customer experience journey mapping workshop - 09.22.2014

Oracle . CX Journey Mapping Workshop . designingcx.com

CX Journey Mapping WorkshopOracle - CX Strategy & Design


cus·tom·er ex·pe·ri·ence

The sum of all experiences a consumer has with a supplier of goods or services, over the duration of their relationship with that supplier.

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


The Customer LifecyclePURCHASE RECOMMEND

MAINTAIN

RESEARCH NEED RECEIVE USE

1

2

3

4

5

6

7

8

SELECT BUY OWNSupport & ServeMarket & Sell


Understand & Empathize

Educate&

Align

Identify&

Innovate

Test & Pilot

Validate&

Scale

CUSTOMER CENTRIC TRANSFORMATION & INNOVATIONProcess to drive cultural and execution orientated change


CXJM KICK-STARTS CC TRANSFORMATIONSProcess to drive a cultural and execution orientated change


Educate & Align

Identify & Innovate

Test & Pilot

Validate & Scale

CC

Tra

nsf

orm

atio

n

Try

App

ly

Iden

tify

CX

Me

tho

do

log

ies

Generic Scenario to learn basic methodology

Learn

Sample persona usedon a portion of your lifecycle

Design

Disciplined & Validated Test Methodology

Execute

Understand &

Empathize

Educate&

Align

Identify&

Innovate

Test & Pilot

Validate&

Scale


Fundamentals of Learning a New Approach


{ Goals }CX Journey Mapping

Learn a hands-on approach to identify the “Four I’s”:

• Insights – clear understanding of customer needs

• Impact – clear focus on the resulting business value

• Issues/Opportunities – what’s getting in the way, or could be improved, in order to meet customer needs

• Innovate – design solutions that deliver both customer and organizational value


STRATEGIC BUSINESS OBJECTIVES

AcquisitionRetentionEfficiency

IMPACT ISSUES / OPPORTUNITIES

CUSTOMER NEEDS

EmotionalJourneyMoment

INNOVATION INSIGHTS

TRENDS & ACCELERATORSTechnology, Behavioral, Business Trends

CX Strategy Design Approach

Oracle . CX Strategy & Design Workshop . DesigningCX.com

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

Great Engineer


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.


Sofia

Age 6½


{ The Experience }Journey Mapping the Patient Experience


Select a specific customer persona to map


SOFIA


BehaviorsSOFIA


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

………

SOFIA


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

………

PEOPLE

THINGSON

STA

GE

EX

PE

RIE

NC

E

SOFIA


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

………

SOFIA

DOCTOR MOMCHECKIN NURSE

IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

NURSE

TISSUES


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

………

ATTITUDES

SOFIA


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

NURSE

TISSUES


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

SOFIA


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

NURSE

TISSUES


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


PEOPLE

THINGSBA

CK

STA

GE

SU

PP

OR

T

SOFIA


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

NURSE

TISSUES


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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUGPATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

SOFIA


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

NURSE

TISSUES


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

NURSE

TISSUES


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

NURSE

TISSUES

IMPACT


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

NURSE

TISSUES

IMPACT MORE STAFF

COST OF DRUGS

IMAGING TIME

SIDE EFFECTS

EVALUATE & PRIORITIZEIdentify moments that matter for the customer and the organization


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

TISSUES

NURSE

EXPLORE CUSTOMER NEEDSGain deeper understanding of functional and emotional needs


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

TISSUES

NURSE

NEEDS



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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

TISSUES

NURSE

FEEL SAFE

HAVE SCANNEEDS



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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

NURSE

FEEL SAFE

HAVE SCAN

TISSUES


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

NURSE

FEEL SAFE

HAVE SCAN

TISSUES

Roles & Processes


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

NURSE

FEEL SAFE

HAVE SCAN

TISSUES

POSITION PATIENT

TAKE IMAGE

DEVELOP IMAGERoles & Processes


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

SOFIA

NURSE

FEEL SAFE

HAVE SCAN

?

