Customer Experience Mapping

HM Land Registry (HMLR) serves a diverse customer base which has, or acts for others which have, interests in land and property. The organisation receives both requests for information (to read information from the Land Register) and registration applications (to create or change the Land Register). These requests are in high volumes, with 100,000 information requests per day (mostly automated and on line) and 20,000 registration applications per day.

There are 24m registered title holders in England and Wales and HMLR's customer base comprises 12,000 businesses and a much larger number of citizens.

Requirements

HMLR is commissioning a piece of work to;

• assess the extent to which HMLR's proposition is known and understood by its customers • understand how well HMLR delivers it's proposition • elaborate on existing HMLR customer segmentation work and use this to define specific needs based on personas; • map existing HMLR customer journeys and use insight to assess the current status of each stage of the journey by customer segment, identifying 'moments of truth' and 'problem areas' • summarise overall customer experience • map the desired future state journeys (3 year horizon) based on customer needs, by segment, highlighting and prioritising developments including journey steps that should be decommissioned, enhanced and created and specific experience improvements

The engagement will require time to be spent with the existing HMLR Customer Insight team (who will provide insight), key stakeholders in HMLR and a few initial customer visits / workshops to review and validate existing insight.

Deliverables

The Deliverables are as follows: 1. A validation of HMLR customer segmentation and the creation of customer personas to articulate needs 2. Summary findings, conclusions and recommendations of how well the HMLR customer proposition meets each customer segment's needs; how well it is articulated and understood, is it easy to find? 3. Summary of findings, conclusions and recommendations of how well the HMLR service delivery performance meets each customer segment's needs 4. Multi-channel customer journey maps by segment (5) to show current state journeys across existing channels. This will include identification of pain points and moments of truth and overall experience. 5. An overlay on the above multi-channel customer journey maps to identify 'preferred paths' that should be enhanced and developed as well as any paths that should be 'decommissioned'. 6. A roadmap for change (identifying impact of change on overall experience)