Insight & Journey Mapping

Practical
Application

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OBJECTIVES
• Insight & Journey Mapping
• 3 Journey Approaches
• See applications

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INSIGHT DEFINITION

A deep truth . . .

Relevant to task or
issue . . .

That rings bells . . .

Strongly enough to
create change
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INSIGHT
EXAMPLE ‘My
favourite
fantasy is
that I’m
effortlessly
attractive to
hot women’
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INSIGHT –lots of sources

4 Key Sources

JOURNEY MAPPING
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INSIGHT –3 step ‘TRANSFORMING’

DATA & FACTS

Understanding

Insight

Understanding

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INSIGHT
‘I don’t
EXAMPLE
want to
live with
the guilt of
killing
someone
else’
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Pieces of Key Data & Information

86% believe they won’t have an Understanding

accident on short journey/ locally

40% think they are safe in a Belief that I only need to

residential area worry when on a
"journey" is misplaced
94% of accidents happen on
residential/minor roads

People believe they are in control in

the back...
I don’t want to
...but movement is uncontrollable Biggest risk is to front live with the
under impact seat passengers on short
guilt of killing
local drives
Most fatalities are not to unbelted someone else
back seat passenger

Youths feel safe in the back

Risk to self not important-
Youths shocked when confronted risk to others shocking
by statistics

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What is Journey Mapping?
•tracking
Customer journey mapping is the process of
and describing all the experiences
that customers have as they encounter a
service or set of services.
•toItthem,
takes into account not only what happens
but also their responses to their
experiences.
•improvement
Used well, it can reveal opportunities for
and innovation in that
experience.
•practical
It therefore acts as both a strategic and
tool to ensure every interaction with
the customer is as positive as it can be.

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3 TYPES OF JOURNEY!

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1. MAP THE EXPERIENCE

GOOD FOR. . .
Customer •Bringing the
customer to life
Experience •Telling a story
Mapping with emotion and
narrative
•Engaging staff

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2. MAPPING THE SYSTEM

GOOD FOR. . .
•Mapping across
Process departments
Mapping •Showing where
things go wrong
•Setting standards

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3. MEASURING THE EXPERIENCE
GOOD FOR. . .
•Identifying what
matters most
Satisfaction •Adding hard
Measurement numbers to the
equation
•Making a
business case
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HOLLOWAY PRISON - ISSUES

CLASS A DRUGS

LITERACY

LOSS OF FAMILY

SUICIDE- END OF
THE ROAD
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 THE ADMISSIONS JOURNEY
Type of journey
Entering Holloway Prison
Hot spot
Travel to Checked in Photo and Cavity Taken to
Journey steps Leave court
Holloway from van ID search cell

Feel dirty and

Experience at Shock and ashamed –
De- I’ve really
each step: realisation Uncomfort- haven’t been
personalised reached rock
Want to get able Again feel I’m able to wash
Being bottom.
•actions in touch with
people but
No one to
reassure me
processed
being for two days
processed Why are they
What are the
• thoughts can’t Tired, dirty,
through the
system
Suddenly I’m doing this?
other people
in here going
• feelings Told what to don’t know
No turning
a number, not What are
to be like?
do, no what’s going a person they looking
• reactions freedom of to happen
back – I’m
for? What do
How will I be
really here able to cope?
action they think of
me?

Explain what Someone to

Key Issues/ Explain Talk to Tell people
ID number is
Explain
stay with you
process at people on the about why it’s
opportunities this stage journey admissions
for.
necessary
while
Phone call adjusting

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HOLLOWAY ACTIONS

Literature and
video

Staff training

Buddies
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1. MAP THE EXPERIENCE-TOOL
BORDERS AND IMMIGRATION AGENCY
EXAMPLE

Objectives,
Customer
scope & journey Applying for entry clearance to the UK Short-term student from China (Sichin)
segment
type

Moments
of truth

Query from Receive

Key Journey
Key Journey Finds Application Payment Biometrics VISA
UK Visas interview
Steps
Steps information submitted processed
received request
and interview received

