Putting the Customer First: Journey Mapping for Financial Services Firms is a comprehensive guide for financial services firms, small and medium-sized businesses, and anyone who wants to improve their customer experience. The book is specifically aimed at those who are subject to the FCA Consumer Duty, which requires financial firms to prioritise the needs of their customers.

The book is organised into three main sections. The first section provides an introduction to customer journey mapping and its importance in the financial services industry. The second section focuses on the practical aspects of journey mapping, including how to create effective maps, how to identify pain points and opportunities for improvement, and how to use customer feedback to drive change.

The final section of the book covers the implementation of journey mapping and how to use it to drive change within your organisation. It includes case studies and real-world examples of how other financial services firms have successfully used journey mapping to improve their customer experience.

Throughout the book, readers will learn about the importance of putting the customer first and how to use journey mapping to create a customer-centric culture within their organisation. They will also gain a deeper understanding of the regulatory environment and how journey mapping can help them comply with FCA regulations.

The book is written in a clear and concise style, making it accessible to anyone interested in improving their customer experience. It is particularly relevant for those in the banking and insurance industries, where customer journey mapping is becoming increasingly important.

Overall, Putting the Customer First: Journey Mapping for Financial Services Firms is an essential guide for anyone looking to improve their customer experience and create a customer-centric culture within their organisation. It provides practical advice, real-world examples, and a deep understanding of the regulatory environment, making it a must-read for anyone in the financial services industry.