TISSUES

POSITION PATIENT

TAKE IMAGE

DEVELOP IMAGERoles & Processes

EVALUATE & FRAMEExamine existing capabilities to determine issues / opportunities


EVALUATE & FRAMERe-examine issue / opportunity based on deep customer understanding

SOFIA

?


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUG

PATIENT

SAFETY

TEAM

IMAGING

TECHSTAF

F PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG ROO

M

SOFIA

DESIGN NEW EXPERIENCESInnovate to influence attitudes and change behaviors

TISSUES

NURSE

FEEL SAFE


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

………


IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUG

PATIENT

SAFETY

TEAM

IMAGING

TECHSTAF

F PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG ROO

M

SOFIA

DESIGN NEW EXPERIENCESInnovate to influence attitudes and change behaviors

TISSUES

NURSE

FEEL SAFE

IDEA: LET’S GO CAMPING


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.

Great Experience


Great Experience


GOES TO INITIAL

DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI

ROOM

SEES MRI MACHINE

CRIES &

RESISTS

SEES DOCT

OR ENTE

R

GOES THROUGH MRI

………


IMAGING TECH

MOMIMAGING

TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUGIMAGING

TECHPATIE

NT RECO

RD SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

SOFIA

…

TEST NEW EXPERIENCESNew attitudes, new behaviours….different result

NURSE


GOES TO INITIAL

DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI

ROOM

SEES MRI MACHINE

CRIES &

RESISTS

SEES DOCT

OR ENTE

R

GOES THROUGH MRI

………


IMAGING TECH

MOMIMAGING

TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-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


TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUGIMAGING

TECHPATIE

NT RECO

RD SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

SOFIA

IDEA: CAMP GUIDE

COOL

BACK-

PACK!

SHE WAS FRIENDLY

I LOVE CAMPING! SO FUN!

…


NURSE

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK


GOES TO INITIAL

DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI

ROOM

SEES MRI MACHINE

………


IMAGING TECH

MOMIMAGING

TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUGIMAGING

TECHPATIE

NT RECO

RD SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

SOFIA

IDEA: CAMP GUIDE

COOL

BACK-

PACK!

SHE WAS FRIENDLY


WOW, A CAMP-FIRE!

FEELS LIKE I’M

CAMPING

THIS ISN’T TOO BAD

THIS PLACE IS

NEAT!

TODAY COULD BE FUN

…


NURSE

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK


GOES TO INITIAL

DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI

ROOM

SEES MRI MACHINE

………


IMAGING TECH

MOMIMAGING

TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUGIMAGING

TECHPATIE

NT RECO

RD SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

SOFIA

IDEA: CAMP GUIDE

COOL

BACK-

PACK!

SHE WAS FRIENDLY


WOW, A CAMP-FIRE!

FEELS LIKE I’M

CAMPING


THIS PLACE IS

NEAT!

TODAY COULD BE FUN

LAYS DOWN IN MACHINE

LISTENS TO FOREST

SOUNDS…


NURSE

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK


GOES TO INITIAL

DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI

ROOM

SEES MRI MACHINE

………


IMAGING TECH

MOMIMAGING

TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUGIMAGING

TECHPATIE

NT RECO

RD SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

SOFIA

IDEA: CAMP GUIDE

COOL

BACK-

PACK!

SHE WAS FRIENDLY


WOW, A CAMP-FIRE!

FEELS LIKE I’M

CAMPING


THIS PLACE IS

NEAT!

TODAY COULD BE FUN


LISTENS TO FOREST

SOUNDS…


NURSE

HAS MRI SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK


GOES TO INITIAL

DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI

ROOM

SEES MRI MACHINE

………


IMAGING TECH

MOMIMAGING

TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUGIMAGING

TECHPATIE

NT RECO

RD SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

SOFIA

IDEA: CAMP GUIDE

COOL

BACK-

PACK!

SHE WAS FRIENDLY


WOW, A CAMP-FIRE!

