Customer Experience Map: Getting ‘proof of age’ identification prove eligibility for entitlements (current state)

This Customer Experience Map is a graphical representation of the service journey of a customer getting a ‘proof of age’ identification card (POA ID). This is the (fictitious, but based on a real government service) scenario where a person with no traditional proof of age (e.g. drivers licence,
passport) needs to prove their eligibility in respect of age. The ‘Agency’ provides a POA ID card so people can use it in lieu of other forms of age proof. This map shows the customer perspective from the beginning, middle and end as they engage our Agency and other services and channels
to achieve their goal. It shows the range of tangible and quantitative interactions, triggers and touchpoints, as well as the intangible and qualitative motivations, frustrations and meanings that we can leverage, change, improve during the solutioning work for the change initiative.

Experience Trigger DISCOVER INVESTIGATE PREPARE APPLY WAIT USE POINTS OF PAIN
BARRIER TO EXPERIENCE

Activity/Interactions
• Need money (e.g. benefit, study “OK, now what?! Identify ‘best’ Approved Verifier
How do I (Post Office or GP Building Society)
entitlement) Get / O1.
depending on assessment of: Because the first touchpoint is about
complete this?” Receive P1
• Want to save money (e.g. banking)
POA001 form “What am O2 a different application process the
• Earning money (e.g. job) .

I doing that “I hate going need for a POA ID is not prominent.

O2
. O1 . day - will I to the Post This causes real pain and frustration
be in town?” Office -
“I’m having a baby!” Go to Visit a branch Call to get when it’s discovered because instead
agency.com to get advice, advice, forms convenience such long
“I’m starting to manage of one process the customer has to
my finances!” for info, forms forms to be sent Gather required documentation
lines” P.6 Use identity credentials
do two. See O.1
“I want to study!” preference to complete original application
“Hmm, all Wait 10 - 14 working days. process that triggered the POA
P.3 day parking access ID process application Annoyed that a whole new process
Locate It Seek It or do I catch P2
Customer Type (Already have the (Need to access it the bus?”
cost
“It’s a pain
getting up the
May call to follow-up on
progress
will take more time to complete, in
“First things first - information) from original source) escalator with addition to the time it takes for them
Neville Never-Done What financial help P.4 the pram” to get their information together.
• Tends to be younger or inexpe- can I get?” Makes a real dent in view of Agency:
rienced in terms of finances or O1.
O3 . “It’s just red tape and I need that
dealing with institutions. Contact Contact Make copies O5.
Wait in line Reach counter money!” When they know they’re on
institution or third-party - “I know what I need P. 2
Circumstances to do - now I need P.4 P.5 track could leverage: O.1 O.4
regulatory body - plunket, budget
• Doing process for someone else Employer, Govt, advice, Seek, to get all the stuff
• Doing process for first time Bank Sorted together and apply” P.3 High stress due to importance of
Receive in mail papers not often referenced/used.
Biggest Pain wallet-sized POA ID
At a home and letter
• Never dealt with regulatory agency Cost incurred for photocopying,
before. Some fear of process and Ask friends and family P.1 P.4
“But I do wonder At a shop, library At work “Now what? additional cost may be due to accessing
ability to achieve outcome easily. how not yet having this (cost associated) Will I get my ID photocopy facilities. See O.5
POA ID effects my current now? What should I
Expectation benefits / my study get back?”
“I know what I need to application?” Not knowing exactly what will happen
• “Please let this be easy”
do - now I need to apply/
Check application, required P5 throughout causes anxiety. See O.3
documentation: copies and originals
open the account” [Approved Verifier checks original and copy,
Sally Starting-Something-New and confirms identity of customer using Not knowing when POA ID will be
evidence of identity document] P.6
• Has had experience with institutions. received has potential financial impact
• Has a clear goal, understands process and stress on customer. Could result
but is frustrated by inefficiencies or P.6 in calls seeking reassurance and reso-
pressure on her. If evidence incorrect If evidence accepted lution. See O.3 O.4
“CRAP! I need application process POA ID provided “10
Circumstances POA ID!” ceases until require- - 14 working days
• Starting something new P1 ments satisfied of us receiving the
application form”
• New to this type of process Transition point: Transition point: Transition point: POINTS OF DELIGHT
Biggest Pain
NB: Urgency process
available - cost $12, OPPORTUNITY TO SUPPORT
• Doesn’t appreciate bureaucracy and Stop Continue Understand enough to progress, Paperwork complete, circumstance
receive verbal ID within
24 hours. Criteria: job
O4. EXPERIENCE
red-tape, especially if it looks like it Consider other POA001 form is accessible and time is available to ‘apply’ already started, missing
financial options out on Baby Benefit
could be easier. To ensure the right education info is
D.1 available identify application touch-
Expectation
O1 points as well as popular blogs (and
Touchpoints Emotion/Intensity

• “This should be straightforward so .

“Great! Now I can similar) that provide proactive advice
I trust I can’t get it wrong” D.2 finish my process that and situation-contextual information.
D.1 “I hope I’ve got the triggered this whole
“Excited! Bit anxious, right information thing!”
bit nervous” “I think I know because I’m ready” O2 To make it easier to decide on best
.
location provide list of Verifiers in
what to do” Agency site with link to google maps.
“There’s a lot
Map Key to do to apply Provide in-store visuals or pamphlets
Service Elements “What can for support” “I know what I need
O3 to describe process while people wait.
.
I do for financial “This is like a whole extra
support?” and I’m doing my “It takes days to get all the For those who urgently need the ID
P1 Point of Pain (doesn’t work) process! What does that best to get it all and don’t realise until they’re in line
“Now I have to mean for what I’m already stuff together, come into the
together” counter and I still won’t get “I really need that this could help pre-educate them and
D1 Point of Delight (works well) do something else trying to do?” ID, I’ll have to call them
in order to finish the ID for 10 to 14 working relieve some anxiety before they get
days!? This is ridiculous!” for a progress update”
my process?!” to the counter.
O1 Opportunity
Consider making the ‘urgency’ process
• agency.com • agency.com • agency.com • agency.com O4 the actual process. If we can do this in
.

Time • Bank sites
• Plunket.com
Time Spent (positive)
• study.com
Time Taken (negative) • tertiary institution sites
• benefits.com
• POA001
• New employment forms
• Grant Application
• Bank enrolment form
• Agency counter
• Agency call centre / IVR
• Call Centre for above sites
Mel Edwards : July 2012
• Bank sites • gpbs.com • GP and Post sites 24 hours and it costs $12 what is the
• Plunket.com • dop.com cost of calls we deal with when people
• study.com • LTAA.com ring to find out status.
• tertiary institution sites • PostOffice.com
• benefits.com Could consider removing customer
O5.
cost of photocopying and subsidising
• POA126 • Evidence of ID + copies docs • Letter • Proof of Age ID card
Approved Verifiers to provide the
• Proof of Age ID card
service. Goodwill cost to Agency is
minimal, but stress relief and real cost
saving to customer - after all it’s use
• Agency call centre • Agency call centre that says it should be in paper form.
• Call centre for above • Call centre for above
• Call centre for Post, GP • Call centre for Post, GP