Every once in a while a new buzzword enters the business world. Banks, retailers and big consumer goods brands are now busy creating customer journeys to enhance their customer’s digital experience (DCX). Even if your role or organization isn’t about making money from customers, you can still benefit from this hype. In this blog we describe two alternative ways to use the customer journey methodology.
The rationale behind the customer journey is quite straightforward: understanding the paths your customers use to get to your products or services through online and offline channels. So is the goal: get as many purchases as possible to grow your turnover and make profit.
But what if you want to achieve higher client satisfaction or simply want to reach as many people as possible?
Not money, but happy citizens
Especially if you’re in a public organization, your goals include non-financial benefits. Governmental bodies are less interested in making more money, but more interested in happy citizens. What we see is that an increasing amount of public services is now available online or via mobile applications, and citizens are actually using them. In the Netherlands you can even submit your taxes through a mobile application with all the information they have about you already completed. This personalisation of public services is saving citizens quite some time doing something you rather forget about. And it all started by understanding the digital needs of citizens and map their journey.
Mobilize your stakeholders
Customer journeys can also be created for managing and mobilizing ‘internal’ customers. If you are running a multi-stakeholder program or are in a business partner role, a stakeholder journey describes the best timing for communication, change management interventions and the channel to choose for each stakeholder (group). From a change management perspective, you’d like all stakeholders inside and outside the organization to move up the commitment cycle to become ‘Advocates’ of your program. The methodology can also be used to graphically represent the way you want to treat each stakeholder or group, how interventions are interlinked and in what stage of the commitment cycle they are needed.
Think out of the box
There are other situations as illustrated above where a customer journey can come in quite handy to understand a specific group of people. Whether you want to know more about your citizens, clients, employees, stakeholders or patients, customer journeys can help you experience their difficulties to help overcome those.
This article is written together with Eva Lo-van Steenbergen, management consultant in Capgemini Consulting’s Government & Health group.