Return on Investment Roy
Personas and Customer Journey Maps
Supporting more victims. That was the starting point when Victim Support NL (SHN) outlined the contours for the Victim Support NL 2.0 program in 2016. The organization helped – and helps – many victims, but many more victims are not yet able to find SHN. While everyone benefits that victims get their lives back on track as soon as possible – first and foremost the victims themselves. The challenge for SHN: reaching more victims, especially those who prefer to look for information themselves.
Victim Support NL
Supporting more victims.
Insight into user needs, through personas and customer journey maps.
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“Victim Support Netherlands helps about 200,000 people every year. These are victims, relatives, witnesses and those involved in a crime, traffic accident, calamity or missing person. If you consider that there are about 4 million victims per year, Victim Support NL does not reach everyone.”
It is therefore a huge challenge to find ways to help even more people. A challenge that is not only about reaching more people, but especially about how you can best serve them. And to find out, it is important that you have sufficient grip on the perception of people who have experienced something unpleasant.
31Volts has been asked to map out what it means to be a victim of abuse. Something that unfortunately many young people have to deal with. And how victims of a road accident deal with their recovery, and what role family and friends mean in such a situation. In total, we investigated six different victim groups. From abuse and traffic to stalking and online fraud.
The personas and customer journeys are not an end goal in themselves, but serve as tools that you can use in a targeted manner if you want to improve a specific touchpoint.
Personas and Customer Journey Maps
In 10 weeks time we spoke to a lot of people and facilitated workshops with employees of the organization. We have analyzed all insights and data and processed them into personas and customer journey maps.
What we have learned is that specifically with Victim Support, many aspects are important in order to be able to realize good new services. By looking very closely at the perception of the different victim types, a new perspective was needed on the customer journey and the service. Of course, you cannot translate existing services into an online environment, and that was never the intention. What brought the new perspective was that timing was very important for some victim types. And expectation management. And self-reliance, to name just a few aspects.
In addition to the personas of the six victim types of victim support, we have also prepared two from both the legal and general service providers of Victim Support. It is these people who already know very well from experience how the service must match the victim’s perception. This has proved to be a very valuable step if only we could involve these colleagues in the process and learn from their experiences.
By getting to know various client groups, it becomes clear that you cannot approach all victims in the same way. Everyone has their own needs and wishes, at different moments.
What this project has taught us and the organization is the importance of an integrated approach. In this project, this meant that we conducted the research into the victim types and the customer journeys simultaneously. Unfortunately, it still happens that both are approached as two challenges. Get to know your customer, and then map out her journey. Or even the other way around. First the journey and then the human being. An integrated approach contributes to switching back and forth between insights from the customer journey and what this means for the customer. This has helped victim support to paint a rich picture of the dynamics and perception of the customer journey beyond the actual contact moments.
The name of our first persona on the cover is not Roy, but Roi Roy. Return on Investment Roy. With this we have made clear what his attitude towards the services of Victim Support is. What’s in it for me? A second important lesson is the importance of involving the people involved. The victims, of course, but also the organization. From the volunteers who speak to victims every day, to the experts in the legal field, for example. What role do they play in serving the victims? And how can we learn from them, so that we do not overlook anything in the translation to new online services.
Combining research with the knowledge and experience of Victim Support experts creates a rich picture of the victims and the journey they make. Assumptions can be tested quickly and easily by questioning them in interviews. Co-creation also creates support in the organization.
What has this project yielded?
The personas themselves provided insight into the concerns and motives of client groups – how can you best address them, for example? What are they not waiting for? The customer journeys revealed in detail the moments SHN already supports from the current services and the opportunities there are to help a victim online.
Matching real human needs is what creates real meaning and value. We zoom in on what truly drives your customers and explore the world through their eyes. Our research leads the way to opportunities to make their lives easier. Human-centered design guides organizations to solve complex problems.
User interviews, Diary studies, Persona’s, Customer Journey Mapping, Co-creation