Lesson 1 of 3 · Customer happiness essentials
Know your customers
Know your customers
Customer happiness starts with knowing who your customers are and what they need. In this lesson you will group customers and map their journey.
Group customers by what they need
Do not group customers only by who they are. Group them by what they need.
- A first-time applicant needs step-by-step help
- A business that renews every year needs speed
- A senior citizen may need a person, not an app
A customer journey map
Follow every step, from finding the service to getting the result.
- 1
Find
How does the customer learn about the service?
- 2
Apply
What forms and documents are needed?
- 3
Wait
How long, and do they know what is happening?
- 4
Receive
Do they get the result first time, without coming back?
For each step, write three things
Tap each card to open it.
1What they do
The actions the customer takes at this step.
2What they feel
Confident, confused, worried, pleased?
3Where they get stuck
The pain points: these are your first improvements.
Quick check
Who should help you build the journey map?
Show the answer
Real customers and front-line staff. Customers and front-line staff know the pain points that managers do not see.
Leana's tip
Try the service yourself, as a customer, from start to finish. Note every moment you feel unsure. It is the quickest way to start a journey map.
What to remember
- Group customers by what they need.
- Map every step: what they do, feel and where they get stuck.
- Build the map with customers and front-line staff.