Oracle . CX Strategy & Design Workshop . DesigningCX.com CX Journey Mapping Workshop Oracle :: CX Strategy & Design
Aug 17, 2014
Oracle . CX Strategy & Design Workshop . DesigningCX.com
CX Journey Mapping Workshop Oracle :: CX Strategy & Design
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ 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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
mobile social local
The New Experience Economy
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Choice and Voice
Commoditized Products
Democratized Information
Empowered Consumers
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Fundamentals of a new approach
Oracle . CX Strategy & Design Workshop . DesigningCX.com
BUY Market & Sell
OWN Support & Serve
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
experiences influence
results attitudes drive behaviors deliver
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ The Experience } Understanding & Reimaging the Patient Experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
SOFIA
Select a specific customer to map
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 A SHOT
GOES THROUGH
MRI
… … … ACTIONS SOFIA
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 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
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 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
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
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 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
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
PEOPLE
THINGS BA
CK
STA
GE
SOFIA
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 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
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
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 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
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
STAFF 2X
COST OF DRUGS
IMAGING TIME +
SIDE EFFECT COSTS
EVALUATE & PRIORITIZE Identify the moments that matter
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 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
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
UNDERSTAND & EMPATHIZE Ask why, create empathy maps
WHY?
WHY?
WHY?
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 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
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
REFRAME THE PROBLEM Use a deep understanding of needs
How might we manage FEAR?
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 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
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
REDESIGN EXPERIENCES Influence attitudes to change behaviors
IDEA: CAMP
BACKPK
IDEA: CAMP GUIDE
IDEA: FUN AS CAMP
How might we manage FEAR?
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Crash Course in Journey Mapping
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ 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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
When Can Journey Mapping Be Used?
• Understanding & diagnosing experiences
• Designing experiences (redesign existing, create new)
• Implementing (as blue prints)
• Communicating (align, train, orient)
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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…
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 1 } Finding a car
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 2 } Getting to the wedding
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 3 } Seeking a return
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Journey Mapping Activity
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
FRIEND ( BRIDE )
ROADSIDE SERVICE MECHANIC
AGENT 1
iPHONE APP
ZOOMGO CAR ZOOMGO WEBSITE
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@*%#! 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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE DESIGNER
FLEET MANAGER
CRM ANALYST
WORKFLOW
INCIDENT RECORD SYSTEM
RESERVATION SYSTEM
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@*%#! 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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
INCREASE REFFERAL
RATE
REDUCE POST PICK-UP CONTACT
RATE
REDUCE REFUND RATE
ZoomGo Financials. Chapter 2
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Trends & Accelerators
Political Economic Social Technology Legal Environmental
P.E.S.T.L.E
TECH SOCIAL & MOBILE
ECONOMIC FINANCIAL COLLAPSE
ENVIRONMENT GREEN
MOVEMENT
Oracle . CX Strategy & Design Workshop . DesigningCX.com
AGENT 1 RESOLVE CUSTOMER
ISSUE
APPROVE & PROCESS REFUND
RECORD INCIDENT DETAILS
iPHONE APP
VERIFY CUSTOMER & LOCATION
LOOKUP RESERVED
CAR
UNLOCK VEHICLE
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
AGENT 1 RESOLVE CUSTOMER
ISSUE
APPROVE & PROCESS REFUND
RECORD INCIDENT DETAILS
iPHONE APP
VERIFY CUSTOMER & LOCATION
LOOKUP RESERVED
CAR
UNLOCK VEHICLE
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
Oracle . CX Strategy & Design Workshop . DesigningCX.com
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
FEE & THE RESERVATION
(E) DOESN’T WANT TO BE TAKEN
ADVANTAGE OF..
APPROVE & PROCESS REFUND
Oracle . CX Strategy & Design Workshop . DesigningCX.com
DESIGNINGCX.COM
Oracle . CX Strategy & Design Workshop . DesigningCX.com
I LIKE _______
I WISH _______
HOW TO _______
Workshop Retrospective