People Experience Journeys
People experience journeys enable organisations to identify all the factors that generate a specific customer experience. If customer experience tells us what actually happens (rather than what we think happens), people experience journeys show us why it happens.
You are no doubt familiar with customer journey mapping, a process that helps us understand the experience of a customer across various touchpoints. People experience journeys follow the same principle, but they enable us to dig much deeper into the root causes of a particular customer experience. By exploring the needs of each individual involved in the creation and delivery of a product or service, a people experience journey reveals the many tensions, blockages and workarounds that can result in a poor experience for the customer.
By following a people experience journey through from initiation to outcome, we are able to reveal the pressures and weak links for teams, individuals and systems that hamper excellent customer experience. And just as importantly, a people experience journey will also uncover localised knowledge and potentially invaluable solutions to problems that can be adapted or scaled up for broader use.
In the video above, Carl explains the people experience journey that could result from a stolen credit card.
Once the full people experience journey has been generated it can be aligned with other sources of information such as call and service centre metrics, process maps and system maps. Mapping the people experience journey reveals poor experiences for both customers and employees that can both stem from and lead to process failures. The business now has a clear understanding of what actually happens, where the weak points are, and who needs to be involved in designing and communicating a solution.
Bringing people together to generate people experience journeys often results in unexpected connections that lead to new and innovative solutions. It is common for someone to say, “if only we could…”, leading to a perplexed look across the table, quickly followed by, “but we can, we do this all the time using…”.
In summary, people experience journeys
- permit powerful root cause analysis
- provide a way to predict future issues and failures
- enable alignment of process and real world maps
- generate knowledge to build and implement solutions
- increase engagement and demonstrate authentic problem solving
- are a great precursor to Perpetual Thinking groups, community initiation, and incubation hubs