Customer Experience Design
Vira
CXJMWorkshop-Centennial.pptxCX Journey Mapping Workshop
Brian Walsh, Principal, Structured Empathy
June 2020
Oracle . CX Journey Mapping Workshop . designingcx.com
How many of you tried to attend last months workshop?
How many of you have journey mapped before?
Comfortable shoes? Feel free to take off your jackets when we begin the activity.
My goal for you, at the end of 3 ½ -hours, because you’re making quite the investment in time, is that you can go back to your office and journey map. My goal is to demystify journey mapping if you haven’t done it before, and to make it simple.
1
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Break
2
http://dschool.stanford.edu/student/doug-dietz/
Great Engineer
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This is Doug Dietz
Mechanical engineer working for a leading medical services company
And this is his baby….(next slide)
3
Great Product
The new GE Optima MR360 is well suited for a wide range of MR scanning needs – with the ease of operation to help make a clinician’s staff more productive. For streamlining routine scans, the Optima MR360 incorporates an express exam approach to MR. It includes many intuitive and automated functions that help increase patient comfort, operator confidence, image consistency, and professional satisfaction of MR staff.
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(ask audience) “Does anyone know what this is?” Right, it’s an MRI machine. “Has anyone had an MRI? How was that experience?” Right, usually not very enjoyable.
He get’s great feedback from hospital technicians and administrators about how easy the machine is to operate, and how great the images are. It’s amazing how crisp and detailed the images are.
Doug attends a workshop at Standford’s d.school that focuses on customer empathy and user-centered design principles.
Realizes he’s never seen an actual patient go through the MRI machine
Motivated to understand the patient’s experience, he goes to a local children’s hospital.
4
Sofia
Age 6½
Watch Doug’s story about the litte girl (we call her Sophia) and her family on their MRI visit before continuing:
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Technicians praise him again on machine’s usability and accuracy. Feeling top of his game
Observes a young patient – 6 ½ year old Sophia - arriving for an MRI. She comes around the corner down the hallway, and sees the MRI machine.
“Guess what happens next?” (audience) Freaks out, cries, resists. Doug starts to become concerned
Technicians need the images, so what do they do next? (audience). Yeah, they have to sedate her!
Doug asks more questions of the staff – turns out they need to sedate 85% of child patients. Almost 9 in 10!!!!
Think of the impact to the patient – parents are concerned, potential for side effects, petrified young child
Think of the impact to the hospital – additional, high priced staff (anaesthesiologist), decreased throughput of machine, increase in insurance paperwork
Doug now feels like a complete failure. Machine is a success....experience is a failure.
Let’s pause Doug’s story here.....(next slide)
http://commonhealth.wbur.org/files/2012/05/MG_9247.jpg
5
{ The Experience }
Journey Mapping the Patient Experience
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…..and explain Journey Mapping, and how it could be used to reimagine this patient experience.
6
GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH MRI
…
…
…
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
Behaviors
ATTITUDES
PEOPLE
THINGS
ON STAGE
EXPERIENCE
PEOPLE
THINGS
BACK STAGE
SUPPORT
Select a specific customer persona to map
SOFIA
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
NEEDLE & DRUGS
NURSE
TISSUES
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First, select a specific customer to map. In Doug’s case, “it’s who?” (audience). The little girl. Give her a name, Sophia, so she feels more real
1) List all of the steps/actions/Behaviours that Sophia goes through in her journey. Sees the MRI machine…..before that, she arrives at hospital…before that she gets ready to go to the hospital
To what level of detail, or resolution, you go to here is up to you. Choose a starting and end point of an experience, and fill in between.
2) List all of the People and Things that Sophia comes into direct contact with. This is onstage
We liken this to a theatre analogy – the actors and props that the audience sees are onstage
Some people onstage: when she approaches the MRI, she’s with a Nurse or Technician. When she’s getting ready to go to the hospital, she’s with her Mom, maybe Dad too.
3) Next map Sophia’s Attitudes and Emotions at each step. Write them as if it’s a thought in Sophia’s head – “Wow, that machine looks scary!”, or “I’m so nervous about sitting in that thing.”
The sentence format provides more insight into why she’s feeling that way, rather than a single word like “scared” or “nervous”
4) Next map the People and Things backstage, which support the things onstage, but that Sophia doesn’t come into direct contact with.
Continuing the theatre analogy, this might be the set designer, lighting technicians, sound system.