FEELS LIKE I’M

CAMPING


THAT WASN’T SO BAD

THIS PLACE IS

NEAT!

TODAY COULD BE FUN


LISTENS TO FOREST

SOUNDS…


NURSE

HAS MRI SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK


GOES TO INITIAL

DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI

ROOM

SEES MRI MACHINE

………


IMAGING TECH

MOMIMAGING

TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

TECH. WRIT

ER

SYSTEM

ADMIN.

HOSPIT’L

BLDG MGR

DOUGIMAGING

TECHPATIE

NT RECO

RD SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

SOFIA

IDEA: CAMP GUIDE

COOL

BACK-

PACK!

SHE WAS FRIENDLY


WOW, A CAMP-FIRE!

FEELS LIKE I’M

CAMPING


THAT WASN’T SO BAD

THIS PLACE IS

NEAT!

TODAY COULD BE FUN


LISTENS TO FOREST

SOUNDS…


NURSE

HAS MRI SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK

FEWER STAFF

NO DRUGS

IMAGING TIME ↓

↓ SIDE EFFECTS


ResultsSOFIA


ResultsBehaviors deliver

SOFIA


ResultsAttitudes drive Behaviors deliver

SOFIA


Results

experiencesinfluence

Attitudes drive Behaviors deliver

SOFIA

Oracle . CX Journey Mapping 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 Journey Mapping 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

• Understanding & diagnosing experiences

• Designing experiences (redesign existing, create new)

• Implementing (as blue prints)

• Communicating (orient, train)

Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel


Journey Mapping Activity


{ Part 1 }Finding a car


Jen 28 years old New York City Doesn’t own a car

Fashion blogger Budget conscious

Environmentally minded


RECEIVES CALL

FROM A GOOD

FRIEND

IS ASKED TO BE A BRIDESMAID IN WEDDING

AGREES AND

SAVES DATE


IS FITTED FOR HER

BRIDESMAID DRESS


RECEIVES WEDDING INVITATION

REALIZES SHE’LL NEED A CAR TO

GET TO WEDDING


DECIDES A

COOL CAR

COSTS TOO MUCH

VISITS A CAR

RENTAL WEBSITE


SEARCHES ONLINE FOR OTHER CAR

RENTAL OPTIONS

SEE & CLICKS

ON ZOOMGO

LINK FOR CAR

SHARING


VISITS ZOOMGO’S WEBSITE

READS “IS

ZOOMGO FOR

ME” PAGE


LEARNS THEY HAVE SPORTY

ELECTRIC CARS

DISCOVERS

THERE ARE

MANY CARS IN

HER AREA

CALCULATES IT WILL BE LESS EXPENSIVE

THAN RENTING


CREATES A ZOOMGO ACCOUNT

ACTIVATES

ACCOUNT BY E-MAIL

DOWNLOADS THE ZOOMGO MOBILE APP ON

HER PHONE


SELECTS A SPORTY

ELECTRIC CAR

(MATCHES HER DRESS)

OPENS THE APP

AND LOOKS FOR

COOL VEHICLES

CHECKS FOR NEAREST

AVAILABLE CAR OF THAT TYPE


RECEIVES CONFIRMATION

E-MAIL

FINDS ONE HALF MILE FROM HER

APARTMENT

SELECTS AND

RESERVES VEHICLE


{ Part 2 }The wedding day


GETS READY

FOR THE WEDDING


SEES THE ZOOMGO SIGN A BLOCK AWAY

FINDS CAR

COVERED WITH

BIRD POOP

USES IPHONE

APP TO FIND CAR’S

LOCATION

WALKS TO STREET WHERE CAR IS PARKED


USES IPHONE

TO UNLOCK

AND CHECKOUT CAR

TAKES CAR TO A

CARWASH


RECEIVES

COMPLIMENTS

ON CAR FROM

HER FRIENDS

EXPLAINS THE BENEFITS OF

CAR SHARING

DRIVES TO AND ARRIVES AT THE

WEDDING


ENJOYS THE

WEDDING

EVENT


GETS READY TO

LEAVE, BUT CAR

DOESN’T START

FINALLY GETS CAR TO START AND HEADS

HOME


USES IPHONE APP TO CALL ROADSIDE

ASSISTANCE

DRIVING ON

HIGHWAY AND

CAR STALLS.

