Customer Experience Taxonomy

Phase one - development

Overview of Yarra Valley Water (YVW)
Yarra Vally Water provides a variety of services to the community. Customers may not give their water company much thought until they need to interact with them for a specific task. Its important to help customers find what they need fast.

Providing a Customer Experience Taxonomy to the organisation can help lead change when projects are started from a customer point of view.

Before we begun we took a look at all the user journeys, blueprints and maps that we currently use when working on a project. We discovered some overlap with the maps, and the definitions of different journeys was often confusing.

We did a review of the maps we needed and compiled a complete set of requirements for a job from start to finish. Definitions and a basic structure was determined based on industry standards and what is currently known within Yarra Valley Water Landscape.

Challenge
To embed Customer Experience (CX) into YVW.

How
Develop a CX toolkit that can be used throughout YVW at the beginning of each project.

Process
Develop a series of Maps that can be used for any project. The Maps required are dependent on the project and a user guide has been created to help determine this, along with some examples. Typically there will always be a CX team member on any project to help with the process. The series of maps that were defined were as follows:
• Customer Experience Map
• Customer Journey Map
• Service Blueprint
• User Flow
• Information Architecture
• Comms Opprtunity Map
• Sunny Day Scenario
• Rainy Day Scenario
• Systems Map
These will be tested in a pilot project and iterations will be made upon results.

Summary of tasks
Audit of current user CX maps
Understand YVW project working rhythms
Workshop new ways of working
Determine maps that are needed for taxonomy
Develop user friendly ways to use maps
Develop a user guide