CX Journey Mapping Workshop - Intro & Activity 20130624
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CX Journey Mapping Workshop - Intro & Activity 20130624 Presentation Transcript

  • 1. Oracle . CX Strategy & Design Workshop . DesigningCX.com CX Journey Mapping Workshop Oracle :: CX Strategy & Design
  • 2. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Goals } •  Take a customer perspective on experience needs (issues & opportunities) •  Learn the what/why/how of journey mapping •  Evaluate experiences for an emerging, innovative new shape of business CX Journey Mapping
  • 3. Oracle . CX Strategy & Design Workshop . DesigningCX.com cus·tom·er ex·pe·ri·ence The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. http://en.wikipedia.org/wiki/Customer_experience
  • 4. Oracle . CX Strategy & Design Workshop . DesigningCX.com mobile   social   local   The New Experience Economy
  • 5. Oracle . CX Strategy & Design Workshop . DesigningCX.com Choice and Voice Commoditized Products Democratized Information Empowered Consumers
  • 6. Oracle . CX Strategy & Design Workshop . DesigningCX.com Fundamentals of a new approach
  • 7. Oracle . CX Strategy & Design Workshop . DesigningCX.com BUY Market & Sell OWN Support & Serve
  • 8. Oracle . CX Strategy & Design Workshop . DesigningCX.com Customer Experience Strategy Designed around value Desirable   Viable  Feasible   CX   Strategy   Solution Value People, Process, & Technology Solution Design Business Value Acquisition, Retention, & Efficiency Business Design Consumer Value Interactions, Goals, Emotions Experience Design
  • 9. Oracle . CX Strategy & Design Workshop . DesigningCX.com Impact of Experience on Business Performance Disruptive Distant Engaged Loyal Advocate Frustrating Neutral Useful Valuable Desirable •  Difficult, repetitive •  Inconsistent, inaccurate •  Expectations unmet •  Usable •  Acceptable •  Low-to-no expectations •  Easy •  Consistent •  Expectations managed •  Convenient •  Quality •  Expectations met •  Personal •  Meaningful •  Expectations exceeded Suffers Survives Competes Differentiates Dominates Impact of Experience BusinessExperienceCustomer
  • 10. Oracle . CX Strategy & Design Workshop . DesigningCX.com experiences influence resultsattitudes drive behaviors deliver
  • 11. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
  • 12. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 13. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 14. Oracle . CX Strategy & Design Workshop . DesigningCX.com { The Experience } Understanding & Reimaging the Patient Experience
  • 15. Oracle . CX Strategy & Design Workshop . DesigningCX.com SOFIA Select  a  specific   customer  to  map  
  • 16. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… ACTIONS   SOFIA
  • 17. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS PEOPLE   THINGS   ONSTAGE SOFIA
  • 18. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 ATTITUDES   SOFIA
  • 19. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM PEOPLE   THINGS   BACKSTAGE SOFIA
  • 20. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM SOFIA
  • 21. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM SOFIA STAFF 2X COST OF DRUGS IMAGING TIME + SIDE EFFECT COSTS EVALUATE & PRIORITIZE Identify the moments that matter
  • 22. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM SOFIA UNDERSTAND & EMPATHIZE Ask why, create empathy maps WHY?   WHY?  WHY?  
  • 23. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM SOFIA REFRAME THE PROBLEM Use a deep understanding of needs How  might  we   manage  FEAR?  
  • 24. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS 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 DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM SOFIA REDESIGN EXPERIENCES Influence attitudes to change behaviors IDEA: CAMP BACKPK IDEA: CAMP GUIDE IDEA: FUN AS CAMP How  might  we   manage  FEAR?  