PULLS OVER

WAITS 45

MINUTES

RECEIVES

ROADSIDE

ASSISTANCE &

CAR RESTARTS


NOTICES CAR

WON’T GO

FASTER THAN

60 MPH

CONTINUES

DRIVING HOME

RECEIVES AUTOMATED

CALL ASKING IF CAR IS OK

PRESSES “2”

FOR NO. WAITS

10 MINS THEN

HANGS UP


USES IPHONE TO CHECK CAR

BACK IN(LATE CHECK-IN)

ARRIVES AT THE

CARSHARE

CHECK-IN POINT


{ Part 3 }Seeking a return


CALLS ZOOMGO

CUSTOMER

SUPPORT

IS CHARGED A LATE RETURN

FEE


SAYS SHE

WOULD LIKE A

FULL REFUND

SELECTS SPEAK WITH AN AGENT

SHARES HER EXPERIENCE WITH AGENT

IS TOLD SOMEONE WILL

CONTACT HER IN 3-5 DAYS


CALLS ZOOMGO

SUPPORT AGAINWAITS 5 DAYS

IS TOLD A

REFUND HAS

ALREADY BEEN

SENT

ASKS AGENT TO FORWARD E-

MAIL


REALIZES

SUBSEQUENT

RENTER WAS

CREDITED

INFORMS AGENT OF MIXUP

IS REASSURED AGENT WILL SORT IT OUT

WAITS ANOTHER DAY


CALLS ZOOMGO

CUSTOMER

SUPPORT A

THIRD TIME

ASKS ABOUT REFUND

PROGRESS

IS TOLD AGAIN

THAT A CREDIT

HAS BEEN

ISSUED

TELLS AGENT SHE’D LIKE TO CANCEL HER

ACCOUNT


IS TOLD TO

VISIT THE

WEBSITE TO

CANCEL

CANCELS HER ACCOUNT

VISITS ZOOMGO’S SITE

AND LOGS IN

RECEIVES

CANCELLATION

E-MAIL



Your turn…


CX Journey Mapping Process



Create Initial Map

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

Attitudes &Emotions




Create Initial Map Evaluate

GREEN & SOCIALLY

RESPONSIBLE



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…”

Attitudes &Emotions




Create Initial Map Evaluate Explore


GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout


Clarify Needs & Drivers

Examine Capabilities(Roles & Processes)

MOMENT

GET REFUND

FOR LATE

CHARGE

EMOTIOINALBE TREATED FAIRLY

EMOTIOINAL

RECOMPEN

SE 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

Attitudes &Emotions




Create Initial Map Evaluate Explore Brainstorm

GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM


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

Attitudes &Emotions




Create Initial Map Evaluate Explore Design New ExperienceBrainstorm


GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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 STAFFAttitudes &Emotions

Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Jen 28 years old New York City Doesn’t own a car

Fashion blogger Budget conscious

Environmentally minded





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Define the Brand

Offering Car sharing network across major US cities, connecting socially responsible car owners and renters

Brand attributes• Hip, modern and green• Convenient and simple• Inexpensive

GREEN &

SOCIALLY

RESPONSIBLE





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Trends & Accelerators

PoliticalEconomicSocialTechnologyLegalEnvironmental

What: macro factors outside company’s controlWhy: awareness of inhibiting/supporting factors


Trends & Accelerators

PoliticalEconomicSocialTechnologyLegalEnvironmental

TECH

SOCIAL &

MOBILE

ECONOMIC

FINANCIAL COLLAPSE

ENVIRONMENT

GREEN MOVEMENT

What: macro factors outside company’s controlWhy: awareness of inhibiting/supporting factors





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Behavior Line





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


FRIEND

( BRIDE )

