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CUSTOMER JOURNEY

Paradigm-stretching methods

The customer journey method helps to understand the health and care customer's experience, needs and pain points throughout the entire customer journey. The method maps the customer's journey with a service, solution, product or organisation at various touchpoints.

In the context of the green transition, this visual and narrative approach helps to identify areas for improving sustainable solutions and practices, enhance customer experience and design environmentally friendly, customer-centric solutions (e.g., digital services using telemedicine solutions, energy-efficient devices).

What is required:

  • The ability to put oneself in the customer's shoes and view the experience from different perspectives
  • Data collected on customer experience: behavioural data (how customers use products or services, such as usage statistics), customer satisfaction surveys, interviews or feedback
  • Information for service path analysis on the customer's journey through different touchpoints of the health and care organisation, such as website usage, customer service contacts and visits to service sites
  • Visual skills to map the customer journey

Level of difficulty: 1-2 (depends on the amount of data used and the depth of the analysis)

Time required: 45-120 minutes

Materials:

  • Paper, pens, post-it notes, or a digital work platform (e.g., Miro, Figma, Canva)

Participants: 2-10 people (can also be done individually, but works best in a group)

How to use:

  • Defining the goal: Why is the customer journey being mapped? Which aspects of the customer experience need to be better understood?
  • Background research: Use interviews or surveys or analyse customer feedback.
  • Creating customer profiles: Define one or more customer groups from whose perspective the journey will be mapped.
  • Mapping the journey: Draw or list the different stages of the customer group, such as becoming aware of environmental issues, using the service, after-service, etc.
  • Identifying pain points and opportunities: Where does the customer experience challenges? How can the service be improved to be more environmentally friendly?
  • Developing environmentally friendly solutions: Generation of ideas for actions to create a positive and memorable environmentally friendly customer experience.

When to use:

  • In improving environmentally friendly customer experience
  • In development and design of sustainable solutions and services
  • In planning of communication to enhance environmental awareness

Why to use:

  • Highlights the customer's perspective and experiences
  • Helps to identify the strengths and areas for improvement in environmentally friendly services
  • Enhances customer-centric sustainable decision-making

How to document:

  • Create a written and visual description of the customer journey.
  • Save in a digital workspace or document as diagrams.
  • Use in reporting and further development.

The roots of the method can be found here: The customer journey method is based on the principles of user-centred design and customer experience development. Its roots are in service design (Stickdorn & Schneider, 2012) and customer journey analysis (Richardson, 2010). The method is particularly used in customer-centric business development, UX design and marketing.

LATAA CUSTOMER...RNEY.pdf