Oracle. CX Journey Mapping Workshop. designingcx.com

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Ethelbert Sims
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3 CX Strategy Design Approach STGIC BUSINESS OBJECTIVES IMPACT ISSUES / OPPORTUNITIES CUSTOMER NEEDS Acquisition Retention Efficiency INNOVATION INSIGHTS Emotional Journey Moment TRENDS & ACCELERATORS Technology, Behavioral, Business Trends

4 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)

{ Our Goals } Offer a hands-on approach to identify the Four I s : Insights clear understanding of customer needs Impact clear focus on the resulting business value

5 { Our Goals } Offer 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

6 Oracle. CX Strategy & Design Workshop. DesigningCX.com

7 Great Engineer Oracle. CX Strategy & Design Workshop. DesigningCX.com

8 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. Oracle. CX Strategy & Design Workshop. DesigningCX.com

9 Sofia Age 6½ Oracle. CX Strategy & Design Workshop. DesigningCX.com

10 { The Experience } Journey Mapping the Patient Experience Oracle. CX Strategy & Design Workshop. DesigningCX.com

Select a specific customer persona to map ATTITUDES AM I REALLY SICK? WISH I WAS AT SCHOOL I M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN T HELP? NO! NO! PLEASE NO!

11 Select a specific customer persona to map ATTITUDES AM I REALLY SICK? WISH I WAS AT SCHOOL I M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN T HELP? NO! NO! PLEASE NO! SOFIA GOES TO INITIAL Behaviors DOCTOR RIDES TO HOSPIT L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ON STAGE EXPERIENCE PEOPLE DOCTOR TAKE- THINGS HOME PACKET MOM CAR CHECKIN NURSE DESK & COMPUT. IMAGING TECH CHART MOM NURSE MRI MACHINE DOCTOR ANESTH. TISSUES NEEDLE & DRUGS IMAGING TECH MRI MACHINE BACK STAGE SUPPORT PEOPLE TECH. WRITER THINGS RESERV. Oracle. CX Strategy & Design Workshop. DesigningCX.com HOSPIT L BLDG MGR ADMIN. PATIENT RECORD DOUG PAGING PATIENT SAFETY TEAM DRUG ROOM IMAGING TECH IMAGING RECORD

12 AM I REALLY SICK? WISH I WAS AT SCHOOL I M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN T HELP? NO! NO! PLEASE NO! 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 DOCTOR MOM CHECKIN NURSE IMPACT IMAGING TECH MOM IMAGING TIME NURSE MORE COST OF DOCTOR DRUGS ANESTH. SIDE EFFECTS IMAGING TECH TAKE- HOME PACKET CAR DESK & COMPUT. CHART MRI MACHINE TISSUES NEEDLE & DRUGS MRI MACHINE TECH. WRITER RESERV. Oracle. CX Strategy & Design Workshop. DesigningCX.com HOSPIT L BLDG MGR ADMIN. EVALUATE & PRIORITIZE PATIENT RECORD DOUG PAGING PATIENT SAFETY TEAM Identify moments that matter for the customer and the organization DRUG ROOM IMAGING TECH IMAGING RECORD

13 NEEDS HAVE SCAN FEEL SAFE AM I REALLY SICK? WISH I WAS AT SCHOOL I M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN T HELP? NO! NO! PLEASE NO! 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 DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM NURSE DOCTOR ANESTH. IMAGING TECH TAKE- HOME PACKET CAR DESK & COMPUT. CHART MRI MACHINE TISSUES NEEDLE & DRUGS MRI MACHINE TECH. WRITER RESERV. Oracle. CX Strategy & Design Workshop. DesigningCX.com HOSPIT L BLDG MGR ADMIN. EXPLORE CUSTOMER NEEDS PATIENT RECORD DOUG PAGING PATIENT SAFETY TEAM Gain deeper understanding of functional and emotional needs DRUG ROOM IMAGING TECH IMAGING RECORD

14 SOFIA EVALUATE & FRAME Re-examine issue / opportunity based on deep customer understanding Oracle. CX Strategy & Design Workshop. DesigningCX.com

15 FEEL SAFE AM I REALLY SICK? WISH I WAS AT SCHOOL I M REALLY NERVOUS THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN T HELP? NO! NO! PLEASE NO! 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 DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM NURSE DOCTOR ANESTH. IMAGING TECH TAKE- HOME PACKET CAR DESK & COMPUT. CHART IDEA: LET S GO CAMPING MRI MACHINE TISSUES NEEDLE & DRUGS MRI MACHINE TECH. WRITER RESERV. Oracle. CX Strategy & Design Workshop. DesigningCX.com HOSPIT L BLDG MGR ADMIN. DESIGN NEW EXPERIENCES PATIENT RECORD DOUG Innovate to influence attitudes and change behaviors PAGING PATIENT SAFETY TEAM DRUG ROOM IMAGING TECH IMAGING RECORD

Great Experience 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.