ROADSIDE SERVICE

MECHANICAGENT 1

What: people & things customer comes into direct contact with along the journeyWhy: gain view of whom & what directly influences the experience

Onstage Experience


FRIEND

( BRIDE )

ROADSIDE SERVICE

MECHANICAGENT 1

iPHONEAPP

ZOOMGO CAR

ZOOMGO WEBSITE

What: people & things customer comes into direct contact with along the journeyWhy: gain view of whom & what directly influences the experience

Onstage Experience





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


results


resultsbehaviors deliver


resultsattitudes drive behaviors deliver


experiencesinfluence

resultsattitudes drive behaviors deliver


@*%#! 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 wordsWhy: begin to understand met and unmet needs via their feelings & emotions

Attitudes





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


WEB SITE

DESIGNER

WEB SITE

DESIGNERFLEET

MANAGERCRM ANALYST

What: supporting people & things customer doesn’t interact with along the journeyWhy: understand the ecosystem supporting the On Stage experience

Backstage Support


WEB SITE

DESIGNER

WEB SITE

DESIGNER

FLEET MANAGER

CRM ANALYST

WORKFLOWINCIDENT RECORD SYSTEM

RESERVATION SYSTEM

What: supporting people & things customer doesn’t interact with along the journeyWhy: understand the ecosystem supporting the On Stage experience

Backstage Support





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


@*%#! 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) attitudesWhy: visually illustrates the emotional highs and lows during journey

Evaluate Attitudes





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


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 FocusMoments that Matter

Wow

Wow

Wow

Wow

Wow

Wow

Wow

Boom!

Boom!


Wow



THIS IS REALLY

TERRIFYING. I’M

STRANDED

& DRESSED UP

Wow

Wow

Wow

Wow

Wow

Wow

Wow

Boom!

Boom!


Wow



THIS IS REALLY

TERRIFYING. I’M

STRANDED

& DRESSED UP

ISSUE

Wow

Wow

Wow

Wow

Wow

Wow

Wow

Boom!

Boom!


Wow



THIS IS REALLY

TERRIFYING. I’M

STRANDED

& DRESSED UP

LOOK AT ME!

I LOOK GOOD IN

THIS CAR.

ISSUE

Wow

Wow

Wow

Wow

Wow

Wow

Wow

Boom!

Boom!


Wow



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!





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


INCREASE REFERRAL

RATE

REDUCEPOST PICK-UP

CONTACT RATE

REDUCE REFUND

RATE

Determine Impact

What: choose financial metric that could be influenced at this momentWhy: determines Impact of delivering new experience

?





