Customer Journey Mapping as an Advocacy Tool for Disabled People

Abstract

Customer journey mapping originated as a market research tool to help commercial businesses understand consumers’ motivations and behaviors. More recently, customer journey mapping has been used by the public sector to identify ways of understanding citizens’ experiences of public services, with the aim of both improving the quality of public services and of enabling ordinary people to engage with the political process. This article reports on the first known use of customer journey mapping by a national charity as an advocacy tool, used as part of a program to campaign for improved access to goods and services for disabled people.