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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
BusinessExperienceCustomer
Oracle . CX Strategy & Design Workshop . DesigningCX.com
experiences
influence
resultsattitudes 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.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
SHOT &
DRUGS
PEOPLE	
  
THINGS	
  
ONSTAGE
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.
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
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
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
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
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?	
  
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?	
  
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?	
  
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

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CX Journey Mapping Workshop - Intro & Activity 20130624

  • 1. Oracle . CX Strategy & Design Workshop . DesigningCX.com CX Journey Mapping Workshop Oracle :: CX Strategy & Design
  • 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
  • 9. 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 BusinessExperienceCustomer
  • 10. Oracle . CX Strategy & Design Workshop . DesigningCX.com experiences influence resultsattitudes drive behaviors deliver
  • 11. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
  • 12. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 13. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 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?  
  • 25. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  • 26. Oracle . CX Strategy & Design Workshop . DesigningCX.com Crash Course in Journey Mapping
  • 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)
  • 30. Oracle . CX Strategy & Design Workshop . DesigningCX.com
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  • 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
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  • 47. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Part 2 } Getting to the wedding
  • 48. Oracle . CX Strategy & Design Workshop . DesigningCX.com
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  • 57. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Part 3 } Seeking a return
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  • 65. Oracle . CX Strategy & Design Workshop . DesigningCX.com Journey Mapping Activity
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  • 67. Oracle . CX Strategy & Design Workshop . DesigningCX.com FRIEND ( BRIDE ) ROADSIDE SERVICE MECHANIC AGENT 1 iPHONE APP ZOOMGO CAR ZOOMGO WEBSITE
  • 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
  • 71. Oracle . CX Strategy & Design Workshop . DesigningCX.com INCREASE REFFERAL RATE REDUCE POST PICK- UP CONTACT RATE REDUCE REFUND RATE ZoomGo Financials. Chapter 2
  • 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
  • 75. 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
  • 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
  • 77. 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
  • 78. 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
  • 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
  • 80. Oracle . CX Strategy & Design Workshop . DesigningCX.com DESIGNINGCX.COM
  • 81. Oracle . CX Strategy & Design Workshop . DesigningCX.com I LIKE _______ I WISH _______ HOW TO _______ Workshop Retrospective