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional

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





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Maslow’s Hierarchy of Needs



Physiological

Safety

Social



Physiological

Safety

SocialFunctional /

Moment Needs



Physiological

Safety

Social

Esteem

Cognitive

Aesthetic

Self-Actualization

Transcendence

Functional / Moment Needs



Physiological

Safety

Social

Esteem

Cognitive

Aesthetic

Self-Actualization

Transcendence

Emotional Needs

Functional / Moment Needs


Jen has Needs


Jen has Needs

Physiological

Needs steady income so she can afford her

Manhattan apartment

Physiological


Jen has Needs

Physiological


Manhattan apartment

Physiological

Safety

Needs to feel secure in the

hectic environment of

NYC

Safety


Jen has Needs

Physiological


Manhattan apartment

Physiological

Safety



NYC

Safety

Social

Wants to be accepted and

feel welcome by her friends

Social


Jen has Needs

Physiological


Manhattan apartment

Physiological

Safety



NYC

Safety

Social



Social

Esteem

Needs to be seen as a

fashion-forward trend-setter

Esteem


Jen has Needs

Physiological


Manhattan apartment

Physiological

Safety



NYC

Safety

Social



Social

Esteem



Esteem

Cognitive

Needs to constantly learn of new trends

and fads

Cognitive


Jen has Needs

Physiological


Manhattan apartment

Physiological

Safety



NYC

Safety

Social



Social

Esteem



Esteem

Cognitive


and fads

Cognitive

Aesthetic

Needs to surround herself

with beautiful art, food, and

music

Aesthetic


Jen has Needs

Physiological


Manhattan apartment

Physiological

Safety



NYC

Safety

Social



Social

Esteem



Esteem

Cognitive


and fads

Cognitive

Self-Actualization

Wants to realize her personal

potential

Self-Actualization

Aesthetic



music

Aesthetic


Jen has Needs

Physiological


Manhattan apartment

Physiological

Safety



NYC

Safety

Social



Social

Esteem



Esteem

Cognitive


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



music

Aesthetic


Getting to Emotional Needs

Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete



Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete

I need important things close to me at all times



Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete


I need a shoulder bag so that my hands are free



Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete



I need to get inside my bag quickly



Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete


COACH Tote

EMOTIONAL NEED:

What motivates

me





Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete


COACH Tote

EMOTIONAL NEED:

What motivates

me

I need my friends to look to me for fashion advice





Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete


COACH Tote

EMOTIONAL NEED:

What motivates

me




I want a beautiful piece of art at my side



Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete


COACH Tote

EMOTIONAL NEED:

What motivates

me





I need a bag that’s as amazing as me



Cotton Canvas Tote

MOMENT NEED:

What task am I

trying to complete


COACH Tote

EMOTIONAL NEED:

What motivates

me


$598$5.98




I need a bag that’s as amazing as me


What: needs at the moment that matters and emotional relevanceWhy: 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


MOMENT NEED:

HAVE A CLEAN CAR TO DRIVE


JOURNEY NEED:


EMOTIONAL

NEED:

TO BE PART OF

HER BEST

FRIEND’S

SPECIAL DAY



EMOTIONAL NEED:

IMPRESS HER FRIENDS

MOMENT NEED:


EMOTIONAL

NEED:

UPHOLD AN

IMAGE


JOURNEY NEED:


EMOTIONAL

NEED:

TO BE PART OF

HER BEST

FRIEND’S

SPECIAL DAY


EMOTIONAL NEED:

SHOWCASE HER SUCCESS

EMOTIONAL

NEED:

LOOK BETTER

THAN SUZY


What: select Customer’s needs at this momentWhy: identifies needs worth fulfilling

Select Needs EMOTIONAL

NEED:

IMPRESS HER FRIENDS

MOMENT NEED:


EMOTIONAL

NEED:

UPHOLD AN

IMAGE

EMOTIONAL NEED:

SHOWCASE HER SUCCESS

EMOTIONAL

NEED:

LOOK BETTER

THAN SUZY


What: select Customer’s needs at this momentWhy: identifies needs worth fulfilling

Select Needs

MOMENT NEED:


EMOTIONAL

NEED:

LOOK BETTER

THAN SUZY





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


AGENT 1 RESOLVE CUSTOMER

ISSUE



What: uncover the intended role & processes of the people & thingsWhy: describes current state of onstage & backstage roles & processes

Define Roles & Processes


AGENT 1 RESOLVE CUSTOMER

ISSUE



iPhoneAPP

VERIFY

CUSTOMER &

LOCATION

LOOKUP RESERVED

CAR

UNLOCK

VEHICLE

What: uncover the intended role & processes of the people & thingsWhy: describes current state of onstage & backstage roles & processes

Define Roles & Processes


What: were roles / processes performed properly to meet Jen’s needs? Why: identifies Issue or Opportunity areas worth solving

AGENT 1RESOLVE

CUSTOMER ISSUE



iPhoneAPP

VERIFY

CUSTOMER &

LOCATION

LOOKUP RESERVED

CAR

UNLOCK

VEHICLE

Evaluate Roles & Processes





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


What: imagine what the customer would say after your new experience and the expected behaviors that would followWhy: to understand your expected Impact of Innovation

THESE GUYS

ADMIT WHEN

THEY ARE

WRONG AND FIX

IT !

