Matthew Banks
Oracle Customer Experience Strategy & Design
Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
A Sad Day?
Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
Sad Day
Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
Revolution
AD 1514
500 years ago
AD 1764
250 years ago
AD 1989
25 years ago
AD 1514
500 years ago
AD 1764
250 years ago
AD 1989
25 years ago
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.7
Technology Explosion
CloudMobileSocial Data
2 BILLIO...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.8
Social Everything
CloudMobileSocial Data
2 Billion P...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.9
2004
St Peter’s Square
2014
St Peter’s Square
Mobile...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.10
Changing Behaviour
Always SharingAlways Connected A...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.11
Rising Expectations
Rich
Conversation
Rich
Communit...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.12
More AccessMore Options More Influence
Me Here Now
...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.13
Connect With Me - At The Moments That Matter
Throug...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.14
Connect With Me - At The Moments That Matter
Throug...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.15
Connect With Me - At The Moments That Matter
Custom...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.16
London
Amsterdam
Dubai
Rome
Paris
New York Johannes...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.17
Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
Revolution
Customer Journey Mapping
Fast...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.19
Albtraum Brautjungfer
Eine – Fast & Furious – Einfü...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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A C H T U N G
Basiert auf einer wahren Begebenheit....
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Oracle . CX Strategy & Design Workshop . DesigningCX.com
    
    
    
    
    
    
    
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RESERVA...
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{ Die Geschichte }
Albtraum einer Brautjungfer
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.28
{ Die Geschichte }
1
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.29
ANRUF  
EINER  FREUNDIN  
SOLL  BRAUT-­‐
JUNGFER  S...
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PROBIERT  IHR  
KLEID  AN  
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BEKOMMT  
EINLADUNG  
BEMERKT  DASS  
HOCHZEIT  WEI...
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BEMERKT  DASS  
COOLES  AUTO  
ZU  TEUER  
BESUCHT ...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.33
SUCHT  ONLINE  
NACH  
ALTERNATIVEN  
BEMERKT  
ZUF...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.34
BESUCHT  
ZOOMGO  SITE  
LIEST  DIE  
“ZOOMGO  FÜR ...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.35
BEMERKT  DASS  
ES  DORT  TOLLE  
AUTOS  GIBT  
SIE...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.36
LEGT  EINEN  
ZOOMGO  
ACCOUNT  AN  
BEKOMMT  DIE  ...
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SUCHT  EIN  
“COOLES”  AUTO  
AUS  
ENTSCHEIDET  
F...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.38
FINDET  EINES  
GANZ  NAHE  ZU  
IHRER  
WOHNUNG  
...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.39
{ Die Geschichte }
2
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.40
MACHT  SICH  
FERTIG  FÜR  DIE  
HOCHZEIT  
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.41
GEHT  ZUR  
STRAßE  IN  DER  
DAS  AUTO  
GEPARKT  ...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.42
VERWENDET  DIE  
IPHONE  APP  UM  
DAS  AUTO  
AUFZ...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.43
BEKOMMT  
KOMPLIMENTE  
FÜR  DAS  AUTO  
KOMMT  ZUR...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.44
GENIEßT  DIE  
HOCHZEIT  
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.45
WILL  NACH  
HAUSE  FAHREN,  
ABER  DAS  AUTO  
STA...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.46
VERWENDET  DIE  
APP  UM  HILFE  
ZU  HOLEN  
MUSS ...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.47
FÜHRT  DIE  
HEIMFAHRT  
FORT  
BEMERKT  DAS  
AUTO...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.48
KOMMT  AM  
CHECK-­‐IN  
PUNKT  FÜR  DAS  
AUTO  AN...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.49
{ Die Geschichte }
Albtraum einer Brautjungfer
3
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.50
DIE  SPÄTE  
RÜCKGABE  
WIRD  
ZUSÄTZLICH  
BERECHN...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.51
BESCHWERT  
SICH  BEI  
KUNDENSERVICE  
FRAGT  WEGE...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.52
WIRT  ERKLÄRT;  
DASS  SIE  DAS  
SELBER  MACHEN  
...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
    
    
    
    
    
    
    
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WEB  SITE  
DESIGNER  
RESERVATION  
SYSTEM  
AGENT  1  ZOOMGO  
...
Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
Revolution
Customer Journey Mapping
Fast...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.85
Matthew Banks
Oracle Customer Experience Strategy &...
Matthew Banks
Oracle Customer Experience Strategy & Design
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20140704 Fast and Furious Customer Journey Mapping Oracle Banks

