I recently conducted a Customer Scenario Mapping session with a healthcare center in beautiful coastal Maine. I want to share some highlights of this superior mapping approach plus a few actionable insights.
In this methodology, we listen to (and capture) the current customer experience and pain points. Specifically, we heard from patients with tick-borne illness. They shared stories about obstacles they faced with a variety of health care providers in treating their disease. We started the session by listening to stories about the patients’ current experiences. Then we moved into the steps that customers ideally wanted to take to reach their desired outcome (in this case, living a healthy life). That provides a vision to move forward.
One unique and powerful element of this methodology is that the session includes not just customers/patients and the client company, but also partners and those in the surrounding ecosystem too. It is quite useful to bring everyone together to hear issues and talk about how they can support improved experiences and results. (I can tell you it aided the dialogue during this Maine session.)
Briefly, Customer Scenario Mapping helps you in the following ways:
- Understand the current experience you are delivering and customer pain points (what isn’t working and why).
- Learn exactly how customers want their experience to work in all the steps that lead to their end goal.
- Find out how customers measure success at their most critical points. No other methodology includes this critical factor. How else will you know how the customer defines success? Customer-defined metrics are not the same as company-defined metrics, both must be measured.
- It helps you capture all this actionable information on video so you can share it with those not in attendance. There is no better to drive action than seeing the reality of the customers’ experiences delivered with emotion!
You walk away from this kind of experience with ideas to review, options to consider, and a strong desire to act. You will want to solve customers’ pain as a result of this powerful interpersonal interaction.
Here are a few of the discoveries from this session that can build a more engaging experience and improve patient outcomes.
One example: We learned patients want a fuller community of care to help them navigate their complete return to health. This tells the client here how important it is to deliver care before/during/after treatment and follow up with attention to listening and empathy. Come to find out, patients visit a plethora of providers in their attempt to find healing. Despite this effort, they are often not listened to or are rushed out of appointments. This often results in less effective treatment. Here’s an opportunity to show empathy and care—check in with the patient even when they are getting care from other providers. Just listen and find out how they are doing. A patient’s mental state is such an important part of physical healing.
In another example, we heard that patients often pay out-of-pocket for the various tests and treatment recommended. And they wish they had a support community (emotional and financial). In attendance, was an organization that provides tick-born illness education, support groups, and even financial assistance! This is another opportunity for the care center (client) to help patients on their journey to improved health. One action they will start taking is to shar this organization (and their materials) to all patients.
We witnessed customer co-design in action. It is compelling and actionable.
Hearing the challenges and how customers want their experience to work, that vision helps your organization leap forward. You will see much better results with this methodology.
At the end of the session
How can we support your work? Let’s talk (at no cost to you).