Situation
The utility company traditionally viewed its services from an internal, process-focused perspective, which often led to a disconnect with how customers actually experienced their services. This lack of customer-centric insights limited the ability to identify and address pain points effectively.
Task
The task was to create a practical, scalable toolkit for mapping customer journeys across key services (such as billing, onboarding, and issue resolution) from the customer’s perspective. This toolkit aimed to foster a customer-centric mindset within the organisation and enable teams to pinpoint improvement opportunities independently.
Action
Leading on the development of journey maps for essential customer interactions, templates were created for both “as-is” (current) and “to-be” (ideal future) states.
These tools were tested and refined through workshops that engaged stakeholders using innovation techniques, allowing teams to validate maps and identify critical pain points. A comprehensive toolkit was then established, enabling internal teams to independently map and enhance customer journeys across various services.
Result
The toolkit became an accessible resource for teams across the business, empowering them to adopt a customer-centric approach. Internal users could now map customer journeys on their own, gaining deeper insights into service improvement opportunities.
The initiative strengthened customer focus within the organisation and set the foundation for more empathetic service delivery, resulting in its use across seven internal teams with an NPS score of 9.
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