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Fast and Furious Customer Journey Mapping

Erinnert sich jemand an das Marken-Erlebnis, dass Sie bieten und redet darüber? Hört eigentlich jemand ihre Botschaft und glaubt dieser auch? In dieser Session lernen Sie einen einfachen Ansatz, entwickelt von der Standford University, der Ihre Marke vom Mitbewerb absetzt. Kommunizieren Sie mit Kunden und Mitarbeitern auf emotionaler Ebene zum perfekten Zeitpunkt. In unserer „Ich-Hier-Jetzt”-Wirtschaft ist Journey Mapping das Werkzeug um ihre Investitionen dort zu konzentrieren wo sie die besten Ergebnisse erzielen. Und Spaß macht es auch.

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20140704 Fast and Furious Customer Journey Mapping Oracle Banks

  1. 1. Matthew Banks Oracle Customer Experience Strategy & Design
  2. 2. Vienna, 4th July, 2014 Matthew Banks Oracle Customer Experience Strategy & Design A Sad Day?
  3. 3. Vienna, 4th July, 2014 Matthew Banks Oracle Customer Experience Strategy & Design Sad Day
  4. 4. Vienna, 4th July, 2014 Matthew Banks Oracle Customer Experience Strategy & Design Revolution
  5. 5. AD 1514 500 years ago AD 1764 250 years ago AD 1989 25 years ago
  6. 6. AD 1514 500 years ago AD 1764 250 years ago AD 1989 25 years ago
  7. 7. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.7 Technology Explosion CloudMobileSocial Data 2 BILLION people covered by high-speed data networks 340,000,000,000,000 IP & mac addresses in 2012 Enterprise tablet adoption grew 133% in 2012 100 terabytes uploaded everyday to facebook +35 million apps are downloaded from the internet everyday $2bn: the additional revenue an average fortune 1000 could expect if it increased usability of its data by 10% 60% growth in data annually 4700 app downloads from Apple per minute 1 mile: range of latest super wifi Twitter is growing at a rate of 12 accounts per second 87% of the world’s population are now mobile subscribers ¥€$ 2x Profit growth from Big Data 2.8 $billion spend on gamification by 2015 75% of internet users now have a social profile 59% of senior execs prefer watching video to reading text
  8. 8. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.8 Social Everything CloudMobileSocial Data 2 Billion Potential “Friends”
  9. 9. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.9 2004 St Peter’s Square 2014 St Peter’s Square Mobile Everywhere CloudMobileSocial Data
  10. 10. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.10 Changing Behaviour Always SharingAlways Connected Always Aware
  11. 11. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.11 Rising Expectations Rich Conversation Rich Community Rich Content Rich Commerce More AccessMore Options More InfluenceMy Choice My Voice
  12. 12. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.12 More AccessMore Options More Influence Me Here Now My Voice! My Choice! Serve Me! Empower Me!Engage Me! Inspire Me!Reassure Me! Comfort Me!Delight Me! Surprise Me! €3 €300,000 My Choice My VoiceMy TrustMy Time My Money
  13. 13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.13 Connect With Me - At The Moments That Matter Throughout My Journey BUY OWNCOMMIT CONSUME Me Here Now
  14. 14. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.14 Connect With Me - At The Moments That Matter Throughout My Journey BUY OWNCOMMIT CONSUME Customer Journey Mapping
  15. 15. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.15 Connect With Me - At The Moments That Matter Customer Journey Mapping
  16. 16. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.16 London Amsterdam Dubai Rome Paris New York Johannesburg San Francisco Munich Shanghai Sydney Singapore Manila Sao Paolo Moscow Vienna Riyadh Tokyo
  17. 17. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.17
  18. 18. Vienna, 4th July, 2014 Matthew Banks Oracle Customer Experience Strategy & Design Revolution Customer Journey Mapping Fast and Furious
  19. 19. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.19 Albtraum Brautjungfer Eine – Fast & Furious – Einführung in Journey Mapping
  20. 20. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   Customer  Journey  Mapping  Process   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME  
  21. 21. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   Customer  Journey  Mapping  Process   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME  