  • 25. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 26. Oracle . CX Strategy & Design Workshop . DesigningCX.com Crash Course in Journey Mapping
  • 27. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Outline } •  What is a journey map? •  When to use journey maps? •  Why is it important? •  How to map a journey? •  Where to start redesigning an experience? Crash Course in Journey Mapping
  • 28. Oracle . CX Strategy & Design Workshop . DesigningCX.com 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
  • 29. Oracle . CX Strategy & Design Workshop . DesigningCX.com When Can Journey Mapping Be Used? •  Understanding & diagnosing experiences •  Designing experiences (redesign existing, create new) •  Implementing (as blue prints) •  Communicating (align, train, orient)
  • 30. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 31. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 32. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 33. Oracle . CX Strategy & Design Workshop . DesigningCX.com CX Journey Mapping Tips Identify a specific customer (prospects, frustrated customers, extreme users…) Identify key brand attributes (interactions, offerings, promises) Work from point A to B (map upstream and down) Keep it collaborative (use post-it notes, life-size artifacts) Start with assumptions (then validate and gather more data) Focus on moments that matter (start lo-res, use appropriate detail) Getting started…
  • 34. Oracle . CX Strategy & Design Workshop . DesigningCX.com Act on what you discover Journey   Mapping   IdenLfy   PrioriLze   Design  Test   Deploy   Routinely reimagine, redesign, redeploy experiences Identify & evaluate areas of opportunity needs & attitudes, challenges, points of action and decision Prioritize experiences worth addressing moments that matter, value exchanges, points of leverage Design experiences around journey needs design on stage & back stage, influence attitudes to change behaviors Test and validate new experiences confirm new experiences work as expected before scaling them Deploy and measure against objectives align and equip people processes, and technology in measurable ways
  • 35. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Part 1 } Finding a car
  • 36. Oracle . CX Strategy & Design Workshop . DesigningCX.com
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  • 47. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Part 2 } Getting to the wedding
  • 48. Oracle . CX Strategy & Design Workshop . DesigningCX.com
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  • 56. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 57. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Part 3 } Seeking a return
  • 58. Oracle . CX Strategy & Design Workshop . DesigningCX.com
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  • 65. Oracle . CX Strategy & Design Workshop . DesigningCX.com Journey Mapping Activity
  • 66. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 67. Oracle . CX Strategy & Design Workshop . DesigningCX.com FRIEND ( BRIDE ) ROADSIDE SERVICE MECHANIC AGENT 1 iPHONE APP ZOOMGO CAR ZOOMGO WEBSITE
  • 68. Oracle . CX Strategy & Design Workshop . DesigningCX.com @*%#! I CAN’T SHOW UP IN A DIRTY CAR! THIS IS REALLY FRIGHTENING. I’M STRANDED & DRESSED UP. LOOK AT ME! IN AN OH SO FASHIONABLE CAR L8R. THAT’S ENOUGH. I’M OUT OF HERE. OOOH. NOW THOSE ARE GROOVY LOOKIN’ CARS
  • 69. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB SITE DESIGNER FLEET MANAGER CRM ANALYST WORKFLOW INCIDENT RECORD SYSTEM RESERVATION SYSTEM
