Skip Navigation
Back to Navigation

Customer Experience Journey Mapping at EPL

← Back
Pro tip: Use "title:keyword" or "library:keyword" to limit to that specific field

Customer Experience Journey Mapping at EPL

Edmonton Public Library, Alberta

Health & Wellness | 2018

Innovation Synopsis

Leveraging in-person interviews and observations, Edmonton Public Library embarked on research to creatively evaluate customer experiences through Customer Journey Mapping and Service Blueprinting techniques. These methods allowed EPL to directly engage with customers and staff for feedback while establishing the current state of customer experience and identifying recommendations for improvement.

Challenge/Opportunity

Like all libraries, EPL’s aspiration is to provide exceptional customer experience across all touchpoints. Despite the use of satisfaction surveys and comment forms, the actual experiences, emotions and mental processes of customers, from the moment they visit a location or search for a webpage to the time they leave, were unclear. By engaging with customers and staff and documenting points of joy and frustration, we can reduce friction and create exceptional customer experiences.


Key Elements of Innovation

A Customer Journey Map is a visual representation of the customer touchpoints; a Service Blueprint highlights the library departments, practices and policies that influence a touchpoint. By using both, we examined the customer’s journey within the context of the staff who deliver the services. As a result we were able to engage with customers and staff to establish painful touchpoints, troubleshoot challenging customer interactions with the right people and develop recommendations to improve experiences.


Achieved Outcomes

EPL is committed to ensuring our customers have an excellent experience. We’re implementing the recommended changes, such as improving library search in Google maps and changing the customer printing process. Branch specific maps have been created to envision service from the eyes of our customers. Maps are used in EPL’s employee orientation to instill our commitment to transforming transactions into positive experiences and are a significant part of EPL’s upcoming Business Plan.