1. © Oxford Strategic Marketing Insight & Journey MappingPracticalApplication Cabinet Office Introduced by Tom Watson Delivered by Gina Banns Windsor Room Wednesday 2 nd April 4-5 PM

2. © Oxford Strategic Marketing OBJECTIVES Insight & Journey Mapping 3 Journey Approaches See applications USING SCHOOL FOOD

3. © Oxford Strategic Marketing A deep truth... Relevant to task or issue... That rings bells... Strongly enough to create change INSIGHT DEFINITION

4. © Oxford Strategic Marketing ‘My favourite fantasy is that I’m effortlessly attractive to hot women’ INSIGHT EXAMPLE

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6. INSIGHT –lots of sources 4 Key Sources JOURNEY MAPPING

7. © Oxford Strategic Marketing INSIGHT –3 step ‘TRANSFORMING’ Understanding Insight DATA & FACTS WHY behind actions The deep truth

8. © Oxford Strategic Marketing ‘I don’t want to live with the guilt of killing someone else’ INSIGHT EXAMPLE

9. © Oxford Strategic Marketing I don’t want to live with the guilt of killing someone else I don’t want to live with the guilt of killing someone else 40% think they are safe in a residential area People believe they are in control in the back... Most fatalities are not to unbelted back seat passenger 86% believe they won’t have an accident on short journey/ locally Belief that I only need to worry when on a "journey" is misplaced Biggest risk is to front seat passengers on short local drives...but movement is uncontrollable under impact Pieces of Key Data & Information Understanding 94% of accidents happen on residential/minor roads Youths feel safe in the back Youths shocked when confronted by statistics Risk to self not important- risk to others shocking 4

10. © Oxford Strategic Marketing Customer journey mapping is the process of tracking and describing all the experiences that customers have as they encounter a service or set of services. It takes into account not only what happens to them, but also their responses to their experiences. Used well, it can reveal opportunities for improvement and innovation in that experience. It therefore acts as both a strategic and practical tool to ensure every interaction with the customer is as positive as it can be. What is Journey Mapping?

11. © Oxford Strategic Marketing 3 TYPES OF JOURNEY!

12. © Oxford Strategic Marketing 1. MAP THE EXPERIENCE CustomerExperienceMappingCustomerExperienceMapping GOOD FOR... Bringing the customer to life Telling a story with emotion and narrative Engaging staff

13. © Oxford Strategic Marketing 2. MAPPING THE SYSTEM ProcessMappingProcessMapping GOOD FOR... Mapping across departments Showing where things go wrong Setting standards

14. © Oxford Strategic Marketing 3. MEASURING THE EXPERIENCE SatisfactionMeasurementSatisfactionMeasurement GOOD FOR... Identifying what matters most Adding hard numbers to the equation Making a business case

15. © Oxford Strategic Marketing HOLLOWAY PRISON - ISSUES CLASS A DRUGS LITERACY LOSS OF FAMILY SUICIDE- END OF THE ROAD

16. © Oxford Strategic Marketing Entering Holloway Prison Hot spot Journey steps Experience at each step: actions thoughts feelings reactions Key Issues/ opportunities Type of journey Travel to Holloway Uncomfort- able No one to reassure me Tired, dirty, don’t know what’s going to happen Talk to people on the journey Checked in from van De- personalised Being processed through the system No turning back – I’m really here Tell people about admissions Taken to cell I’ve really reached rock bottom. What are the other people in here going to be like? How will I be able to cope? Someone to stay with you while adjusting Photo and ID Again feel I’m being processed Suddenly I’m a number, not a person Explain what ID number is for. Phone call Leave court Shock and realisation Want to get in touch with people but can’t Told what to do, no freedom of action Explain process at this stage Cavity search Feel dirty and ashamed – haven’t been able to wash for two days Why are they doing this? What are they looking for? What do they think of me? Explain why it’s necessary THE ADMISSIONS JOURNEY

17. © Oxford Strategic Marketing HOLLOWAY ACTIONS Literature and video Buddies “ I do many body searches. I don’t care what shape or size you are. I just care that you’re kept safe” Staff training

