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Oracle . CX Strategy & Design Workshop
Introductions & Goals
CX Strategy & Design Boot Camp
Oracle . CX Strategy & Design Workshop
Empowering CX Strategies
Investing To Help Our Clients Define CX problems & Redesig...
Oracle . CX Strategy & Design Workshop
{ Goals }
• Learn the fundamentals of CX Strategy & Design and how
to catalyze cust...
Oracle . CX Strategy & Design Workshop
Results
CX Redesign
Dina: “this is of great value for our
business, what an experie...
Oracle . CX Strategy & Design Workshop
Getting Started with CX Redesign
Program
Goals
CX Strategy & Redesign Methodology
W...
Oracle . CX Strategy & Design Workshop
cus·tom·er ex·pe·ri·ence
The sum of all experiences a consumer has with a
supplier ...
Oracle . CX Strategy & Design Workshop
The Goal: Aligning Brand Promise and Reality
BUY
Market & Sell
OWN
Support & Serve
Oracle . CX Strategy & Design Workshop
Today’s Customer Journeys are Complex
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EM...
Oracle . CX Strategy & Design Workshop
Broken Journeys drive customers away
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMME...
Oracle . CX Strategy & Design Workshop
Resulting In Significant Business Impact
• Harder to acquire new
customers to drive...
Oracle . CX Strategy & Design Workshop
Embrace The Opportunity To Change
Through all of your organization
• Gain the confi...
Oracle . CX Strategy & Design Workshop
BUY
Market & Sell
OWN
Support & Serve
Improving CX 1: Identify and Solve weak points
Oracle . CX Strategy & Design Workshop
Improving CX 2: Enable seamless journeys
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE...
Oracle . CX Strategy & Design Workshop
Fundamentals of a new approach
Oracle . CX Strategy & Design Workshop
experiences
influence
resultsattitudes drive behaviors deliver
Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop
Oracle . CX Strategy & Design Workshop
{ The Experience }
Understanding & Reimaging the Patient Experience
Oracle . CX Strategy & Design Workshop
1. Actions
2. People
3. Things
OnStage
4. Attitudes
BackStage
5. People
6. Things
S...
Oracle . CX Strategy & Design Workshop
Evaluate and Prioritize
Look for issues and opportunities
Oracle . CX Strategy & Design Workshop
Understand & Empathize
Ask why, create empathy maps
Why?
Why?
Why?
Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop
Reframe the Problem
Use a deep understanding of needs
Oracle . CX Strategy & Design Workshop
Redesign Experiences
Ideate, Prototype, Test
Oracle . CX Strategy & Design Workshop
Redesign Experiences
Influence Attitudes to Change Behaviors
Influence
Influence
In...
Oracle . CX Strategy & Design Workshop
Oracle . CX Strategy & Design Workshop
Crash Course in Journey Mapping
Oracle . CX Strategy & Design Workshop http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-...
Oracle . CX Strategy & Design Workshop
When Can Journey Mapping Be Used?
• Understanding & diagnosing experiences
• Design...
Oracle . CX Strategy & Design Workshop
Oracle . CX Strategy & Design Workshop
Oracle . CX Strategy & Design Workshop
Oracle . CX Strategy & Design Workshop
CX Journey Mapping Tips
Identify a specific customer process
(prospects, frustrated...
Oracle . CX Strategy & Design Workshop
Act on what you discover
CX
Identify
Prioritize
DesignTest
Deploy
Routinely reimagi...
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Customer Experience Journey Mapping

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Customer Experience Journey Mapping

