Journey Mapping
Linking Customer Experience Theory to
Smart Tools for More Personalised and
Profitable Constituent Relatio...
Introductions
NAME: Michael Johnston
FROM: Toronto
CO-FOUNDER OF XTRAORDINARY
Interactive, Integrated & Digital for 27+ Ye...
Our Agenda
1. Journey Mapping Way Stations
2. CX – what is it and how we end the Five Year Lag
2. Meet Sophia
3. The curio...
Introductions
The parking lot:
1. Way stations
…why does it matter?
CX
Customer Experience
• Organizations which provide a compelling customer experience reap
the benefits
• With products, serv...
“For many organizations, the goal of
turning customer experience (CX) into a
competitive advantage means recreating
themse...
Introductions
Introductions
Journey Mapping Way Station #1:
• DO YOU PUT YOUR
DONOR/VOLUNTEER/PARTICIPANT AT THE
CENTRE OF YOUR ORGANIZA...
…it’s got to go!
That 5 year lag
ORACLE® + Xtraordinary
Helping
Sophia
http://dschool.stanford.edu/student/doug-dietz/
Great Engineer
Great Product
The new GE Optima MR360
is well suited for a wide range of MR
scanning needs – with
the ease of operation to...
Sofia
Age 6½
{ The Experience }
Journey Mapping the Patient Experience
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GE...
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GE...
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GE...
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GE...
EVALUATE & FRAME
Re-examine issue / opportunity based on deep customer understanding
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GE...
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES&
RESISTS
SEES
DOCTOR
ENTER
GOE...
Introductions
The parking lot:
1. Way stations
#3: Who
could be
your
Sophia?
#4: What journey
could you map?
Journey Mapping
As Advertising…
Looking at yourself – or a competitor?
Introductions
The parking lot:
1. Way stations
Introductions
#5 Who would you map,
other than your own
organization?
Applying this model in
the NP sector
Ontario SPCA
•Data and Analytics
review 
Psychodemographic
and Behavioural
Persona Creation
Ontario SPCA
Adopter  Donor
Branch Walk-in 
Advocate/Donor
Walker  SuperWalker
Petsmart Adopter  Donor
Advocate  Donor
Persona-Specific Community Rankings
Community Population Advocates Sat Rate
Orillia 30,586 151 0.494%
Orangeville 27,975 1...
Adopter Persona:
LYNN
 Lives in rural community in
single family dwelling
 Married, no children, 3 dogs,
1 cat
 41 year...
Ontario SPCA
•Cross functional
cooperation
•Capacity building:
front line service staff
doing their own
internal journey
m...
Proprietary & Confidential
34contest submissions
Proprietary & Confidential
8,624 contest submissions
St. Joseph’s Hospital Foundation
• Patient journey mapping session
that brought together health centre
and foundation staf...
St. Joseph’s Hospital Foundation
• With the goal of creating more
philanthropically aware grateful
patients, the team coll...
50
• Give your
email for
access
• Rate your
experience
• Follow up
email and
foundation
engagement
• Corporate
sponsorship...
Ontario SPCA Trillium Health
Partners Foundation
– a Hospital
Foundation that
created personas,
mapped their
journeys… and...
Ontario SPCA
Ontario SPCA
Ontario SPCA
Ontario SPCA …and subsequently,
setting up conditional
content with triggered
emails based on
engagement scores
and on seg...
56
Advanced Segmentation Data Provides Insight
Dog version
Neutral version
Subject: Sponsor a Shelter Dog this Holiday
Sub...
DOES PERSONALIZATION AND SEGMENTATION WORK?
57
• Personalized messaging to donor segments with cat/dog
segmentation data p...
Introductions
The parking lot:
