We see that employee engagement increased by almost 15%, customer service costs improved by 23%, and the average sales cycle improved by almost 16%. Below, you can see a graph from Aberdeen Strategy and Research that shows the results of polling 211 US companies regarding their experience with customer journey mapping. Only by externalizing these models from our heads and discussing them, we can come to a shared understanding of who our users are, what their most urgent problems are, and where we can invest our efforts into solving them.īut nothing speaks louder than numbers. To align these mental models, you need to externalize them from your colleagues’ heads and bring them under one roof. That’s why, before we move to solving a problem, it's very important to make sure that we all start from an aligned mental model, i.e., that all stakeholders are talking about the same thing and have a shared understanding. For instance, we all know what a table is, but when asked to think of one, we all imagine it in a slightly different way. And we have slightly different mental models. Not only your point of view will affect the way you look at things and perceive them, but it will also influence the internal representations of the world that you build, which are called Mental Models. The moral of the story is that we all have our own point of view, and depending on it, we can see different aspects. What’s more, each one of them thought that the others were dishonest because what they said did not match the experience of their own. And then, depending on the part of the elephant’s body they were touching, they all came to different conclusions - a tube, a tree, a wall, and so on. Most of us know that parable of six blind men who were put in front of an elephant and asked to describe it. Actors were recruited, a catering company was hired - the list goes on as we dig deeper into what is happening behind the curtains so that viewers can enjoy a cohesive play on the front stage. A tech supplier delivered all the lights, another company delivered the costumes and decor. However, there is a lot happening on the back stage that a user doesn’t see, like sounds and lights moving, decoration changing, and other things that ensure a seamless experience of a theater play.Īnd then there are things happening outside of the theater. That’s the part of the organization - a theater in our case - that a user sees. What a user sees on the (front) stage is the play in its entity, with all the light and sound effects. Of course, a lot of things are happening before that point, like choosing a play, buying a ticket, but we will focus on the "watching the play" part of the journey for our example. To make it a little more tangible, let’s imagine we have a client - a theater - that wants to have a look at a specific stretch of a user journey, from watching the play to leaving the theater. And since we are user-centered, the user- or human-level always comes on top. There, you will always have a user level, an organization level, and the connector level in-between, be it interactions, touchpoints, etc. Let’s take a step back and look at an experience map in general. With the help of this big picture, even most niche employees can see how their work impacts the entire user experience and get the sense that their work counts. By joining forces with others, you can start solving these problems or at least prepare a plan for that.Īlso, blueprints help with better employee onboarding and orientation. And since they rely on a systematic approach to gathering information from stakeholders, they help get everyone on the same page and develop a shared understanding of what is currently happening and where the problems are. Service Blueprints allow you to drill down into the interactions between users and an organization and piece the puzzle together. it is the ultimate big picture for complex services and offerings. First introduced in 1984, the term later got adapted to Service Design around the 2000s.Ī Service Blueprint is an experience map, and just like other experience maps - Customer Journeys, Mental Model Diagrams, etc. A Service Blueprint can be presented in the form of a technical drawing or a map that shows how your service works. Now what?Īs the name suggests, it is really a blueprint for a service.
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