So, over the last two videos, we've talked about all these different things to do with service and experience and the sort of things that we should be thinking about when we think about how do we build better relationships with our customers. But now it's all about pulling together. It's all about starting to think about how do we pull the stuff that we've learned over the last few videos to such that we can start building a strategy that helps us drive on the improvements of our service and experiences allows us to build better relationships with our customers and also kind of grow our businesses. And to do that, we can use a tool called customer journey mapping, which is there's a template attached below this kind of video. And what it allows, what will allow us to do is to actually tie and look at and think about the experience that our customers have with our businesses, which is also going to help us identify opportunities where we think we can improve it as well.

But to go with that template I have also, there's two specific exercises that I want you to think about doing. The first one is to actually take that template and apply it to two different customer groups that you have in your business. And I want you to use the template to help map the experience that they have across their journey sort of before that you deal with them to the point of the transaction, and then post transaction as well across their customer journey. But I want you to be sure and be clear about let's look at it from their perspective because we got to understand their experience. Then the second exercise, what I want you to do is I want you to think about what is service and experience mean for you. How do you approach it, what do you value, all those different sort of thing.

So, in the first exercise, we're trying to take an outside in perspective, the second one, I wanted you to And inside out perspective, because once you've done that, and only then can we identify where the gaps exist between the two and where the opportunities for improvement are