PUBLIC SECTOR PODCAST: Mapping the Customer Experience with Pete Saunders

Show Notes

This Public Sector Podcast episode delves into how public sector professionals can better navigate the world of customer journey mapping (CJM) and service blueprinting. Hosted by Charlie Hammer, co-founder of Public Sector Network, this episode covers into the critical role these tools play in delivering citizen-centric services. Featuring expert insights from Pete Saunders, we explore practical tips, best practices, and the benefits of leveraging these methodologies to enhance public service delivery.

Why Customer Journey Mapping Matters

Customer journey mapping is essential for understanding the needs and experiences of citizens, patients, or any end-user of government services. Pete Saunders emphasises that CJM goes beyond mapping touchpoints between citizens and organisations; it considers the broader context of users’ lives.

By capturing the motivations, challenges, and goals of citisens outside an organisation’s direct interactions, CJM provides a foundation for designing services that truly meet user needs. Pete describes this as a precursor to service blueprinting, ensuring that the services are built on real insights rather than assumptions.

Service Blueprinting: A Deeper Dive into Service Delivery

Service blueprinting builds on CJM by mapping out the internal processes, systems, and touchpoints that underpin service delivery. According to Pete, a well-constructed blueprint offers a comprehensive, granular view of the service delivery ecosystem. This includes people, processes, timelines, and technologies involved in providing the service.

Blueprints enable organisations to analyse existing services, pinpoint areas for improvement, and implement incremental changes that keep pace with evolving citizen needs. Importantly, they prevent a “set-and-forget” mentality, fostering a culture of continuous improvement.

Best Practices for Customer Journey Mapping

For effective CJM, Pete offers several key recommendations:

1. Define Clear Objectives
   Start with a specific goal in mind. What do you hope to achieve with the journey map? Align it with organisational priorities to ensure its relevance.

2. Engage Stakeholders
   Identify and involve key stakeholders early in the process. Transparency and regular updates can keep everyone aligned.

3. Use Fact-Based Data
   Rely on concrete data sources to inform the mapping process. Avoid basing the journey on opinions or assumptions.

4. Plan for Outcomes
   Clarify what success looks like and outline steps to implement the map’s insights. This ensures the journey map becomes a tool for actionable change.

Simplifying Service Blueprinting

While service blueprints can become complex, Pete highlights strategies to simplify the process:

• Start Small: Begin with a minimum viable product (MVP) blueprint and iterate as you gather more information.
• Collaborate: Use blueprinting as a collaborative tool. Engage stakeholders to co-create the map and fill in gaps in processes or touchpoints.
• Stay Organised: Track all insights and ensure clear documentation. Link data and research directly to actionable outcomes.
• Drive Innovation: Approach blueprinting as a way to identify new opportunities for improvement and innovation in service delivery.

Pete likens the process to being both a curator and a conductor, orchestrating diverse elements to create a harmonious and effective system.

Training Opportunities with Public Sector Network

For those eager to apply these tools in their work, Pete provides an overview of Public Sector Network’s training programs. These include:

• Customer Journey Mapping Course: A hands-on session covering the benefits of CJM, key challenges, and practical exercises for building customer personas and journey maps.
• Service Blueprinting Course: A deeper exploration of blueprinting, focusing on processes, technologies, and actions required for successful service delivery. Participants work through interactive exercises, including creating blueprints in both familiar and unfamiliar contexts.

Both courses emphasise peer learning, group activities, and practical takeaways, equipping attendees with the tools and confidence to implement these methodologies in their organizations.

Closing Thoughts

This episode underscores the transformative potential of customer journey mapping and service blueprinting in the public sector. By prioritising citizen needs and adopting structured, data-driven approaches, public sector professionals can create services that are not only efficient but also deeply aligned with the communities they serve.

For more details on the courses discussed, visit the registration links provided. Stay tuned for future episodes, and thank you for joining us on this journey to improve public service delivery.