Customer Journeys
A customer journey maps out the experiences of residents and/or business owners regarding municipal services. 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.
Here's how it works:
- An interview will be conducted with about ten residents to determine their customer experience with the selected product or service.
- Based on the interviews, one or more personas are created (one or more fictional characters derived from the conversations that took place).
- You’ll then see “the current heart rate on the monitor” alongside the experiences reported by multiple people. A customer journey consists of various touchpoints across channels such as the website, email, phone, or in person. At each stage, the persona has a specific experience—positive, neutral, or negative.
- Based on “the current heart rate,” areas for improvement become apparent, and this allows you to set “the desired heart rate,” which is also displayed on the monitor.
- The municipality will implement the desired improvements.