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

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Oracle . CX Journey Mapping Workshop . designingcx.com

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Oracle . CX Journey Mapping Workshop

STRATEGIC BUSINESS OBJECTIVES

Acquisition Retention Efficiency

IMPACT ISSUES / OPPORTUNITIES CUSTOMER NEEDS

Emotional Journey Moment

INNOVATION INSIGHTS TRENDS & ACCELERATORS

Technology, Behavioral, Business Trends

CX Strategy Design Approach

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Oracle . CX Journey Mapping Workshop http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/

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)

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Oracle . CX Journey Mapping Workshop

{ 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

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Oracle . CX Strategy & Design Workshop . DesigningCX.com

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

Great Engineer

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Oracle . CX Strategy & Design Workshop

Great Product

The new GE Optima MR360 is well suited for a wide range

f 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,

perator confidence, image consistency, and

professional satisfaction of MR staff.

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Oracle . CX Strategy & Design Workshop . DesigningCX.com

Sofia

Age 6½

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Oracle . CX Strategy & Design Workshop

{ The Experience }

Journey Mapping the Patient Experience

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Oracle . CX Strategy & Design Workshop . DesigningCX.com 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

ON STAGE EXPERIENCE

PEOPLE THINGS

BACK STAGE SUPPORT

Select a specific customer persona to map

SOFIA

DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHART CAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS NURSE TISSUES

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Oracle . CX Strategy & Design Workshop . DesigningCX.com 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. CHART CAR 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

SOFIA NU NURSE

TISSUES

IMPACT

MORE STAFF COST OF DRUGS IMAGING TIME SIDE EFFECTS

EVALUATE & PRIORITIZE

Identify moments that matter for the customer and the organization

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Oracle . CX Strategy & Design Workshop . DesigningCX.com 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. CHART CAR 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

SOFIA TISSUES NURSE

FEEL SAFE HAVE SCAN

NEEDS

EXPLORE CUSTOMER NEEDS

Gain deeper understanding of functional and emotional needs

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Oracle . CX Strategy & Design Workshop . DesigningCX.com

EVALUATE & FRAME

Re-examine issue / opportunity based on deep customer understanding

SOFIA

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Oracle . CX Strategy & Design Workshop . DesigningCX.com 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. CHART CAR 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

SOFIA

DESIGN NEW EXPERIENCES

Innovate to influence attitudes and change behaviors

TISSUES NURSE FEEL SAFE IDEA: LET’S GO CAMPING

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Oracle . CX Strategy & Design Workshop . DesigningCX.com

The new GE Optima MR360 is well suited for a wide range

f 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,

perator confidence, image consistency, and

professional satisfaction of MR staff.

Great Experience

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Oracle . CX Strategy & Design Workshop . DesigningCX.com 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. CHART CAR 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 SOFIA IDEA: CAMP GUIDE COOL BACK- PACK! SHE WAS FRIENDLY J I LOVE CAMPING! SO FUN! 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

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Oracle . CX Strategy & Design Workshop

Results

experiences

influence

Attitudes

drive Behaviors deliver

SOFIA

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

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Oracle . CX Journey Mapping Workshop

Journey Mapping Activity

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Oracle . CX Journey Mapping Workshop

28 years old New York City Doesn’t own a car Fashion blogger Budget conscious Environmentally minded

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Oracle . CX Journey Mapping Workshop

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

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Oracle . CX Journey Mapping Workshop

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

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Oracle . CX Journey Mapping Workshop

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

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Oracle . CX Journey Mapping Workshop

C A L L S N E X T D A Y , I S T O L D A G A I N ' W E S E N T I T ' A S K S T O C A N C E L M E M B E R S H I P T O L D T O C A N C E L O N L I N E

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Oracle . CX Journey Mapping Workshop

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

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Oracle . CX Journey Mapping Workshop

Journey Mapping Activity

Your turn…

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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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L S F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

SLIDE 30

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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

SLIDE 31

Oracle . CX Journey Mapping Workshop

Jen 28 years old New York City Doesn’t own a car Fashion blogger Budget conscious Environmentally minded

SLIDE 32

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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

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Oracle . CX Journey Mapping Workshop

Define the Brand

Offering Car sharing network across major US cities, connecting socially responsible car owners and renters Brand attributes

Hip, modern and green
Convenient and simple
Inexpensive

G R E E N & S O C I A L L Y R E S P O N S I B L E

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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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

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Oracle . CX Journey Mapping Workshop

Behavior Line

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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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

SLIDE 37

Oracle . CX Journey Mapping Workshop

F R I E N D ( B R I D E ) ROADSIDE SERVICE MECHANIC AGENT 1 i P H O N E A P P ZOOMGO CAR ZOOMGO WEBSITE

What: people & things customer comes into direct contact with along the journey Why: gain view of whom & what directly influences the experience

Onstage Experience

SLIDE 38

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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

SLIDE 39

Oracle . CX Journey Mapping Workshop

experiences

influence

results attitudes

drive behaviors deliver

SLIDE 40

Oracle . CX Journey Mapping Workshop

@*%#! I CAN’T SHOW UP IN A DIRTY CAR! T H I S I S R E A L L Y T E R R I F Y I N G . I ’ M S T R A N D E D & D R E S S E D U P . LOOK AT ME! I LOOK GOOD IN THIS CAR. L 8 R . T H A T ’ S E N O U G H . I ’ M O U T O F H E R E . WOW, THOSE ARE SWEET CARS!

