Oracle . CX Journey Mapping Workshop . designingcx€¦ · Oracle . CX Journey Mapping Workshop { Our Goals } Offer a hands-on approach to identify the “Four I’s”: • Insights

Oracle . CX Journey Mapping Workshop . designingcx.com

Oracle . CX Journey Mapping Workshop

STRATEGICBUSINESS OBJECTIVES

AcquisitionRetentionEfficiency

IMPACT ISSUES / OPPORTUNITIES

CUSTOMER NEEDS

EmotionalJourneyMoment

INNOVATION INSIGHTS

TRENDS & ACCELERATORSTechnology, Behavioral, Business Trends

CX Strategy Design Approach

Oracle . CX Journey Mapping Workshop http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/

cus·tom·er jour·ney map

…visually illustrates customers’ processes, needs, &perceptions throughout their interaction and relationship with an organization

• Understanding & diagnosing experiences

• Designing experiences (redesign existing, create new)

• Implementing (as blue prints)

• Communicating (orient, train)


{ Our Goals }Offer a hands-on approach to identify the “Four I’s”:

• Insights – clear understanding of customer needs

• Impact – clear focus on the resulting business value• Issues/Opportunities – what’s getting in the way, or

could be improved, in order to meet customer needs• Innovate – design solutions that deliver both

customer and organizational value

Oracle . CX Strategy & Design Workshop . DesigningCX.com

Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/

Great Engineer

Oracle . CX Strategy & Design Workshop

Great ProductThe new GE Optima MR360

is well suited for a wide range

of MR scanning needs – with

the ease of operation to help

make a clinician’s staff more productive. For

streamlining routine scans, the Optima MR360

incorporates an express exam approach to MR.

It includes many intuitive and automated

functions that help increase patient comfort,

operator confidence, image consistency, and

professional satisfaction of MR staff.


Sofia

Age 6½


{ The Experience }Journey Mapping the Patient Experience


GOES TO INITIAL DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS

WISH I WAS AT SCHOOL

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUGPATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

Behaviors

ATTITUDES

PEOPLE

THINGSON

STA

GE

EXPE

RIE

NC

E

PEOPLE

THINGSBAC

K ST

AGE

SUPP

OR

TSelect a specific customer persona to map

SOFIA

DOCTOR MOM CHECKIN NURSE

IMAGING TECH MOM DOCTOR

ANESTH.IMAGING

TECH

MRI MACHINE

DESK & COMPUT. CHARTCAR

TAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

NURSE

TISSUES



RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………



ANESTH.IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

NURSE

TISSUES

IMPACT MORE STAFF

COST OF DRUGS

IMAGING TIME

SIDE EFFECTS

EVALUATE & PRIORITIZEIdentify moments that matter for the customer and the organization



RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………



ANESTH.IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

TISSUES

NURSE

FEEL SAFE

HAVE SCANNEEDS

EXPLORE CUSTOMER NEEDSGain deeper understanding of functional and emotional needs


EVALUATE & FRAMERe-examine issue / opportunity based on deep customer understanding

SOFIA



RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………



ANESTH.IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

DESIGN NEW EXPERIENCESInnovate to influence attitudes and change behaviors

TISSUES

NURSE

FEEL SAFE

IDEA: LET’S GO CAMPING


The new GE Optima MR360is well suited for a wide range

of MR scanning needs – with

the ease of operation to help

make a clinician’s staff more productive. For

streamlining routine scans, the Optima MR360

incorporates an express exam approach to MR.

It includes many intuitive and automated

functions that help increase patient comfort,

operator confidence, image consistency, and

professional satisfaction of MR staff.

Great Experience



RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GOES THROUGH

MRI

………


IMAGING TECH MOM IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MUM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG IMAGING TECH


RESERV. SYSTEM


SOFIA

IDEA: CAMP GUIDE

COOL BACK-PACK!

SHE WAS FRIENDLY

J

I LOVE CAMPING! SO FUN!

WOW, A CAMP-FIRE!