When Sophia arrives at the hospital, the receptionist is using a patient record system. That record system may have an administrator.
That’s it – you’ve created your first pass at an assumptive map! This comes together very quickly, and already has more detail and insight into the customer’s experience than most processes ever have.
7
GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
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
NEEDLE & 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
NURSE
TISSUES
IMPACT
MORE STAFF
COST OF DRUGS
IMAGING TIME
SIDE EFFECTS
EVALUATE & PRIORITIZE
Identify moments that matter for the customer and the organization
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With this detail uncovered, you can evaluate and prioritize specific moments that seem most important.
Select one moment that matters most. “In Sophia’s story, which moment stands out as the most important?” (audience). Yeah, when she sees the MRI machine and breaks down crying!
8
GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
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
NEEDLE & 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
TISSUES
NURSE
FEEL SAFE
HAVE SCAN
NEEDS
EXPLORE CUSTOMER NEEDS
Gain deeper understanding of functional and emotional needs
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Explore her needs, Really connect with her, explore the needs and drivers
Focusing on that moment, seek to understand WHY that moment happened. Use empathy to understand how Sophia's needs/goals are affected at that moment.
Ask WHY in three directions
UP – why are her attitudes/emotions formed as they are?
BACK – why did the experience play out this way? Are there specific steps that led to this moment?
DOWN – How did People and Things and what they did or didn’t do, contributed to this moment?
9
GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
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
NEEDLE & 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
NURSE
FEEL SAFE
HAVE SCAN
?
TISSUES
POSITION PATIENT
TAKE IMAGE
DEVELOP IMAGE
Roles & Processes
EVALUATE & FRAME
Examine existing capabilities to determine issues / opportunities
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Address how we could meet those needs
What is Sofia’s Key need or goal here focus on that, maybe we have uncovered an opportunity rather than an issue, Is there some other roles or process that should be happening here.
10
EVALUATE & FRAME
Re-examine issue / opportunity based on deep customer understanding
SOFIA
?
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11
GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
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
NEEDLE & 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
DESIGN NEW EXPERIENCES
Innovate to influence attitudes and change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S GO CAMPING
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Intentionally re-configuring our processes / our offering to meet those needs
Using his newfound understanding of what makes children happy, he set out to reframe the experience problem
Focused on the moment that matters
You can’t force a person to do something (the steps of the journey in green)
And you can’t directly change a person’s attitude or emotions.
So you focus on the aspects of the journey that you CAN influence – Remember Influence attitudes to change Behaviours.
So, what do you think he did? [audience feedback]
Do you want to see?
12
Oracle . CX Journey Mapping 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
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MUM 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
IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
SOFIA
IDEA: CAMP GUIDE
COOL BACK-PACK!
SHE WAS FRIENDLY
I LOVE CAMPING! SO FUN!
WOW, A CAMP-FIRE!
FEELS LIKE I’M CAMPING
THIS ISN’T TOO BAD
THAT WASN’T SO BAD
THIS PLACE IS NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO FOREST SOUNDS
…
TEST NEW EXPERIENCES
New attitudes, new behaviours….different result
NURSE
HAS
MRI SCAN
IDEA: CAMPING SITE
IDEA: CAMP BACKPK
FEWER STAFF
NO DRUGS
IMAGING TIME ↓
↓ SIDE EFFECTS
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Building on the ‘organizing idea’ – across the journey – changing attitude to drive behavior to deliver results…
Rewrite the map based on new experience, new result etc
Optimizing the onstage and backstage elements of the experience then influences attitudes.
And attitudes effect behaviour.
So, When Mom made the appointment, they were given take home preparation materials. What if those materials explained child was going to activity club? Put them in a little backpack
When arrive at hospital, what if the greeting Nurse was dressed as a activity organiser? Welcome the child to activity club
And what if the MRI machine was presented in a more friendly way?
In the spirit of rapid innovation using prototyping, this cost Doug very little to test. $20 for backpack, $30 counselor vest and hat, and maybe $2000 in bus decals for the MRI. In sum, a fraction of the cost of the machine and procedure.
Positively change their emotions and attitudes, and their experience at the moment that matters is changed positively as well.
