Oracle . CX Journey Mapping Workshop . designingcx.com CX Strategy - PowerPoint PPT Presentation

Oracle . CX Journey Mapping Workshop . designingcx.com

CX Strategy Design Approach ISSUES / IMPACT OPPORTUNITIES STRATEGIC CUSTOMER NEEDS BUSINESS OBJECTIVES Emotional Acquisition Journey Retention Moment Efficiency INNOVATION INSIGHTS TRENDS & ACCELERATORS Technology, Behavioral, Business Trends Oracle . CX Journey Mapping Workshop

cus·tom·er jour·ney map …visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization Understanding & diagnosing experiences • Designing experiences (redesign existing, create new) • Implementing (as blue prints) • Communicating (orient, train) • Oracle . CX Journey Mapping Workshop http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/

{ Our Goals } Offer a hands-on approach to identify the “Four I’s”: Insights – clear understanding of customer needs • Impact – clear focus on the resulting business value • Issues/Opportunities – what’s getting in the way, or • could be improved, in order to meet customer needs Innovate – design solutions that deliver both • customer and organizational value Oracle . CX Journey Mapping Workshop

Oracle . CX Strategy & Design Workshop . DesigningCX.com

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

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. Oracle . CX Strategy & Design Workshop

Sofia Age 6½ Oracle . CX Strategy & Design Workshop . DesigningCX.com

{ The Experience } Journey Mapping the Patient Experience Oracle . CX Strategy & Design Workshop

Select a specific customer persona to map AM I WISH I I’M THAT WILL IT MOM NO! NO! ATTITUDES REALLY WAS AT REALLY LOOKS HURT CAN’T PLEASE SICK? SCHOOL NERVOUS SCARY! ME?! HELP? NO! GOES TO WALKS SEES GOES Behaviors … … … RIDES TO CHECKS SEES MRI CRIES & GETS INITIAL TO MRI DOCTOR THROUGH HOSPIT’L IN MACHINE RESISTS DRUGGED DOCTOR ROOM ENTER MRI SOFIA EXPERIENCE CHECKIN IMAGING DOCTOR IMAGING PEOPLE NURSE ON STAGE DOCTOR MOM MOM NURSE TECH ANESTH. TECH TAKE- THINGS DESK & MRI NEEDLE & MRI CAR CHART TISSUES HOME COMPUT. MACHINE DRUGS MACHINE PACKET HOSPIT’L PATIENT BACK STAGE TECH. SYSTEM IMAGING PEOPLE BLDG DOUG SAFETY SUPPORT WRITER ADMIN. TECH MGR TEAM PATIENT STAFF IMAGING RESERV. DRUG THINGS RECORD PAGING RECORD SYSTEM ROOM SYSTEM SYSTEM SYSTEM Oracle . CX Strategy & Design Workshop . DesigningCX.com

AM I WISH I I’M THAT WILL IT MOM NO! NO! REALLY WAS AT REALLY LOOKS HURT CAN’T PLEASE SICK? SCHOOL NERVOUS SCARY! ME?! HELP? NO! GOES TO WALKS SEES GOES … … … RIDES TO CHECKS SEES MRI CRIES & GETS INITIAL TO MRI DOCTOR THROUGH HOSPIT’L IN MACHINE RESISTS DRUGGED DOCTOR ROOM ENTER MRI SOFIA IMAGING MORE COST OF SIDE IMPACT TIME STAFF DRUGS EFFECTS CHECKIN IMAGING DOCTOR IMAGING DOCTOR MOM MOM NURSE NU NURSE TECH ANESTH. TECH TAKE- DESK & MRI NEEDLE & MRI CAR CHART TISSUES HOME COMPUT. MACHINE DRUGS MACHINE PACKET HOSPIT’L PATIENT TECH. SYSTEM IMAGING BLDG DOUG SAFETY WRITER ADMIN. TECH EVALUATE & PRIORITIZE MGR TEAM Identify moments that matter for the customer and the organization PATIENT STAFF IMAGING RESERV. DRUG RECORD PAGING RECORD SYSTEM ROOM SYSTEM SYSTEM SYSTEM Oracle . CX Strategy & Design Workshop . DesigningCX.com

NEEDS HAVE FEEL SCAN SAFE AM I WISH I I’M THAT WILL IT MOM NO! NO! REALLY WAS AT REALLY LOOKS HURT CAN’T PLEASE SICK? SCHOOL NERVOUS SCARY! ME?! HELP? NO! GOES TO WALKS SEES GOES … … … RIDES TO CHECKS SEES MRI CRIES & GETS INITIAL TO MRI DOCTOR THROUGH HOSPIT’L IN MACHINE RESISTS DRUGGED DOCTOR ROOM ENTER MRI SOFIA CHECKIN IMAGING DOCTOR IMAGING DOCTOR MOM MOM NURSE NURSE TECH ANESTH. TECH TAKE- DESK & MRI NEEDLE & MRI CAR CHART HOME TISSUES COMPUT. MACHINE DRUGS MACHINE PACKET HOSPIT’L PATIENT TECH. SYSTEM IMAGING BLDG DOUG SAFETY WRITER ADMIN. TECH EXPLORE CUSTOMER NEEDS MGR TEAM Gain deeper understanding of functional and emotional needs PATIENT STAFF IMAGING RESERV. DRUG RECORD PAGING RECORD SYSTEM ROOM SYSTEM SYSTEM SYSTEM Oracle . CX Strategy & Design Workshop . DesigningCX.com

