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Toolkit

For managers, guides and trainers

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Customer Journeys


The Customer Journey is a service design tool, which describes the journey of a service user by representing the different touchpoints that characterise a customer´s interaction with this service. For example what steps does the customer take before, during and after a guided tour.. It also shows the critical moments and touchpoints with the guide and how the customer (emotionally) experiences these interactions.
 
The purpose of Customer Journey Mapping?
By mapping the Customer Journey you create an overview of the service you provide and how your customers experience that service. By creating a Customer Journey, it is possible for you to find critical touchpoints of your service and develop them further to serve your customers even better. Customer Journey makes it possible:
- to see your service from the customer´s perspective
- to evaluate the most important moments in your service
- to get a deep understanding of your customer´s experience
- to represent your service as a process (before - during - after)
- to co-create services together with your customer
- to collect feedback for your guiding organisation, your guides or yourself as a guide
- to help your trainees develop their services
 
In the toolkit you'll find:
- a blank template of a customer journey for a guiding organisation;
- a customer feedback form that is based on the customer journey;
- three filled out customer journeys with examples on how the three Innoguide-topics interculturality, sustainability and experiential guiding can be analysed through the customer journey.

 

Have a look at some customer journeys

How to use the customer journeys


As a manager
You can use the customer journey:
- as a model when creating a new guided tour with your guides
- as orientation material for new employees to understand the guiding services from the customers' perspective from end to end
- for collecting customer´s feedback by asking your customers to fill out the customer journey template.
 
Study the customer’s feedback and feedback from other sources and use this feedback to find out which back- or front-office processes are involved and might need improving. You can use the Service blueprint method, which encompasses both the customer´s activities and experiences and the company´s internal activities and processes to improve the quality of your services.

As a guide
You can portray your own service (guided tour) step by step by using the chosen Innoguide2.0-customer journey template. You can also use it as a feedback form by asking your customer to fill out the customer journey template.
 
Use the directional questions in the Innoguide Customer journey template. These uestions include the three Innoguide-themes: sustainability, interculturality and experiential guiding, which you can take into consideration when creating your customer journey.

As a trainer
Ask your trainees to map out a planned or an existing guided tour using the customer journey template.. You can discuss with your trainees the customer’s expectations and needs in each service moment and touchpoint. Plan together with the trainees how they could more involvement with the customers during the guided tours. Encourage the trainees to think how they can get real information about customer’s expectations before, during and after the service.
 
Use the directional questions in the Innoguide Customer journey template. These questions include the three Innoguide-themes: sustainability, interculturality and experiential guiding, which you cantake into consideration when creating your customer journey.