current situation with the ideal
  • redesign the customer journey
  • shape strategy and policy
  • deliver efficiency savings
  • improve customer experiences
  • satisfy customers making them cheaper and easier to support