Friday 09 June 2017

Dublin’s recent customer mapping journey session with Ben Kent from Meridian West was in high demand as more and more professional service agencies look to customer journey mapping as a way to improve their overall service offering and as a result retain customers in the long term.

Those in the audience who were unsure on the benefits of such an undertaking were soon won over as Ben highlighted that journey-led transformations deliver impact across multiple dimensions including lowering costs and improving customer satisfaction by up to 20%.

The hands-on session involved a general overview including dispelling the confusion around customer journey mapping and traditional client feedback. With a more human and personal touch, client journey mapping very much focuses on the individual client, the situation they are in and the emotional issues that arise as a result, in comparison traditional client feedback is typically business focused.

The below  is a very top line overview of client journey mapping from the session, it involves identify the following stages:

  • The various personas within your client base
  • The different stages in the individual clients journey
  • The various touchpoints of interaction between the firm and the client in that journey
  • The clients needs at the various touchpoints

Then

  • Understand the various emotions at the different stages
  • Improve the service offering 

To bring the theory to life, Ben took attendees through the step-by-step process of customer journey mapping focusing on one client example and their individual experience with a professional services firm. Armed with certain insights into the specific clients needs, situation and career history, Ben guided the groups through ‘stepping into the shoes’ of the client and identifying the different issues affecting them throughout the journey.

Taking the client’s own personal situation as the first step in the journey, followed by their potential hopes and fears, attendees set about looking at potential solutions to circumvent the concerns and amplify the opportunities, thereby providing the client with a better overall service. This allowed attendees to get to grips with the practice of client journey mapping and essentially put oneself in the client’s shoes.

Once this stage was completed, attendees watched a video from the client on their experience and the journey mapping proved successful with many groups in attendance picking up key issues which the client did indeed experience.

To bring it back to how marketers working in professional services could use client journey mapping, Ben identified a number of steps:

  1. A client journey mapping workshop
  2. Qualitative research with clients
  3. Quantitative analysis
  4. Client journey and process improvement

A big thanks to Ben for his practical and engaging presentation.

Written by Louise Walsh, Drury|Porter Novelli
PM Forum Ireland Regional PR