Customer Journey mapping must be undertaken for each of the Core stakeholders identified in the ecosystem diagram on the Cross Functional Collaborations page, as a minimum. It is important to gain as detailed a picture of each stakeholders journey, from as close to their perspective as possible, so that a true understanding can be gauged. This data can be utilised in the improvement of the Venture Matrix scheme.

To go about customer journey mapping, it is recommended that Venture Matrix staff take a 3 point engagement approach:

1. Collaborate as a Team - to identify and map each stakeholder / customers journey from a Venture Matrix perspective

2. Collaborate with Core Internal Stakeholders - who closely work with the Venture Matrix scheme - for example other professional services colleagues who support Venture Matrix processes. This will help to identify specific customers journeys from their perspective. This can then be mapped against the data from point 1 above, to identify the comparisons and differences in each type of customers journeys. This should be done through focus groups with internal colleagues.

3. Collaborate with the Customer - It is important to gain the customers' perspective of their own Venture Matrix journey, to gain their perspective of what goes well and what can be improved. This can be done through one-to-one interviews or focus groups with specific types of customers - for example, students, academics and/or client organisations.

Medium (2017)

This exercise should be undertaken for each of Venture Matrix' core stakeholders to gain an understanding of all the key processes of each customers Venture Matrix journey and areas where these can be improved. This leads on to the final stage, based around Competitive Advantage and Customer Engagement. Click on the link below to find out more.