Mapping a Customer Journey with the Mission in Mind

Mapping a Customer Journey with the Mission in Mind

Mapping a Customer Journey with the Mission in Mind

Design Thinking and the customer experience go hand-in-hand. While customer engagement with a Government agency can be difficult, an agency can navigate this tenuous process using a Customer Journey Map – a key tool in our Design Thinking approach. This can also inspire innovative ideas.

A Customer Journey Map is “a diagram that illustrates the steps your customers go through in engaging with your agency.” The map allows the agency to assess the entire customer experience, from the first initial interaction to the final engagement between the two parties. This enables an agency to take a more empathetic view of the customer experience. From this, an agency can identify the top areas for innovation and create new ways to interact, improving its services to better meet the customers’ needs. For example, an agency can ask questions like: What are customers doing at each stage? What are their motivations to go to the next stage? Why do they care? What do they like the most? The least?

By creating a more empathetic mapping experience, agencies make customers feel more valued, thus fostering a more collaborative spirit between both parties.

This is especially true in homeland security. For example, assume the Office of the Chief Data Officer or Digital Services is trying to break down culture barriers related to sharing information across components at the Department of Homeland Security (DHS).

With a specific DHS component in mind (take Immigration and Customs Enforcement (ICE) and their sensitive law enforcement data, for example), the Department-level program should map the interaction they have with ICE to identify their key concerns and the value they can bring.

To create a mission-focused Customer Journey Map:

  1. Engage. Understand ICE’s data that may be of value to other agencies, their concerns about privacy or data retention, and what problems you could encounter. Identify the mission value when key data points are connected across agencies
  2. Map. Map the interaction points – from the time DHS engages ICE to initially start discussing data sharing to the time an ICE dataset is fully onboarded to an information sharing platform. Who are the key stakeholders? What are the key interaction points? What are potential risks?
  3. Visualize. Create a graphic to show a summary of the map, so that it is really easy for everyone to see the critical points of interaction. Be creative and graphical to make the map engaging
  4. Use. Use the Journey Map to help new customers adopt the information sharing platform. Use it to identify ways to improve communication and processes. Are there opportunities for innovation?
  5. Innovate. Test and prototype the information sharing platform and process to identify ways to improve the process, introduce innovation, and enhance the customer experience
  6. Share. Customers share their experience with others. For example, ICE representatives could share their experience with U.S. Citizenship and Immigration Services (USCIS), which would then bring new customers into the fold
  7. Communicate. Share the map and communicate improvements to further strengthen relationships with stakeholders to set the foundation for future information sharing

Government agencies should explore Design Thinking by creating a Customer Journey Map as they work on challenging problems. By taking an empathetic approach and gaining a step-by-step understanding of customers’ requirements, agencies can improve the overall customer experience and establish a collaborative relationship going forward.

About Arc Aspicio

Arc Aspicio is a management, strategy, and technology consulting firm that takes a mission-oriented approach to complex client challenges. As a rapidly growing company, Arc Aspicio has a bold strategy for 2016-2018 that drives growth through new capabilities in strategy, design, human capital, data analytics, information sharing, cybersecurity, and strategic communications. The company is known for a strong, collaborative culture that values gratitude – for its clients and its great team. And, #welovedogs! Follow us on Twitter @arcaspicio or learn more at www.arcaspicio.com.

Blog Design Thinking

Contributors

Matthew Dorritie |

Matt is working as a Junior Associate. He recently graduated from the University of Virginia, majoring in Public Policy with a minor in Foreign Affairs focusing primarily on anti-terrorism and cybersecurity. 

Mr. Roboto: Your Newest Coworker

Mr. Roboto: Your Newest Coworker

Could your next cubemate be a robot? Elon Musk, the Tesla and SpaceX founder, is building our future coworkers and forming a world filled with Artificial Intelligence (AI) that could “beat us in just about everything,” including our jobs. As Musk attempts to create a real-life iRobot, many advantages and a possible partnership arise with this future. How can the Government and Homeland Security prepare and welcome new technological advancements?

