Service Map - California Grocers Association
Service Mapping Instructions
Service Mapping is a tool that reinforces the lens of the customer mindset and for making organizational processes more customer-friendly. The first step in Service Mapping is to identify a process you would like to improve in order to improve the customer experience. You might decide to focus on a broad process, such as “the overall shopping experience in our store,” or a segment of the process, such as “the checkout process in our store.” It depends on the organization and where the improvement opportunities exist.
After deciding on a process on which to focus, put together a team made up of employees involved in the process and conduct a Service Mapping session.
Conducting a Service Mapping Session
There should be a facilitator for the session. Using a flipchart or whiteboard, along with copies of the Service Map template for each participant, the team maps out the process through the lens of the customer. Each step must begin with “The customer…” For example, if someone in the group says something like, “Next we process the paperwork,” the facilitator should ask, “While we’re processing the paperwork, what’s the customer doing?” This answer in this case is that the customer is waiting while the paperwork is processed. Now you have something to work with since the step is now seen through the lens of the customer.
After completing the Service Map and ensuring that each step is described from the customer’s perspective, the next step is to look at each component of the Service Map and ask, “What would mediocre service look like at this step?” The reason it’s important to define mediocre service is that in many cases, after describing mediocre, it becomes apparent that at some of the steps the service currently delivered is indeed mediocre. Remember, we’re not talking about poor service; we’re talking about mediocre, transaction-like service. What I’ve found in conducting many Service Mapping sessions with clients is that while they may be providing excellent service at some of the steps, they’re now looking at the entire experience and can usually see that there are many opportunities throughout the experience for improvement.
After describing mediocre service, the next step is to describe excellent service at each step. A word of caution here. When team members are brainstorming what excellent service would look like, don’t let the words, “We can’t do that, because…” creep into the conversation. The purpose of the discussion is to describe excellent service and you don’t want to limit yourselves at this point. You may not be able to implement every idea presented, but it’s better to set your sights high and get as close to the ideal as possible, than to stifle conversation early and only generate ideas that are slightly above mediocre.
The final step of the Service Mapping session is to take the descriptions of excellence and re-map the experience using the descriptions of excellence.
Service Map
Process Analyzed: _______________
For each step of the Service Map, describe what would be considered mediocre service and what would be considered excellent service.
|Block |Mediocre |Excellent |
|Number |Service |Service |
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|Block |Mediocre |Excellent |
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|Block |Mediocre |Excellent |
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|Block |Mediocre |Excellent |
|Number |Service |Service |
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|Block |Mediocre |Excellent |
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