1. Way stations
Introductions
#6 Do you have the technology to
set up conditional content with
triggered emails based on
engagement scores...
On your feet!
Journey Mapping Activity
Your turn…
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
-CARED FOR
MUM BEFORE
SHE PASSED
-CONNECTED
TO LOCAL
SERVICES
EMILY, 56
RETURNING
WALKER
-MATERNAL
GRANDMOTHER
DIED WITH
ALZHEIMER’S
-WISHES MORE
PEOPLE WOULD
HEAR ABOUT
A.S. SERVICES
SOONER
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
Trends & Accelerators
Political
Economic
Social
Technology
Legal
En...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
BEGINS
SOLICITING
FRIENDS AND
FAMILY USING
THE PLEDGE
FORM
UPDATES HER
ONLINE
PROFILE, USING
THE DEFAULT
GOAL
RECEIVES
EMA...
CLICKS AND
READS AUNT
EMILY’S STORY
CLICKS
THROUGH TO
THE SITE,
FINDS AUNT
EMILY AND
REGISTERS
RECEIVES 7
DONATIONS
(£225,...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
MOM
MRI
MACHINE
What: people & things customer comes into direct co...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
experiences
influence
resultsattitudes drive behaviors deliver
Oracle . CX Journey Mapping Workshop . designingcx.com
What: what the customer is thinking during each moment in their own...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
SYSTEM
ADMIN
STAFF
PAGING
SYSTEM
What: supporting people & things c...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
What: rate positive (green) and negative (red) attitudes
Why: visua...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
Prioritize Focus
Moments that Matter
Wow
Wow
Wow
Wow
Wow
Wow
Wo...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
DECREASE
IMAGING
TIME
Determine Impact
What: choose financial metric that could be influenced at this moment
Why: determin...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Maslow’s Hierarchy of Needs
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
Emotio...
Getting to Emotional Needs
Cotton Canvas Tote
I need important things
close to me at all times
COACH Tote
I need my friend...
What: needs at the moment that matters and emotional relevance
Why: solving for emotional needs is powerful
Brainstorm Mom...
Oracle . CX Journey Mapping Workshop . designingcx.com
What: select Customer’s needs at this moment
Why: identifies needs ...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
What: uncover the intended role & processes of the people & things
...
Oracle . CX Journey Mapping Workshop . designingcx.com
What: were roles / processes performed properly to meet Jen’s needs...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
What: imagine what the customer would say after your new experience...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
Reality Check
What: consider if the innovations meet the “desirable...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Desi...
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organisation’s issue/opportunity }
ENABLED BY...
ONE
WORD
Journey Mapping Thoughts…
presented by hjc
1. Cross functional participation
2. Readiness and ability to analyze donor data/behaviour/demographics
3...
Oracle . CX Journey Mapping Workshop . designingcx.com
Keep in touch!
Keira Roth: keirar@xifr.co.uk
Stephen Butler: stephenb@xifr.co.uk
Lindsay Sievewright: lindsays@xifr.co.uk
...
Donor Journey Mapping with XIFR
Donor Journey Mapping with XIFR
Donor Journey Mapping with XIFR
Donor Journey Mapping with XIFR
Donor Journey Mapping with XIFR
Donor Journey Mapping with XIFR
Donor Journey Mapping with XIFR
Donor Journey Mapping with XIFR
Donor Journey Mapping with XIFR
Upcoming SlideShare
Loading in …5
×

