Experience Mapping
This case study explores how I spearheaded the creation of an extensive experience map, acting as a central hub for the entire organization, to capture and enhance the experiences throughout the equipment rental lifecycle.
Background & Goals
The equipment rental industry is dynamic, involving intricate interactions between employees, customers, and equipment. Our organization recognized the need for a holistic understanding of these touch points to identify pain points, streamline processes, and ultimately improve customer satisfaction. The challenge was to develop a comprehensive view that could be easily accessed and understood by all teams.
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The creation of an experience map would prove instrumental in aligning the organization’s efforts towards a customer-centric approach. By capturing and visualizing the employee and customer experiences throughout the equipment rental lifecycle, the map would become a staple tool during strategic planning to understand how future programs may impact the broad customer and employee experience.
Create a baseline understanding.
An experience map provides a foundational understanding of a generic customer's journey, independent of a specific business or product.
Assess the impact of changes.
The map allows the organization to assess the potential impact of a single change on the broader experience, facilitating informed decision-making.
Track the interdependencies of metrics.
By visualizing the end-to-end experience, it can highlight the interdependencies of metrics, enabling a more nuanced understanding of the factors influencing metrics at each stage of the experience.
Methodologies
Research and data collection
To initiate the project, I conducted thorough research and engaged with cross-functional teams. This involved customer interviews to understand customer expectations, challenges, and perceptions throughout their experience. Additionally, examination of existing data, customer feedback, and operational metrics helped identify trends and patterns.
Mapping workshop
A pivotal aspect of the project involved a mapping workshop. This collaborative session brought together representatives from various departments to ideate and prioritize key touchpoints in the equipment rental lifecycle.
Impacts
Improved organizational collaboration
The experience map serves as a bridge between departments. With a shared understanding of the customer and employee journeys, teams were better equipped to align efforts toward a common goal: enhancing the overall rental experience.
Streamlined customer experience
The process of creating the map helped identify pain points and bottlenecks in the equipment rental lifecycle that needed to be addressed. This not only improved operational efficiency but also contributed to an improvement in customer and employee sentiment.
Measurement program
The experience map became the cornerstone of a company-wide measurement program. It provided a comprehensive framework for evaluating the experience at the relationship, journey, and interaction level for both customers and employees.
Improved customer satisfaction
By prioritizing customer touchpoints and addressing pain points, the organization experienced a tangible increase in customer satisfaction scores. The focus on the customer journey led to a more customer-centric approach across all facets of the business.