  1. 1. Oracle . CX Strategy & Design Workshop Introductions & Goals CX Strategy & Design Boot Camp
  2. 2. Oracle . CX Strategy & Design Workshop Empowering CX Strategies Investing To Help Our Clients Define CX problems & Redesign a New Experience
  3. 3. Oracle . CX Strategy & Design Workshop { Goals } • Learn the fundamentals of CX Strategy & Design and how to catalyze customer experience transformations • Gain hands-on experience with CX Journey Mapping and fixing CX gaps, a powerful approach for CX discovery • Get insight how CX redesign influences your bottom line business CX Strategy & Redesign Workshops
  4. 4. Oracle . CX Strategy & Design Workshop Results CX Redesign Dina: “this is of great value for our business, what an experience!” Heinz: “The hands-on experience is perfect. This makes me really enthusiastic!” Hieke: “Very inspiring!” Roel Van den Bergh: Lead Avalanche
  5. 5. Oracle . CX Strategy & Design Workshop Getting Started with CX Redesign Program Goals CX Strategy & Redesign Methodology Workshops 3-4 hours CX Awareness & learning the Oracle Methodology Specific CX Strategy & Redesign Workshop 1-2 days Working together with you to define CX Gaps for one key customer interaction CX ROI workshop 1,5 day Creating a business impact CX ROI for fixing your CX gaps. The Workshop Program
  6. 6. Oracle . CX Strategy & Design Workshop cus·tom·er ex·pe·ri·ence The sum of all experiences a consumer has with a supplier of goods or services, over the duration of their relationship with that supplier. http://en.wikipedia.org/wiki/Customer_experience
  7. 7. Oracle . CX Strategy & Design Workshop The Goal: Aligning Brand Promise and Reality BUY Market & Sell OWN Support & Serve
  8. 8. Oracle . CX Strategy & Design Workshop Today’s Customer Journeys are Complex WEB CONTACT CENTER IN-STORE CATALOG MOBILE EMAIL SOCIAL NEED RESEARCH SELECT PURCHASE MAINTAIN RECOMMEND RECEIVE USE Read Reviews Comparison Site Web Search Ask Facebook Friends For Recommendations Visit Retail Store Chat Email Order Confirm w/Rec Pickup Local Store Tweet About Purchase Experience Ask for Help on Community Chat Room Product Info Order Online Kiosk Change Order Select Product Browse Catalog Order Online Call for Info about Add-on Accessories WEB CONTACT CENTER IN-STORE CATALOG MOBILE EMAIL SOCIAL
  9. 9. Oracle . CX Strategy & Design Workshop Broken Journeys drive customers away NEED RESEARCH SELECT PURCHASE MAINTAIN RECOMMEND RECEIVE USE Read Reviews Comparison Site Web Search Ask Facebook Friends For Recommendations Visit Retail Store Chat Email Order Confirm w/Rec Pickup Local Store Tweet About Purchase Experience Ask for Help on Community Chat Room Product Info Order Online Kiosk Change Order Select Product Browse Catalog Order Online Call for Info about Add-on Accessories WEB CONTACT CENTER IN-STORE CATALOG MOBILE EMAIL SOCIAL
  10. 10. Oracle . CX Strategy & Design Workshop Resulting In Significant Business Impact • Harder to acquire new customers to drive revenue • Increasing complexity to achieve and retain profitable relationships • More difficult to leverage and grow investments efficiently Creating An Inability to Sustain Grow & Profit Disruptive Change Increasing Complexity Ineffective Execution
  11. 11. Oracle . CX Strategy & Design Workshop Embrace The Opportunity To Change Through all of your organization • Gain the confidence to reimaging Customer Experience • Learn the discipline to find, prioritize and evaluate CX gaps • Drive innovation to achieve and sustain leadership Change Your Approach, For A Different Result Increasing Complexity Ineffective Execution Disruptive Change
  12. 12. Oracle . CX Strategy & Design Workshop BUY Market & Sell OWN Support & Serve Improving CX 1: Identify and Solve weak points
  13. 13. Oracle . CX Strategy & Design Workshop Improving CX 2: Enable seamless journeys WEB CONTACT CENTER IN-STORE CATALOG MOBILE EMAIL SOCIAL NEED RESEARCH SELECT PURCHASE MAINTAIN RECOMMEND RECEIVE USE Read Reviews Comparison Site Web Search Ask Facebook Friends For Recommendations Visit Retail Store Chat Email Order Confirm w/Rec Pickup Local Store Tweet About Purchase Experience Ask for Help on Community Chat Room Product Info Order Online Kiosk Change Order Select Product Browse Catalog Order Online Call for Info about Add-on Accessories WEB CONTACT CENTER IN-STORE CATALOG MOBILE EMAIL SOCIAL NEED RESEARCH SELECT PURCHASE MAINTAIN RECOMMEND RECEIVE USE WEB CONTACT CENTER IN-STORE CATALOG MOBILE EMAIL SOCIAL
  14. 14. Oracle . CX Strategy & Design Workshop Fundamentals of a new approach
  15. 15. Oracle . CX Strategy & Design Workshop experiences influence resultsattitudes drive behaviors deliver
  16. 16. Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/
  17. 17. Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/
  18. 18. Oracle . CX Strategy & Design Workshop
  19. 19. Oracle . CX Strategy & Design Workshop { The Experience } Understanding & Reimaging the Patient Experience
  20. 20. Oracle . CX Strategy & Design Workshop 1. Actions 2. People 3. Things OnStage 4. Attitudes BackStage 5. People 6. Things Select a specific customer to map
  21. 21. Oracle . CX Strategy & Design Workshop Evaluate and Prioritize Look for issues and opportunities
  22. 22. Oracle . CX Strategy & Design Workshop Understand & Empathize Ask why, create empathy maps Why? Why? Why?
  23. 23. Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/
  24. 24. Oracle . CX Strategy & Design Workshop Reframe the Problem Use a deep understanding of needs
  25. 25. Oracle . CX Strategy & Design Workshop Redesign Experiences Ideate, Prototype, Test
  26. 26. Oracle . CX Strategy & Design Workshop Redesign Experiences Influence Attitudes to Change Behaviors Influence Influence Influence
  27. 27. Oracle . CX Strategy & Design Workshop
  28. 28. Oracle . CX Strategy & Design Workshop Crash Course in Journey Mapping
  29. 29. Oracle . CX Strategy & Design 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
  30. 30. Oracle . CX Strategy & Design Workshop When Can Journey Mapping Be Used? • Understanding & diagnosing experiences • Designing experiences (redesign existing, create new) • Implementing (as blue prints) • Communicating (align, train, orient)
  31. 31. Oracle . CX Strategy & Design Workshop
  32. 32. Oracle . CX Strategy & Design Workshop
  33. 33. Oracle . CX Strategy & Design Workshop
  34. 34. Oracle . CX Strategy & Design Workshop CX Journey Mapping Tips Identify a specific customer process (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…
  35. 35. Oracle . CX Strategy & Design Workshop Act on what you discover CX Identify Prioritize DesignTest 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

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