CX Journey Mapping Workshop - Intro & Activity 20130624

Oracle . CX Strategy & Design Workshop . DesigningCX.com

CX Journey Mapping Workshop Oracle :: CX Strategy & Design


{ Goals }

•  Take a customer perspective on experience needs (issues & opportunities)

•  Learn the what/why/how of journey mapping •  Evaluate experiences for an emerging, innovative

new shape of business

CX Journey Mapping


cus·tom·er ex·pe·ri·ence The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.

http://en.wikipedia.org/wiki/Customer_experience


mobile social local

The New Experience Economy


Choice and Voice

Commoditized Products

Democratized Information

Empowered Consumers


Fundamentals of a new approach


BUY Market & Sell

OWN Support & Serve


Customer Experience Strategy Designed around value

Desirable

Viable Feasible

CX Strategy

Solution Value People, Process, & Technology

Solution Design

Business Value Acquisition, Retention, & Efficiency

Business Design

Consumer Value Interactions, Goals, Emotions

Experience Design


Impact of Experience on Business Performance

Disruptive Distant Engaged Loyal Advocate

Frustrating Neutral Useful Valuable Desirable

•  Difficult, repetitive •  Inconsistent,

inaccurate •  Expectations unmet

•  Usable •  Acceptable •  Low-to-no

expectations

•  Easy •  Consistent •  Expectations

managed

•  Convenient •  Quality •  Expectations met

•  Personal •  Meaningful •  Expectations

exceeded

Suffers Survives Competes Differentiates Dominates

Impact of Experience

Bus

ines

s Ex

perie

nce

Cus

tom

er


experiences influence

results attitudes drive behaviors deliver

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




{ The Experience } Understanding & Reimaging the Patient Experience


SOFIA

Select a specific customer to map


GOES TO INITIAL DOCTOR

RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … … ACTIONS SOFIA



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

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

SHOT & DRUGS

PEOPLE

THINGS ON

STA

GE

SOFIA



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & 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

ATTITUDES

SOFIA



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



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

PEOPLE

THINGS BA

CK

STA

GE

SOFIA



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

STAFF 2X

COST OF DRUGS

IMAGING TIME +

SIDE EFFECT COSTS

EVALUATE & PRIORITIZE Identify the moments that matter



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

UNDERSTAND & EMPATHIZE Ask why, create empathy maps

WHY?

WHY?

WHY?



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

REFRAME THE PROBLEM Use a deep understanding of needs

How might we manage FEAR?



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI

… … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

REDESIGN EXPERIENCES Influence attitudes to change behaviors

IDEA: CAMP

BACKPK

IDEA: CAMP GUIDE

IDEA: FUN AS CAMP

How might we manage FEAR?



Crash Course in Journey Mapping


{ Outline }

• What is a journey map? • When to use journey maps? • Why is it important? • How to map a journey? • Where to start redesigning an experience?

Crash Course in Journey Mapping

Oracle . CX Strategy & Design Workshop . DesigningCX.com 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


When Can Journey Mapping Be Used?

• Understanding & diagnosing experiences

• Designing experiences (redesign existing, create new)

•  Implementing (as blue prints)

• Communicating (align, train, orient)





CX Journey Mapping Tips

Identify a specific customer (prospects, frustrated customers, extreme users…)

Identify key brand attributes (interactions, offerings, promises)

Work from point A to B (map upstream and down)

Keep it collaborative (use post-it notes, life-size artifacts)

Start with assumptions (then validate and gather more data)

Focus on moments that matter (start lo-res, use appropriate detail)

Getting started…


Act on what you discover

Journey Mapping

IdenLfy

PrioriLze

Design Test

Deploy

Routinely reimagine, redesign, redeploy experiences

Identify & evaluate areas of opportunity needs & attitudes, challenges, points of action and decision

Prioritize experiences worth addressing moments that matter, value exchanges, points of leverage

Design experiences around journey needs design on stage & back stage, influence attitudes to change behaviors

Test and validate new experiences confirm new experiences work as expected before scaling them

Deploy and measure against objectives align and equip people processes, and technology in measurable ways


{ Part 1 } Finding a car













{ Part 2 } Getting to the wedding











{ Part 3 } Seeking a return









Journey Mapping Activity



FRIEND ( BRIDE )

ROADSIDE SERVICE MECHANIC

AGENT 1

iPHONE APP

ZOOMGO CAR ZOOMGO WEBSITE


@*%#! I CAN’T

SHOW UP IN A DIRTY CAR!

THIS IS REALLY FRIGHTENING. I’M STRANDED & DRESSED UP.

