#3 Customer journeys versus process landscape (CustomerJourneyMapping)
By Jens Anker Hansen, QualiWare consultant
When you work on business processes, you often view the processes from the inside-out.
You model the processes and workflows in an optimal way for the company.
Unfortunately, the focus on internal processes and details in the process landscape often doesn't fully correlate with the customer experience that you wish to create. This can be captured better with an outside-in view of your organization.
With QualiWare's Customer Journey Mapping technique, you will be able to focus on your customers' journey, their touchpoints, and the company's strengths and weaknesses concerning the customers.
And you will do so in a way that ties in closely with your business's internal processes. Each customer touchpoint can be linked with the process descriptions in the process landscape. This will show if the internal processes support the company's objectives and wish for interaction with the customers.
You can also connect touchpoints to strategic, systemic, informational, or organizational elements. This way, you will get a total from-the-outside-and-in view of the company.
Picture # 1: Highlights one touchpoint on the customer journey.
Picture #2: When you click the touchpoint on the customer journey above, a content list will show up.
Picture #3: When you click the "internal process" box on the content list (eg. "Dwell time") ,you will go directly to the internal process for this subject.
