Client Journey Mapping for Multicultural Communities Council Gold Coast
Status: September 2022 — June 2023.
Client: Multicultural Communities Council Gold Coast
Background
The purpose of the project was to deliver an insightful client journey mapping process that allows MCCGC to:
develop a visual representation from the client’s point of view regarding how they interact with the organisation (e.g. people and processes)
understand what clients feel and improve the quality of client experience, ensuring consistency and a seamless experience at all touchpoints
identify where service responses can be streamlined to avoid service duplications
create alignment across the organisation around a client-centred vision
Approach
Our approach to delivering this project followed a structured client journey mapping methodology, inclusive of the steps below:
Phase 1: establishment — we established a productive and trusted working relationship with key MCCGC staff, documented our approach and articulated how we would manage the project (e.g. governance, roles and communication).
Phase 2: documented current state — we engaged with MCCGC staff members to map the 'current state', including the life cycle/touch points from first contact to exit, inclusive of the systems, processes, and collateral that customers came into contact with along the way.
Phase 3: understood client experience — we engaged with MCCGC clients to deepen our understanding of the customer experience. We developed and presented a journey map with agreed layers and personas.
Phase 4: sensemaking and planning for change — we conducted a two-part workshop series with key MCCGC staff to understand the client experience and prioritise programs of work for future delivery.
Phase 5: developed final reporting product — we compiled, analysed, and generated insights from each project phase that were captured in a purposeful report. This report provided recommendations to key MCCGC staff.
Outcome
The primary outcomes of this project were the development of a comprehensive report and planning improvements based on its findings. The report served as an essential tool for understanding the consumer journey, providing a detailed overview of the entire process. It identified areas that required improvement and offered recommendations for enhancing the overall consumer experience. Additionally, the report included appendices that documented each phase of the project in a clear and organized manner. These appendices served as valuable references for both the project team and stakeholders, making it easier to access information on different aspects of the project.
Following the completion of the report, the staff at MCCGC utilised the project findings to concentrate on specific parts of the consumer journey. This approach ensured that efforts were targeted towards areas where improvements were most needed, ultimately leading to a better overall consumer experience.
We support organisations to collaboratively design programs and services based on the best available insight that responds to the needs and expectations of local communities. Find out more here.