RENT FROM

THEM AGAININCREASE

RETENTION RATE

Desired New Attitudes and Behaviors





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


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


CX Strategy Canvas

What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle



CX Strategy Canvas



TECH

SOCIAL &

MOBILE

ENVIRO

GREEN MOVEMENT


CX Strategy Canvas



MOMENT:

ARRIVE AT

WEDDING IN

CLEAN CAR

EMOTION:

UPHOLD AN

IMAGE

TECH

SOCIAL &

MOBILE

ENVIRO

GREEN MOVEMENT


CX Strategy Canvas



MOMENT:

ARRIVE AT

WEDDING IN

CLEAN CAR

EMOTION:

UPHOLD AN

IMAGE

FINALIZE

AND SEND

INVOICE

TECH

SOCIAL &

MOBILE

ENVIRO

GREEN MOVEMENT


CX Strategy Canvas



MOMENT:

ARRIVE AT

WEDDING IN

CLEAN CAR

EMOTION:

UPHOLD AN

IMAGE

I TRUST ZOOMGO TO

ADMIT & FIX

MISTAKES

TELL MY

FRIENDS ABOUT

ZOOMGO

FINALIZE

AND SEND

INVOICE

TECH

SOCIAL &

MOBILE

ENVIRO

GREEN MOVEMENT


CX Strategy Canvas



MOMENT:

ARRIVE AT

WEDDING IN

CLEAN CAR

EMOTION:

UPHOLD AN

IMAGE

I TRUST ZOOMGO TO

ADMIT & FIX

MISTAKES

TELL MY

FRIENDS ABOUT

ZOOMGO

INCREASE

REFERAL RATEFINALIZE

AND SEND

INVOICE

TECH

SOCIAL &

MOBILE

ENVIRO

GREEN MOVEMENT





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


What: brainstorm new experiences to meet customer needs, considering current issue or opportunityWhy: 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 REBATEDUE TO

BREAKDOWNS

“ONSTAR” FLEET

TELEMATICS






GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


Reality Check

Desirable

ViableFeasible

What: consider if the innovations meet the “desirable, feasible, viable” testWhy: filter out innovations with no customer experience value or viability

Solution Value People, Process, &

Technology

Solution Design

Business ValueDifferentiation, Acquisition,

Retention & Efficiency

Business Design

Consumer ValueInteractions, Goals, Emotions

Experience Design

What: consider if the innovations drive useful, usable, meaningful experiencesWhy: solid research (Watermark, 2006-2014) shows these are key dimensions

Reality Check

MeaningfulEmotional

UsableEffortless

UsefulFunctional

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

What: consider if the innovations drive useful, usable, meaningful experiencesWhy: solid research (Watermark, 2006-2014) shows these are key dimensions

Reality Check

MeaningfulEmotional

UsableEffortless

UsefulFunctional

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





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


What: select one idea (or several related ideas) to prototype and testWhy: 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 REBATEDUE TO

