Download - Customer Experience Journey Mapping
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
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
Oracle . CX Strategy & Design Workshop
The Goal: Aligning Brand Promise and Reality
BUY Market & Sell
OWN Support & Serve
Oracle . CX Strategy & Design Workshop
Today’s Customer Journeys are Complex
WEB
CONTACT CENTER
IN-STORE
CATALOG
MOBILE
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
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
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
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
SOCIAL
NEED
RESEARCH SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
WEB
CONTACT CENTER
IN-STORE
CATALOG
MOBILE
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/
cus·tom·er jour·ney map
…visually illustrates customers’ processes, needs, &
perceptions throughout their interaction and relationship
with an organization
Oracle . CX Strategy & Design Workshop
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 expected before scaling them
Deploy and measure against objectives align and equip people processes, and technology in measurable ways