Transcript
Page 1: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Introductions & Goals

CX Strategy & Design Boot Camp

Page 2: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

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

Page 3: Customer Experience Journey Mapping

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

Page 4: Customer Experience Journey Mapping

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

Page 5: Customer Experience Journey Mapping

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

Page 6: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

cus·tom·er ex·pe·ri·ence

The sum of all experiences a consumer has with a

supplier of goods or services, over the duration of their

relationship with that supplier.

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

Page 7: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

The Goal: Aligning Brand Promise and Reality

BUY Market & Sell

OWN Support & Serve

Page 8: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Today’s Customer Journeys are Complex

WEB

CONTACT CENTER

IN-STORE

CATALOG

MOBILE

EMAIL

SOCIAL

NEED

RESEARCH SELECT PURCHASE

MAINTAIN

RECOMMEND

RECEIVE

USE

Read Reviews

Comparison Site

Web Search

Ask Facebook Friends

For Recommendations

Visit Retail Store

Chat

Email Order

Confirm w/Rec

Pickup Local Store

Tweet About

Purchase Experience

Ask for Help on

Community Chat Room

Product

Info

Order Online

Kiosk

Change Order

Select Product

Browse

Catalog

Order Online

Call for Info about

Add-on Accessories

WEB

CONTACT CENTER

IN-STORE

CATALOG

MOBILE

EMAIL

SOCIAL

Page 9: Customer Experience Journey Mapping

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

Page 10: Customer Experience Journey Mapping

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

Page 11: Customer Experience Journey Mapping

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

Page 12: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

BUY Market & Sell

OWN Support & Serve

Improving CX 1: Identify and Solve weak points

Page 13: Customer Experience Journey Mapping

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

Page 14: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Fundamentals of a new approach

Page 15: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

experiences influence

results attitudes drive behaviors deliver

Page 16: Customer Experience Journey Mapping

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

Page 17: Customer Experience Journey Mapping

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

Page 18: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Page 19: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

{ The Experience } Understanding & Reimaging the Patient Experience

Page 20: Customer Experience Journey Mapping

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

Page 21: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Evaluate and Prioritize Look for issues and opportunities

Page 22: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Understand & Empathize Ask why, create empathy maps

Why?

Why?

Why?

Page 23: Customer Experience Journey Mapping

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

Page 24: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Reframe the Problem Use a deep understanding of needs

Page 25: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Redesign Experiences Ideate, Prototype, Test

Page 26: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Redesign Experiences Influence Attitudes to Change Behaviors

Influe

nce

Influe

nce

Influe

nce

Page 27: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Page 28: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Crash Course in Journey Mapping

Page 29: Customer Experience 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/

cus·tom·er jour·ney map

…visually illustrates customers’ processes, needs, &

perceptions throughout their interaction and relationship

with an organization

Page 30: Customer Experience Journey Mapping

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)

Page 31: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Page 32: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Page 33: Customer Experience Journey Mapping

Oracle . CX Strategy & Design Workshop

Page 34: Customer Experience Journey Mapping

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…

Page 35: Customer Experience Journey Mapping

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 expected before scaling them

Deploy and measure against objectives align and equip people processes, and technology in measurable ways


Top Related