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May 17, 2018 CUSTOMER EXPERIENCE

The Journey Map Process

Journey map process

Journey Map Process

Customer Journey Mapping (CJM) is intended to guide program development and decision making and help operationalize a customer-centric approach at USDA. For the farm loans program, CJM activities capture program touchpoints at each step of the customer’s journey to provide a research-based understanding of producers’ and loan officers’ pain points, points of delight, and moments of truth.

These phases, emotions, and critical events are captured in a multi-dimensional diagram to provide a shared understanding of the current journey. The CJM process and findings are intended to help USDA prioritize its customer-facing activities and develop action plans to improve the customer experience.


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