RSS Customer Experience Methodology

14 Apr Customer Experience Methodology

I recently had the chance to learn something about the d. school methodology of customer experience journey mapping.

Be prepared, you’ll need a ribbon, at least six different colours of post-it notes, markers and all kinds of amazing props.

Customer Experience is the sum of all experiences that a customer has with your organisation, and describes the customer life cycle.  An infinite loop can be used to visualise this life cycle.  The purpose of this model is to emphasise how the dynamics of customer engagement have changed.  Organisations must learn from their observations of customer experience to continually improve their services.


Get an insight into your customer needs, assess the impact of any innovations on your business needs, become familiar with the issues that clients face, innovate to generate new ideas.

Mapping the customer journey involves first describing the customer behaviours in a given business scenario.  What aspects/interfaces/people does the customer engage with to carry out their transactions with the organisation, and what are the aspects/interfaces/people that the organisation provide to support those transactions (and therefore impact on them)?  Evaluate and prioritise those aspects which are critically important to the successful completion of the transaction.  Use this information to formulate new strategies to deliver low cost and high impact changes which meet organisation objectives.

Create a customer journey map to conceptualise the processes, needs and perceptions, gain an understanding of the situation and environment, design innovations, implement the improvements, and communicate.  The mapping activity helps to bring together members of your team, and the mapping team should comprise members from different areas.

Start with a persona – a typical customer.  Understand their attitudes in terms of their emotional response to their interactions, understand what motivates and drives these attitudes.  P ick the moment in the journey that matters the most, that creates the greatest peak of frustration for the customer for example.  This is done by members of the team casting four votes amongst the range of moments in the customer journey.  Identify external factors.


Evaluate one customer need, what is happening at that time, why does the customer have this need (what’s the emotional basis).  Create a customer experience design canvas with the following aspects: an insight into the customer’s moment and emotional needs being addressed, the customer’s emotional and behavioural response that we are aiming for, the issues and factors inherent in the process, any external factors impacting, and finally the financial and organisational benefits we are hoping to achieve.

Hypothesis statement: the new innovation will solve the problems identified via the factors inherent to the process, resulting in benefits to the organisation and changes to the customer’s attitude and behaviour.

More information:


Posted by on April 14, 2014 in Uncategorized


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