Reflection - Visualization

Challenge & Selection

The school where I work decided to start a process to redesign the experience of parents and  new applicants to the institution.

The first tool I used was the tool of Visualization, or Visual Thinking, to identify the principal  requirements and needs of the customers.

Application

A mapping of the Attention to new prospects process was carried out through the customer  journey map tool.

The customer journey involves every interaction with the company. When a customer receive  our service, that transaction is merely the tip of the iceberg in what is essentially a journey  created by all the moments leading up to and following the purchase.

This first tool did not help find the touchpoints and pain points, before, during and after the  transaction.

To validate the satisfaction scale shown on the map, focus groups were held with the following  interest groups:

• Parents of first year high school students

• Parents of fifth semester high school students

• High school fifth semester students

Three sessions were designed to talk with the groups. An outline of guiding questions was  generated with the aim of guiding the talk, but priority was given to participants addressing the  topics freely rather than questioning them. In the focus group sessions, an attempt was made  to identify what parents and students valued most during the selection process and what  aspects of their experience would improve.

Insight & Approach

With the information resulting from the mapping and the sessions with the clients, the pain  points on which the organization should focus were determined.

As a next step, it was determined to attend two relevant points:

• Attraction of new applicants

• Improve telephone service in the Service Center

The customer journey map and focus groups were a good measure to identify the points in  which the organization should focus in order to improve the experience of parents and students  during the attraction process. Allowing to identify the What is? And lay the basis for the ideation  process (What if?).

