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Beyond the patient journey: Designing for behaviour change

In 2016, it’s time to update our model for the customer journey. Customer Experience Consultant Anna Tamasi talks us through the future of journey mapping.
Journey mapping is the process of taking the insights from customer research and creating a visual representation from that data. It allows you to see how your customers interact with various touchpoints through different channels in their information or treatment journeys. More importantly, it highlights where the customers’ experiences don’t match up with their expectation, and therefore, the journey also highlights opportunities for improvement.

In healthcare, customer journey maps can be very complex due to the fact that healthcare systems are often convoluted and extensive. This creates a web of interconnected touchpoints and interdependent stakeholders that is too cluttered and difficult to use. It can also miss the mark in terms of developing solutions that drive a change in behaviour when new touchpoints and services are proposed.

In 2016, it’s time to update our model for the customer journey. Customer Experience Consultant Anna Tamasi talks us through the future of journey mapping.

Journey maps show us the full picture around customer behaviour

In order to develop a strategy for behaviour change, it’s critical to have a full understanding of the thoughts and emotions of the customer (who might be a patient, payer, or healthcare professional) at each point of the journey. By understanding their current pain points and triggers, the journey map should guide us on how to move customers to the desired behaviour. It should also bring customer needs into alignment with the client’s business objectives, offering a vision for an optimised design solution.




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1st March 2016

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