Donor Journey Mapping with XIFR

379 views

Published on

14th January 2016 Donor Mapping Day with the Xtraordinary Fundraising team.

Published in: Government & Nonprofit
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
379
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
32
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • This is Doug Dietz
    Mechanical engineer working for a leading medical services company
    And this is his baby….(next slide)
  • (ask audience) “Does anyone know what this is?” Right, it’s an MRI machine. “Has anyone had an MRI? How was that experience?” Right, usually not very enjoyable.
    He get’s great feedback from hospital technicians and administrators about how easy the machine is to operate, and how great the images are. It’s amazing how crisp and detailed the images are.
    Doug attends a workshop at Standford’s d.school that focuses on customer empathy and user-centered design principles.
    Realizes he’s never seen an actual patient go through the MRI machine
    Motivated to understand the patient’s experience, he goes to a local children’s hospital.

  • Technicians praise him again on machine’s usability and accuracy. Feeling top of his game
    Observes a young patient – 6 ½ year old Sophia - arriving for an MRI. She comes around the corner down the hallway, and sees the MRI machine.
    “Guess what happens next?” (audience) Freaks out, cries, resists. Doug starts to become concerned
    Technicians need the images, so what do they do next? (audience). Yeah, they have to sedate her!
    Doug asks more questions of the staff – turns out they need to sedate 85% of child patients. Almost 9 in 10!!!!
    Think of the impact to the patient – parents are concerned, potential for side effects, petrified young child
    Think of the impact to the hospital – additional, high priced staff (anaesthesiologist), decreased throughput of machine, increase in insurance paperwork
    Doug now feels like a complete failure. Machine is a success....experience is a failure.
    Let’s pause Doug’s story here.....(next slide)








    http://commonhealth.wbur.org/files/2012/05/MG_9247.jpg
  • …..and explain Journey Mapping, and how it could be used to reimagine this patient experience.

  • First, select a specific customer to map. In Doug’s case, “it’s who?” (audience). The little girl. Give her a name, Sophia, so she feels more real
    1) List all of the steps/actions/Behaviours that Sophia goes through in her journey. Sees the MRI machine…..before that, she arrives at hospital…before that she gets ready to go to the hospital
    To what level of detail, or resolution, you go to here is up to you. Choose a starting and end point of an experience, and fill in between.
    2) List all of the People and Things that Sophia comes into direct contact with. This is onstage
    We liken this to a theatre analogy – the actors and props that the audience sees are onstage
    Some people onstage: when she approaches the MRI, she’s with a Nurse or Technician. When she’s getting ready to go to the hospital, she’s with her Mom, maybe Dad too.
    3) Next map Sophia’s Attitudes and Emotions at each step. Write them as if it’s a thought in Sophia’s head – “Wow, that machine looks scary!”, or “I’m so nervous about sitting in that thing.”
    The sentence format provides more insight into why she’s feeling that way, rather than a single word like “scared” or “nervous”
    4) Next map the People and Things backstage, which support the things onstage, but that Sophia doesn’t come into direct contact with.
    Continuing the theatre analogy, this might be the set designer, lighting technicians, sound system.
    When Sophia arrives at the hospital, the receptionist is using a patient record system. That record system may have an administrator.
    That’s it – you’ve created your first pass at an assumptive map! This comes together very quickly, and already has more detail and insight into the customer’s experience than most processes ever have.
  • With this detail uncovered, you can evaluate and prioritize specific moments that seem most important.
    Select one moment that matters most. “In Sophia’s story, which moment stands out as the most important?” (audience). Yeah, when she sees the MRI machine and breaks down crying!
  • Explore her needs, Really connect with her, explore the needs and drivers
    Focusing on that moment, seek to understand WHY that moment happened. Use empathy to understand how Sophia's needs/goals are affected at that moment.
    Ask WHY in three directions
    UP – why are her attitudes/emotions formed as they are?
    BACK – why did the experience play out this way? Are there specific steps that led to this moment?
    DOWN – How did People and Things and what they did or didn’t do, contributed to this moment?
  • Address how we could meet those needs
    What is Sofia’s Key need or goal here focus on that, maybe we have uncovered an opportunity rather than an issue, Is there some other roles or process that should be happening here.
  • Intentionally re-configuring our processes / our offering to meet those needs

    Using his newfound understanding of what makes children happy, he set out to reframe the experience problem
    Focused on the moment that matters
    You can’t force a person to do something (the steps of the journey in green)
    And you can’t directly change a person’s attitude or emotions.
    So you focus on the aspects of the journey that you CAN influence – Remember Influence attitudes to change Behaviours.

    So, what do you think he did? [audience feedback]

    Do you want to see?
  • Building on the ‘organizing idea’ – across the journey – changing attitude to drive behavior to deliver results…
    Rewrite the map based on new experience, new result etc
    Optimizing the onstage and backstage elements of the experience then influences attitudes.
    And attitudes effect behaviour.

