Modeling Systems forInformation ArchitectureA Customer Experience JourneyBy Søren MuusFatDUX@sorenmuus
The Customer Experience Journey- About the Customer Experience Journey- About the tools                    FatDUX CXjourney
The Customer Experience JourneyThe Customer Experience Journey is series ofevents that leads from the first contact to the...
About the Customer Experience Journey                FatDUX CXjourney
The FatDUX CXjourney   The Elements of the CXjourney   The Dynamics of the CXjourneyContact                               ...
The FatDUX CXjourney   The Elements of the CXjourney   The Dynamics of the CXjourneyContact                               ...
The FatDUX CXjourney   The Elements of the CXjourney   The Dynamics of the CXjourneyContact                               ...
The FatDUX CXjourneyThe Elements of the CXjourneyThe Dynamics of the CXjourney                                FatDUX CXjou...
The FatDUX CXjourney   The Elements of the CXjourney   The Dynamics of the CXjourneyContact                               ...
The FatDUX CXjourney   The Elements of the CXjourney   The Dynamics of the CXjourneyContact                               ...
The FatDUX CXjourney    The Elements of the CXjourney    The Dynamics of the CXjourneyContact              Engagement     ...
About the tools                  FatDUX CXjourney
Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix KP               KA           VP     ...
Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix KP               KA           VP     ...
Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint MatrixBackground:             Personal info:...
Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix                        Before        ...
Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint MatrixEVENT:                                ...
Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix     Primary        Primary     Primar...
The tools in short:Business Model CanvasGives insight and understanding of the business model itselfPersona TemplateHumani...
The FatDUX Customer Experience Journey Report                           FatDUX CXjourney
The Customer Experience Journey Report applies directly to:The overall business planProduct strategyWeb strategyCustomer S...
Customer Journey – AS IS                                        ?                           FatDUX CXjourney
Customer Journey – TO BE                           FatDUX CXjourney
Thank you!for your attentionSøren Muussm@fatdux.com@sorenmuus                     FatDUX CXjourney
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CXJourney Modeling

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Presented at IAsummit, New Orleans, March 24, 2012 by Søren Muus, FatDUX

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CXJourney Modeling

  1. 1. Modeling Systems forInformation ArchitectureA Customer Experience JourneyBy Søren MuusFatDUX@sorenmuus
  2. 2. The Customer Experience Journey- About the Customer Experience Journey- About the tools FatDUX CXjourney
  3. 3. The Customer Experience JourneyThe Customer Experience Journey is series ofevents that leads from the first contact to the finalconversion. Each event contains a number ofTouch points – both digital and physical, thattogether make a unique impact, and create aUser Experience, valuable and useful to bothour clients and their customers.Our objective is to simplify the customersjourney, through all touch points, in order tooptimize conversion. FatDUX CXjourney
  4. 4. About the Customer Experience Journey FatDUX CXjourney
  5. 5. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion FatDUX CXjourney
  6. 6. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion FatDUX CXjourney
  7. 7. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion FatDUX CXjourney
  8. 8. The FatDUX CXjourneyThe Elements of the CXjourneyThe Dynamics of the CXjourney FatDUX CXjourney
  9. 9. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion FatDUX CXjourney
  10. 10. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion FatDUX CXjourney
  11. 11. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourneyContact Engagement Desire Re-engagement Conversion Conscious Considering Determined Experienced Before During AfterAttention Interaction Decision Action FatDUX CXjourney
  12. 12. About the tools FatDUX CXjourney
  13. 13. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix KP KA VP CR S Key Key Value Customer Segments Partners Activities Proposition Relationships KR C Key Channels Resourses CS RS Cost Revenue Structure Streams FatDUX CXjourney
  14. 14. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix KP KA VP CR S Key Key Value Customer Segments Partners Activities Proposition Relations KR C Key Channels Resourses CS RS Cost Revenue Structure Streams FatDUX CXjourney
  15. 15. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint MatrixBackground: Personal info: Narrative:- Persona’s relation - Name - the story that creates to the target group - Age empathy- Demographics - Job - Location Statement:Behavior: - civilian status - The quote that distills- Psychographics - Internet usage/exp. the character of the- Scenarios persona Goals: - User wants - User needs - User’s motives - Business objectives FatDUX CXjourney
  16. 16. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix Before During AfterEVENTTimeDescriptionExternal participantsInternal participantsTouchpointsActionsService evidencePeakPromiseUser goalBusiness objective FatDUX CXjourney
  17. 17. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint MatrixEVENT: Journey Script Brand promise, peak service evidence Name of eventAdvertising Part of scenario CRM Synopsis Back story/previous eventsSocial Media Participants: Social Media Business/ Synopsis Touchpoint user goals (external) PersonaOrganic search Internal Next event Supporting processesPrevious event Touchpoints Action Promise Supporting processes Evidence Peak UserGoal, needs, wants, motivesExpectation Business objectives Experience Output/Next events FatDUX CXjourney
  18. 18. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix Primary Primary Primary Touchpoint Matrix Primary TP TP TP TP 1. Primary Touchpoint 1.1 Secondary Touchpoint 1.2 Secondary Touchpoint 1.3 Secondary Touchpoint 1.3.1 Granular Touchpoint 1.3.2 Granular Touchpoint Secondary Secondary Secondary 1.3.3 Granular Touchpoint TP TP TP 1.4 Secondary Touchpoint 1.5 Secondary Touchpoint 2. Primary Touchpoint 2.1 Secondary Touchpoint 2.2 Secondary Touchpoint Granular Granular Granular 2.2.1 Granular Touchpoint TP TP TP 2.2.2 Granular Touchpoint 2.3 Secondary Touchpoint 2.4 Secondary Touchpoint 2.5 Secondary Touchpoint FatDUX CXjourney
  19. 19. The tools in short:Business Model CanvasGives insight and understanding of the business model itselfPersona TemplateHumanizes the segments and targets behaviorExperience ScopeProvides a overview of the total customer experienceJourney ScriptSuggests each of the improved events that makes the customer journeyTouchpoint MatrixDescribes all points of contact between brand, product and customers, inboth physical and digital channels. FatDUX CXjourney
  20. 20. The FatDUX Customer Experience Journey Report FatDUX CXjourney
  21. 21. The Customer Experience Journey Report applies directly to:The overall business planProduct strategyWeb strategyCustomer Service planningMarketing and sales strategyPlanning of Social MediaEstablishment of Customer Engagement PlatformAdjustment of general User Experience FatDUX CXjourney
  22. 22. Customer Journey – AS IS ? FatDUX CXjourney
  23. 23. Customer Journey – TO BE FatDUX CXjourney
  24. 24. Thank you!for your attentionSøren Muussm@fatdux.com@sorenmuus FatDUX CXjourney
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