  • 70. Oracle . CX Strategy & Design Workshop . DesigningCX.com @*%#! I CAN’T SHOW UP IN A DIRTY CAR! THIS IS REALLY FRIGHTENING. I’M STRANDED & DRESSED UP. LOOK AT ME! IN AN OH SO FASHIONABLE CAR L8R. THAT’S ENOUGH. I’M OUT OF HERE. OOOH. NOW THOSE ARE GROOVY LOOKIN’ CARS
  • 71. Oracle . CX Strategy & Design Workshop . DesigningCX.com INCREASE REFFERAL RATE REDUCE POST PICK- UP CONTACT RATE REDUCE REFUND RATE ZoomGo Financials. Chapter 2
  • 72. Oracle . CX Strategy & Design Workshop . DesigningCX.com Increase Referral Rate by 100 basis points Before After Impact Delta Income Statement Year 1 Year 2 Year3 Net Sales $- 0.0% $1,505,288 0.9% $2,688,836 1.5% (Cost of Good Sold) $- 0.0% $864,259 1.0% $1,543,792 1.6% Gross Income $- 0.0% $641,029 0.8% $1,145,044 1.3% Selling Expenses (COS&A) $- 0.0% $3,834 0.0% $3,935 0.0% General (COR) $- 0.0% $137,802 0.9% $171,406 1.0% Administrative $- 0.0% $- 0.0% $- 0.0% Operating Income / Profit $- 0.0% $499,394 2.7% $969,704 4.1% Referral % of Existing Customers 11.00% No cost to acquire Referral % of Existing Customers 10.00% No cost to acquire 2
  • 73. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOAL: GET A REFUND FROM THE LATE FEE & THE RESERVATION EMOTION: DOESN’T WANT TO RUIN THE WEDDING MEMORIES GOAL: HAVE A CLEAN CAR TO DRIVE EMOTION: UPHOLD AN IMAGE
  • 74. Oracle . CX Strategy & Design Workshop . DesigningCX.com Trends & Accelerators Political Economic Social Technology Legal Environmental P.E.S.T.L.E TECH SOCIAL & MOBILE ECONOMIC FINANCIAL COLLAPSE ENVIRONMENT GREEN MOVEMENT
  • 75. Oracle . CX Strategy & Design Workshop . DesigningCX.com AGENT 1 RESOLVE CUSTOMER ISSUE APPROVE & PROCESS REFUND RECORD INCIDENT DETAILS iPHONE APP VERIFY CUSTOMER & LOCATION LOOKUP RESERVED CAR UNLOCK VEHICLE
  • 76. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOAL: GET A REFUND FROM THE LATE FEE & THE RESERVATION EMOTION: DOESN’T WANT TO RUIN THE WEDDING MEMORIES GOAL: HAVE A CLEAN CAR TO DRIVE EMOTION: UPHOLD AN IMAGE
  • 77. Oracle . CX Strategy & Design Workshop . DesigningCX.com AGENT 1 RESOLVE CUSTOMER ISSUE APPROVE & PROCESS REFUND RECORD INCIDENT DETAILS iPHONE APP VERIFY CUSTOMER & LOCATION LOOKUP RESERVED CAR UNLOCK VEHICLE
  • 78. Oracle . CX Strategy & Design Workshop . DesigningCX.com STRATEGIC     BUSINESS  OBJECTIVES     Acquisi'on   Reten'on   Efficiency   IMPACT   INNOVATIONS   CUSTOMER  NEEDS     Emo'ons   Goals   Interac'ons   ISSUES   INSIGHTS   TRENDS  &  ACCELERATORS     Technology,  Behavioral,  Business  Trends   CX Strategy Design Approach
  • 79. Oracle . CX Strategy & Design Workshop . DesigningCX.com WE  BELIEVE   {  a  new  experience  }   ENABLED  BY   {  full  soluLon:  people  +  processes  +  technology  }   WILL  SOLVE   {customer  need  &  business  issue  /  opportunity  }     RESULTING  IN   {new  aWtude/  behavior  /  result  }   That an Instant Refund program due to breakdowns Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately to let them know Jen’s need for timely refunds and not feeling like being taken advantage of by our inability to process refunds timely Jen believing that we are a company that solves our mistakes quickly resulting in Jen renting from us again, producing higher retention by 10 basis points = $1.45 M incremental revenue INSTANT REBATE DUE TO BREAKDOWNS CONNECT FIELD SERVICE TO BILLING IMMEDIATE TEXT TO CUSTOMER INCREASE RETENTION RATE These guys admit when they are wrong and fix it quick ! AGENT 1 (G) GET A REFUND FROM THE LATE FEE & THE RESERVATION (E) DOESN’T WANT TO BE TAKEN ADVANTAGE OF.. APPROVE & PROCESS REFUND
  • 80. Oracle . CX Strategy & Design Workshop . DesigningCX.com DESIGNINGCX.COM
  • 81. Oracle . CX Strategy & Design Workshop . DesigningCX.com I LIKE _______ I WISH _______ HOW TO _______ Workshop Retrospective