Journey Mapping: Complete Customer Experience

A 12-week ethnographic research project with XCELab to illustrate the entire relationship between the residential electric customer and Xcel Energy. This was the first phase of a larger initiative dedicated to improving customer satisfaction.

Problem:

The newly assembled and cross-functional Customer Satisfaction team doesn’t have a comprehensive map of the customer experience to ground their work.

In light of decreasing customer satisfaction scores, how do we identify opportunities to create a satisfying and cohesive customer experience?

Methods:

• 11 in-home customer interviews

• 11 remote customer interviews

Deliverables:

• Foundational customer journey from “cradle-to-grave”, including customer actions, thoughts, feelings, and highlighted opportunity areas

• Four energy customer archetypes that demonstrate differing motivations and management styles

Outcomes:

• Built empathy for customer needs, priorities, goals, and pain points across the entire team

• Highlighted customer touchpoints and “sub-journeys” that are ripe for generating solutions

• Serves as a foundational, living documentation of Xcel’s relationship with the customer for all teams to reference