journey mapping: the moment that matters
TRANSCRIPT
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Journey MappingLinking Customer Experience Theory to Smart Tools for More Personalized and Profitable Constituent Relationships
Michael Johnston, hjc
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Introductions
NAME: Michael JohnstonFROM: TorontoFOUNDER OF HEWITT AND JOHNSTON CONSULTANTS (HJC)
Interactive, Integrated & Digital for 27+ Years;
• Comic Book Nerd• Hockey Fan, Coach and Cheerleader
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Our Agenda for the next 90 minutes
1. CX – what is it and how we end the Five Year Lag2. Meet Sophia3. The curious case of Lidl4. Key Concepts underlying the Journey5. Applying the Concept in the Social Impact Sector
proprietary and confidential 3
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…why does it matter? CX
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Customer Experience
• Organizations which provide a compelling customer experience reap the benefits
• With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator
• Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor
proprietary and confidential 5
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“For many organizations, the goal of turning customer experience (CX) into a competitive advantage means recreating themselves.
That’s because the customer’s experience is the result of every part of the company working together, or failing to.”-Adobe Quarterly Digital Intelligence Briefing
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…it’s got to go!That 5 year lag
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ORACLE® + hjc
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Helping Sophia
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http://dschool.stanford.edu/student/doug-dietz/
Great Engineer
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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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Sofia
Age 6½
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{ The Experience }Journey Mapping the Patient Experience
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GOES TO INITIAL
DOCTORRIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOMSEES 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
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
Behaviors
ATTITUDES
PEOPLE
THINGSON
STA
GEEX
PERI
ENCE
PEOPLE
THINGSBACK
STA
GESU
PPO
RTSelect a specific customer persona to map
SOFIA
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH.IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHARTCAR
TAKE-HOME
PACKETMRI
MACHINENEEDLE &
DRUGS
NURSE
TISSUES
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GOES TO INITIAL
DOCTORRIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOMSEES 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. CHARTCAR
TAKE-HOME
PACKETMRI
MACHINENEEDLE &
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
DOUGPATIENT 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 & PRIORITIZEIdentify moments that matter for the customer and the organization
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GOES TO INITIAL
DOCTORRIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOMSEES 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. CHARTCAR
TAKE-HOME
PACKETMRI
MACHINENEEDLE &
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
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
TISSUES
NURSE
FEEL SAFEHAVE SCANNEEDS
EXPLORE CUSTOMER NEEDSGain deeper understanding of functional and emotional needs
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GOES TO INITIAL
DOCTORRIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOMSEES 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. CHARTCAR
TAKE-HOME
PACKETMRI
MACHINENEEDLE &
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
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
FEEL SAFEHAVE SCAN
?
TISSUESPOSITION
PATIENT
TAKE IMAGE
DEVELOP IMAGERoles & Processes
EVALUATE & FRAMEExamine existing capabilities to determine issues / opportunities
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EVALUATE & FRAMERe-examine issue / opportunity based on deep customer understanding
SOFIA
?
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GOES TO INITIAL
DOCTORRIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOMSEES 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. CHARTCAR
TAKE-HOME
PACKETMRI
MACHINENEEDLE &
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. WRITE
R
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECHSTAFF PAGIN
G SYSTE
M
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
SOFIA
DESIGN NEW EXPERIENCESInnovate to influence attitudes and change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S GO
CAMPING
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GOES TO INITIAL
DOCTORRIDES TO HOSPIT’L CHECKS IN WALKS TO
MRI ROOMSEES MRI MACHINE
CRIES &
RESISTS
SEES DOCT
OR ENTER
GOES THROUGH MRI
………
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHARTCAR
TAKE-HOME
PACKETMRI
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. WRITE
R
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUGIMAGI
NG TECHPATIE
NT RECO
RD SYSTE
M
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
CAMPINGTHIS 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 EXPERIENCESNew attitudes, new behaviours….different result
NURSE
HAS MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
FEWER STAFF NO DRUGSIMAGING
TIME ↓↓ SIDE
EFFECTS
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EMILY- 56
- SEMI RETIRED TEACHER
- -MARRIED-A LITTLE BORED
-NEWER TO SOCIAL MEDIA
- MONEY A LITTLE TIGHT
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SCROLLS THROUGH
SEES POST TO END HOMELESS-
NESS
CLICKS AND READS
INFORMATION FOLLOWS LINKS
GETS DISTRACTED
SEES AD FOR HOMELESS-NESS LATER AND CLICKS
SIGNS AND GIVE HER INFO
MONTH LATER, GETS CALL
FROM HOUSE HELPERS
HEARS ABOUT GOOD WORK
THEY DO
IS ASKED TO CONSIDER MONTHLY
DONATION
SAYS SHE WILL DISCUSS
WITH HER HUSBAND
THEY DISCUSS BUT ARE NOT SURE WHERE ALL MONEY
GOES
DECIDES NOT TO SUPPORT AT
THIS TIME
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Journey MappingAs Advertising…
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Looking at yourself – or a competitor?