18. © Oxford Strategic Marketing BORDERS AND IMMIGRATION AGENCY EXAMPLE Objectives, scope & journey type Applying for entry clearance to the UK Customer segment Short-term student from China (Sichin) Moments of truth © Oxford Strategic Marketing Key Journey Steps VISA received Finds information Application submitted Payment processed Query from UK Visas received Receive interview request Biometrics and interview Key Journey Steps Postal delivery of visa Can be sent with more info on immigration Website; needs to be easy to access 24/7 Supporting phone line Currently no contact. Opportunity to confirm receipt Payment goes through bank – no direct acknow- ledgement Query sent by email. Opportunity to update on progress and timing Letter sent out. Opportunity to say more about the process Face to face contact with interviewer. Could say more about process to reassure Touchpoints Visa arrives in the post. Hugely relieved and can now look forward to and finalise her plans for coming to England Sichin has details of her course and tries to find out about visa application. Finds the website easily and is encouraged Sichin applies online and sends supporting documents by secure post. Expensive but can’t risk losing them Payment has gone through but she’s heard nothing yet. It’s a big sum of money – hope all’s OK Application and checks have shown one of the documents is missing. Sichin finds this but more expense Contacted for interview. Worried – biometrics sounds alarming. Anxious now about timing – all taking a long time Attends her interview. Nervous – building intimidates her. Hope it’s gone OK but hard to tell Actions, feelings, thoughts and reactions at each step 1. MAP THE EXPERIENCE-TOOL

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20. THE HEART MONITOR MINISTRY OF JUSTICE EXAMPLE Objectives, scope & journey type Track the process experienced by jurors to improve levels of service Customer segment Jurors Moments of truth © Oxford Strategic Marketing Key Journey Steps Post trial Receive summons Jury selection In court pre-trial In court – during trial Deliber- ation Delivery of verdict Key journey steps Comms: Ensure follow-up letter goes out re sentencing Comms: Manage expectations Channel: 24 hour access Customer face: Explain delays Environment: Make the wait as painless as possible Process: Simplify expenses system Look at time- keeping Comms: Make jurors aware of role played by all the evidence Environment: Provide adequate facilities Comms: Brief on verdict delivery Customer face: Talk to jurors – stress the importance of what they’ve done Levers for solution hunting Great +100 -100 Poor Customer Satisfaction Rating Receive letter – looking forward to it Easy to change date by email Judge was ‘professiona l’ Slow selection process Judge thanks jury – much appreciated Locke d in No preparation for delivering verdict Finishing was a relief Not sent information about sentencing Only small amount of evidence useful Trial was impersonal Late start most days Expenses ‘a hassle’ Victims family start to cry – ‘lowest point’ Expressing a journey in a highly visual way that can engage and motivate stakeholders Identifying the highs and lows of the experience Clearly highlighting the areas where we need to take action most urgently

21. © Oxford Strategic Marketing Generating a picture of the customer journey is a valuable way to understand how customers experience public services Level of satisfaction Reporting the crime Before the trial At court After the trial Neutral Positive Negative Police investigation Reported crime immediately. Police ‘very good’ – told him what to do and who was coming. Felt secure Identity parade. No coaching, no reassurance wouldn’t meet attacker Barrister not very confidence inspiring Drove him home - grateful, but didn’t feel like standard service Would report a crime again, because found out defendant had been held for 5 months. But court experience was a ‘waste of time’ Received call from detective Gave statement in police car – felt were ‘helping him’ Drove around looking for attacker – ‘waste of time’ as in marked car Had to go to the detective – ‘foreign territory’. Police station ‘disconcerting’ Gave formal statement. Worried whether justice would be done. Detective seemed ‘dim’. Changed the statement into his own words Phone conversations with detective – ‘kept in touch’ Called up to identify criminal on computer system seemed ‘efficient’ Identified attacker – ‘felt good, this will be straightforward’ Few days before trial, still no information on process Called Witness Service as wanted to speak to barrister. Told to arrive early on the day. Seemed ‘disorganised’ Pack from Witness Service. Personal contact became formal. No information about process ahead Case submitted to CPS. Unclear where next contact from. Had to ask detective Didn’t see barrister, and detective late In locked witness room – ‘cut off’ Little contact with anyone – only detective Didn’t go into court at all on day 1. No information on why. Lack of information most frustrating thing Witnesses have to be flexible but judges aren’t (lunch 12-1). Annoying Food terrible – had to go out Told to come back next day. Not a big problem Asked to see barrister again. Did – but he wasn’t informative Called - court room an alien situation. From a tiny room to a theatre. Everyone else in the know Judge asked if he would like to sit – only introduction Jury is a ‘sea of faces’ Accused got off Got off because he had been identified on computer system before line-up (which made evidence invalid. Police knew this was a problem, so why didn’t victim? Other reason was that a detail of appearance had changed. Frustrating, ‘knew it was him’ Only communication with detective. Happy to explain situation Detective told him ‘You should have said…’ Too late now Detective gave him background to accused: first offence, had been held since arrest. ‘Felt a bit better’ Worried attacker could come to house September March Source: DCA Customer journey through court: Victims of crime