    So, When Mom made the appointment, they were given take home preparation materials. What if those materials explained child was going to activity club? Put them in a little backpack
    When arrive at hospital, what if the greeting Nurse was dressed as a activity organiser? Welcome the child to activity club
    And what if the MRI machine was presented in a more friendly way?
    In the spirit of rapid innovation using prototyping, this cost Doug very little to test. $20 for backpack, $30 counselor vest and hat, and maybe $2000 in bus decals for the MRI. In sum, a fraction of the cost of the machine and procedure.




    Positively change their emotions and attitudes, and their experience at the moment that matters is changed positively as well.
  • Here’s another way to use a journey map

    Tell Morrisons story
  • Here’s another way to use a journey map

    Tell Morrisons story
  • updated
  • In summary…
  • In summary…
  • In summary…
  • In summary…
  • Thinking this is a fitting solution, looks at what kinds of cars they have
    And where the cars are located.
    Cool – they have sporty cars.
    And they are located all around my neighborhood. So I won’t have to walk far to pick it up.
  • Thinking this is a fitting solution, looks at what kinds of cars they have
    And where the cars are located.
    Cool – they have sporty cars.
    And they are located all around my neighborhood. So I won’t have to walk far to pick it up.
  • In summary…
  • In summary…
  • In summary…
  • In summary…
  • In summary…
  • A customer’s journey is made up of a multitude of moments. This diagram which appeared in a blog by Kerry Bodine of Forrester and was produced by WorkPlayExperience illustrates that great companies realize the need to deliver wow moments through out the journey but that there are moments that have significant importance and these moments need to be explosive in their delivery.

    As you are going through the process of identifying these moments it is important to determine where you are as a brand in delivering these moments and whether you should be focused on solving a problem that is damaging your brand or taking advantage of an area to really accelerate your brand to new heights.

    Click

    Lets take the first company that we have signified by this redline. They are obviously not producing moments that wow and excite the customer.

    Click

    Our goal here is to find a moment that matters and identify why we are not fulfilling the need at that moment.

    Click

    Using the evaluation of the attitudes will give us Insight into seriously unmet needs that manifest themselves in negative attitudes (that sometimes appear in surveys or social data) and point us in a direction.

    Click

    These negative attitudes could point us in the direction of a possible Issue that we could solve in our organization.

    Click

    So this is where we would “drop our line” of focus in order to start the process of diving deeper to understand the Issue.

    Click

    But what if you are a brand that doesn’t have a lot of issues or you want to innovate with the possibility of differentiating your brand experiences and driving higher loyalty and advocacy. The green line in this case shows that you are delivering wow moments and some explosive moments.

    Click

    But you want to reach for the brass ring. You want to deliver moments that really capture the attention of your customers.

    Click

    Using the evaluation of attitudes can point you in an area where the customer’s needs are met but that you could focus on exceeding the expectations of your customers.

    Click

    Now you have identified an opportunity to produce a new experience, not fix a problem that is driving customers crazy, but truly produce an experience that really separates you from the competition.

    Click

    So this is where we would “drop our line” of focus in order to start the process of diving deeper to understand the Opportunity.

    Ok…….. Lets go to your boards and find an area of focus using the evaluation of attitudes

  • In summary…
  • In summary…
  • In summary…
  • In summary…
  • In summary…
  • Now that we have an Innovation selected, let’s go back to the Attitudes drive Behaviors deliver Results concept.
    As a result of the new Innovation, what new Attitudes and Behaviors might Jen exhibit? Which ultimately will deliver a different, positive, Result.
    Write one new Attitude in yellow, and one new resulting Behavior in Green, and place these on the corresponding areas of the Canvas (upper-right hand corner).
  • In summary…
  • In summary…
  • In summary…
  • In summary…
  • In summary…
  • Donor Journey Mapping with XIFR