14
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
Understanding & diagnosing experiences
Designing experiences (redesign existing, create new)
Implementing (as blue prints)
Communicating (orient, train)
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the emphasis on perceptions is important
and it can be used at all stages of a customer’s relationship with a brand
15
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One
Year
Later…
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@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
Let’s do it
20
Journey Mapping Activity
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21
Jen
28 years old
New York City
Doesn’t own a car
Fashion blogger
Budget conscious
Environmentally minded
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Jen
28, lives in NYC, doesn’t own a car
Used to work in Finance, but switched careers to follow her passions, which are fashion and writing.
Because of this, she’s financially conscious
Now works as a fashion blogger
Also conscious of her environmental footprint
22
IS INVITED BY BEST FRIEND TO BE A BRIDESMAID
REALIZES CAR RENTALS VERY EXPENSIVE FOR OUT OF TOWN WEDDING
DISCOVERS ZOOMGO CAR SHARING, GETS APP AND BOOKS SPORTY ELECTRIC CAR
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23
ARRIVES AND EXPLAINS CAR SHARING TO ADMIRING FRIENDS
DRIVING HOME, CAR DIES SUDDENLY ON THE HIGHWAY; PULLS OVER
USES APP AND WAITS HOUR FOR SERVICE, RETURNS CAR LATE
FINDS CAR SOILED WITH BIRD POOP, TAKES THROUGH CAR WASH
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24
CALLS, ASKS FOR FULL REFUND, TOLD TO WAIT FIVE DAYS TO PROCESS
GETS EMAIL ABOUT $50 LATE FEE
CALLS FIVE DAYS LATER, DISCOVERS REFUND SENT TO WRONG CUSTOMER
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25
CALLS NEXT DAY, IS TOLD AGAIN 'WE SENT IT'
ASKS TO CANCEL MEMBERSHIP
TOLD TO CANCEL ONLINE
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26
@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
Now, assign boards / divide into groups, and follow detailed facilitator script to end
(option: comfort break > 5 minutes)
27
Journey Mapping Activity
Your turn…
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28
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELLS FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
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In summary…
29
Desirable
Viable
Feasible
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
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In summary…
30
Desirable
Viable
Feasible
Define the Brand
Offering Car sharing network in major cities, allowing short-term access for occasional car renters
Brand attributes
Hip, modern and green
Convenient and simple
Inexpensive
GREEN & SOCIALLY RESPONSIBLE
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Trends & Accelerators
Political
Economic
Social
Technology
Legal
Environmental
TECH
SOCIAL & MOBILE
ECONOMIC
FINANCIAL COLLAPSE
ENVIRONMENT
GREEN MOVEMENT
What: macro factors outside company’s control
Why: awareness of inhibiting/supporting factors
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
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In summary…
33
Desirable
Viable
Feasible
SCROLLS THROUGH FACEBOOK
SEES POST FROM ANIMAL RIGHTS CANADA TO END ANIMAL TESTING
CLICKS AND READS INFORMATION
FOLLOWS LINKS TO ARC, BUT GETS DISTRACTED
LATER SEES AD FOR ARC, CLICKS TO A PETITION PAGE
SIGNS AND GIVE HER INFO; CAN’T FIND ‘WHERE MONEY GOES’ PAGE
MONTH LATER, GETS CALL FROM ARC
HEARS ABOUT GOOD WORK , IS ASKED TO CONSIDER MONTHLY DONATION
SHE SAYS WILL TALK TO HER MOTHER (SHE TAUGHT HER TO LOVE ANIMALS)
THEY DISCUSS BUT ARE NOT SURE WHERE ALL MONEY GOES
DECIDES NOT TO SUPPORT AT THIS TIME
GETS ANOTHER CALL FROM ARC, DECLINES AND HANGS UP
Emily’s Journey
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
34
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
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In summary…
35
Desirable
Viable
Feasible
FRIEND
( BRIDE )
ROADSIDE SERVICE MECHANIC
AGENT 1
iPHONE
APP
ZOOMGO CAR
ZOOMGO WEBSITE
What: people & things customer comes into direct contact with along the journey
Why: gain view of whom & what directly influences the experience
Onstage Experience
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
37
Desirable
Viable
Feasible
experiences
influence
results
attitudes
drive
behaviors
deliver
Oracle . CX Journey Mapping Workshop . designingcx.com
@*%#!
I CAN’T
SHOW UP IN
A DIRTY CAR!
THIS IS REALLY TERRIFYING. I’M STRANDED & DRESSED UP.
LOOK AT ME!
I LOOK GOOD IN THIS CAR.
L8R. THAT’S ENOUGH. I’M OUT OF HERE.
