Customer Journey Mapping with Daniel Sunden and John Flitcroft
“An experience or service does not only deliver value when it’s active.”
Daniel Sunden (left), John Flitcroft (right)
One of the first steps business owners should take in serving their customers is identifying the customer journey. As a customer interacts with different points in the business, there are multiple opportunities to design their experience every step of the way. The benefits of understanding and visualizing a customer journey can range anywhere from better customer empathy to even actual revenue made or money saved.
In this episode, we talk with two design strategists in Europe - Daniel Sunden and John Flitcroft, who walk us through making the most of a customer journey. Daniel is a Senior Designer at Nile, which integrates design into regulated industries like healthcare and banking and John is a Design Strategy Consultant at EPAM systems - a consulting firm that works in a variety of industries.
Our chat detailed customer journeys and somehow took us to the customer journey of pizza, across 3 different cities around the world! So we have two parts to this episode - a customer journey of pizza, and a how-to of customer journey mapping.
This episode's design challenge:
For a digital service - take a paper and draw each screen that you are interacting with. Do it in real-time - not from memory. Consider the complete journey and see what information you find yourself needing that is missing from your journey.
For non-digital services - create a grid with 8 boxes and narrow down the key steps into 8. The catch is that you cannot have a digital component at any of the steps. Tell us all about it in the comments section!
Hear about our customer journeys of pizza.
Hear the complete episode on customer journey mapping.