FEELS LIKE I’M CAMPING

THIS ISN’T

TOO BAD

THAT WASN’T SO BAD

THIS PLACE IS

NEAT!

TODAY COULD BE FUN

LAYS DOWN IN MACHINE

LISTENS TO

FOREST SOUNDS

…

TEST NEW EXPERIENCESNew attitudes, new behaviours….different result

NURSE

HASMRI

SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK

FEWER STAFF

NO DRUGS

IMAGING TIME ↓

↓ SIDE EFFECTS


Results

experiencesinfluence

Attitudes drive Behaviors deliver

SOFIA

Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel


Journey Mapping Activity


28 years old New York City Doesn’t own a car

Fashion blogger Budget conscious Environmentally minded


IS INVITED BYBEST FRIEND

TO BE ABRIDESMAID

REALIZES CARRENTALS VERY EXPENSIVE FOROUT OF TOWN

WEDDING

DISCOVERSZOOMGO, GETSAPP AND BOOKS

SPORTYELECTRIC CAR


ARRIVES ANDEXPLAINS CARSHARING TO

ADMIRINGFRIENDS

DRIVING HOME, CAR DIES

SUDDENLY ON THE HIGHWAY;

PULLS OVER

USES APP AND WAITS HOUR FOR SERVICE, RETURNS CAR

LATE


CALLS, ASKSFOR FULL

REFUND, TOLDTO WAIT FIVE

DAYS TOPROCESS

GETS EMAILABOUT $50LATE FEE

CALLS ANDDISCOVERS

REFUND SENTTO WRONG

EMAILADDRESS


CALLS NEXTDAY, IS TOLDAGAIN 'WESENT IT'

ASKS TO

CANCEL

MEMBERSHIPTOLD TO

CANCEL ONLINE




Journey Mapping Activity

Your turn…


CX Journey Mapping ProcessCreate Initial Map Evaluate Explore Design New

ExperienceBrainstormPersona, Brand Attributes, Key Trends

GREEN & SOCIALLY

RESPONSIBLE

ALWAYS-ON, SOCIAL & MOBILE

Behavior Line CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus

“Moment that Matters”

Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes

I WILL LOOK SO COOL IN THAT COOL!

&@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout

“We focused here, because…”

Clarify Needs & Drivers

Examine Capabilities(Roles & Processes)

MOMENT

GET REFUND FOR LATE CHARGE

EMOTIOINALBE TREATED FAIRLY

EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL

DON’T SPOIL MEMORIES

APPROVE & PROCESS REFUND


AGENT #1

RECORD INCIDENT DETAILS

VALIDATE SERVICE DELIVERY

FINALIZE AND SEND INVOICE

BILLING SYSTEM

CONFIRMS TERMS OF RENTAL

Desired TransformationI TRUST ZOOMGO TO ADMIT & FIX MISTAKES

TELLS FRIENDS ABOUT

ZOOMGO

INCREASE REFERAL RATE

Build CX Design Canvas

Brainstorm Innovation

MOBILE COUPONS

INSTANT REFUND ON BREAKDOWN

EMPOWERED FRONT-LINE STAFF

WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER

CONNECT FIELD SERVICE TO

BILLING

EMPOWERED FRONT-LINE

STAFFAttitudes &Emotions

Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Jen 28 years old New York City Doesn’t own a car

Fashion blogger Budget conscious Environmentally minded




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Define the Brand

OfferingCar sharing network across major US cities,connecting socially responsible car owners and renters

Brand attributes• Hip, modern and green• Convenient and simple• Inexpensive

GREEN &SOCIALLY

RESPONSIBLE




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Behavior Line




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


FRIEND( BRIDE )

ROADSIDE SERVICE

MECHANICAGENT 1

iPHONEAPP

ZOOMGO CAR

ZOOMGOWEBSITE

What: people & things customer comes into direct contact with along the journeyWhy: gain view of whom & what directly influences the experience

Onstage Experience




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


experiencesinfluence

resultsattitudes drive behaviors deliver


@*%#! I CAN’T

SHOW UP INA DIRTY CAR!

