Customer Experience Journey Mapping

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  • Oracle . CX Strategy & Design Workshop

    Introductions & Goals

    CX Strategy & Design Boot Camp

  • Oracle . CX Strategy & Design Workshop

    Empowering CX Strategies Investing To Help Our Clients Define CX problems & Redesign a New Experience

  • Oracle . CX Strategy & Design Workshop

    { Goals }

    Learn the fundamentals of CX Strategy & Design and how

    to catalyze customer experience transformations

    Gain hands-on experience with CX Journey Mapping and

    fixing CX gaps, a powerful approach for CX discovery

    Get insight how CX redesign influences your bottom line

    business

    CX Strategy & Redesign Workshops

  • Oracle . CX Strategy & Design Workshop

    Results

    CX Redesign

    Dina: this is of great value for our

    business, what an experience!

    Heinz: The hands-on experience is perfect.

    This makes me really enthusiastic!

    Hieke: Very inspiring!

    Roel Van den Bergh: Lead Avalanche

  • Oracle . CX Strategy & Design Workshop

    Getting Started with CX Redesign

    Program Goals

    CX Strategy & Redesign Methodology Workshops 3-4 hours

    CX Awareness & learning the Oracle Methodology

    Specific CX Strategy & Redesign Workshop 1-2 days

    Working together with you to define CX Gaps for one key customer interaction

    CX ROI workshop 1,5 day

    Creating a business impact CX ROI for fixing your CX gaps.

    The Workshop Program

  • Oracle . CX Strategy & Design Workshop

    customer experience

    The sum of all experiences a consumer has with a

    supplier of goods or services, over the duration of their

    relationship with that supplier.

