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3.9 The technique of "customer journey mapping" is widely used in the commercial world and there are some excellent examples in public services. It enables a service provider to look at each step a customer takes towards completion of a task but from the point of view of that customer. Taking this viewpoint is critical for government because it exposes those steps which lie outside the immediate horizon but which hold part of the solution to streamlining the whole journey. So, for example, a call to a government helpline might be preceded by a visit to the Citizen's Advice Bureau; a completed application may conceal research in a library.

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