    1. 1. Journey Mapping Linking Customer Experience Theory to Smart Tools for More Personalised and Profitable Constituent Relationships Michael Johnston, Xtraordinary Integrated Fundraising
    2. 2. Introductions NAME: Michael Johnston FROM: Toronto CO-FOUNDER OF XTRAORDINARY Interactive, Integrated & Digital for 27+ Years; • Comic Book Nerd • Hockey Fan, Player, Coach
    3. 3. Our Agenda 1. Journey Mapping Way Stations 2. CX – what is it and how we end the Five Year Lag 2. Meet Sophia 3. The curious case of Liedl 4. Applying the Concept in the Social Impact Sector 6. Your turn – turbo charged journey mapping proprietary and confidential 3
    4. 4. Introductions The parking lot: 1. Way stations
    5. 5. …why does it matter? CX
    6. 6. 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 6
    7. 7. “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
    8. 8. Introductions
    9. 9. Introductions Journey Mapping Way Station #1: • DO YOU PUT YOUR DONOR/VOLUNTEER/PARTICIPANT AT THE CENTRE OF YOUR ORGANIZATION? • DOES YOUR ORGANIZATION WORK IN A COORDINATED FASHION FOR YOUR DONOR/VOLUNTEER/PARTICIPANT’S EXPERIENCE?
    10. 10. …it’s got to go! That 5 year lag
    11. 11. ORACLE® + Xtraordinary
    12. 12. Helping Sophia
    13. 13. http://dschool.stanford.edu/student/doug-dietz/ Great Engineer
    14. 14. 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.
    15. 15. Sofia Age 6½
    16. 16. { The Experience } Journey Mapping the Patient Experience
    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 ……… 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
    18. 18. 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
    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 TISSUES NURSE FEEL SAFE HAVE SCAN NEEDS EXPLORE CUSTOMER NEEDS Gain deeper understanding of functional and emotional needs
    20. 20. 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
    21. 21. EVALUATE & FRAME Re-examine issue / opportunity based on deep customer understanding
    22. 22. 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
    23. 23. 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
    24. 24. Introductions The parking lot: 1. Way stations
    25. 25. #3: Who could be your Sophia?
    26. 26. #4: What journey could you map?
    27. 27. Journey Mapping As Advertising…
    28. 28. Looking at yourself – or a competitor?
    29. 29. Introductions The parking lot: 1. Way stations
    30. 30. Introductions #5 Who would you map, other than your own organization?
    31. 31. Applying this model in the NP sector
    32. 32. Ontario SPCA •Data and Analytics review  Psychodemographic and Behavioural Persona Creation
    33. 33. Ontario SPCA Adopter  Donor Branch Walk-in  Advocate/Donor Walker  SuperWalker Petsmart Adopter  Donor Advocate  Donor
    34. 34. Persona-Specific Community Rankings Community Population Advocates Sat Rate Orillia 30,586 151 0.494% Orangeville 27,975 111 0.397% Peterborough 78,698 299 0.380% Cornwall 46,340 168 0.363% Kingston 123,363 417 0.338% Stratford 30,886 103 0.333% Guelph 121,688 401 0.330% Welland 50631 164 0.324% Barrie 135,711 431 0.318% Belleville 49,454 152 0.307% Woodstock 37754 114 0.302% Oshawa 149,607 447 0.299% Windsor 210891 601 0.285% Sarnia 72,366 203 0.281% London 366,151 1022 0.279% Niagara Falls 82,997 223 0.269% Newmarket 79,978 213 0.266% North Bay 53,651 142 0.265% Brantford 93,650 246 0.263% St. Catherines 131,400 320 0.244% Thunder Bay 108,359 248 0.229%
    35. 35. 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
    36. 36. Ontario SPCA •Cross functional cooperation •Capacity building: front line service staff doing their own internal journey mapping
    37. 37. Proprietary & Confidential 34contest submissions
    38. 38. Proprietary & Confidential 8,624 contest submissions
    39. 39. 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
    40. 40. 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
    41. 41. 50 • Give your email for access • Rate your experience • Follow up email and foundation engagement • Corporate sponsorship of WiFi
    42. 42. Ontario SPCA Trillium Health Partners Foundation – a Hospital Foundation that created personas, mapped their journeys… and then wondered: How do you operationalize a journey?
