Local Enterprise Partnership Good Practice Guide

Capturing the customer experience

In developing the SfB portfolio we have looked for ways of capturing the customer perspective when designing business improvement schemes and assessing delivery particularly customer satisfaction. Customer insight includes a range of methods from customer satisfaction surveys to customer journey mapping which set out the end to end customer journey.

We want to share what we know about our customers to maximise its value including BIS’ recent research – Solutions for Business Survey – June 2010 (PDF).

Customer insight has helped us and our delivery partners design, test, modify and deliver business improvement which is better and more effective for businesses.

Customer journey mapping is a vital element of understanding business improvement activity provided from the businesses perspective and has been used successfully in the design and the delivery of the SfB portfolio.

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