  22. 22. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   Customer  Journey  Mapping  Process   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME   Define the Persona New  Yorker   Fashion  blogger   Budget  conscious   28  years  old,  single   Environmentally  minded     Jen  
  23. 23. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.23 A C H T U N G Basiert auf einer wahren Begebenheit. Ähnlichkeiten mit tatsächlichen Personen oder Marken waren daher unvermeidlich. Name wurden aber geändert!
  24. 24. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   Customer  Journey  Mapping  Process   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME   Define the Brand Offering        Car  sharing  network  across  major  US  ci4es,      connec4ng  socially  responsible  car  owners  and  renters        Brand  a5ributes      •  Hip,  modern  and  green      •  Convenient  and  simple      •  Inexpensive   GREEN  &   SOCIALLY   RESPONSIBLE   GREEN  &   SOCIALLY   RESPONSIBLE  
  25. 25. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   Customer  Journey  Mapping  Process   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME   Poli>cal          Economic                Social                  Technological                    Legal                      Environmental   TECHNOLOGY:     SOCIAL   REPUTATION   ECONOMIC:     RISING   ENERGY  COST   ENVIRONMENTAL:     GREEN   MOVEMENT   Define the Trends & Accelerators
  26. 26. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Context   Behaviour Line
  27. 27. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.27 { Die Geschichte } Albtraum einer Brautjungfer
  28. 28. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.28 { Die Geschichte } 1
  29. 29. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.29 ANRUF   EINER  FREUNDIN   SOLL  BRAUT-­‐ JUNGFER  SEIN   STIMMT  ZU  UND   NOTIERT  DEN   TERMIN  
  30. 30. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.30 PROBIERT  IHR   KLEID  AN  
  31. 31. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.31 BEKOMMT   EINLADUNG   BEMERKT  DASS   HOCHZEIT  WEIT   WEG  IST  
  32. 32. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.32 BEMERKT  DASS   COOLES  AUTO   ZU  TEUER   BESUCHT   MIETWAGEN   WEBSEITE  
  33. 33. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.33 SUCHT  ONLINE   NACH   ALTERNATIVEN   BEMERKT   ZUFÄLLIG   ZOOMGO  AD  
  34. 34. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.34 BESUCHT   ZOOMGO  SITE   LIEST  DIE   “ZOOMGO  FÜR   MICH”  SEITE  
  35. 35. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.35 BEMERKT  DASS   ES  DORT  TOLLE   AUTOS  GIBT   SIEHT  DASS   VIELE  AUTOS  IN   IHRER  NÄHE   SIND   ERRECHNET   DASS  ES  EINE   GÜNSTIGE   LÖSUNG  IST  
  36. 36. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.36 LEGT  EINEN   ZOOMGO   ACCOUNT  AN   BEKOMMT  DIE   AKTIVIERUNGS-­‐ MAIL   LÄDT  DIE   ZOOMGO  APP   HERUNTER  
  37. 37. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.37 SUCHT  EIN   “COOLES”  AUTO   AUS   ENTSCHEIDET   FÜR  EIN   SPORTLICHES  E-­‐ AUTO,  PASSEND   ZUM  KLEID  
  38. 38. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.38 FINDET  EINES   GANZ  NAHE  ZU   IHRER   WOHNUNG   WÄLT  ES  AUS   UND  RESERVIERT   ES   BEKOMMT   BESTÄTIGUNGS-­‐ MAIL  
  39. 39. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.39 { Die Geschichte } 2
  40. 40. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.40 MACHT  SICH   FERTIG  FÜR  DIE   HOCHZEIT  
  41. 41. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.41 GEHT  ZUR   STRAßE  IN  DER   DAS  AUTO   GEPARKT  IST   SIEHT  DAS   ZOOMGO   SCHILD  SCHON   AUS  EINIGER   ENTFERNUNG   BEMERKT,  DASS   DAS  AUTO  MIT   VOGELKOT   BEDECKT  IST  
  42. 42. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.42 VERWENDET  DIE   IPHONE  APP  UM   DAS  AUTO   AUFZUSPERREN   BRINGT  DAS   AUTO  ZU  EINER   WASCHANLAGE  
  43. 43. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.43 BEKOMMT   KOMPLIMENTE   FÜR  DAS  AUTO   KOMMT  ZUR   HOCHZEIT   ERKLÄRT  DIE   VORTEILE  
  44. 44. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.44 GENIEßT  DIE   HOCHZEIT  
  45. 45. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.45 WILL  NACH   HAUSE  FAHREN,   ABER  DAS  AUTO   STARTET  NICHT   ENDLICHT   SPRINGT  DAS   AUTO  AN  UND   SIE  BEGINNT  DIE   RÜCKFAHRT  
  46. 46. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.46 VERWENDET  DIE   APP  UM  HILFE   ZU  HOLEN   MUSS  45   MINUTEN   WARTEN   BEKOMMT   PANNENHILFE   FÄHRT  AUF  DER   AUTOBAHN  ALS   DER  MOTOR   ABSTIRBT  
