User Journey Mapping: The key to improving service experiences

As facility managers make the shift from being compliance and service providers to becoming champions of the holistic end-user experience, reshaping the industry in a more user-centric fashion will be fundamental for optimal business outcomes in the future.

Our recent research, conducted with the Copenhagen Institute for Future Studies (CIFS), including a survey of more than 1400 Facility Management experts and service professionals, found that a constantly shifting service landscape will challenge organizations to rethink, reinvent and reset their service strategy.

This challenge is being driven by a shift towards a focus user experience, which is the next frontier for differentiation, value creation and growth.

Understanding the customer journeys and providing great experiences across all touch points will require facility managers to observe, shape and perform.

Observe Shape Perform

From complaints to feedback

It will become increasingly important to deep-dive into each touch point and create innovative solutions and fine-tune all parts of the service process to reach the additional layer of satisfaction. The historical feedback culture has had its roots in complaints and in learning how to prevent unsatisfied end-users. The feedback culture of the future Service Management will be centred on understanding what is missing in moving from a satisfied end-user into a very satisfied end-user and learning from the events that created the most satisfied end-user experience.

In order to outperform competitors, an important element will be to ensure a seamless end-user journey. Here, service touch points will become highly embedded within the end-to-end service experience. They will be characterized by a carefully orchestrated mix of virtual, digital solutions that leverage things like artificial intelligence, advanced ICT as well as the human touch applied at the most value-added touch points.

From linear to dynamic user-journeys

User experiences will no longer be isolated events. Instead the user journey is becoming more of a cycle, where one user’s experience feeds into another user’s decision process as to whether to purchase the service in question or not.

From Linear to Non Stop

 

Service providers will be required to capture these new dynamics and design the appropriate touch points for all stages of the service exchange – before, during and after.

While service interactions will occur across a variety of touch points, they will likely incorporate more social and emotional interfaces, and capitalize on applied behavioural science in the design process in order to match expectations with reality.

Tactfully shaping user perceptions can generate significant value.

As noted by McKinsey in their CEO guide to user experience;

Leading researchers have identified the major factors in customer journey experiences that drive customer perceptions and satisfaction levels. For example, savvy companies can design the sequence of interactions with customers to end on a positive note. They can merge different stages of interactions to diminish their perceived duration and engender a feeling of progress. And they can provide simple options that give customers a feeling of control and choice. One pilot study at a consumer services firm found that improvements in net-promoter scores accrued from “soft” behavioural psychology initiatives as well as from “hard” improvements in operations.

Collaboration will be key

It is also important for service providers to prioritize the establishment of partnerships with local vendors and small businesses in order to gain more robust user insights and increase responsiveness.

The relationship approach will allow service providers to better coordinate across different touch points throughout the user journey and ultimately improve service delivery.

Increased collaboration among those in the value network will lead to greater management over the touch points and user journey and not least more favourable outcomes for users.

Learn more about, how you can use User Journey Mapping to improve service experiences. Download our research on the topic by clicking the button below.

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