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Journey Mapping: The Moment that Matters

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We take a deep dive of the Journey Mapping process and the key moments that matter.

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Journey Mapping: The Moment that Matters

  1. 1. Journey Mapping Linking Customer Experience Theory to Smart Tools for More Personalized and Profitable Constituent Relationships Michael Johnston, hjc
  2. 2. Introductions NAME: Michael Johnston FROM: Toronto FOUNDER OF HEWITT AND JOHNSTON CONSULTANTS (HJC) Interactive, Integrated & Digital for 27+ Years; • Comic Book Nerd • Hockey Fan, Coach and Cheerleader
  3. 3. Our Agenda for the next 90 minutes 1. CX – what is it and how we end the Five Year Lag 2. Meet Sophia 3. The curious case of Lidl 4. Key Concepts underlying the Journey 5. Applying the Concept in the Social Impact Sector proprietary and confidential 3
  4. 4. …why does it matter? CX
  5. 5. Customer Experience • Organizations which provide a compelling customer experience reap the benefits • With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator • Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor proprietary and confidential 5
  6. 6. “For many organizations, the goal of turning customer experience (CX) into a competitive advantage means recreating themselves. That’s because the customer’s experience is the result of every part of the company working together, or failing to.” -Adobe Quarterly Digital Intelligence Briefing
  7. 7. …it’s got to go! That 5 year lag
  8. 8. ORACLE® + hjc
  9. 9. Helping Sophia
  10. 10. http://dschool.stanford.edu/student/doug-dietz/ Great Engineer
  11. 11. Great Product The new GE Optima MR360 is well suited for a wide range of MR scanning needs – with the ease of operation to help make a clinician’s staff more productive. For streamlining routine scans, the Optima MR360 incorporates an express exam approach to MR. It includes many intuitive and automated functions that help increase patient comfort, operator confidence, image consistency, and professional satisfaction of MR staff.
  12. 12. Sofia Age 6½
  13. 13. { The Experience } Journey Mapping the Patient Experience
  14. 14. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM Behaviors ATTITUDES PEOPLE THINGS ONSTAGE EXPERIENCE PEOPLE THINGS BACKSTAGE SUPPORT Select a specific customer persona to map DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS NURSE TISSUES
  15. 15. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS 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 NURSE TISSUES IMPACT MORE STAFF COST OF DRUGS IMAGING TIME SIDE EFFECTS EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization
  16. 16. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS 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 TISSUES NURSE FEEL SAFE HAVE SCAN NEEDS EXPLORE CUSTOMER NEEDS Gain deeper understanding of functional and emotional needs
  17. 17. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS 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 NURSE FEEL SAFE HAVE SCAN TISSUES POS ITI ON PATIENT TAKE IMAGE DEVELOP IMAGERoles & Processes EVALUATE & FRAME Examine existing capabilities to determine issues / opportunities
  18. 18. EVALUATE & FRAME Re-examine issue / opportunity based on deep customer understanding
  19. 19. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS 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 DESIGN NEW EXPERIENCES Innovate to influence attitudes and change behaviors TISSUES NURSE FEEL SAFE IDEA: LET’S GO CAMPING
  20. 20. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES& RESISTS SEES DOCTOR ENTER GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MUM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD THAT WASN’T SO BAD THIS PLACE IS NEAT! TODAY COULD BE FUN LAYS DOWN IN MACHINE LISTENS TO FOREST SOUNDS … TEST NEW EXPERIENCES New attitudes, new behaviours….different result NURSE HAS MRI SCAN IDEA: CAMPING SITE IDEA: CAMP BACKPK FEWER STAFF NO DRUGS IMAGING TIME ↓ ↓ SIDE EFFECTS
  21. 21. -MONEY A LITTLE TIGHT
  22. 22. CLICKS AND READS INFORMATION MONTH LATER, GETS CALL FROM HOUSE HELPERS THEY DISCUSS BUT ARE NOT SURE WHERE ALL MONEY GOES
  23. 23. Journey Mapping As Advertising…
  24. 24. Looking at yourself – or a competitor?
  25. 25. Some Key Concepts
  26. 26. Lifecycle Marketing You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions. proprietary and confidential 34
  27. 27. Content Creation You create targeted content that answers your donor's basic questions and needs, and you share that content far and wide. proprietary and confidential 35
  28. 28. Personalization & Context As you learn more about your donors over time, you can better personalize your messages to their specific needs. proprietary and confidential 36
  29. 29. Multi-Channel Presence Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. proprietary and confidential 37
  30. 30. Applying this model in the NP sector