  47. 47. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.47 FÜHRT  DIE   HEIMFAHRT   FORT   BEMERKT  DAS   AUTO  FÄHRT   NICHT  MEHR   SCHNELLER  ALS   100  KM/H   BEKOMMT  EINEN   AUTO-­‐ MATISIERTEN   ANRUF  OB  ALLES   IN  ORDNUNG  IST   DRÜCKT  2  FÜR   NEIN   WARTET  10   MINUTEN  IN  DER   WARTE  SCHLEIFE,   LEGT  DANN  AUF  
  48. 48. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.48 KOMMT  AM   CHECK-­‐IN   PUNKT  FÜR  DAS   AUTO  AN   VEREN  DE    DI  E   IPHONE  APP    UM   DAS  AUTO  ZURÜC  K   ZU  MELDEN  
  49. 49. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.49 { Die Geschichte } Albtraum einer Brautjungfer 3
  50. 50. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.50 DIE  SPÄTE   RÜCKGABE   WIRD   ZUSÄTZLICH   BERECHNET  
  51. 51. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.51 BESCHWERT   SICH  BEI   KUNDENSERVICE   FRAGT  WEGEN   GUTSCHRIFT   BEKOMMT   GESAGT  DASS   GUTSCHRIFT   SCHON  ERFOLGT   ERKLÄRT  SIE   MÖCHTE  IHR   ZOOMGO  KONTO   BEENDEN  
  52. 52. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.52 WIRT  ERKLÄRT;   DASS  SIE  DAS   SELBER  MACHEN   MUSS   BEKOMMT   BESTÄTIGUNG   KÜNDIGT  ÜBER   DIE  WEBSEITE   BLOGGT  ÜBER   IHR  ERLEBNIS  
  53. 53. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Context   Behaviour Line 3 1 2
  54. 54. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Context   Behaviour Line 3 1 2
  55. 55. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Context   Behaviour Line 3 1 2
  56. 56. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Context   On Stage Experience
  57. 57. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Context   Attitudes and Emotions
  58. 58. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Context   Attitudes and Emotions
  59. 59. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Context   Back Stage Support
  60. 60. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process  
  61. 61. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Evaluate Attitudes and Emotions
  62. 62. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more issue? opportunity? Select Moment That Matters (Line of Focus)
  63. 63. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Determine Impact INCREASE   REFERAL     RATE   REDUCE   CONTACT     RATE   REDUCE   REFUND     RATE  
  64. 64. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Some random words and then some more Determine Impact “We  focused  here,  because...”  
  65. 65. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process  
  66. 66. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process  
  67. 67. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process  
  68. 68. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process  
  69. 69. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Iden*fying  the  “Four  I’s”  to  drive  transforma*on:   ²  Insights  –  clear  understanding  of  customer  needs   ²  Impact  –  clear  focus  on  the  resul>ng  business  value   ²  Issues/Opportuni*es  –  what’s  geBng  in  the  way,  or   could  be  improved,  in  order  to  meet  customer  needs   ²  Innova*on  –  design  solu>ons  that  deliver  value,  both   to  the  customer  and  to  the  organiza>on                     Insights     Impact     Issues       Innova*on                      Transforma4on    
  70. 70. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   Examine  Capabili*es   (Roles  &  Processes)       Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX   Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Redesign  Experience   CX  Journey  Mapping  Process   Impact     Issues       Innova*on   AGENT  1                 Insights                        Transforma4on     CONFIRM   CUSTOMER   SATISFIED   BILLING   SYSTEM   FINALIZE    AND  SEND   INVOICE   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL  RATE   EMPOWERED   FRONT-­‐LINE   STAFF   INSTANT   REFUND  ON   BREAKDOWN   CONNECT   FIELD  SERVICE   TO  BILLING   IMMEDIATE   TEXT  TO   CUSTOMER     CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL    RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   INSTANT   REFUND  ON   BREAKDOWN   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE   CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   VALIDATE   SERVICE   DELIVERY   BILLING   SYSTEM   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   CONFIRM   TERMS  OF   RENTAL   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   INSTANT   REFUND  ON   BREAKDOWN   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   MOMENT:    GET  REFUND   FOR  LATE   CHARGE    EMOTION:    BE  TREATED   FAIRLY    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY  
