What is Customer Journey Mapping?
Journey Mapping is a visual depiction of every interaction a consumer or patient has with a service organisation. It allows the provider to more fully understand the consumer’s experience with their product or service.
Why is Customer Journey Mapping Important?
While most organisations are familiar with mapping from a process perspective, few undertake in-depth experience and emotion (consumer frustrations and delights) mapping of the consumer or patient journey. The journey is often mapped without involving the patient/consumer or cross-functional teams. It is often too broad, leaves out informal touchpoints and is not matched to patient or consumer personas. A more in-depth mapping of the journey allows more accurate understanding of the experience, the opportunity to triangulate patient/consumer issues with staff, to communicate in a manner that speaks to the emotional needs (not just informational needs) of a consumer or patient persona and to identify quality, safety and service gaps not otherwise identified by a process map.
Our Customer Journey Mapping Services
Our journey mapping service involves the thought leadership of industry experts such as Dr Avi Ratnanesan, a doctor with over 20 years’ experience across health and innovation, with best practice methods (quantitative and qualitative interviews and surveys), tools and technologies to map the patient journey. We help organisations determine end-to-end journey points and engage the patient/consumer, cross-functional teams and lean/process managers in mapping the true journey. In addition, we use highly experienced teams (that also empower and upskill your staff in journey mapping) to deliver the insights. We have helped primary care clinics and emergency departments identify previously-missed organisational challenges through journey mapping.
Case Study: Improving Patient-Centred Care in the Largest Primary Care Group in Australia
In 2017-18, one of the largest groups of primary care practices in Australia engaged Energesse to improve person-centred care. We used best practice tools to lead a project focused on mapping patient journeys across the primary care clinics, identifying pain points and opportunities as well as methods to resolve the issues. The project resulted in several recommendations to improve person-centred care and enhance integration across the group of practices, and wellbeing in the community. These included improving process efficiencies, instituting structures that provided for better consumer voice in the organisations as well as building greater understanding within management teams at head office and local clinic level on new improvements to be implemented.
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