Listening to Students: Customer Journey Mapping at Birmingham City University Library and Learning Resources

Abstract

Birmingham City University's Library and Learning Resources’ strategic aim is to improve student satisfaction. A key element is the achievement of the Customer Excellence Standard. An important component of the standard is the mapping of services to improve quality. Library and Learning Resources has developed a methodology to map these “customer journeys” with students. The article considers themes in the published literature and provides an overview of a pilot project and its outcomes. The project's aims are evaluated including an assessment of the effectiveness of the mapping methodology in engaging students, the staff resource implications, and the identification of service improvements.

KEYWORDS:

• customer journey mapping
• satisfaction
• student engagement
• university

Acknowledgments

© Judith Andrews and Eleanor Eade