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Here's how it went...
I was greeted immediately by one of the 35 or so blue-shirted people working that Saturday afternoon. But when I described my problem, she informed me that I would need to make an appointment with a technician. I was not expecting this, but the next available slot was less than an hour away and I had other things to do in the mall. So I was disappointed but not devastated.
I came back at the appointed time and checked in. Then I waited for more than 15 minutes before I saw a technician. He was a nice enough fellow. He took my phone and immediately disappeared into the back. This made me nervous. After a few minutes he returned with a new phone and quickly explained that he would be replacing my broken one under warranty. This made me very happy. And so he proceeded to wipe my old phone and begin the process of restoring my iCloud backup to the new handset.
Then he explained that he would also have to do a software update, so he took my new phone and plugged it into a Mac while he went about helping other customers. Then I'm pretty sure he forgot about me. After another 15 minutes or so someone noticed me hanging around the "genius bar" and found my friend the technician. At last I was free. Or so I thought. He next explained that I would have to wait inside the store until the iCloud restore was complete. This took way longer than it should have, and ended up not working at all (for unrelated reasons) so I finally left, with a new phone but somewhat underwhelmed by the customer experience.
So, from a service provider's point of view, what did I learn from this customer journey map?
- Set clear expectations with your customers.
- Honor your commitments, especially time commitments.
- Optimize your process from the customer's viewpoint, not yours.
- Follow up after the experience.
Do you use customer journey mapping to understand your customer touch points and their impact on how your customers feel? If so, what have you learned?