THIS ISREALLY

TERRIFYING.I’M

STRANDED &

DRESSED UP.

LOOK AT ME!I LOOK GOODIN THIS CAR.

L8R. THAT’SENOUGH. I’M

OUT OF HERE.

WOW, THOSEARE SWEET

CARS!

What: what the customer is thinking during each moment in their own wordsWhy: begin to understand met and unmet needs via their feelings & emotions

Attitudes




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


WEB SITEDESIGNER

FLEET MANAGER

CRM ANALYST

WORKFLOWINCIDENT

RECORD SYSTEM

RESERVATIONSYSTEM

What: supporting people & things customer doesn’t interact with along the journeyWhy: understand the ecosystem supporting the On Stage experience

Backstage Support





GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


@*%#! I CAN’T

SHOW UP INA DIRTY CAR!

THIS ISREALLY

TERRIFYING.I’M STRANDED& DRESSED UP

LOOK AT ME!I LOOK GOODIN THIS CAR.

L8R. THAT’SENOUGH. I’MOUT OF HERE

WOW, THOSEARE SWEET

CARS!

What: rate positive (green) and negative (red) attitudesWhy: visually illustrates the emotional highs and lows during journey

Evaluate Attitudes




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Wow

http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/

Prioritize FocusMoments that Matter

THIS IS REALLY

TERRIFYING. I’M

STRANDED & DRESSED UP

LOOK AT ME!I LOOK GOOD

IN THIS CAR.

ISSUE

OPPORTUNITY

Wow

Wow

Wow

WowWow

Wow

Wow

Boom!

Boom!




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



TELL FRIENDS ABOUT

ZOOMGO




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


INCREASE REFERRAL

RATE

REDUCEPOST PICK-UP

CONTACTRATE

REDUCEREFUND

RATE

Determine Impact

What: choose financial metric that could be influenced at this momentWhy: determines Impact of delivering new experience

?




GREEN & SOCIALLY

RESPONSIBLE



On Stage Experience

ZOOMGO WEBSITE

AGENT #1

&@#! I CAN’T

SHOW-UP IN A DIRTY

CAR!

Back Stage Support

WEBSITE DESIGNER

RESERVATION SYSTEM

Prioritize Focus


Determine Impact

REDUCE REFUND RATE

INCREASE REFERAL

RATE

Evaluate Attitudes



Readout




MOMENT



EMOTIOINAL

RECOMPENSE WASTED

TIME

EMOTIOINAL




AGENT #1




BILLING SYSTEM



I TRUST ZOOMGO TO ADMIT

& FIX MISTAKES




MOBILE COUPONS



WEDDING PACKAGES

Redesign Experience

Reality Check

Build CX Hypothesis


IMMEDIATE TEXT TO

CUSTOMER


BILLING



Desirable

ViableFeasible

Useableeffortless

Meaningfulemotional

Usefulfunctional

Some random words and then some more

Some random words and then

some more



some more



Some random

words and then some more

Some random

words and then

some moreSome random words and then

some more


“WE FOCUSED HERE, BECAUSE...”



some more



CXJM KICK-STARTS CC TRANSFORMATIONSProcess to drive a cultural and execution orientated change

Understand & Empathize

Educate & Align

Identify & Innovate

Test & PilotValidate & ScaleC

C T

rans

form

atio

n

Try

Appl

y

Iden

tify

CX

Met

hodo

logi

es

Generic Scenario to learn basic methodology

Learn

Sample persona usedon a portion of your lifecycle

Design

Disciplined & Validated Test Methodology

Execute

Understand &

Empathize

Educate&

Align

Identify&

Innovate

Test & Pilot

Validate&

Scale



Documents

Oracle . CX Journey Mapping Workshop . designingcx€¦ · Oracle . CX Journey Mapping Workshop { Our Goals } Offer a hands-on approach to identify the “Four I’s”: • Insights