Oracle. CX Strategy & Design Workshop. DesigningCX.com

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2 CX Journey Mapping CX Strategy & Design Emmanuel Ledrich, Oracle CX Sales Consultant /

3 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.

4 The Customer Lifecycle PURCHASE 4 RECOMMEND 8 SELECT 3 BUY OWN Market & Sell 1 5 Support & Serve 7 MAINTAIN 2 6 RESEARCH NEED RECEIVE USE

5 { Goals } CX Journey Mapping Learn a hands-on approach to identify the Four Eyes : 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

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9 { The Experience } Journey Mapping the Patient Experience

10 BACK STAGE SUPPORT ON STAGE EXPERIENCE Select a specific customer persona to map ATTITUDES AM I SICK? WISH I WAS AT SCHOOL I M NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! CAN T HELP? NO! NO! PLEASE NO! GOES TO INITIAL BEHAVIORS RIDES TO CHECKS IN WALKS TO CRIES & RESISTS ENTER GETS A SHOT GOES THROUGH PEOPLE CHECKIN ANESTH. TAKE- THINGS HOME PACKET CAR DESK & COMPUT. CHART TISSUES SHOT & DRUGS. WRITER PEOPLE RESERV. THINGS BLDG MGR ADMIN. CREATE INITIAL MAP Attitudes, Behaviors and Experiences DOUG STAFF PAGING SAFETY TEAM DRUG

11 AM I SICK? WISH I WAS AT SCHOOL I M NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! CAN T HELP? NO! NO! PLEASE NO! GOES TO INITIAL RIDES TO CHECKS IN WALKS TO CRIES & RESISTS ENTER GETS A SHOT GOES THROUGH CHECKIN IMPACT TIME MORE STAFF COST OF DRUGS ANESTH. SIDE EFFECTS TAKE- HOME PACKET CAR DESK & COMPUT. CHART TISSUES SHOT & DRUGS. WRITER RESERV. BLDG MGR ADMIN. EVALUATE & PRIORITIZE DOUG STAFF PAGING SAFETY TEAM Identify moments that matter for the customer and the organization DRUG

12 AM I SICK? NEEDS WISH I WAS AT SCHOOL I M NERVOUS FEEL BETTER THAT LOOKS SCARY! FEEL SAFE WILL IT HURT ME?! CAN T HELP? NO! NO! PLEASE NO! GOES TO INITIAL RIDES TO CHECKS IN WALKS TO CRIES & RESISTS ENTER GETS A SHOT GOES THROUGH CHECKIN ANESTH. TAKE- HOME PACKET. WRITER RESERV. CAR BLDG MGR DESK & COMPUT. ADMIN. CHART Roles & Processes ADD DETAIL TO UNDERSTAND DOUG STAFF PAGING POSITION SAFETY TEAM TISSUES TAKE IMAGE DRUG SHOT & DRUGS DEVELOP IMAGE Gain deeper understanding of needs, and how those needs are fulfilled

13 AM I SICK? WISH I WAS AT SCHOOL I M NERVOUS FEEL BETTER THAT LOOKS SCARY! FEEL SAFE WILL IT HURT ME?! CAN T HELP? NO! NO! PLEASE NO! GOES TO INITIAL RIDES TO CHECKS IN WALKS TO CRIES & RESISTS ENTER GETS A SHOT GOES THROUGH CHECKIN ANESTH. TAKE- HOME PACKET. WRITER RESERV. CAR BLDG MGR DESK & COMPUT. ADMIN. CHART DOUG STAFF PAGING SAFETY TEAM DRUG SHOT & DRUGS EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding POSITION TISSUES TAKE IMAGE DEVELOP IMAGE

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15 FEEL SAFE AM I SICK? WISH I WAS AT SCHOOL I M NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! CAN T HELP? NO! NO! PLEASE NO! GOES TO INITIAL RIDES TO CHECKS IN WALKS TO CRIES & RESISTS ENTER GETS A SHOT GOES THROUGH CHECKIN ANESTH. TAKE- HOME PACKET. WRITER CAR BLDG MGR DESK & COMPUT. ADMIN. CHART DESIGN NEW EXPERIENCES Influence attitudes to change behaviors RESERV. IDEA: LET S GO CAMPING DOUG STAFF PAGING SAFETY TEAM TISSUES DRUG SHOT & DRUGS

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17 AM I SICK? WISH TODAY I WAS COULD AT SCHOOL BE FUN THIS I M PLACE NERVOUS IS NEAT! THAT WOW, A LOOKS CAMP- SCARY! FIRE! WILL FEELS IT LIKE HURT I M CAMPING ME?! THIS CAN T ISN T TOO HELP? BAD NO! NO! PLEASE NO! CAN WE DO IT AGAIN?? GOES TO INITIAL RIDES TO CHECKS IN WALKS TO LAYS CRIES & DOWN IN RESISTS LISTENS CRICKETS ENTER GOES HAS THROUGH SCAN CHECKIN TIME FEWER STAFF NO DRUGS SIDE EFFECTS TAKE- IDEA: HOME CAMP PACKET BACKPK. WRITER RESERV. CAR BLDG MGR IDEA: CAMP DESK & GUIDE COMPUT. ADMIN. CHART TEST NEW EXPERIENCES IDEA: CAMPING SITE DOUG New attitudes, new behaviors.different result

18 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)

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20 Next Journey Mapping Workshops May 15, 2014 Oracle Geneva - World Trade Center II More info :

21 @jkembel