Customer

Journey Mapping

Customer journey mapping lets you uncover existing issues in your customer and employee experiences and map out new propositions that better meet their needs.

Used by some of the UK’s largest companies, our Customer Experience Framework enables you to streamline your customer journeys quickly and efficiently, maximising your omnichannel customer sales, satisfaction and loyalty.

WE HELP YOU

  • Grow your sales by minimising customer pain points and maximising pleasure points
  • Drive customer satisfaction by streamlining customer journeys across multiple devices and touchpoints
  • Gain competitive advantage by uncovering new opportunities and quick wins to sell and serve
  • Gain clarity internally on your company’s customer service offering, and where whitespaces exist

OUR APPROACH

Successful customer journey mapping is centred on the needs of your end users. We examine your customers’ motivations and pain points during every stage of their journey from decision-making and purchase to set up and aftercare. We identify gaps in your existing customer experience and highlight quick and efficient ways to increase sale volumes and drive up NPS.

Newt’s Customer Journey Mapping services include:

  • Customer experience mapping
  • User experience journey definition
  • Experience mapping
  • Customer experience strategy
  • Customer retention and loyalty strategy
  • Customer research
  • UX design

“Newt’s analysis of our customers’ needs was powerful and adeptly handled via a rigorous, fully audited and traceable study.”

SIMON ELLACOTT
HEAD OF CUSTOMER STRATEGY, TESCO

THE NEWT DIFFERENCE

Drawing on our deep omnichannel expertise, and powered by our innovative Customer Experience Framework, we start by quickly pinpointing key customer interactions. We then use these to generate ideas to increase engagement and differentiate your service at every touchpoint. Unlike an off-the-shelf software tool, which can give you only a narrow snapshot of specific interactions, our consultative approach highlights customers’ intrinsic motivators and paints a rich picture of your customers true behaviour.

OUR CUSTOMER JOURNEY MAPPING WORK

Mapping the customer journey to discover new opportunities

Transforming a high-level strategy into actionable goals

Connecting Customers with Tesco

Fashion, Flows and Mobile First

OUR CUSTOMER JOURNEY THINKING

Choose the right granularity for your Customer Journey Map

By | Retail, service-customer-journey-mapping | No Comments

Choose the right

granularity for your

Customer Journey Map

The ultimate guide to Customer Journey Mapping – Part 3 of 5:

Customer Journey Maps are essential for any business that’s serious about developing rewarding customer experiences. But they require careful planning or you risk wasting time and money. Our series of five step-by-step articles will guide you through the opportunities and obstacles.

BY
AMANDA SALTER

Strategy Director

Call_icon_31px_olive_tint07786 657 504

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The level of detail in your Customer Journey Map depends on your business requirements. The aim is provide enough information to meet your objectives (e.g. secure buy-in or implement changes) without compromising on value.

Here’s what you need to establish:

1. Who’s your target audience?

A Customer Journey Map can be constructed for several audiences and each requires a different level of granularity.

Senior stakeholders

At board level, the aim is usually to create buy-in so Customer Journey Maps need to clearly articulate the benefits of what you’re trying to achieve. Provide enough information to enable informed-decisions without drilling down into the nitty gritty, which can muddy the waters at this stage. High-level mapping that visualises and identifies critical opportunity areas are often your best bet. Don’t get bogged down in detail unless it’s requested.

Mid-level stakeholders

These are the people that will manage your new customer experience so they require a deeper level of granularity than the senior stakeholders. Provide service deliverables, practical actionable points and key performance indicators.

General taskforce

These are the ‘doers’ – the people who will be actually executing the strategy. They require the most detailed Customer Journey Maps. Focus on providing a framework of guiding principles, which help employees communicate the vision.

2. What’s your base unit of granularity?

You should agree a base unit of granularity for your Customer Journey Map from the outset. The base unit needs to be comprehensive enough so you don’t just skim the surface, but not too complex that it can’t be easily digested or understood. At Newt we use ‘a customer need’ as a useful unit of granularity. We define ‘a customer need’ as a channel and device agnostic requirement that is stated from the customer’s perspective and doesn’t specify a solution. For example, ‘I expect to be kept up-to-date with the progress of my order’.

3. How can you align business units and departments?

The beauty of defining customer needs as your base unit of granularity is that you can use this measure to drive engagement across your business silos. Customer needs should be universally understood at every level of the business and be specific to a particular phase in the customer journey. This enables easy and productive sharing across departments.

Once shared, you can use your customer needs as:

  •        High-level departmental goals that drive programmes of transformation and measure customer satisfaction
  •        Over-arching requirements to feed into design pilots or to proposition design
  •        Building blocks to innovate new ideas

Crucially, your customer needs will work to unify your business and keep it on the multichannel straight and narrow.

Other articles in this series:

Part 1 - Set the foundations for a productive Customer Journey Map

Part 2 - Define the scope of your Customer Journey Map

Part 3 - Choosing the right level of granularity

Part 4 - Shape your Customer Journey map for today and tomorrow

Part 5 - What to do after your Customer Journey Map

 

Like this article? Sharing is caring!

Be inspired

Sign up for our monthly insights on how to boost your business. Plus get our exclusive guide to Customer Journey Mapping.

Let’s get together

Interested in finding out more? Drop us a line, we’d love to hear from you!

