Customer Journey training at De Kleine Consultant Leiden

by Imke van der Linden | Nov 14, 2019 | Masterclasses, TNXTO News

At the beginning of this week, our colleagues Camille Zaaijer and Imke van der Linden I was again able to give a training on the Customer Journey at the branch De Kleine Consultant in Leiden. The Small Consultant is a non-profit strategy consultancy run by students. Some twenty budding consultants were taken through a Customer Journey process and put to work with a number of practical tools.

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 context of the customer, the customer's needs, the interaction moments and the emotions of the customer. From there, the method provides insight into opportunities for improvement. Going through a Customer Journey process has three phases:

  1. Understanding customer behaviour
  2. Designing the desired customer journey
  3. Transform to desired situation

Customer Journey training
In one evening, we took the Small Consultants through a global step-by-step plan that reflects how The Next Organization carries out a Customer Journey (sub)project. We started with analysing and understanding the customer behaviour and the current customer journey (in which we talked about personas, customer preferences and the role of data), then we looked at designing the desired customer journey and finally the realisation and implementation of that desired customer journey. Impact is only made when the customer journey is actually realised.
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