LOOK AT ME! IN AN OH SO FASHIONABLE

CAR

L8R. THAT’S ENOUGH. I’M

OUT OF HERE.

OOOH. NOW THOSE ARE

GROOVY LOOKIN’ CARS


WEB SITE DESIGNER

FLEET MANAGER

CRM ANALYST

WORKFLOW

INCIDENT RECORD SYSTEM

RESERVATION SYSTEM


@*%#! I CAN’T

SHOW UP IN A DIRTY CAR!

THIS IS REALLY FRIGHTENING. I’M STRANDED & DRESSED UP.

LOOK AT ME! IN AN OH SO FASHIONABLE

CAR

L8R. THAT’S ENOUGH. I’M

OUT OF HERE.

OOOH. NOW THOSE ARE

GROOVY LOOKIN’ CARS


INCREASE REFFERAL

RATE

REDUCE POST PICK-UP CONTACT

RATE

REDUCE REFUND RATE

ZoomGo Financials. Chapter 2


Increase Referral Rate by 100 basis points

Before

After

Impact

Delta Income Statement Year 1 Year 2 Year3

Net Sales $- 0.0% $1,505,288 0.9% $2,688,836 1.5%

(Cost of Good Sold) $- 0.0% $864,259 1.0% $1,543,792 1.6%

Gross Income $- 0.0% $641,029 0.8% $1,145,044 1.3% Selling Expenses (COS&A) $- 0.0% $3,834 0.0% $3,935 0.0% General (COR) $- 0.0% $137,802 0.9% $171,406 1.0% Administrative $- 0.0% $- 0.0% $- 0.0% Operating Income / Profit $- 0.0% $499,394 2.7% $969,704 4.1%

Referral % of Existing Customers 11.00% No cost to acquire

Referral % of Existing Customers 10.00% No cost to acquire

2


GOAL: GET A REFUND FROM THE LATE

FEE & THE RESERVATION

EMOTION: DOESN’T WANT

TO RUIN THE WEDDING MEMORIES

GOAL: HAVE A CLEAN CAR TO DRIVE

EMOTION: UPHOLD AN

IMAGE


Trends & Accelerators

Political Economic Social Technology Legal Environmental

P.E.S.T.L.E

TECH SOCIAL & MOBILE

ECONOMIC FINANCIAL COLLAPSE

ENVIRONMENT GREEN

MOVEMENT


AGENT 1 RESOLVE CUSTOMER

ISSUE

APPROVE & PROCESS REFUND

RECORD INCIDENT DETAILS

iPHONE APP

VERIFY CUSTOMER & LOCATION

LOOKUP RESERVED

CAR

UNLOCK VEHICLE


GOAL: GET A REFUND FROM THE LATE


EMOTION: DOESN’T WANT

TO RUIN THE WEDDING MEMORIES

GOAL: HAVE A CLEAN CAR TO DRIVE

EMOTION: UPHOLD AN

IMAGE


AGENT 1 RESOLVE CUSTOMER

ISSUE


RECORD INCIDENT DETAILS

iPHONE APP

VERIFY CUSTOMER & LOCATION

LOOKUP RESERVED

CAR

UNLOCK VEHICLE


STRATEGIC BUSINESS OBJECTIVES

Acquisi'on Reten'on Efficiency

IMPACT INNOVATIONS

CUSTOMER NEEDS

Emo'ons Goals

Interac'ons ISSUES INSIGHTS

TRENDS & ACCELERATORS

Technology, Behavioral, Business Trends

CX Strategy Design Approach


WE BELIEVE { a new experience }

ENABLED BY { full soluLon: people + processes + technology }

WILL SOLVE {customer need & business issue / opportunity }

RESULTING IN

{new aWtude/ behavior / result }

That an Instant Refund program due to breakdowns

Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately to let them know

Jen’s need for timely refunds and not feeling like being taken advantage of by our inability to process refunds timely

Jen believing that we are a company that solves our mistakes quickly resulting in Jen renting from us again, producing higher retention by 10 basis points = $1.45 M incremental revenue

INSTANT REBATE DUE TO

BREAKDOWNS

CONNECT FIELD SERVICE TO

BILLING IMMEDIATE TEXT TO CUSTOMER

INCREASE RETENTION RATE

These guys admit when they are wrong

and fix it quick !

AGENT 1

(G) GET A REFUND FROM THE LATE


(E) DOESN’T WANT TO BE TAKEN

ADVANTAGE OF..



DESIGNINGCX.COM


I LIKE _______

I WISH _______

HOW TO _______

Workshop Retrospective

Date post:	17-Aug-2014
Category:	Design
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