Sichin has
Sichin Contacted for Visa arrives
details of her Application Attends her
applies online Payment has interview. in the post.
course and and checks interview.
Actions, and sends gone through Worried – Hugely
tries to find have shown Nervous –
supporting but she’s biometrics relieved and
feelings, out about one of the building
documents heard nothing sounds can now look
thoughts and visa documents is intimidates
by secure yet. It’s a big alarming. forward to
reactions at each application. post. sum of
missing.
Anxious now
her. Hope
and finalise
step Finds the Sichin finds it’s gone OK
Expensive money – about timing her plans for
website this but more but hard to
but can’t risk hope all’s OK – all taking a coming to
easily and is expense tell
losing them long time England
encouraged

Website; Currently no Payment Query sent Letter sent Face to face Postal
needs to be contact. goes through by email. out. contact with delivery of
easy to Opportunity bank – no Opportunity Opportunity interviewer. visa
access 24/7 to confirm direct to update on to say more Could say Can be sent
Touchpoints
Supporting receipt acknow- progress and about the more about with more
phone line ledgement timing process process to info on
reassure immigration

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THE HEART MONITOR

MINISTRY OF JUSTICE EXAMPLE

Objectives,
Track the process experienced by Customer
scope & Jurors
jurors to improve levels of service segment
journey type
 Expressing a journey
Moments
of truth in a highly visual way
In court –
that can engage and
Key
Key Journey
journey
Steps
steps
Receive
summons
Jury
selection
In court
pre-trial
during
Deliber-
ation
Delivery
of verdict
Post trial motivate stakeholders
trial
Receive Judge  Identifying the highs
letter – Finishing
Great looking Judge was
‘professiona
thanks jury
– much was a relief and lows of the
+100
forward to it
l’ appreciated experience
Trial was
impersonal  Clearly highlighting the
Expenses
Customer ‘a hassle’ areas where we need to
Satisfaction Easy to
change Locke take action most
urgently
Rating d in Victims
date by Not sent
email family
start to cry information
Only small about
amount of – ‘lowest
Slow No point’ sentencing
-100 evidence
Poor selection Late start useful preparation
process most days for
delivering
verdict
Comms: Customer face: Process: Comms: Environment: Customer face: Comms:
Manage Explain delays Simplify Make jurors Provide Talk to jurors – Ensure follow-up
Levers for expectations Environment: expenses aware of role adequate stress the letter goes out re
solution Channel: Make the wait as system played by all the facilities importance of sentencing
hunting 24 hour access painless as Look at time- evidence Comms: what they’ve
possible keeping Brief on verdict done
delivery
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 Generating a picture of the customer journey is a valuable
way to understand how customers experience public
services
Customer journey through court: Victims of crime
Reporting Police Before the After the
At court
the crime investigation trial trial
Positive

Reported Identified attacker

crime – ‘felt good, this
immediately. will be
Police ‘very straightforward’
good’ – told Phone
him what to conversations
do and who with detective
was coming. Gave statement – ‘kept in Detective gave him
Felt secure in police car – touch’ background to
felt were ‘helping accused: first offence,
him’ Only communication with had been held since
Level of satisfaction

detective. Happy to explain arrest. ‘Felt a bit

situation better’
Called up to
Drove him home - grateful,
identify
but didn’t feel like standard
criminal on Case
service
computer submitted
system Judge asked if
to CPS. he would like to
seemed Unclear Would report a crime again, because found
Received call from ‘efficient’ sit – only out defendant had been held for 5 months.
detective where next introduction
contact Pack from But court experience was a ‘waste of time’
Told to come
Witness Service.
Neutral

from. Had back next day.

to ask Personal contact
In Not a big
detective became formal.
Identity parade. No locked problem
No information
Drove around looking coaching, no witness
about process Little contact
for attacker – ‘waste reassurance wouldn’t room – Jury is a ‘sea of
ahead with anyone –
of time’ as in marked Had to go to the meet attacker ‘cut off’ faces’ Worried attacker could
car only detective
detective – come to house
‘foreign territory’. Gave formal
Police station statement. Few days Food terrible –
‘disconcerting’ Worried before trial, had to go out
whether still no Called Witness Detective told him ‘You should
justice would information Service as have said…’ Too late now
be done. on process wanted to speak Barrister not
Detective to barrister. Told Didn’t see
Witnesses very confidence Accused
seemed ‘dim’. to arrive early barrister,
have to be inspiring got off
Changed the on the day. and
flexible but Other reason was that a
statement Seemed detective
judges aren’t detail of appearance had
into his own ‘disorganised’ late Asked to
(lunch 12-1). changed. Frustrating, ‘knew
words Annoying see
Didn’t go into court it was him’
barrister
at all on day 1. No
again. Did Called - court
information on
– but he room an alien
why. Lack of
wasn’t situation. From Got off because he had been
information most
informative
Negative

frustrating thing a tiny room to a identified on computer

theatre. system before line-up (which
Everyone else in made evidence invalid.
the know Police knew this was a
problem, so why didn’t
victim?

