Customer journeys and disadvantaged groups

One of the themes we pursued in our work with Improvement and Efficiency West Midlands on tackling worklessness has been that of improving customer journeys. We produced two briefings, one an introduction to customer insight for local strategic partnerships (pdf 162KB) and the other on customer journeys and worklessness (pdf 381KB). These supported workshops and action learning run with practitioners in the West Midlands, helping to shape thinking and practice, eg, on the Connections to Opportunities programme in the region.In looking at the topic we have sought to draw out distinctions between ‘customer journeys’:
  • as used in integrated service design (theĀ  planner’s eye view of how services should fit together and offer progression for jobseekers and employers)
  • as experienced by service users
  • where the focus is on mapping the background processes
In this, we followed guidance produced for the Cabinet Office – with participants typically finding the different – and complementary – approaches illuminating. Customer journey analysis featured in a range of subsequent activities. We produced a digest of research and resources on-line that relate to customer journeys and customer research relating to disadvantaged groups (Part 1 on customer needs and transitions pdf 227KB; Part 2, covering references on health and worklessness pdf 204KB).

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