Ideas for Customer Journey Mapping

Customer Journey Mapping is the process of mapping the end-to-end experience and touchpoints your alum has with your institution. We highly recommend visualizing the experience of your constituent base as it makes you understand the interactions the variety of your alumni have with your organization. You may easily be able to explain the high level white-glove service your loyal or large donors have with your institution, but what is the experience of a non donor? A recent grad? A volunteer?

Understanding the journey allows you to see the cadence of touchpoints throughout the year, the content, the personalized interactions (or not) of each of these profile types. As part of Wavelength’s consulting services, we offer the visualization of each of your constituents. We help you find what might be missing and what can be improved to ensure all your alumni have the ability to stay in involved. Here’s a starting point:

1- develop your customer profiles

2- determine the year round touchpoints. Don’t forget to include the variety of department communications and events that may be occurring outside of your office.

3-map out additional personalization that is not calendar specific but may be relevant to your alumni:

• Alumni Benefit Offerings
  • Alumni Directory
  • Business Directory
  • Alumni Discounts
  • Webinars
  • Etc.
• Alumni Life Stages
  • Birthdays
  • Weddings
  • Children
  • Etc.

As you begin to see what experiences various members of your community have, make sure you ask yourself:

• What is missing?
• Are there populations being overserved? Underserved?
• Are alumni aware of these offerings or able to find this information easily?

Gut check with your team. As an alum yourself of whatever institution, is the experience you are curating sufficient for the goals you have set?

If you need help, we’re here to help. Reach out for more resources!