Learning Objectives:

  • Define customer journey mapping and its role in CX design.

  • Understand the steps in mapping a customer journey.

  • Identify pain points and opportunities in the customer journey.

3.1 The Purpose of Customer Journey Mapping

Customer Journey Mapping is the visual process of documenting the steps a customer takes to accomplish a goal or complete a task with the bank . The purpose is to gain a 360-degree view of the experience to identify moments of friction, unmet needs, and opportunities for emotional connection .

The HKSI course and HKQF standards require the ability to analyse the needs and behaviours of customers at different service channels and fill in experience gaps .

3.2 Components of a Customer Journey Map

A comprehensive journey map includes:

  • Customer Persona: The target customer profile.

  • Stages: The high-level phases of the journey (e.g., Awareness, Research, Application, Onboarding, Servicing).

  • Customer Actions: The specific actions the customer takes.

  • Customer Emotions: The customer’s emotional state at each stage.

  • Pain Points: Moments of friction or frustration.

  • Channels: The touchpoints used.

3.3 Digital Onboarding as a Critical Journey Stage

The digital onboarding process is the first impression a customer has of a digital bank. Key considerations include:

  • Simplicity: Minimising the number of steps and data entry required.

  • Speed: Quick identity verification and account activation.

  • Education: Guiding customers through the process and explaining next steps.

  • Personalisation: Tailoring the onboarding experience to customer needs.

3.4 Using Journey Mapping for Improvement

Once the journey is mapped, the bank can identify areas for improvement:

  • Identifying Pain Points: Where are customers dropping off or becoming frustrated?

  • Friction Reduction: Simplifying forms, reducing steps, and improving navigation.

  • Opportunity Identification: Where can the bank add value or build emotional connection?

  • Continuous Improvement: Regularly updating the journey map and making iterative improvements.

 

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