CX Journey Mapping Workshop - Intro & Activity 20130624

Oracle . CX Strategy & Design Workshop . DesigningCX.com
CX Journey Mapping Workshop
Oracle :: CX Strategy & Design

{ 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

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

mobile

social

local

The New Experience Economy

Choice and Voice
Commoditized Products
Democratized Information
Empowered Consumers

Fundamentals of a new approach

BUY
Market & Sell
OWN
Support & Serve

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

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

experiences
influence
resultsattitudes drive behaviors deliver

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

{ The Experience }
Understanding & Reimaging the Patient Experience

SOFIA
Select
a
speciﬁc

customer
to
map

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

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

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

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

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

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

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?

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?

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?

Crash Course in Journey Mapping

{ 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

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

When Can Journey Mapping Be Used?
•  Understanding & diagnosing experiences
•  Designing experiences (redesign existing, create new)
•  Implementing (as blue prints)
•  Communicating (align, train, orient)

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…

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

{ Part 1 }
Finding a car

{ Part 2 }
Getting to the wedding

{ Part 3 }
Seeking a return

Journey Mapping Activity

FRIEND
( BRIDE )
ROADSIDE
SERVICE
MECHANIC
AGENT 1
iPHONE
APP
ZOOMGO CAR
ZOOMGO
WEBSITE

@*%#!
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

WEB SITE
DESIGNER
FLEET
MANAGER
CRM
ANALYST
WORKFLOW
INCIDENT
RECORD
SYSTEM
RESERVATION
SYSTEM

INCREASE
REFFERAL
RATE
REDUCE
POST PICK-
UP CONTACT
RATE
REDUCE
REFUND
RATE
ZoomGo Financials. Chapter 2

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

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

Trends & Accelerators
Political
Economic
Social
Technology
Legal
Environmental
P.E.S.T.L.E
TECH
SOCIAL &
MOBILE
ECONOMIC
FINANCIAL
COLLAPSE
ENVIRONMENT
GREEN
MOVEMENT

AGENT 1 RESOLVE
CUSTOMER
ISSUE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
iPHONE
APP
VERIFY
CUSTOMER
& LOCATION
LOOKUP
RESERVED
CAR
UNLOCK
VEHICLE

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

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

DESIGNINGCX.COM

I LIKE
_______
I WISH
_______
HOW TO
_______
Workshop Retrospective

CX Journey Mapping Workshop - Intro & Activity 20130624

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