A stakeholder map isn’t the only tool that can help you see the big picture of your service. There’s also a tool called the customer journey map that works as a great visual aid for service designers.
A customer journey map can be created by listing and connecting all of the touchpoints and interactions that you make with a customer.
Here, it’s important to reach out to customers and ask them about their experiences to make sure you get each and every part of their journey. After all, they’re the real experts.
So, for your barbershop, did you note the very first interaction, when they noticed your service online? How was their next experience, when they made their appointment over the phone? What happened once they arrived at the shop? Did they find the location easily? Did they like the coffee and magazines that were offered? And were they happy with the haircut and payment options?
These are just a few of the possible interactions that can make up a customer journey map, and when you visualize all these touchpoints in a timeline, they can provide valuable insight, as well as opportunities for improvement.
Let’s say that your number one complaint is that customers feel like they have to wait too long to receive service. They don’t appreciate having to sit around while you make coffee and sweep the floor in between customers.
With the help of a customer journey map, you could easily figure out how to improve their experience and change some of these individual touchpoints. And since the map presents the full picture, you’ll know how a change might affect the other interactions to which they’re connected. So maybe you need to hire another member of staff to sweep and make coffee, allowing you to see customers earlier.
In this way, a customer journey map is a tool for seeing both the big picture and each of the individual touchpoints, which is necessary if you’re going to successfully improve your service.
Whether you’re hoping to make a big improvement or just a small one – like redesigning your website – a customer journey map will show just how that improvement will affect all the other aspects of your service.