WOW, THOSE ARE SWEET CARS!
What: what the customer is thinking during each moment in their own words
Why: begin to understand met and unmet needs via their feelings & emotions
Attitudes
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
40
Desirable
Viable
Feasible
WEB SITE DESIGNER
FLEET MANAGER
CRM ANALYST
WORKFLOW
INCIDENT RECORD SYSTEM
RESERVATION SYSTEM
What: supporting people & things customer doesn’t interact with along the journey
Why: understand the ecosystem supporting the On Stage experience
Backstage Support
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
43
Desirable
Viable
Feasible
@*%#!
I CAN’T
SHOW UP IN
A DIRTY CAR!
THIS IS REALLY TERRIFYING. I’M STRANDED & DRESSED UP
LOOK AT ME!
I LOOK GOOD IN THIS CAR.
L8R. THAT’S ENOUGH. I’M OUT OF HERE
WOW, THOSE ARE SWEET CARS!
What: rate positive (green) and negative (red) attitudes
Why: visually illustrates the emotional highs and lows during journey
Evaluate Attitudes
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
45
Desirable
Viable
Feasible
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc
http://www.workplayexperience.com/
Prioritize Focus Moments that Matter
THIS IS REALLY TERRIFYING. I’M STRANDED & DRESSED UP
LOOK AT ME!
I LOOK GOOD IN THIS CAR.
ISSUE
OPPORTUNITY
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
A customer’s journey is made up of a multitude of moments. This diagram which appeared in a blog by Kerry Bodine of Forrester and was produced by WorkPlayExperience illustrates that great companies realize the need to deliver wow moments through out the journey but that there are moments that have significant importance and these moments need to be explosive in their delivery.
As you are going through the process of identifying these moments it is important to determine where you are as a brand in delivering these moments and whether you should be focused on solving a problem that is damaging your brand or taking advantage of an area to really accelerate your brand to new heights.
Click
Lets take the first company that we have signified by this redline. They are obviously not producing moments that wow and excite the customer.
Click
Our goal here is to find a moment that matters and identify why we are not fulfilling the need at that moment.
Click
Using the evaluation of the attitudes will give us Insight into seriously unmet needs that manifest themselves in negative attitudes (that sometimes appear in surveys or social data) and point us in a direction.
Click
These negative attitudes could point us in the direction of a possible Issue that we could solve in our organization.
Click
So this is where we would “drop our line” of focus in order to start the process of diving deeper to understand the Issue.
Click
But what if you are a brand that doesn’t have a lot of issues or you want to innovate with the possibility of differentiating your brand experiences and driving higher loyalty and advocacy. The green line in this case shows that you are delivering wow moments and some explosive moments.
Click
But you want to reach for the brass ring. You want to deliver moments that really capture the attention of your customers.
Click
Using the evaluation of attitudes can point you in an area where the customer’s needs are met but that you could focus on exceeding the expectations of your customers.
Click
Now you have identified an opportunity to produce a new experience, not fix a problem that is driving customers crazy, but truly produce an experience that really separates you from the competition.
Click
So this is where we would “drop our line” of focus in order to start the process of diving deeper to understand the Opportunity.
Ok…….. Lets go to your boards and find an area of focus using the evaluation of attitudes
46
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
47
Desirable
Viable
Feasible
INCREASE REFERRAL
RATE
REDUCE
POST PICK-UP CONTACT
RATE
REDUCE REFUND
RATE
Determine Impact
What: choose financial metric that could be influenced at this moment
Why: determines Impact of delivering new experience
?
Oracle . CX Journey Mapping Workshop . designingcx.com
48
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Some random words and then some more
Some random words and then some more
Some random words and then some more
Some random words and then some more
Some random words and then some more
Some random words and then some more
Some random words and then some more
Some random words and then some more
Some random words and then some more
Some random words and then some more
“We focused here, because...”