22. © Oxford Strategic Marketing 2. MAPPING THE SYSTEM ProcessMappingProcessMapping GOOD FOR... Mapping across departments Showing where things go wrong Setting standards

23. © Oxford Strategic Marketing SYSTEM MAP C-MEC

24. © Oxford Strategic Marketing C-MEC ACTIONS Captured how C-MEC might work to deliver its new services Identified key points of customer interaction by segment- where they join Identified gaps in service/ customer interaction for key segments- and potential partners Highlighted non-essential deviations Showed interdependencies between departments/areas And how many people required per area

25. © Oxford Strategic Marketing SYSTEM MAP IMPROVEMENTS SYSTEM MAP End to end system definition Process of making a new application for FSM from becoming eligible through to receiving meals Objectives/ scope Map Free School Meals (FSM) to identify how to deliver a better customer service and achieve cost savings Customer segment All new applicants Core system goals Goal 1: Deliver an important benefit consistently and without delays Goal 2: Minimise the number of entitled people leaving the process without obtaining the benefit Goal 3: Contribute towards a required 3% efficiency improvement across the council © Oxford Strategic Marketing KEY STEPS IN SYSTEM/CUSTOMER JOURNEY Council FSM section Customer School Becomes eligible/ aware of eligibility Finds out about FSM and how to apply Receives request for more information/ verification Receives confirmatio n of FSM entitlement Sends extra information/ verification Child starts receiving meals Do I want to apply? Can I/ do I want to proceed? Receive report on entitlement Provides meals Receive and check application Add claim dates Report sent to school and confirmatio n to parent Bring up child’s record and add note Is all correct info provided? Leaves processLeave process Completes application form (4 routes leading to same process) No Yes Receive and check extra information Checked for errors and authorised NOTES ON PROCESS AND CRITICAL INCIDENTS Sometimes can verify internally, sometimes have to go back to the customer Wasted materials often associated with this step Will continue to receive benefit until next review, even if eligibility changes On-line applications have earlier start date than paper ones Four different routes have very different associated costs Application rates may vary by area; in some places there’s more stigma attached Critical moment System prone to human error so need this check step Parents can drop out at this point, particularly after a second query Incorporate checks in online process Avoid second stage of checking Link records so happens automaticall y Avoid more checks – build in fail-safes earlier

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28. Finding out more Guide for Practitioners Guide for Managers Online Training Online ‘How To Do’ Expanded Toolkit

29. © Oxford Strategic Marketing JOURNEY MAPPING: MAIN MENU TutorialIntroductionWhen to Journey map Three types of map: If you know the section you need, click on it to go straight there Customer Experience MappingMapping the SystemMeasuring the Experience How to use this guide Introduction and set up Walking in the customer’s shoes Constructing the map Taking action Evaluating results About journey mapping and its benefits How to diagnose what you need Introduction and set up Gathering information Constructing the mapTaking action Evaluating results Introduction and set up Gathering information Constructing the map Taking actionEvaluating results Diagnostic questions Building understanding Identifying journey steps Map planning checklist Mapping symbols Quantitative heart monitor Constructing a heart monitor Prioritising actions Qualitative heart monitor Constructing a customer experience map System map Constructing a system map Research briefing template Choosing a mapping event Customer experience map Workshop checklist Expanded toolkit Click on the part you need to go to Core toolkit: If you know the tool you need, click on it to go straight there Go to full toolkit menu Case studies Real life examples

30. © Oxford Strategic Marketing Thank you! Helen Begley Transformational Government Cabinet Office t: +44 [0]20 7276 3182 m: +44 [0]7766 802863 New address: Rm 1.14, Admiralty Arch (South),The Mall, London SW1A 2WH Helen.Begley@cabinet-office.x.gsi.gov.uk