    43. 43. Ontario SPCA
    44. 44. Ontario SPCA
    45. 45. Ontario SPCA
    46. 46. Ontario SPCA …and subsequently, setting up conditional content with triggered emails based on engagement scores and on segmented groups
    47. 47. 56 Advanced Segmentation Data Provides Insight Dog version Neutral version Subject: Sponsor a Shelter Dog this Holiday Subject: Sponsor a Shelter Pet this Holiday
    48. 48. DOES PERSONALIZATION AND SEGMENTATION WORK? 57 • Personalized messaging to donor segments with cat/dog segmentation data performed 300% better than neutral messaging to donor segments without segmentation data. • Personalized messaging to non donor segments with cat/dog segmentation data performed 170% better than neutral messaging to donor segments without segmentation data. • Open Rates among recipients with advanced segmentation data were 140% to 220% higher than those without advanced personalization data.
    49. 49. Introductions The parking lot: 1. Way stations
    50. 50. Introductions #6 Do you have the technology to set up conditional content with triggered emails based on engagement scores and on segmented groups?
    51. 51. On your feet!
    52. 52. Journey Mapping Activity Your turn…
    53. 53. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    54. 54. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    55. 55. -CARED FOR MUM BEFORE SHE PASSED -CONNECTED TO LOCAL SERVICES EMILY, 56 RETURNING WALKER
    56. 56. -MATERNAL GRANDMOTHER DIED WITH ALZHEIMER’S -WISHES MORE PEOPLE WOULD HEAR ABOUT A.S. SERVICES SOONER
    57. 57. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    58. 58. Oracle . CX Journey Mapping Workshop . designingcx.com Trends & Accelerators Political Economic Social Technology Legal Environmental What: macro factors outside company’s control Why: awareness of inhibiting/supporting factors
    59. 59. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    60. 60. BEGINS SOLICITING FRIENDS AND FAMILY USING THE PLEDGE FORM UPDATES HER ONLINE PROFILE, USING THE DEFAULT GOAL RECEIVES EMAIL UPDATE ENCOURAGING HER TO BUILD A TEAM PREPARES MEMORIAL “WALKING FOR MOTHER/ GRANDMOTHER” SHIRTS FOR FAMILY
    61. 61. CLICKS AND READS AUNT EMILY’S STORY CLICKS THROUGH TO THE SITE, FINDS AUNT EMILY AND REGISTERS RECEIVES 7 DONATIONS (£225, TOTAL) AND USES TEAMRAISER TO SEND THANK YOUs
    62. 62. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    63. 63. Oracle . CX Journey Mapping Workshop . designingcx.com MOM MRI MACHINE What: people & things customer comes into direct contact with along the journey Why: gain view of whom & what directly influences the experience Onstage Experience
    64. 64. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    65. 65. experiences influence resultsattitudes drive behaviors deliver
    66. 66. Oracle . CX Journey Mapping Workshop . designingcx.com What: what the customer is thinking during each moment in their own words Why: begin to understand met and unmet needs via their feelings & emotions Attitudes
    67. 67. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    68. 68. Oracle . CX Journey Mapping Workshop . designingcx.com SYSTEM ADMIN STAFF PAGING SYSTEM What: supporting people & things customer doesn’t interact with along the journey Why: understand the ecosystem supporting the On Stage experience Backstage Support
    69. 69. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    70. 70. Oracle . CX Journey Mapping Workshop . designingcx.com What: rate positive (green) and negative (red) attitudes Why: visually illustrates the emotional highs and lows during journey Evaluate Attitudes
    71. 71. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    72. 72. Oracle . CX Journey Mapping Workshop . designingcx.com Wow Prioritize Focus Moments that Matter Wow Wow Wow Wow Wow Wow Wow Boom! Boom!
    73. 73. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    74. 74. DECREASE IMAGING TIME Determine Impact What: choose financial metric that could be influenced at this moment Why: determines Impact of delivering new experience ?
    75. 75. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional “WE FOCUSED HERE, BECAUSE...”