    http://en.wikipedia.org/wiki/Customer_experience

  • Oracle . CX Strategy & Design Workshop

    The Goal: Aligning Brand Promise and Reality

    BUY Market & Sell

    OWN Support & Serve

  • Oracle . CX Strategy & Design Workshop

    Todays Customer Journeys are Complex

    WEB

    CONTACT CENTER

    IN-STORE

    CATALOG

    MOBILE

    EMAIL

    SOCIAL

    NEED

    RESEARCH SELECT PURCHASE

    MAINTAIN

    RECOMMEND

    RECEIVE

    USE

    Read Reviews

    Comparison Site

    Web Search

    Ask Facebook Friends

    For Recommendations

    Visit Retail Store

    Chat

    Email Order

    Confirm w/Rec

    Pickup Local Store

    Tweet About

    Purchase Experience

    Ask for Help on

    Community Chat Room

    Product

    Info

    Order Online

    Kiosk

    Change Order

    Select Product

    Browse

    Catalog

    Order Online

    Call for Info about

    Add-on Accessories

    WEB

    CONTACT CENTER

    IN-STORE

    CATALOG

    MOBILE

    EMAIL

    SOCIAL

  • Oracle . CX Strategy & Design Workshop

    Broken Journeys drive customers away

    NEED

    RESEARCH SELECT PURCHASE

    MAINTAIN

    RECOMMEND

    RECEIVE

    USE

    Read Reviews

    Comparison Site

    Web Search

    Ask Facebook Friends

    For Recommendations

    Visit Retail Store

    Chat

    Email Order

    Confirm w/Rec

    Pickup Local Store

    Tweet About

    Purchase Experience

    Ask for Help on

    Community Chat Room

    Product

    Info

    Order Online

    Kiosk

    Change Order

    Select Product

    Browse

    Catalog

    Order Online

    Call for Info about

    Add-on Accessories

    WEB

    CONTACT CENTER

    IN-STORE

    CATALOG

    MOBILE

    EMAIL

    SOCIAL

  • Oracle . CX Strategy & Design Workshop

    Resulting In Significant Business Impact

    Harder to acquire new

    customers to drive revenue

    Increasing complexity to

    achieve and retain profitable

    relationships

    More difficult to leverage and

    grow investments efficiently

    Creating An Inability to Sustain Grow & Profit

    Disruptive Change

    Increasing Complexity

    Ineffective Execution

  • Oracle . CX Strategy & Design Workshop

    Embrace The Opportunity To Change

    Through all of your organization

    Gain the confidence to reimaging Customer Experience

    Learn the discipline to find, prioritize and evaluate CX gaps

    Drive innovation to achieve and sustain leadership

    Change Your Approach, For A Different Result

    Increasing Complexity Ineffective Execution Disruptive Change

  • Oracle . CX Strategy & Design Workshop

    BUY Market & Sell

    OWN Support & Serve

    Improving CX 1: Identify and Solve weak points

  • Oracle . CX Strategy & Design Workshop

    Improving CX 2: Enable seamless journeys

    WEB

    CONTACT CENTER

    IN-STORE

    CATALOG

    MOBILE

    EMAIL

    SOCIAL

    NEED

    RESEARCH SELECT PURCHASE

    MAINTAIN

    RECOMMEND

    RECEIVE

    USE

    Read Reviews

    Comparison Site

    Web Search

    Ask Facebook Friends

    For Recommendations

    Visit Retail Store

    Chat

    Email Order

    Confirm w/Rec

    Pickup Local Store

    Tweet About

    Purchase Experience

    Ask for Help on

    Community Chat Room

    Product

    Info

    Order Online

    Kiosk

    Change Order

    Select Product

    Browse

    Catalog

    Order Online

    Call for Info about

    Add-on Accessories

    WEB

    CONTACT CENTER

    IN-STORE

    CATALOG

    MOBILE

    EMAIL

    SOCIAL

    NEED

    RESEARCH SELECT PURCHASE

    MAINTAIN

    RECOMMEND

    RECEIVE

    USE

    WEB

    CONTACT CENTER

    IN-STORE

    CATALOG

    MOBILE

    EMAIL

    SOCIAL

  • Oracle . CX Strategy & Design Workshop

    Fundamentals of a new approach

  • Oracle . CX Strategy & Design Workshop

    experiences influence

    results attitudes drive behaviors deliver

  • Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/

  • Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/

  • Oracle . CX Strategy & Design Workshop

  • Oracle . CX Strategy & Design Workshop

    { The Experience } Understanding & Reimaging the Patient Experience

  • Oracle . CX Strategy & Design Workshop

    1. Actions

    2. People

    3. Things

    On S

    tag

    e

    4. Attitudes

    Back S

    tag

    e

    5. People

    6. Things

    Select a specific

    customer to map

  • Oracle . CX Strategy & Design Workshop

    Evaluate and Prioritize Look for issues and opportunities

  • Oracle . CX Strategy & Design Workshop

    Understand & Empathize Ask why, create empathy maps

    Why?

    Why?

    Why?

  • Oracle . CX Strategy & Design Workshop http://dschool.stanford.edu/student/doug-dietz/

  • Oracle . CX Strategy & Design Workshop

    Reframe the Problem Use a deep understanding of needs

  • Oracle . CX Strategy & Design Workshop

    Redesign Experiences Ideate, Prototype, Test

  • Oracle . CX Strategy & Design Workshop

    Redesign Experiences Influence Attitudes to Change Behaviors

    Influe

    nce

    Influe

    nce

    Influe

    nce

  • Oracle . CX Strategy & Design Workshop

  • Oracle . CX Strategy & Design Workshop

    Crash Course in Journey Mapping

  • Oracle . CX Strategy & Design Workshop http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/

    customer journey map

    visually illustrates customers processes, needs, &

    perceptions throughout their interaction and relationship

    with an organization

  • Oracle . CX Strategy & Design Workshop

    When Can Journey Mapping Be Used?

    Understanding & diagnosing experiences

    Designing experiences (redesign existing, create new)

    Implementing (as blue prints)

    Communicating (align, train, orient)

  • Oracle . CX Strategy & Design Workshop

  • Oracle . CX Strategy & Design Workshop

  • Oracle . CX Strategy & Design Workshop

  • Oracle . CX Strategy & Design Workshop

    CX Journey Mapping Tips

    Identify a specific customer process (prospects, frustrated 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

    Act on what you discover

    CX

    Identify

    Prioritize

    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 expec