2. 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
3. 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
4. Oracle . CX Strategy & Design Workshop . DesigningCX.com
mobile
social
local
The New Experience Economy
5. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Choice and Voice
Commoditized Products
Democratized Information
Empowered Consumers
6. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Fundamentals of a new approach
7. Oracle . CX Strategy & Design Workshop . DesigningCX.com
BUY
Market & Sell
OWN
Support & Serve
8. 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
14. Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ The Experience }
Understanding & Reimaging the Patient Experience
15. Oracle . CX Strategy & Design Workshop . DesigningCX.com
SOFIA
Select
a
specific
customer
to
map
16. 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
17. 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.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
PEOPLE
THINGS
ONSTAGE
SOFIA
18. 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.
CHARTCAR
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
19. 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.
CHARTCAR
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
BACKSTAGE
SOFIA
20. 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.
CHARTCAR
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
21. 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.
CHARTCAR
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
22. 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.
CHARTCAR
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?
23. 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.
CHARTCAR
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?
24. 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.
CHARTCAR
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?
27. 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
28. 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
29. 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)
33. 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…
34. 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
35. Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 1 }
Finding a car
68. 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
69. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
FLEET
MANAGER
CRM
ANALYST
WORKFLOW
INCIDENT
RECORD
SYSTEM
RESERVATION
SYSTEM
70. 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
72. 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
73. 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
74. 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
76. 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
79. 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