1. One Journey Mapping Approach & Report Out Template
CX Tool
One Journey Mapping Approach
& Report Out Template
Quazi Farhad Ahmed
Grameenphone Ltd (Bangladesh)
Journey Mapping
B2C

2. Context This CX Tool is from a mobile phone and mobile service
provider in Bangladesh.
Grameenphone has their own company run stores (fewer) and
then also is sold through partners (who represent multiple companies).
The business need that drove this work was to understand how
customers bought more / recharged their minutes
(based on buying minutes, for both pre-paid & post paid)
and to illustrate this for internal stakeholders.
This document outlines some of the elements of our mapping work.

3. Discussion Point and Agenda
Share the findings and recommendation of Customer Journey Mapping Recharge Experience with stakeholders
Mapping tool
Objective, overview and study design
Key findings templates
Heat map on findings
Key recommendations
Annexure / Appendix
Ideal journey
How to illustrate pain points

4. Study Objective and Overview
Objective: < Define the objectives of your mapping / research here.> Our example: To understand the gap between customers expectation and experience while making a recharge through Flexi Load.
Background: <Explain how you got to this point. Explain the state of the experience and key customer metrics.>
Time frame: <Specify time period of your research.>
Study Design
Target Audience
The study includes:
<Fill in your parameters here>
Journey Start:
<Fill in your parameters here>
Our example: Phone interview
Our example: Customers go to Recharge at Flexi Shop
In-depth physical interview
Guerilla interview
Sample Size:
Journey End:
Our example: Phone: 40
Physical: 10
Our example: Customer receives recharge at account
Guerilla: 15
Total: 65
<Fill in your parameters here>
Our example: Customers who made a recharge through Flexi Load:
PostPaid or PrePaid
Male or Female
Any age
Across 3 regions:
Dhaka
Rajshahi
Chittagong
Red text areas are for you to customize

5. Customer Journey Mapping: A Tool
What it is
Customer Journey Mapping is a tool for analyzing and visualizing how customers interact with a company across multiple channels and touch points
Customer Journey is the external picture of the value chain
Seeing things truly from the customer point of view
Addressing the total customer experience
Understanding the customer cross-channel behavior
Objective
Expected journey
Actual journey
Analysis
80% of senior business leaders think their organization delivers great experiences
Only 8% of their customers agree
Source: Survey February 2007 (Bain & Company)
Mind the Gap

6. Direct Contact (Agent)
Recharge Journey Map: Ideal (PrePaid)
Shop environment
Number Register
Flexi SMS
Physical Evidence
Example of one of our
visual Journey Maps
Customer Go to Shop
Customer Action
Write down number in register
Customer acknowledges
Get SMS confirmation
Check Balance
Pay the Retailer
Line of Interaction
Retailer reads the number and amount
Makes the recharge
Get confirmation
Receive Cash
Direct Contact (Agent)

7. How we created the Map
How we created the touchpoint map:
Collected the as is Macro map of the steps the customer
takes on their journey
We then validated this map with our customers
(we have customers who are part of a research panel)

8. Packaging the Findings
1. Key findings write up
See template to follow. Write up the positives and the
the opportunity areas.
2. Heat map of findings
We use this illustration to show local area results
from mapping work.
3. Key customer expectations (learned from research) is
outlined plus ideas of how to address these needs.
4. Recommendations
Quick wins and long term strategic implications.
Next steps tracking sheet.

9. Key Findings The Good The Opportunities Write up what you heard
Template we use
The Good
The Opportunities
Write up what you heard
Write up what you heard
Quotes from customers go here
Quotes from customers go here
Quotes from customers go here

10. Heat Map on findings Rajshahi Dhaka Chittagong
EXAMPLE: If local areas have different results
from mapping work you can plot the
results on a heat map like this to show
the variance.
Retailers Take 1 TK extra
Dhaka 1
Rajshahi
Chittagong
MSISDN of female customer stolen from register 2
Dhaka
Chittagong
Customers demand Scratch Card
Rajshahi 3
Dhaka 1 5
Customers expect Better Exterior for flexi retailer
Dhaka 4 6
Chittagong 1 2
Customer wants Leaflet of GP service 5
Rajshahi 3 6
Chittagong
Customers want Flexi-retailers able to assist with GP Service 6
Dhaka
Rajshahi
Chittagong 1 2 4 5
All customers mentioned
Majority of the customers mentioned

11. Recharge Journey: Expectation of Customers
Example: how to write up research findings
Expectation
Customers expect that Grameenphone Flexi shop will be different from others in terms of exterior (vs. partner retail stores)
Customer expects that Flexi agent will be:
Well mannered
Patient
Fast
Provide assistance with our services
Listen carefully and have empathy
Customers want leaflet from retailers about different services
Customers expect that minor service related issues should be solved by retailer
Customers want Scratch card available when they need it
As an “extra” the customer wants emergency balance and recharge bonus
Throughout Regions
Recommendation on Expectation
Help on enhancing exterior look and feel for key retailers
Train and develop key retailers so that they are able to assist customer on basic needs like; develop soft skill for these retailers
Have leaflets on different services and packages available to retailers
Asses the need of Scratch card and make it available
Make the Flexiload procedure faster

12. Key Recommendations Quick Wins/ Showstoppers Long Term/ Strategic
Template we use
Quick Wins/ Showstoppers
Long Term/ Strategic
Write in key observations / learning here
Write in key observations / learning here

13. All Recommendations Recommendation Action Plan Responsible, Deadline
Write up individual action items in this template

14. Annexure / Appendix Ideal Journey- Prepaid
Pain Points illustrated (2 options)

15. Direct Contact (Agent)
Recharge Journey: Ideal (Pre-Paid)
Shop environment
Number Register
Flexi SMS
Physical Evidence
Customer Go to Shop
Customer Action
Write down number in register
Customer acknowledges
Get SMS confirmation
Check Balance
Pay the Retailer
Line of Interaction
Retailer reads the number and amount
Makes the recharge
Get confirmation
Receive Cash
Direct Contact (Agent)

16. illustrate pain points Direct Contact (Agent)
Recharge Journey: Pain Point (Pre-Paid)
Shop environment
Number Register
Flexi SMS
Physical Evidence
One example of how to
illustrate pain points
Customers mentioned that they want nicer environment in GP Flexi shop comparing to other operators.
Recommendation: have an analysis and help to revamp with good exterior look for key retailers
Majorly in Chittagong
Customer Go to Shop
Customer Action
Write down number in register
Customer acknowledges
Get SMS confirmation
Check Balance
Pay the Retailer
Line of Interaction
Retailer reads the number and amount
Makes the recharge
Get confirmation
Receive Cash
Direct Contact (Agent)

17. Another example of how to illustrate pain points
Recharge Journey: Pain Point (Pre-Paid)
Another example of how to
illustrate pain points
Customers do not get recharge cards according to their need
Recommendation: Ensure availability of recharge card after re-assessing market need
“I want to keep card for emergency, but I don’t get cards”
Majorly in Dhaka
Customers expects that retailer should be able to solve some of the Customer service needs by themselves- like FnF, VAS, MyZOne, Internet etc
Recommendation: Train retailers on most demanded services that customer needs so that they can solve customer query
Majorly in Dhaka & Rajshahi

18. How we arrived at Pain Points
We knew of some customer pain points from our
research and customer feedback.
Also, we used our customer listening groups to provide us
input on what parts of the experience were difficult.
We also collect findings from our CEX index.