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Some Key Concepts
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Lifecycle Marketing
You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions.
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Content CreationYou create targeted content that answers your donor's basic questions and needs, and you share that content far and wide.
proprietary and confidential 35
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Personalization & Context
As you learn more about your donors over time, you can better personalize your messages to their specific needs.
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Multi-Channel Presence
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
proprietary and confidential 37
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Applying this model in the NP sector
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Applying this model in the NP sector:who are our personas?Buyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
proprietary and confidential 39
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Digital Outlook Report: why should we care about our personas?
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Map & Improvea. Map Current Journeysb. Improve & Innovatec. Build Infrastructure & Processes to
Succeed
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Sample Journey Plan
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Improve & Innovate: what are our moments that matter?• Identify “moments that matter” for each of your donor personas /
segments• Create content and processes that will help build a deeper bond with
your donor at that moment• Ensure that your communications feel like a journey, not a million
different marketing messages
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Build Infrastructure & Processes: What do we need to do to make this journey happen? • Look at the ‘on stage’ and ‘back
stage’ people and things needed to create your journey
• Review current structure, culture and skills and align to new journey
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On your feet!
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Show and tell – some recent journeys
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Ontario SPCA•Data and Analytics review Psychodemographic and Behavioural Persona Creation
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Ontario SPCAAdopter DonorBranch Walk-in Advocate/DonorWalker SuperWalkerPetsmart Adopter DonorAdvocate Donor
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Adopter Persona:LYNN
Lives in rural community in single family dwelling
Married, no children, 3 dogs, 1 cat
41 years old High school diploma, some
technical training, works as Office Manager in Construction Company
Caucasian, English first language, female
Interests:
proprietary and confidential
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Ontario SPCA• Cross functional cooperation• Capacity building: front line
service staff doing their own internal journey mapping
• Marketing/Fundraising/Front line staff
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Proprietary & Confidential
iAdopt 2014 (Before Journey Mapping)Objective: ‘raise awareness’ about animal adoptions by asking people to submit stories about their positive adoption experiencesTactics: Small social campaign with a ‘submit your story’ ask.Offer: A random winner will be chosen from submissions – winner will be photographed for next year’s campaign creative.Results: • 34 contest submissions
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Proprietary & Confidential
iAdopt 2015 (After Journey Mapping)Objective: Same as 2015, but with added email address acquisition objectiveTactics: New socially integrated toolset and CTA structureOffer: One grand prize, several weekly prizes.Results: • Ongoing, but more than 7000 unique
submissions to date contest submissions
20,500% increase in submissions
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St. Joseph’s Hospital Foundation• Patient journey mapping session
that brought together health centre and foundation staff
• Provided the opportunity for cross department collaboration and buy in from key stakeholders across St. Joe’s
• Valuable exercise to look at the patient experience and the impact on future donor behaviour
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St. Joseph’s Hospital Foundation• With the goal of creating more
philanthropically aware grateful patients, the team collaboratively designed a series of donor-journey centric interventions that will be tested over the next year
• Each test addresses a ‘Moment that Matters’ uncovered through Journey Mapping
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55
• Give your email for access
• Rate your experience
• Follow up email and foundation engagement
• Corporate sponsorship of WiFi
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Ontario SPCA•Data and Analytics review Psychodemographic and Behavioural Persona Creation
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Ontario SPCA•Data and Analytics review Psychodemographic and Behavioural Persona Creation
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Determining Nonprofit Readiness
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1. Cross functional participation2. Readiness and ability to analyze donor data/behaviour/demographics3. Having the technology to execute donor journeys4. A commitment to Lifetime Value fundraising – but sometimes there is low hanging fruit too5. Understanding the channel differences and preferences of donor journeys6. Understanding that some journeys will be of non-donors and some of donors – internal and external7. Knowing how donor journeys fit into strategic plans
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presented by hjc
1. Cross functional participation2. Readiness and ability to analyze donor data/behaviour/demographics3. Openness to generational donor segmentation4. Having the technology to execute donor journeys5. A commitment to Lifetime Value fundraising6. A patience to invest, and wait, for the longer term returns of lifecycle marketing7. Understanding the channel differences of donor journeys8. Ability to use data for personalized, differentiated donor journeys9. Understanding that some journeys will be of non-donors and some of donors10. Knowing how donor journeys fit into strategic plans
Donorjourney.com