SOFIA EVALUATE & FRAME Re-examine issue / opportunity based on deep customer understanding Oracle . CX Strategy & Design Workshop . DesigningCX.com

FEEL SAFE AM I WISH I I’M THAT WILL IT MOM NO! NO! REALLY WAS AT REALLY LOOKS HURT CAN’T PLEASE SICK? SCHOOL NERVOUS SCARY! ME?! HELP? NO! GOES TO WALKS SEES GOES … … … RIDES TO CHECKS SEES MRI CRIES & GETS INITIAL TO MRI DOCTOR THROUGH HOSPIT’L IN MACHINE RESISTS DRUGGED DOCTOR ROOM ENTER MRI SOFIA CHECKIN IMAGING DOCTOR IMAGING NURSE DOCTOR MOM MOM NURSE TECH ANESTH. TECH TAKE- DESK & MRI NEEDLE & MRI CAR CHART TISSUES HOME COMPUT. MACHINE DRUGS MACHINE PACKET IDEA: LET’S GO CAMPING HOSPIT’L PATIENT TECH. SYSTEM IMAGING BLDG DOUG SAFETY WRITER ADMIN. TECH DESIGN NEW EXPERIENCES MGR TEAM Innovate to influence attitudes and change behaviors PATIENT STAFF IMAGING RESERV. DRUG RECORD PAGING RECORD SYSTEM ROOM SYSTEM SYSTEM SYSTEM Oracle . CX Strategy & Design Workshop . DesigningCX.com

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. Great Experience Oracle . CX Strategy & Design Workshop . DesigningCX.com

I LOVE COOL SHE WAS CAMPING! BACK- FRIENDLY SO FUN! PACK! J AM I WISH I I’M THAT WILL IT MUM NO! NO! THAT THIS TODAY THIS WOW, A FEELS REALLY WAS AT REALLY LOOKS HURT CAN’T PLEASE WASN’T ISN’T COULD PLACE IS CAMP- LIKE I’M SICK? SCHOOL NERVOUS SCARY! ME?! HELP? NO! TOO BAD SO BAD BE FUN NEAT! FIRE! CAMPING LISTENS GOES TO WALKS SEES GOES HAS LAYS … … … RIDES TO CHECKS SEES MRI CRIES & TO INITIAL TO MRI DOCTOR THROUGH MRI DOWN IN … FOREST HOSPIT’L IN MACHINE RESISTS DOCTOR ROOM MACHINE ENTER SCAN MRI SOUNDS SOFIA IMAGING FEWER NO ↓ SIDE TIME ↓ STAFF DRUGS EFFECTS CHECKIN IMAGING IMAGING NURSE DOCTOR MOM MOM NURSE TECH TECH IDEA: CAMP TAKE- IDEA: GUIDE DESK & MRI MRI CAR CHART HOME CAMP COMPUT. MACHINE MACHINE PACKET BACKPK IDEA: CAMPING SITE HOSPIT’L TECH. SYSTEM IMAGING BLDG DOUG WRITER ADMIN. TECH TEST NEW EXPERIENCES MGR New attitudes, new behaviours….different result PATIENT IMAGING RESERV. RECORD RECORD SYSTEM SYSTEM SYSTEM Oracle . CX Strategy & Design Workshop . DesigningCX.com

SOFIA Attitudes drive Behaviors Results deliver experiences influence Oracle . CX Strategy & Design Workshop

@jkembel Oracle . CX Journey Mapping Workshop . designingcx.com

Journey Mapping Activity Oracle . CX Journey Mapping Workshop

28 years old New York City Doesn’t own a car Fashion blogger Budget conscious Environmentally minded Oracle . CX Journey Mapping Workshop

R E A L I Z E S C A DISCOVERS IS INVITED B Y R R E N T A L S V E ZOOMGO, GETS R Y BEST FRIEND E X P E N S I V E F O R APP AND BOOKS TO BE A O U T O F T O W BRIDESMAID N SPORTY W E D D I N G ELECTRIC CAR Oracle . CX Journey Mapping Workshop

ARRIVES AND DRIVING HOME, USES APP AND EXPLAINS CAR CAR DIES WAITS HOUR SHARING TO SUDDENLY ON FOR SERVICE, THE HIGHWAY; ADMIRING RETURNS CAR FRIENDS PULLS OVER LATE Oracle . CX Journey Mapping Workshop

CALLS, ASKS CALLS AND FOR FULL DISCOVERS G E T S E M A I L REFUND, TOLD REFUND SENT A B O U T $ 5 0 TO WAIT FIVE TO WRONG L A T E F E E DAYS TO EMAIL PROCESS ADDRESS Oracle . CX Journey Mapping Workshop

C A L L S N E X T O T S K S A D A Y , I S T O T L D O L L D E T O C N A C A G A P I N I C A ' N W H C E E L S O N L R I N E E B M E M S E N T I T ' Oracle . CX Journey Mapping Workshop

Oracle . CX Journey Mapping Workshop

@jkembel Oracle . CX Journey Mapping Workshop . designingcx.com

Your turn… Journey Mapping Activity Oracle . CX Journey Mapping Workshop