Business Analysis Techniques by unknow

Author:unknow
Language: eng
Format: epub
Publisher: BCS Learning & Development Limited
Published: 2020-12-15T00:00:00+00:00

Figure 4.18 Engagement points between a customer and a supplier

Figure 4.19 Customer journey map for new boots purchase

At the top of the customer journey map in Figure 4.19, there is a description of the persona (see Technique 61) and the goal that they are trying to achieve. Below the persona are the actual stages of engagement with the organisation, and below that is further information about the activities performed at each stage.

The customer’s perceptions at each stage are documented, both in words and as a ‘emotional state graph’ – the latter shows very clearly the state of the customer’s satisfaction or dissatisfaction at each point on their journey. In the example in Figure 4.19 the engagement starts well but deteriorates once the delivery is delayed. The poor response from the organisation diminishes the experience further. It is clear that the organisation has some issues to address.

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