    76. 76. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    77. 77. Maslow’s Hierarchy of Needs Physiological Safety Social Esteem Cognitive Aesthetic Self-Actualization Transcendence Emotional Needs Functional / Moment Needs
    78. 78. Getting to Emotional Needs Cotton Canvas Tote I need important things close to me at all times COACH Tote I need my friends to look to me for fashion advice $598$5.98 I need a shoulder bag so that my hands are free I need to get inside my bag quickly I want a beautiful piece of art at my side I need a bag that’s as amazing as me
    79. 79. What: needs at the moment that matters and emotional relevance Why: solving for emotional needs is powerful Brainstorm Moment and Emotional Needs EMOTIONAL NEED: DO WHAT KIDS LOVE TO DO
    80. 80. Oracle . CX Journey Mapping Workshop . designingcx.com What: select Customer’s needs at this moment Why: identifies needs worth fulfilling Select Needs EMOTIONAL NEED: TO GET GOOD CAMPER BADGE
    81. 81. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    82. 82. Oracle . CX Journey Mapping Workshop . designingcx.com What: uncover the intended role & processes of the people & things Why: describes current state of onstage & backstage roles & processes Define Roles & Processes
    83. 83. Oracle . CX Journey Mapping Workshop . designingcx.com What: were roles / processes performed properly to meet Jen’s needs? Why: identifies Issue or Opportunity areas worth solving Evaluate Roles & Processes
    84. 84. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Desirable ViableFeasible Useable effortless Meaningful emotional Useful functional
    85. 85. Oracle . CX Journey Mapping Workshop . designingcx.com What: imagine what the customer would say after your new experience and the expected behaviors that would follow Why: to understand your expected Impact of Innovation Desired New Attitudes and Behaviors
    86. 86. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Useable effortless Meaningful emotional Useful functional
    87. 87. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Useable effortless Meaningful emotional Useful functional
    88. 88. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Useable effortless Meaningful emotional Useful functional
    89. 89. Oracle . CX Journey Mapping Workshop . designingcx.com Reality Check What: consider if the innovations meet the “desirable, feasible, viable” test Why: filter out innovations with no customer experience value or viability Solution Value People, Process, & Technology Solution Design Business Value Differentiation, Acquisition, Retention & Efficiency Business Design Consumer Value Interactions, Goals, Emotions Experience Design
    90. 90. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Useable effortless Meaningful emotional Useful functional
    91. 91. Oracle . CX Journey Mapping Workshop . designingcx.com CX Journey Mapping Process Create Initial Map Evaluate Explore Design New Experience Brainstorm Persona, Brand Attributes, Key Trends Behavior Line On Stage Experience Back Stage Support RESERVATION SYSTEM Prioritize Focus “Moment that Matters” Determine Impact Evaluate Attitudes Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes) Desired Transformation INCREASE REFERAL RATE Build CX Design Canvas Brainstorm Innovation Redesign Experience Reality Check Build CX Hypothesis Attitudes & Emotions Useable effortless Meaningful emotional Useful functional
    92. 92. WE BELIEVE {description of the new experience } WILL SOLVE {customer needs & organisation’s issue/opportunity } ENABLED BY { full solution: people + processes + technology } RESULTING IN {new attitude/ behaviour / result } The Camping Trip WHAT PROCESSES ARE PART OF THE SOLUTION
    93. 93. ONE WORD Journey Mapping Thoughts…
    94. 94. 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.co.uk
    95. 95. Oracle . CX Journey Mapping Workshop . designingcx.com
    96. 96. Keep in touch! Keira Roth: keirar@xifr.co.uk Stephen Butler: stephenb@xifr.co.uk Lindsay Sievewright: lindsays@xifr.co.uk Want to have a chat about how we can help you to improve donor journeys in your organisation? Get in touch with us on any of the below addresses. We’d love to hear from you.

    ×