The customer journey

1
The customer journey
2
What is a customer journey ?

• Tracks the optimum journey a person can make
  through your organisation or a set of services to
  an outcome
• Highlights the key changes and milestones the
  person needs to achieve to get to the outcome
• Helps providers and commissioners to focus on
  sharing outcomes and results

3
Key concepts

• Problem
• Customer
• Outcomes
• Impact
• Outcomes
• Results
• Milestones/Events
• Journey

Key questions Who does the changing when a
person achieves a result? What are your customers
like?
4
Important stuff

• Its the customer that does the changing
• We cannot blame the customer if something we do
  does not work
• Some things will be organised in a way that makes
  success less likely
• Rarely does one organisation get results and
  outcomes single handed!

5
The establishing a model journey

• Even though the world is far from ideal we can
  develop a model for a successful journey
• If we can do this we can match this against what
  happens for people now
• Then we can plan for change and improve results

6
What goes into our model

• End point (Impact or Outcome)
• Start Point (when the person first comes into
  contact with the services)
• The results and output milestones that need to be
  achieved by the young person
• Key events e.g. move between services
• Key decision points
• The activities, processes you need to have in
  place
• The time it might take to complete the journey

7
Real journeys

• Real journeys might look like this

milestone
Result
Key event
Outcome
Start point
milestone
Result
Result
8
Model journeys

• To make more sense of it we can depict it in this
  way

Outcome
Start point
Key event
Key event
milestone
milestone
Result
Result
Result
6 months
Day 1
Time scale
9
Activities and interventions

• Once you have established the optimum journey you
  can
• Develop the right activities to deliver it
• Develop the right processes to deliver it
• Set milestones for monitoring
• Assess current service configuration, practice,
  activities and results against it
• Test it out and see which bits work!

10
Customers characteristics

• Its the person who does the changing so we need
  to understand some key things about the young
  person
• Their experiences
• Their feelings
• Their aspirations

11
Exercise 1

• Who is the customer anyway?
• What are the key characteristics of the people
  you work with?
• Their experiences, their life styles, their age
  range etc
• Are there definable groups of customers

12
Results, Outcomes and Impact

• All are about changes for people
• Think
• Feel
• Act
• Conditions
• Results are short term
• Outcomes are medium term
• Impacts are long term
• Outputs are things that contribute to the above!

13
From Problem to Outcome and back again
What's the Problem we are addressing ?
What Outcomes do we want to achieve with the
Young Person ?
Results
Activities
Inputs
14
Exercise 2

• Stages of the journey
• Can we identify key stages that define the
  persons journey?
• In your group discuss and see if you can identify
  different stages in the process e.g. engages with
  services?

15
Stages of the journey

• Here are some possible ideas for the stages in
  the whole journey
• Engages with services
• Begins to make changes
• Has made changes
• Sustains the changes

16
Exercise 3 Results

• What is the big outcome we need to achieve for
  people?
• Then begin to break that down further
• Imagine a person you have worked with recently
• Think about the results they need to achieve to
  the outcome
• Results are the smaller changes that add up to
  the outcome
• Make some notes so we can feedback to the big
  group

17
Here are some examples

• Person feels they have been listened to
• Person understands how their behaviour affects
  others
• Person has trust in one worker
• Person has example of how they have used positive
  problem solving approaches

18
Exercise 4 The optimum journey

• Using the following headings work out what you
  think the optimum customer journey should be for
  a young person
• Results for the person
• Output milestones
• Events
• Activities
• Decisions
• Service inputs
• Stages of the journey

19
Exercise 5

• What assumptions are we making about
• What will work with person
• How they and others will change their behaviour
• Do the assumptions make sense in the light of the
  young persons characteristics?

20
Exercise 6

• How does this compare with the current journey?
• look at the gap between your current practice and
  the optimum journey note any key differences