Human, Consumers, Customers and User Mapping workshop by Ben Reason
One of the workshops I attended was called Human, Consumers, Customers and Users and led by Ben Reason from Livework. The workshop introduced a model of mapping experiences at different levels to understand all the factors that have an impact on the customers and also to focus on a specific level depending on what you are trying to solve.
This was the different levels of mapping:
Understand the Human. Map the needs of the person in her life stage. Good when creating a new service.
Understand the Consumer. Map the actors and factors influencing the person in a Situation. Useful for differentiation and integrating a service in the current market.
Understand the Customer. Map the touch points of a Service. Useful for competitive performance.
Understand the User. Map the channels used for a specific task. Useful to for operational performance.
The task at the workshop was to interview each other on this different levels. Unfortunately we got several gridded forms to fill in to do this which was more confusing than helping to get the point across. What I did get out of the workshop was the usefulness of dividing the findings from interviews in the above levels to look at all different aspects of what affects how the customer experiences the service.
