Sei sulla pagina 1di 1

Customer Experience Map: Getting an ‘proof of age’ identification for the purposes of eligibility for money access (current

state) EXAMPLE ONLY


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) scenario where a person with no traditional form of age proof (e.g. drivers licence, passport)
needs to prove their eligibility in respect of age. The ‘Agency’ provides this POA ID service in the form of a re-usable POA Card people can use in lieu of other forms of age proof.
The map shows the customer perspective from the beginning, middle and end as they engage our 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 Triggers Discover Investigate Prepare Apply Receive Use


Opportunity to improve/enhance service
- Need money (e.g. benefit, Identify best Approved Verifier (Post
grant) Office or GP Building Society) by: O1 To ensure the right education info is available
Get/Receive June 2010

- Want to save money (e.g. POA001 form


S M T W T F S

identify application touchpoints as well as


banking)
Now what? Ti 6 7
1
8
2
9
3
10
4
11
5
12
How do I complete this?
Tt
O2 13 14 15 16 17 18 19
Tt popular blogs (and similar) that provide
- Earning money (e.g. job)
20 21 22 23 24 25 26

Go to agency.com
Call to get advice I hate going to the Post
Office - such long lines!
convenience 27 28 29 30
advice and support them with right
Visit a site to get What am I doing that
and application Tt
forms, advice form sent preference day - will I be in town? information
I have a new baby! I want to
access
study! I’m starting to It’s a pain getting up the
cost escalator with the pram to
manage my finances! Hmm, all day parking GP - where else? O2 To make it easier to decide on best location
I want my first job! or catch the bus?
provide list of Verifiers in Agency site with link
Tc
Gather required documentation to google maps
Te I know what I need to do Turn up, wait in line
Customer Types First things first - Got it Get it
Ref: ‘Full Typology’ for detail of types What are my options? - now I need to get all the
(find it) (seek it) O3 Ti
O3 Provide in-store visuals or pamphlets to
Contact third-party stuff and apply
Ask friends,
family
What can I get? - plunket, budget P2 P3
Online or visit regulatory body
Receive in mail wallet describe process while people wait. For those
advice, seek, sorted - DoP, LTAA, other
Neville Never-Done Contact institution sized POA ID and who urgently need the ID and don’t realise
Tends to be younger or inexperienced or regulatory body
in terms of finances or dealing with - Employer, Govt,
letter until they’re in line this could help pre-educate
Bank
institutions. P1 Contact generates other questions them and relieve some anxiety before they
“how will not having this POA ID If

effect my:
evidence get to the counter.
Circumstances: Ti Ti incorrect
• Doing process for someone else • money access? Get to counter
• Doing process for first time • current benefits/grants?
Make copies O4 Consider making the ‘urgency’ process the
• job? Tt
Tt actual process. If we can do this in 24 hours
Biggest Pain: P5
Never dealt with regulatory agency I’m think I’m eligible for the Baby
P4 and it costs $12 what is the cost of calls we
before. Some fear of process and ability Benefit/Grant X! I got my first job! O5
Now what? Will I get
my ID now? What deal with when people ring to find out status.
to achieve outcome easily. I’m going to open a bank account! should I get back?

Expectations: O5 Could consider removing customer cost of


“Please let this be easy” Ti Approved Verifier checks photocopying and subsidising Approved
Look it up online - google
Now what? Ti original and copy, and confirms
or business/agency sites
to get process and ‘real’ How do I complete this? Call to get
identity of customer using Verifiers to provide the service. Goodwill cost
application
story from others who’ve At work or At a shop evidence of identity document to Agency is minimal, but stress relief and real
Sally Starting-Something-New done this (forums, blogs) Visit a counter to forms sent At a home
get forms, advice a library (cost assoc)
Has had experience with institutions. O1 cost saving to customer - after all it’s use that
Has a clear goal and get’s process but says it should be in paper form.
frustrated by inefficiencies or pressure
on her. Tt

Circumstances: Check Points of pain and possible mitigation


• Starting something new application
“You will receive (if applicable)
• New to this type of process and papers
O1 I know what I need to do Tt your POA ID within 10–14
Biggest Pain:
- now I need to apply/ working days of us receiving P1 Because education information is about a
Doesn’t appreciate bureaucracy and
start job/open the account the application form.” different application process the need for a
red-tape, especially if it looks like it Complete form/application POA ID is not prominent. This causes real
could be easier.
P6 pain and frustration when it’s discovered
I’m ready So if GP/Post Office
Expectations: I don’t drive, to apply because instead of one process they have
I’m not going misses the mail it
“This should be straightforward so I
overseas... could be longer??! to do two. See O1
trust I can’t get it wrong”
P1
Crap! I need O4 Urgency process available - cost $12, P2 Annoyed that whole new process required
receive verbal ID within 24 hours. Criteria:
a POA ID
• job already started takes 2 weeks + the time it takes for them
P2
• missing out on Baby Benefit payment to get their information together. Makes a
P3 real dent in view of Agency: “It's just red
tape and I need that money!” Bright spot
• agency.com • Banks sites • agency.com • Bank sites • agency.com • gpbs.com • agency.com • GP and Post sites is when they know they’re on track. Could
• money.com • Plunket.com • dop.com
• Plunket.com • money.com • LTAA.com leverage this with O1 O4
• study.com • study.com • PostOffice.com
Key: Online
• tertiary institutions sites • tertiary institutions sites P3 High stress due to importance of papers
• benefits.com • benefits.com
Time:
P4 Cost incurred for photocopying, additional
Takes time - negative • Agency call centre • Call cntre for above • Agency call centre cost may be due to accessing photocopy
• Call centre for above • Post Office
• IVR phone • Employer HR, payroll
Timely - positive On call
• Call centre for Post, GP • GP facilities. See O5
• Agency counter • Employer payroll • Call centre for above
P5 Not knowing exactly what will happen at
Touchpoint: Agency Other/ThirdParty On site counter causes anxiety. See O3
• POA001 • New employment forms • POA126 • Evidence of • Letter
Te Education: to learn what to do • Grant Application ID + copies • Proof of Age ID card
docs P6 Not knowing when POA ID will be received
• Bank enrollment form
Ti Interaction: person to person
On paper
has potential financial impact and stress on
customer. Could result in calls seeking
Tt Transaction: progresses process P1 Great! Now I can finish
Excited, bit
anxious, nervous
P4 my process that reassurance and resolution. See O3 O4
triggered this whole
P3
Tc Confirmation: process reassurance thing!
OK. I know what I
I know what to do need and I’m P2 Hope I’ve got the
This is like a whole new getting it all right info because
process! What does that
I’m ready
mean for what I’m
I have to get lots already trying to do?
It takes me best part of a
NB: This is an example Customer Experience Map.
P1 Customer point of pain What can I do?
of info together week to get all the stuff and The information is based on hypothetical, made-
give it over and I still don’t I really need that up and purely fictitious scenarios and service, so if
P1 Agency point of pain Now I have to do
have the ID - this is such a
pain
ID, I’ll call for a
something doesn’t make sense (like why else
progress update
something else in order
would I use this POA ID) move-on because this
O1 Opportunity to finish my process!
Map is for content illustration purposes only.

P1 Customer point of pleasure

Potrebbero piacerti anche