BREAKDOWNS





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


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 }


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN


NAME THE NEW

EXPERIENCE


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN


That an Instant Refund program due to breakdowns

NAME THE NEW

EXPERIENCE


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN



NAME THE NEW

EXPERIENCE

(M)DESCRIBE

THE MOMENT

NEED


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN



Jen’s need for timely refunds

NAME THE NEW

EXPERIENCE

(M)DESCRIBE

THE MOMENT

NEED


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN




NAME THE NEW

EXPERIENCE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN




NAME THE NEW

EXPERIENCE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

and not feeling like she’s being taken

advantage of


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN




NAME THE NEW

EXPERIENCE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED


advantage of


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN




NAME THE NEW

EXPERIENCE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED

by our inability to accurately process refunds


advantage of


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN




NAME THE NEW

EXPERIENCE

WHAT PEOPLE ARE

PART OF THE

SOLUTION

WHAT PROCESSES ARE PART OF

THE SOLUTION

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED

WHAT TECH ARE PART OF

THE SOLUTION



advantage of


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN




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


THE SOLUTION

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED


THE SOLUTION



advantage of


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN





NAME THE NEW

EXPERIENCE

WHAT PEOPLE ARE

PART OF THE

SOLUTION


THE SOLUTION

JEN’S NEW

ATTITUDE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED


THE SOLUTION



advantage of


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN



Jen believing that we are a company that solves our mistakesquickly,



NAME THE NEW

EXPERIENCE

WHAT PEOPLE ARE

PART OF THE

SOLUTION


THE SOLUTION

JEN’S NEW

ATTITUDE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED


THE SOLUTION



advantage of


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN






NAME THE NEW

EXPERIENCE

WHAT PEOPLE ARE

PART OF THE

SOLUTION


THE SOLUTION

JEN’S NEW

ATTITUDE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED

DRIVING

JEN’S NEW

BEHAVIOR


THE SOLUTION



advantage of


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN






NAME THE NEW

EXPERIENCE

WHAT PEOPLE ARE

PART OF THE

SOLUTION


THE SOLUTION

JEN’S NEW

ATTITUDE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED

DRIVING

JEN’S NEW

BEHAVIOR


THE SOLUTION



advantage of

resulting in Jen renting from us again,


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN






NAME THE NEW

EXPERIENCE

WHAT PEOPLE ARE

PART OF THE

SOLUTION


THE SOLUTION

DELIVERING FINANCIAL IMPACT

JEN’S NEW

ATTITUDE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED

DRIVING

JEN’S NEW

BEHAVIOR


THE SOLUTION



advantage of

resulting in Jen renting from us again,


WE BELIEVE


WILL SOLVE


ENABLED BY


RESULTING IN






NAME THE NEW

EXPERIENCE

WHAT PEOPLE ARE

PART OF THE

SOLUTION


THE SOLUTION

DELIVERING FINANCIAL IMPACT

JEN’S NEW

ATTITUDE

(M)DESCRIBE

THE MOMENT

NEED

(E)DESCRIBE

THE EMOTION.

NEED

AGENT 1THE ISSUE

OR OPP. TO BE

ADDRESSED

DRIVING

JEN’S NEW

BEHAVIOR


THE SOLUTION



advantage of

resulting in Jen renting from us again, retention by 10 basis points = $1.45 M incremental revenue

producing higher





GREEN & SOCIALLY

RESPONSIBLE



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


Determine Impact

REDUCE REFUND RATE

INCREASE

REFERAL RATE

Evaluate Attitudes

I WILL LOOK

SO COOL IN

THAT COOL!

&@#! I CAN’T


Readout




MOMENT

GET REFUND

FOR LATE

CHARGE


EMOTIOINAL

RECOMPEN

SE WASTED

TIME

EMOTIOINAL



APPROVE &

PROCESS REFUND

AGENT #1




BILLING SYSTEM




MISTAKES


& FIX MISTAKES

INCREASE REFERAL

RATE



MOBILE COUPONS


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-


Desirable

Viable

Feasible

Useableeffortless

Meaningfulemotional

Usefulfunctional


CXJM KICK-STARTS CC TRANSFORMATIONSProcess to drive a cultural and execution orientated change


Educate & Align

Identify & Innovate

Test & Pilot

Validate & Scale

CC

Tra

nsf

orm

atio

n

Try

App

ly

Iden

tify

CX

Me

tho

do

log

ies

Generic Scenario to learn basic methodology

Learn

Sample persona usedon a portion of your lifecycle

Design

Disciplined & Validated Test Methodology

Execute

Understand &

Empathize

Educate&

Align

Identify&

Innovate

Test & Pilot

Validate&

Scale


DESIGNINGCX.COM


I LIKE_______

I WISH_______

HOW TO

_______

Workshop Retrospective

customer experience journey mapping workshop - 09.22.2014

Design

cx strategy design workshop

cx journey mappinglearn

design solutions

new approachoracle

customer experiencethe

optima mr360incorporates

business trends

patient comfort