INCREASE
REFERAL
RATE
Some random words and then some more
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
49
Desirable
Viable
Feasible
@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
50
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
51
Desirable
Viable
Feasible
Maslow’s Hierarchy of Needs
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
Emotional Needs
Functional / Moment Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
52
Jen has Needs
Physiological
Needs steady income so she can afford her Manhattan apartment
Physiological
Safety
Needs to feel secure in the hectic environment of NYC
Safety
Social
Wants to be accepted and feel welcome by her friends
Social
Esteem
Needs to be seen as a fashion-forward trend-setter
Esteem
Cognitive
Needs to constantly learn of new trends and fads
Cognitive
Self-Actualization
Wants to realize her personal potential
Self-Actualization
Transcendence
Needs to help her friends realize their personal potential
Transcendence
Aesthetic
Needs to surround herself with beautiful art, food, and music
Aesthetic
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Shutterstock Image #90338239
53
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I trying to complete
I need important things close to me at all times
COACH Tote
EMOTIONAL NEED:
What motivates me
I need my friends to look to me for fashion advice
$598
$5.98
I need a shoulder bag so that my hands are free
I need to get inside my bag quickly
I want a beautiful piece of art at my side
I need a bag that’s as amazing as me
Oracle . CX Journey Mapping Workshop . designingcx.com
54
EMOTIONAL NEED:
IMPRESS HER FRIENDS
MOMENT NEED:
HAVE A CLEAN CAR TO DRIVE
EMOTIONAL NEED:
UPHOLD AN IMAGE
What: needs at the moment that matters and emotional relevance
Why: solving for emotional needs is powerful
JOURNEY NEED:
TO GET TO THE WEDDING
EMOTIONAL NEED:
TO BE PART OF HER BEST FRIEND’S SPECIAL DAY
Brainstorm Moment and Emotional Needs
EMOTIONAL NEED:
SHOWCASE HER SUCCESS
EMOTIONAL NEED:
LOOK BETTER THAN SUZY
Oracle . CX Journey Mapping Workshop . designingcx.com
What: select Customer’s needs at this moment
Why: identifies needs worth fulfilling
Select Needs
EMOTIONAL NEED:
IMPRESS HER FRIENDS
MOMENT NEED:
HAVE A CLEAN CAR TO DRIVE
EMOTIONAL NEED:
UPHOLD AN IMAGE
EMOTIONAL NEED:
SHOWCASE HER SUCCESS
EMOTIONAL NEED:
LOOK BETTER THAN SUZY
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
56
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
57
Desirable
Viable
Feasible
AGENT 1
RESOLVE CUSTOMER ISSUE
APPROVE & PROCESS REFUND
RECORD INCIDENT DETAILS
iPhone
APP
VERIFY CUSTOMER & LOCATION
LOOKUP RESERVED CAR
UNLOCK VEHICLE
What: uncover the intended role & processes of the people & things
Why: describes current state of onstage & backstage roles & processes
Define Roles & Processes
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
What: were roles / processes performed properly to meet Jen’s needs?
Why: identifies Issue or Opportunity areas worth solving
AGENT 1
RESOLVE CUSTOMER ISSUE
APPROVE & PROCESS REFUND
RECORD INCIDENT DETAILS
iPhone
APP
VERIFY CUSTOMER & LOCATION
LOOKUP RESERVED CAR
UNLOCK VEHICLE
Evaluate Roles & Processes
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
60
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELLS FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
61
Desirable
Viable
Feasible
Determine New Attitudes And Behaviors
What: imagine what the customer would say after your new experience and the expected behaviors that would follow
Why: to understand your expected Impact of Innovation
THESE GUYS ADMIT WHEN THEY ARE WRONG AND FIX IT !
RENT FROM THEM AGAIN
INCREASE RETENTION RATE
Desired New Attitudes and Behaviors
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Now that we have an Innovation selected, let’s go back to the Attitudes drive Behaviors deliver Results concept.
As a result of the new Innovation, what new Attitudes and Behaviors might Jen exhibit? Which ultimately will deliver a different, positive, Result.
Write one new Attitude in yellow, and one new resulting Behavior in Green, and place these on the corresponding areas of the Canvas (upper-right hand corner).