  71. 71. Oracle . CX Strategy & Design Workshop . DesigningCX.com                             WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers   MOMENT:   ARRIVE  AT   WEDDING  IN   CLEAN    CAR    EMOTION:   UPHOLD  AN   IMAGE    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL   Target  ADtude  &  Behavior   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX   Design  Canvas     Reality  Check   Determine  Impact   Confirm  Desired  Result   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN   CX  Journey  Mapping  Process   Build  CX   Hypothesis   INSTANT REFUND ON BREAKDOWN INCREASE REFERAL RATE I TRUST ZOOMGO TO ADMIT & FIX MISTAKES TELL MY FRIENDS ABOUT ZOOMGO IMMEDIATE TEXT TO CUSTOMER CONNECT FIELD SERVICE TO BILLING EMPOWERED FRONT-LINE STAFF GET REFUND FOR LATE CHARGE BE TREATED FAIRLY BILLING                         SYSTEM1   AGENT 1 CONFIRM CUSTOMER SATISFIED INSTANT REFUND ON BREAKDOWN IMMEDIATE TEXT TO CUSTOMER CONNECT FIELD SERVICE TO BILLING INCREASE REFERAL RATE I TRUST ZOOMGO TO ADMIT & FIX MISTAKESGET REFUND FOR LATE CHARGE BE TREATED FAIRLY TELL MY FRIENDS ABOUT ZOOMGO EMPOWERED FRONT-LINE STAFF BILLING                         SYSTEM1   AGENT 1CONFIRM CUSTOMER SATISFIED That an Instant Refund program due to breakdowns 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 Jen’s need for timely refunds and not feeling like being taken advantage of by our inability to process refunds 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 MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   AGENT  1   CONFIRM   CUSTOMER   SATISFIED   INCREASE   REFERAL  RATE   BILLING   SYSTEM   FINALIZE    AND  SEND   INVOICE   EMPOWERED   FRONT-­‐LINE   STAFF   INSTANT   REFUND  ON   BREAKDOWN   CONNECT   FIELD  SERVICE   TO  BILLING   IMMEDIATE   TEXT  TO   CUSTOMER    
  72. 72. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   CX  Journey  Mapping:  What?   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME  
  73. 73. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   CX  Journey  Mapping:  How?   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME   CXJM IST DER START FÜR KUNDENZENTRISCHE INNOVATION Ein Prozess für kulturelle und ergebnisorientierte Veränderung Verstehen  &  Befürworten   Lehren  &  Anpassen   Iden>fizieren  &  Entwerfen   Prototype  &  Test   Prüfen  &  Skalieren   CCTransformation Verstehen  &  Befürworten   Lehren  &  Anpassen   Verstehen  &  Befürworten   Lehren  &  Anpassen   Iden>fizieren  &  Entwerfen   Allgemeines Szenario um Methodologie zu verstehen Lernen  Sie  CXJM   Teilen Lehren Durchdachte & bewährte Testmethodologien Wenden  Sie  HCD  an   CXNeed Beispiel-Personas, auf einen Teilbereich angewendet Versuchen  Sie  CXJM   CXMethodologien
  74. 74. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   CX  Journey  Mapping:  Why?   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME   INNOVATION MODERNIZATION REPUTATION AGILITY RETENTION MARGIN
  75. 75. Oracle . CX Strategy & Design Workshop . DesigningCX.com Create   Ini*al  Map   Evaluate   Explore   Brainstorm   Design   New  Experience   CX  Por^olio   Foundational Tools Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Oracle CX Foundations Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial Deep Capabilities, Massive Research & Development
  76. 76. Oracle . CX Strategy & Design Workshop . DesigningCX.com Create   Ini*al  Map   Explore   Brainstorm   Design   New  Experience   CX  Por^olio   Foundational Tools Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Oracle CX Foundations Marketing Measurement Social Marketing Contact and Lead Management Loyalty Management Campaign Management Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial
  77. 77. Oracle . CX Strategy & Design Workshop . DesigningCX.com Create   Ini*al  Map   Evaluate   Explore   Brainstorm   Design   New  Experience   CX  Por^olio   Foundational Tools Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Oracle CX Foundations Product Content Management Experience Management Order Management Commerce Platform Social Commerce Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial
  78. 78. Oracle . CX Strategy & Design Workshop . DesigningCX.com Create   Ini*al  Map   Evaluate   Explore   Brainstorm   Design   New  Experience   CX  Por^olio   Foundational Tools Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Oracle CX Foundations Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial Sales Force Automation Territory & Quota Management Incentive Compensation Sales Forecasting Social Selling
  79. 79. Oracle . CX Strategy & Design Workshop . DesigningCX.com Create   Ini*al  Map   Evaluate   Explore   Brainstorm   Design   New  Experience   CX  Por^olio   Foundational Tools Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Oracle CX Foundations Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial Cross-Channel Contact Center Knowledge Management Policy Management Web Customer Service Field Service
  80. 80. Oracle . CX Strategy & Design Workshop . DesigningCX.com Create   Ini*al  Map   Evaluate   Explore   Brainstorm   Design   New  Experience   CX  Por^olio   Foundational Tools Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Oracle CX Foundations Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial Social Selling Social Listening & Engagement Social Marketing Social Commerce Social Customer Service
  81. 81. Oracle . CX Strategy & Design Workshop . DesigningCX.com Create   Ini*al  Map   Evaluate   Explore   Brainstorm   Design   New  Experience   CX  Por^olio   Foundational Tools Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Oracle CX Foundations Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial Cloud Infrastructure and Platform Services MDM, BI and Decisoining Tools Integration and BPM/ SOA Tools Mobile, Portal and Content Tools
  82. 82. Oracle . CX Strategy & Design Workshop . DesigningCX.com Create   Ini*al  Map   Evaluate   Explore   Brainstorm   Design   New  Experience   CX  Por^olio   Foundational Tools Oracle CX Foundations Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Oracle CX Foundations Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial Deep Capabilities, Massive Research & Development
  83. 83. Oracle . CX Strategy & Design Workshop . DesigningCX.com WEB  SITE   DESIGNER   RESERVATION   SYSTEM   AGENT  1  ZOOMGO   WEBSITE   CALLS   ZOOMGO   SUPPORT   Create   Ini*al  Map   Persona,  Brand  A5ributes  ,   Key  Trends   Behavior  Line   On  Stage  Experience   ADtude  &                            Emo*ons   Back  Stage  Support   Evaluate   Evaluate  ADtudes   Explore   Brainstorm   Design   New  Experience   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   I  WILL  LOOK   SO  COOL  IN   THAT  CAR!   Priori*ze  Focus   “Moment  that  MaFers”   Readout   “We  focused  here,  because….”   ALWAYS-­‐ON   SOCIAL  &   MOBILE   Clarify  Needs  &  Drivers    EMOTION:   DON’T  SPOIL   MEMORIES    MOMENT:   GET  REFUND   FOR  LATE   CHARGE    EMOTION:   BE  TREATED   FAIRLY   Examine  Capabili*es   (Roles  &  Processes)       CONFIRM   CUSTOMER   SATISFIED   AGENT  1   FINALIZE       AND  SEND   INVOICE   BILLING   SYSTEM   VALIDATE   SERVICE   DELIVERY   CONFIRM   TERMS  OF   RENTAL                               MOBILE   COUPONS   WEDDING   PACKAGES   INSTANT   REFUND  ON   BREAKDOWN   EMPOWERED   FRONT-­‐LINE   STAFF   What  if   Brainstorm  Innova*on   Build  CX  Hypothesis   &@#  I  CAN’T   SHOW  UP  IN  A   DIRTY  CAR!   GREEN  &   SOCIALLY   RESPONSIBLE   APPROVE  &   PROCESS   REFUND   RECORD   INCIDENT   DETAILS   Build  CX  Design  Canvas     Reality  Check   CX  Journey  Mapping   Determine  Impact   INCREASE   REFERAL     RATE   REDUCE   REFUND     RATE   Desired  Transforma*on   I  TRUST   ZOOMGO  TO   ADMIT  &  FIX   MISTAKES   TELL  MY   FRIENDS   ABOUT   ZOOMGO   INCREASE   REFERAL     RATE   IMMEDIATE   TEXT  TO   CUSTOMER   CONNECT   FIELD  SERVICE   TO  BILLING   EMPOWERED   FRONT-­‐LINE   STAFF   Redesign  Experience   INSTANT   REFUND  ON   BREAKDOWN    EMOTION:   RECOMPENSE   WASTED  TIME   INNOVATION MODERNIZATION REPUTATION AGILITY RETENTION MARGIN You?  
  84. 84. Vienna, 4th July, 2014 Matthew Banks Oracle Customer Experience Strategy & Design Revolution Customer Journey Mapping Fast and Furious (and a bit Crazy)
  85. 85. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.85 Matthew Banks Oracle Customer Experience Strategy & Design
  86. 86. Matthew Banks Oracle Customer Experience Strategy & Design

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