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

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

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

… … … 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

… … …

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

RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

… … …

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

I’M REALLY NERVOUS

WISH I WAS AT SCHOOL

ATTITUDES

RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

… … …

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

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

RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

… … …

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

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

IMAGING TECH

STAFF PAGING SYSTEM

RESERV. SYSTEM

DRUG ROOM

RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

… … …

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

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

IMAGING TECH

STAFF PAGING SYSTEM

RESERV. SYSTEM

DRUG ROOM

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 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

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

IMAGING TECH

STAFF PAGING SYSTEM

RESERV. SYSTEM

DRUG ROOM

UNDERSTAND & EMPATHIZE Ask why, create empathy maps

RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

… … …

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

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

IMAGING TECH

STAFF PAGING SYSTEM

RESERV. SYSTEM

DRUG ROOM

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 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

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

IMAGING TECH

STAFF PAGING SYSTEM

RESERV. SYSTEM

DRUG ROOM

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

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

L8R. THAT’S ENOUGH. I’M

OUT OF HERE.

OOOH. NOW THOSE ARE

GROOVY LOOKIN’ CARS

INCREASE REFFERAL

REDUCE POST PICK-UP CONTACT

REDUCE REFUND RATE

ZoomGo Financials. Chapter 2

Increase Referral Rate by 100 basis points

Before

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

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

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

APPROVE & PROCESS REFUND

RECORD INCIDENT DETAILS

iPHONE APP

VERIFY CUSTOMER & LOCATION

LOOKUP RESERVED

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

AGENT 1 RESOLVE CUSTOMER

RECORD INCIDENT DETAILS

iPHONE APP

VERIFY CUSTOMER & LOCATION

LOOKUP RESERVED

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

CX Journey Mapping Workshop - Intro & Activity 20130624

Design

Transcript of CX Journey Mapping Workshop - Intro & Activity 20130624

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