Define the scope of your Customer Journey Map

By | Retail, service-customer-journey-mapping, service-service-design | No Comments

Define the scope

of your Customer

Journey Map

The ultimate guide to Customer Journey Mapping – Part 2 of 5:

Customer Journey Maps are essential for any business that’s serious about developing rewarding customer experiences. But they require careful planning or you risk wasting time and money. Our series of five step-by-step articles will guide you through the opportunities and obstacles.

BY
AMANDA SALTER

Strategy Director

Call_icon_31px_olive_tint07786 657 504

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Determining specific goals, deliverables, costs and deadlines will help you focus on what’s important and make it easier to get stakeholder buy-in. To be as productive as possible, you must prioritise. Here’s how to separate the wheat from the chaff.

1. Decide your objectives

Focus on the key things you want to achieve for your business. This could be one key statement from this year’s business strategy, for example. A good Customer Journey Map should provide valuable insights into your business. If you try to cover everything at once, it can become overwhelming. Bitesize, actionable tasks are much easier to assimilate and process than a mountain of seemingly insurmountable requirements – and each will add up to form the bigger picture.

2. Identify areas of opportunity

Take a strategic look at your business and pinpoint areas in your existing customer journey where you can see obvious opportunities to differentiate or pain points to solve. For example, if you’re receiving complaints about your after sales service, focus on fixing this. The more targeted your Customer Journey Map, the quicker you’ll be able to implement changes and see results. Which will make both your board and customers happy.

3. Focus on global regions sequentially

Multinational business should concentrate on a particular region at a time, starting with the ones where there’s the biggest opportunity for improvement or biggest market. Once again, look for the customer pain points that are causing the most problems and/or are the easiest to fix. By tackling regions one by one, you will not only discover the specific needs and idiosyncrasies of each market, but also find common ground with other regions. This will make it easier to roll out subsequent Customer Journey Maps.

Other articles in this series:

Part 1 - Set the foundations for a productive Customer Journey Map

Part 2 - Define the scope of your Customer Journey Map

Part 3 - Choosing the right level of granularity

Part 4 - Shape your Customer Journey map for today and tomorrow

Part 5 - What to do after your Customer Journey Map

 

Like this article? Sharing is caring!

Be inspired

Sign up for our monthly insights on how to boost your business. Plus get our exclusive guide to Customer Journey Mapping.

Let’s get together

Interested in finding out more? Drop us a line, we’d love to hear from you!

Set the foundations for a productive Customer Journey Map

By | Retail, service-customer-journey-mapping | No Comments

Set the foundations

for a productive

Customer Journey Map

The ultimate guide to Customer Journey Mapping – Part 1 of 5:

Customer Journey Maps are essential for any business that’s serious about developing rewarding customer experiences. But they require careful planning or you risk wasting time and money. Our series of five step-by-step articles will guide you through the opportunities and obstacles.

BY
AMANDA SALTER

Strategy Director

Call_icon_31px_olive_tint07786 657 504

Social-Mail-Green-31pxSocial-Twitter-Green-31pxSocial-LinkedIn-Green-31px

Ready to take your customer experience to the next level? Great! But before you jump in at the deep end, you need to do the groundwork.

Here’s how to build for success:

1. Scrutinise your current state

Before you implement the new, you need to understand the old. Your vision may be to create a seamless journey across all touchpoints but if, like a lot of organisations, your business operates in individual silos, this needs to be addressed. So before you do anything else, you must establish how far you are from the ideal. Only then can you start prioritising ways to achieve your goals.

2. Do your research

Knowledge is power so read as much as you can on Customer Journey Mapping so you know what to expect. Every organisation will need a different map tailored to the specific dimensions of their business and customer segments and behaviours. One size does NOT fit all.
Bruce Temkin’s blog is a great place to start gathering contextual and practical insights.

3. Clearly define your goals

What are you trying to get out of your Customer Journey Map? Do you want to get buy-in for a vision, improve loyalty, increase employee engagement, fix the basics, identify pain points or innovate new services? Your goals will impact the way you map your customer journeys and help you establish the most effective deliverables.

4. Look at the bigger picture

If you’re focusing on one area of the business, e.g. digital, always be aware of your wider multichannel environment. From a consumer’s perspective all your touchpoints are connected and customers will often jump between journeys, for example from your website to social media. By considering the ‘next biggest context’ you can make sure your map caters for connected touchpoints, helping you to create seamless and enjoyable experiences.

5. Carefully consider your scope

To be as productive as possible, you need to prioritise.
To find out how, read our next article which is coming soon: How to define the scope of your Customer Journey Map.

Other articles in this series:

Part 1 - Set the foundations for a productive Customer Journey Map

Part 2 - Define the scope of your Customer Journey Map

Part 3 - Choosing the right level of granularity

Part 4 - Shape your Customer Journey map for today and tomorrow

Part 5 - What to do after your Customer Journey Map

 

Like this article? Sharing is caring!

Be inspired

Sign up for our monthly insights on how to boost your business. Plus get our exclusive guide to Customer Journey Mapping.

Let’s get together

Interested in finding out more? Drop us a line, we’d love to hear from you!

See how we can help transform your business. Let our experts identify your experience gaps and set you on the road to success – get in touch today!

FURTHER SERVICES

SERVICE DESIGN

USER EXPERIENCE DESIGN

CUSTOMER JOURNEY MAPPING

CUSTOMER RESEARCH

DIGITAL INNOVATION

CREATIVE TECHNOLOGY