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

SLIDE 41

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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

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Oracle . CX Journey Mapping Workshop

WEB SITE DESIGNER FLEET MANAGER CRM ANALYST WORKFLOW INCIDENT RECORD SYSTEM RESERVATION SYSTEM

What: supporting people & things customer doesn’t interact with along the journey Why: understand the ecosystem supporting the On Stage experience

Backstage Support

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Oracle . CX Journey Mapping Workshop . designingcx.com

SLIDE 44

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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

SLIDE 45

Oracle . CX Journey Mapping Workshop

@*%#! I CAN’T SHOW UP IN A DIRTY CAR! THIS IS REALLY TERRIFYING. I’M STRANDED & DRESSED UP LOOK AT ME! I LOOK GOOD IN THIS CAR.

L8R. THAT’S
ENOUGH. I’M

OUT OF HERE WOW, THOSE ARE SWEET CARS!

What: rate positive (green) and negative (red) attitudes Why: visually illustrates the emotional highs and lows during journey

Evaluate Attitudes

SLIDE 46

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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

SLIDE 47

Oracle . CX Journey Mapping Workshop . designingcx.com

Wow

http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/

Prioritize Focus

Moments that Matter

THIS IS REALLY TERRIFYING. I’M STRANDED & DRESSED UP LOOK AT ME! I LOOK GOOD IN THIS CAR.

ISSUE

OPPORTUNITY

Wow Wow Wow Wow Wow Wow Wow Boom! Boom!

SLIDE 48

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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES T E L L F R I E N D S A B O U T Z O O M G O INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional

SLIDE 49

Oracle . CX Journey Mapping Workshop

INCREASE REFERRAL RATE REDUCE POST PICK-UP CONTACT RATE REDUCE REFUND RATE

Determine Impact

What: choose financial metric that could be influenced at this moment Why: determines Impact of delivering new experience ?

SLIDE 50

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

G R E E N & S O C I A L L Y R E S P O N S I B L E A L W A Y S

O

N , S O C I A L & M O B I L E

Behavior Line

CALLS ZOOMGO SUPPORT

On Stage Experience

ZOOMGO WEBSITE AGENT #1 & @ # ! I C A N ’ T S H O W

U

P I N A D I R T Y C A R !

Back Stage Support

WEBSITE DESIGNER RESERVATION SYSTEM

Prioritize Focus “Moment that Matters” Determine Impact

R E D U C E R E F U N D R A T E I N C R E A S E R E F E R A L R A T E

Evaluate Attitudes

I W I L L L O O K S O C O O L I N T H A T C O O L ! &@#! I CAN’T SHOW-UP IN A DIRTY CAR!

Readout “We focused here, because…” Clarify Needs & Drivers Examine Capabilities (Roles & Processes)

M O M E N T G E T R E F U N D F O R L A T E C H A R G E EMOTIOINAL BE TREATED FAIRLY E M O T I O I N A L R E C O M P E N S E W A S T E D T I M E E M O T I O I N A L D O N ’ T S P O I L M E M O R I E S APPROVE & PROCESS REFUND A P P R O V E & P R O C E S S R E F U N D AGENT #1 RECORD INCIDENT DETAILS VALIDATE SERVICE DELIVERY F I N A L I Z E A N D S E N D I N V O I C E BILLING SYSTEM CONFIRMS TERMS OF RENTAL

Desired Transformation

I TRUST ZOOMGO TO ADMIT & FIX MISTAKES I T R U S T Z O O M G O T O A D M I T & F I X M I S T A K E S INCREASE REFERAL RATE

Build CX Design Canvas Brainstorm Innovation

M O B I L E C O U P O N S INSTANT REFUND ON BREAKDOWN EMPOWERED FRONT-LINE STAFF W E D D I N G P A C K A G E S

Redesign Experience Reality Check Build CX Hypothesis

INSTANT REFUND ON BREAKDOWN I M M E D I A T E T E X T T O C U S T O M E R CONNECT FIELD SERVICE TO BILLING E M P O W E R E D F R O N T

L

I N E S T A F F

Attitudes & Emotions

Desirable Viable Feasibl e

Useable effortless Meaningful emotional Useful functional 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 S

m

e r a n d

m

w

r

d s a n d t h e n s

m

e m

r

e Some random words and then some more

“WE FOCUSED HERE, BECAUSE...”

INCREASE REFERAL RATE Some random words and then some more

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

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Oracle . CX Journey Mapping Workshop . designingcx.com

CXJM KICK-STARTS CC TRANSFORMATIONS

Process to drive a cultural and execution orientated change

Understand & Empathize Educate & Align Identify & Innovate Test & Pilot Validate & Scale

CC Transformation

Try Apply Identify

CX Methodologies

Generic Scenario to learn basic methodology

Learn

Sample persona used

n a portion of your lifecycle

Design

Disciplined & Validated Test Methodology

Execute

Understand & Empathize Educate & Align Identify & Innovate Test & Pilot Validate & Scale

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

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Oracle . CX Journey Mapping Workshop . designingcx.com