62
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELLS FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
63
Desirable
Viable
Feasible
CX Strategy Canvas
What: summarizes & frames the four “I”s of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
https://zoom.us/j/168371104
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
64
CX Strategy Canvas
What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
MOMENT:
ARRIVE AT WEDDING IN CLEAN CAR
EMOTION:
UPHOLD AN IMAGE
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELLS FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
FINALIZE AND SEND INVOICE
TECH
SOCIAL & MOBILE
ENVIRO
GREEN MOVEMENT
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
65
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELLS FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
66
Desirable
Viable
Feasible
What: brainstorm new experiences to meet customer needs, considering current issue or opportunity
Why: volume of ideas that fulfill needs at the moment that matters
CONNECT FIELD SERVICE TO BILLING
IMMEDIATE TEXT TO CUSTOMER
WEDDING PACKAGES WITH CAR SERVICE INCLUDED
MOBILE COUPONS
CO-BRANDED CARS
INTEGRATED SOCIAL MARKETING CAMPAIGNS
SEND A REPLACEMENT CAR IMMEDIATELY
INSTANT REBATE
DUE TO BREAKDOWNS
“ONSTAR” FLEET TELEMATICS
Brainstorm Innovation
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
68
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
69
Desirable
Viable
Feasible
Reality Check
What: consider if the innovations meet the “desirable, feasible, viable” test
Why: filter out innovations with no customer experience value or viability
Solution Value
People, Process, & Technology
Solution Design
Business Value
Differentiation, Acquisition, Retention & Efficiency
Business Design
Consumer Value
Interactions, Goals, Emotions
Experience Design
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Desirable
Viable
Feasible
What: consider if the innovations drive useful, usable, meaningful experiences
Why: solid research (Watermark, 2006-2014) shows these are key dimensions
Reality Check
Alignment with Brand Attributes
How meaningful experiences are at an emotional level
How easy is it to engage an organization and its offerings
What a product/service and engagement offers customers functionally
USEFUL
AVAILABLE LOCALLY
USABLE CLICK AND RESERVE
MEANINGFUL
SOCIALLY RESPONSIBLE
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Do the innovations get in the way of your brand promise?
Do they make Jen’s interaction with you less useful, or simple, or meaningful?
Each innovation should actually help move things forward on at least one of these axes?
71
Meaningful Emotional
Usable Effortless
Useful Functional
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
72
Desirable
Viable
Feasible
What: select one idea (or several related ideas) to prototype and test
Why: to build a hypothesis to test for more Insight
CONNECT FIELD SERVICE TO BILLING
IMMEDIATE TEXT TO CUSTOMER
MOBILE COUPONS
CO-BRANDED CARS
INTEGRATED SOCIAL MARKETING CAMPAIGNS
“ONSTAR” FLEET TELEMATICS
Select Innovation
WEDDING PACKAGES WITH CAR SERVICE INCLUDED
SEND A REPLACEMENT CAR IMMEDIATELY
INSTANT REBATE
DUE TO BREAKDOWNS
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
CX Journey Mapping Process
| Create Initial Map |
| Evaluate |
| Explore |
| Design New Experience |
| Brainstorm |
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line
CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE REFERAL RATE
Evaluate Attitudes
I WILL LOOK SO COOL IN THAT COOL!
&@#! I CAN’T SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
MOMENT
GET REFUND FOR LATE CHARGE
EMOTIOINAL
BE TREATED FAIRLY
EMOTIOINAL
RECOMPENSE WASTED TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE & PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX MISTAKES
TELL FRIENDS ABOUT ZOOMGO
INCREASE REFERAL RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON BREAKDOWN
IMMEDIATE TEXT TO CUSTOMER
CONNECT FIELD SERVICE TO BILLING
EMPOWERED FRONT-LINE STAFF
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional
Oracle . CX Journey Mapping Workshop . designingcx.com
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
In summary…
74
Desirable
Viable
Feasible
| WE BELIEVE | |
| {description of the new experience } | |
| WILL SOLVE | |
| {customer needs & organization’s issue/opportunity } | |
| ENABLED BY | |
| { full solution: people + processes + technology } | |
| RESULTING IN | |
| {new attitude/ behavior / result } |
That an Instant Refund program due to breakdowns
Jen believing that we are a company that solves our mistakes
quickly,
Jen’s need for timely refunds
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
NAME THE NEW EXPERIENCE
WHAT PEOPLE ARE PART OF THE SOLUTION
WHAT PROCESSES ARE PART OF THE SOLUTION
DELIVERING FINANCIAL IMPACT
JEN’S NEW ATTITUDE
(M)
DESCRIBE THE MOMENT NEED
(E)
DESCRIBE THE EMOTION. NEED
AGENT 1
THE ISSUE OR OPP. TO BE ADDRESSED
DRIVING JEN’S NEW BEHAVIOR
WHAT TECH ARE PART OF THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
resulting in Jen renting from us again,
retention by 10 basis points = $1.45 M incremental revenue
producing higher
Oracle . CX Journey Mapping Workshop . designingcx.com
75
@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
76
