Customer Journeys
A customer journey maps the experiences of residents and/or business owners in Map regarding the services provided by the municipality. This provides insight into desired improvements. Examples include an application under the Social Support Act (Wmo) or a report regarding public spaces. Through the customer journey, the municipality gains a better understanding of the resident’s or business owner’s perspective and identifies opportunities for process improvements. It is a practical and proven method for making municipal services more customer-driven.
The process works as follows:
- An interview is conducted with about ten residents to determine the customer experience of the chosen product or service.
- Based on the interviews, one or more personas are created (one or more fictional individuals resulting from the conducted conversations).
- You will then see 'the current heartbeat on the monitor' showing the experiences reported by multiple people. A customer journey consists of various contact moments via channels such as the website, email, phone, or in person. During each phase, the persona has a specific experience: positive, neutral, or negative.
- Based on 'the current heartbeat,' areas for improvement emerge, allowing you to create 'the desired heartbeat,' which is also visible on the monitor.
- The municipality implements the desired improvements.