At the end of last week, our colleagues Camille Zaaijer, Imke van der Linden and Martin Schuit I was again able to give a training on the Customer Journey during the National Day of the Small Consultant. The Small Consultant is a non-profit strategy consulting agency run by students. During a morning and afternoon training session, around fifty budding consultants were taken through a Customer Journey process and given some practical tools to work with.
Why the Customer Journey?
The Customer Journey is the total sum of experiences that customers have when they come into contact with a company or brand. Mapping the Customer Journey is a simple way to make this journey transparent and to look at opportunities to improve the customer experience from that perspective. All this is done from the customer's perspective.
Customer Journey Mapping can be used in many forms and can serve different purposes, but always has the same benefit: providing insight into the customer's context, the customer's needs, the interaction moments and the customer's emotions. From there, the method provides insight into opportunities for improvement. Going through a Customer Journey process has three phases:
- Understanding customer behaviour
- Designing the desired customer journey
- Transform to desired situation
Customer Journey training
In half a day, we took the Small Consultants through a global roadmap that reflects how The Next Organization executes a Customer Journey (sub)project. We started with analysing and understanding customer behaviour and the current customer journey (personas, customer preferences and the role of data were discussed), then we looked at designing the desired customer journey and finally the realisation and implementation of that desired customer journey. Impact is only created when the customer journey is actually realised.
Interested in what The Next Organization can do for you in terms of (Customer Journey) training? Then get in touch with us!