Lean Consulting Case Study – The Customer Journey Map

The Customer Journey has become an important source of perceived value in increasingly complex and digitised markets.  The goal of a Customer Journey map is to understand and evaluate the pathways that a customer takes in order to complete their transaction.

Research has shown that a context sensitive, cohesive and consistent experience improves factors such as brand loyalty and brand attitude over and above the actual customer experience. When considering a digital transformation, a good place to start is to evaluate the customer journey to look for the friction points that can be automated.

Torch took a deep dive into all of the Touch Points across every channel for one of their financial services and insurance provider journey, all the way from awareness before the sales decision to post sales service and disposal, which informed a number of strategic decisions for the customer as the outcome.

During the engagement quick wins were identified across all touchpoints which made instant impact to customer experience.  Cost efficiencies were brought to bear through the discontinuation of touchpoints that were not being utilised or ineffective.  Digitisation islands were identified and prioritised.  The consistency of the brand message and CI was reviewed at each touch point and realigned to improve trust.  The pre and post sales data generated by the various channels was evaluated to understand where the sales journey could be enhances and gaps closed.

The resulting report added value to the company in informing their operational and digital transformation strategy.  Over 10 projects were identified that will release significant efficiency gains and removal of friction for the customer thus improving the customer experience and reducing time to revenue for the customer.

This is a project that can create a real increase in momentum for a company. Find the friction, grease the wheel and velocity will increase.

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