  31. 31. Applying this model in the NP sector: who are our personas? Buyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. proprietary and confidential 39
  32. 32. Digital Outlook Report: why should we care about our personas?
  33. 33. Map & Improve a. Map Current Journeys b. Improve & Innovate c. Build Infrastructure & Processes to Succeed proprietary and confidential 41
  34. 34. Sample Journey Plan proprietary and confidential 42
  35. 35. Improve & Innovate: what are our moments that matter? • Identify “moments that matter” for each of your donor personas / segments • Create content and processes that will help build a deeper bond with your donor at that moment • Ensure that your communications feel like a journey, not a million different marketing messages proprietary and confidential 43
  36. 36. Build Infrastructure & Processes: What do we need to do to make this journey happen? • Look at the ‘on stage’ and ‘back stage’ people and things needed to create your journey • Review current structure, culture and skills and align to new journey proprietary and confidential 44
  37. 37. On your feet!
  38. 38. Show and tell – some recent journeys
  39. 39. Ontario SPCA •Data and Analytics review  Psychodemographic and Behavioural Persona Creation
  40. 40. Ontario SPCA Adopter  Donor Branch Walk-in  Advocate/Donor Walker  SuperWalker Petsmart Adopter  Donor Advocate  Donor
  41. 41. Adopter Persona: LYNN  Lives in rural community in single family dwelling  Married, no children, 3 dogs, 1 cat  41 years old  High school diploma, some technical training, works as Office Manager in Construction Company  Caucasian, English first language, female Interests: proprietary and confidential
  42. 42. Ontario SPCA • Cross functional cooperation • Capacity building: front line service staff doing their own internal journey mapping • Marketing/Fundraising/Front line staff
  43. 43. Proprietary & Confidential iAdopt 2014 (Before Journey Mapping) Objective: ‘raise awareness’ about animal adoptions by asking people to submit stories about their positive adoption experiences Tactics: Small social campaign with a ‘submit your story’ ask. Offer: A random winner will be chosen from submissions – winner will be photographed for next year’s campaign creative. Results: • 34 contest submissions
  44. 44. Proprietary & Confidential iAdopt 2015 (After Journey Mapping) Objective: Same as 2015, but with added email address acquisition objective Tactics: New socially integrated toolset and CTA structure Offer: One grand prize, several weekly prizes. Results: • Ongoing, but more than 7000 unique submissions to date contest submissions 20,500% increase in submissions
  45. 45. St. Joseph’s Hospital Foundation • Patient journey mapping session that brought together health centre and foundation staff • Provided the opportunity for cross department collaboration and buy in from key stakeholders across St. Joe’s • Valuable exercise to look at the patient experience and the impact on future donor behaviour
  46. 46. St. Joseph’s Hospital Foundation • With the goal of creating more philanthropically aware grateful patients, the team collaboratively designed a series of donor-journey centric interventions that will be tested over the next year • Each test addresses a ‘Moment that Matters’ uncovered through Journey Mapping
  47. 47. 55 • Give your email for access • Rate your experience • Follow up email and foundation engagement • Corporate sponsorship of WiFi
  48. 48. Ontario SPCA •Data and Analytics review  Psychodemographic and Behavioural Persona Creation
  49. 49. Ontario SPCA •Data and Analytics review  Psychodemographic and Behavioural Persona Creation
  50. 50. Determining Nonprofit Readiness
  51. 51. 1. Cross functional participation 2. Readiness and ability to analyze donor data/behaviour/demographics 3. Having the technology to execute donor journeys 4. A commitment to Lifetime Value fundraising – but sometimes there is low hanging fruit too 5. Understanding the channel differences and preferences of donor journeys 6. Understanding that some journeys will be of non-donors and some of donors – internal and external 7. Knowing how donor journeys fit into strategic plans
  52. 52. presented by hjc 1. Cross functional participation 2. Readiness and ability to analyze donor data/behaviour/demographics 3. Openness to generational donor segmentation 4. Having the technology to execute donor journeys 5. A commitment to Lifetime Value fundraising 6. A patience to invest, and wait, for the longer term returns of lifecycle marketing 7. Understanding the channel differences of donor journeys 8. Ability to use data for personalized, differentiated donor journeys 9. Understanding that some journeys will be of non-donors and some of donors 10. Knowing how donor journeys fit into strategic plans Donorjourney.com
  53. 53. Oracle . CX Journey Mapping Workshop . designingcx.com mjohnston@hjcnewmedia.com

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