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Invest in understanding the client journey

To improve service delivery, you need to track the complete journey your clients make, explains Helen Hamilton-Shaw

8 September 2017

When you’re heading to a new destination you may look on Google’s street view to make sure you’ll recognise it when you get there, but you’d probably also turn on your sat nav or plan the route on a printed map before you left.

In a similar fashion (and although it’s important to measure customer experience at the point of delivery), for a deeper understanding you need to track the complete journey your client makes.

This mapping should draw on client experience at each touchpoint, from the first contact onwards. Shifting to a wider, more strategic focus will highlight the gaps in your processes or uncover where things break down, opening the way to holistic customer-centric service delivery in pursuit of long-term gain. So, how to draw this map?

What it looks like

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