September
March
Source: DCA

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2. MAPPING THE SYSTEM
GOOD FOR. . .
•Mapping across
departments
Process •Showing where
Mapping things go
wrong
•Setting
standards
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SYSTEM MAP C-MEC

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 C-MEC ACTIONS
 Captured how C-MEC might work
to deliver its new services
 Identified key points of customer interaction by
segment- where they join
 Identified gaps in service/ customer interaction
for key segments- and potential partners
 Highlighted non-essential deviations
 Showed interdependencies between
departments/areas
 And how many people required per area
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SYSTEM MAP IMPROVEMENTS
SYSTEM MAP

Map Free School Meals (FSM) to End to end Process of making a new
Objectives/ identify how to deliver a better application for FSM from Customer
customer service and achieve cost
system becoming eligible through to
All new applicants
scope segment
savings definition receiving meals

Goal 1: Goal 2: Goal 3:

Core system Deliver an important benefit consistently and Minimise the number of entitled people leaving Contribute towards a required 3% efficiency
goals without delays the process without obtaining the benefit improvement across the council

KEY STEPS IN SYSTEM/CUSTOMER JOURNEY

Leaves process Leave process
No
Completes
No Link records
Receives
Becomes
eligible/
Finds out
about FSM
Do I
application
form request for Can I/ do Sends extra so happens Receives
confirmatio
Child starts
Customer want to (4 routes more I want to information/ receiving
aware of
eligibility
and how to
apply
apply? leading to information/ proceed? verification automaticall n of FSM
entitlement
meals
Yes same verification Yes
process) y
No
Report sent
Council Receive Is all Receive Bring up Checked for to school
FSM and check correct info and check child’s Add claim errors and and
application provided? extra record and dates authorised confirmatio
section information add note n to parent

Incorporate Yes
checks in Receive
Provides
School online report on
meals
Avoid entitlement
process
second
stage
NOTES ON PROCESS AND CRITICAL INCIDENTS
of Avoid more
Application
checking checks – build in
Four Sometimes Parents can On-line System Wasted Will continue
rates may vary
by area; in
different
routes have
can verify drop out at fail-safes
applications proneearlier
to materials to receive
benefit until
some places internally, this point, have earlier human often next review,
there’s more very sometimes start date associated
particularly error so even if
stigma different
attached associated have to go after a than paper need this with this eligibility
back to the second ones check step step changes
Critical costs Critical
customer query
moment moment

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 Finding out more

Guide for Guide for

Practitioners Managers

Online
‘How To Do’

Online Expanded
Training Toolkit
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 Click on the part you need
JOURNEY MAPPING: MAIN MENU to go to

Tutorial Introduction When to Journey map

About journey mapping and How to diagnose what you
How to use this guide
its benefits need

Three types of map: If you know the section you need, click on it to go straight there

Customer Experience Mapping Mapping the System Measuring the Experience

Introduction and set up Introduction and set up Introduction and set up

Walking in the customer’s

Gathering information Gathering information
shoes

Constructing the map Constructing the map Constructing the map

Taking action Taking action Taking action

Evaluating results Evaluating results Evaluating results

Core toolkit: If you know the tool you need, click on it to go straight there

Diagnostic Research briefing Qualitative Mapping Expanded

questions template heart monitor symbols toolkit
Building Choosing a Constructing a Quantitative
customer Go to full
understanding mapping event experience map heart monitor toolkit menu
Identifying Workshop Constructing a
journey steps checklist System map
heart monitor Case studies

Map planning Customer Constructing a Prioritising Real life

checklist experience map system map actions examples

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 Thank you!

Helen Begley
Transformational Government
Cabinet Office
t: +44 [0]20 7276 3182
m: +44 [0]7766 802863
New address: Rm 1.14, Admiralty Arch
(South),The Mall, London SW1A 2WH

Helen.Begley@cabinet-office.x.gsi.gov.uk

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