Data + Strategy: Using Data to Inform Agency Strategy

Data + Strategy: Using Data to Inform Agency Strategy

Understanding the types of data available, gaining access to the right data, and making sense of data are daunting tasks for most organizations as they develop a strategy to meet mission demands and enterprise-wide goals. Data is especially challenging for the Government, yet provides the opportunity for insight for leaders as they strategically move their agencies forward.

Workplace Morale is Going to the Dogs… Literally!

Workplace Morale is Going to the Dogs… Literally!

There are few greater feelings than a dog’s unconditional love. And some are finding that a dog’s love can help combat stress at work. Secretary Zinke of the Interior Department announced his intent for "Doggy Days" where he encouraged employees to bring their canine companions to work on designated days. More than 80 dogs arrived for first event and the overjoyed employees immediately scheduled the next.

Accelerating FITARA Compliance: Five Steps That Leaders Can Take Today

Accelerating FITARA Compliance: Five Steps That Leaders Can Take Today

Implementing change is not always easy, but it is always necessary. Federal agencies have been working to transform how they acquire and manage Federal information technology (IT). The Federal Information Technology Acquisition Reform Act (FITARA) in December 2014 has increased visibility into this transformation.Although FITARA enhances the authority and accountability of Chief Information Officers (CIOs) in reviewing and approving major IT investment projects, CIOs continue to look for new ways to implement best practices at their agencies.

Combating the Rise of Transnational Criminal Organizations

Combating the Rise of Transnational Criminal Organizations

Crime, corruption, and violence – particularly involving drug, human, and weapons trafficking – continue to increase at an alarming rate in the U.S. Transnational Criminal Organizations (TCOs) are a critical part of this trend and pose a serious and growing threat to homeland security – at our borders and beyond.U.S. Customs and Border Protection (CBP) is at the tip of the spear to combat TCOs. With the context that the first goal in their Vision and Strategy 2020 Strategic Plan is Counter Terrorism and Transnational Crime, CBP is focusing on disrupting TCOs responsible for the cross-border trafficking of illegal drugs, humans, and guns.

Design Thinking: Putting the Citizen at the Heart of Lasting Change

Design Thinking: Putting the Citizen at the Heart of Lasting Change

For the past few decades, there has been a growing increase in the digital channels available to network with the Federal government. These channels have made it easier for the public to interact and elicit responses from elected officials.These growing interactions have increased expectations for Government to be more transparent and collaborative. From the Department of Homeland Security (DHS) to the Department of State (DOS), Design Thinking transformations have begun to develop and modernize programs to be more human-centered. Agencies and programs beholden to serve the public good should logically adopt a problem-solving mindset that places the individual at the heart of any lasting changes.

Using Behavioral Science to Improve Mission Outcomes

Using Behavioral Science to Improve Mission Outcomes

Although behavioral science has been studied and applied within academia for decades, recently the concept has emerged everywhere – from Silicon Valley tech giants such as Google and Uber, to various Government agencies including the Department of Education, the Department of Defense, and the Department of Agriculture.But defining and applying such a broad and sometimes-nebulous discipline can prove difficult. What exactly is behavioral science? How can the Government use the concepts and lessons learned effectively?

Crowdsourcing to Improve Security

Crowdsourcing to Improve Security

Many of us are familiar with the idea of crowdsourcing. Corporations and the Government both use crowdsourcing to generate data, raise awareness campaigns, and produce ideas. So, what if we used crowdsourcing to enhance our security and bridge communication gaps between the Government and American citizens at the same time?

Homeland Security Managers = Innovative Leaders

Homeland Security Managers = Innovative Leaders

The search for and implementation of innovative methods to protect the homeland should play an important role in homeland security managers’ approach to how they guide their organizations. Citizens expect government leaders to propose and implement organizational, acquisition, and personnel management practices that enhance our nation’s ability to prepare for and mitigate potential threats. They expect these to make them safer and the nation more secure.