16 Great Experience 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. Oracle. CX Strategy & Design Workshop. DesigningCX.com

17 AM I REALLY SICK? COOL BACK- PACK! WISH TODAY I WAS COULD AT SCHOOL BE FUN SHE WAS FRIENDLY J THIS I M REALLY PLACE IS NERVOUS NEAT! I LOVE CAMPING! SO FUN! WOW, THAT A LOOKS CAMP- SCARY! FIRE! WILL FEELS IT LIKE HURT I M CAMPING ME?! MUM THIS CAN T ISN T TOO HELP? BAD NO! NO! PLEASE NO! THAT WASN T SO BAD SOFIA GOES TO INITIAL DOCTOR RIDES TO HOSPIT L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE LAYS CRIES & DOWN IN RESISTS MACHINE LISTENS SEES TO DOCTOR FOREST ENTER SOUNDS GOES HAS THROUGH MRI SCAN MRI DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TIME NURSE FEWER NO DRUGS SIDE EFFECTS IMAGING TECH TAKE- HOME PACKET IDEA: CAMP BACKPK CAR IDEA: CAMP GUIDE DESK & COMPUT. CHART MRI MACHINE MRI MACHINE TECH. WRITER RESERV. Oracle. CX Strategy & Design Workshop. DesigningCX.com HOSPIT L BLDG MGR ADMIN. TEST NEW EXPERIENCES PATIENT RECORD IDEA: CAMPING SITE DOUG New attitudes, new behaviours.different result IMAGING TECH IMAGING RECORD

18 SOFIA Attitudes drive Behaviors deliver Results influence experiences Oracle. CX Strategy & Design Workshop. DesigningCX.com

19 @jkembel

20 Journey Mapping Activity

21 28 years old New York City Doesn t own a car Fashion blogger Budget conscious Environmentally minded

22 IS INVITED BY BEST FRIEND TO BE A BRIDESMAID REALIZES CAR RENTALS VERY EXPENSIVE FOR OUT OF TOWN WEDDING DISCOVERS, GETS APP AND BOOKS SPORTY ELECTRIC CAR

23 ARRIVES AND EXPLAINS CAR SHARING TO ADMIRING FRIENDS DRIVING HOME, CAR DIES SUDDENLY ON THE HIGHWAY; PULLS OVER USES APP AND WAITS HOUR FOR SERVICE, RETURNS CAR LATE

24 GETS ABOUT $50 LATE FEE CALLS, ASKS FOR FULL, TOLD TO WAIT FIVE DAYS TO PROCESS CALLS AND DISCOVERS SENT TO WRONG ADDRESS

25 CALLS NEXT DAY, IS TOLD AGAIN 'WE SENT IT' ASKS TO CANCEL MEMBERSHIP TOLD TO CANCEL ONLINE

27 @jkembel

28 Your turn Journey Mapping Activity

29 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELLS FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

30 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

31 Jen 28 years old New York City Doesn t own a car Fashion blogger Budget conscious Environmentally minded

32 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

33 Define the Brand Offering Car sharing network across major US cities, connecting socially responsible car owners and renters GREEN & SOCIALLY RESPONSIBLE Brand attributes Hip, modern and green Convenient and simple Inexpensive

34 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

35 Behavior Line

36 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

37 Onstage Experience FRIEND ( BRIDE ) ROADSIDE SERVICE MECHANIC AGENT 1 WEBSITE iphone APP CAR What: people & things customer comes into direct contact with along the journey Why:gain view of whom & what directly influences the experience

38 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

39 attitudes drive behaviors deliver results influence experiences

Attitudes WOW, THOSE ARE SWEET CARS! @*%#! I CAN T SHOW UP IN A DIRTY CAR! LOOK AT ME!

40 Attitudes WOW, THOSE ARE SWEET I CAN T SHOW UP IN A DIRTY CAR! LOOK AT ME! I LOOK GOOD IN THIS CAR. THIS IS REALLY TERRIFYING. I M STRANDED & DRESSED UP. L8R. THAT S ENOUGH. I M OUT OF HERE. What: what the customer is thinking during each moment in their own words Why: begin to understand met and unmet needs via their feelings & emotions

41 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

42 Backstage Support WEB SITE DESIGNER FLEET MANAGER CRM ANALYST RESERVATION WORKFLOW INCIDENT RECORD What: supporting people & things customer doesn t interact with along the journey Why: understand the ecosystem supporting the On Stage experience

44 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

Evaluate Attitudes WOW, THOSE ARE SWEET CARS! @*%#!

I M OUT OF HERE What:rate positive (green) and negative

45 Evaluate Attitudes WOW, THOSE ARE SWEET I CAN T SHOW UP IN A DIRTY CAR! LOOK AT ME! I LOOK GOOD IN THIS CAR. THIS IS REALLY TERRIFYING. I M STRANDED & DRESSED UP L8R. THAT S ENOUGH. I M OUT OF HERE What:rate positive (green) and negative (red) attitudes Why: visually illustrates the emotional highs and lows during journey

46 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

I M STRANDED & DRESSED UP http://blogs.forrester.

47 Prioritize Focus Moments that Matter Wow OPPORTUNITY Wow Wow Boom! LOOK AT ME! I LOOK GOOD IN THIS CAR. Wow Wow Wow Wow Wow ISSUE Boom! THIS IS REALLY TERRIFYING. I M STRANDED & DRESSED UP boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc

48 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME APPROVE & PROCESS FINALIZE AND SEND INVOICE Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES TELL FRIENDS ABOUT INCREASE REFERAL Build CX Design Canvas Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience IMMEDIATE TEXT TO CUSTOMER Viable INSTANT ON BREAKDOWN CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis EMPOWERED FRONT-LINE

49 Determine Impact INCREASE REFERRAL REDUCE POST PICK-UP CONTACT REDUCE? What: choose financial metric that could be influenced at this moment Why: determines Impact of delivering new experience

50 CX Journey Mapping Process Create Initial Map Evaluate Explore Persona, Brand Attributes, Key Trends Behavior Line GREEN & SOCIALLY RESPONSIBLE On Stage Experience WEBSITE Attitudes & Emotions ALWAYS-ON, SOCIAL & MOBILE CALLS SUPPORT AGENT #1 I CAN T SHOW-UP IN A DIRTY CAR! Back Stage Support WEBSITE DESIGNER RESERVATION Evaluate Attitudes I WILL LOOK SO COOL IN THAT COOL! Prioritize Focus Moment that Matters Determine Impact INCREASE REFERAL Readout &@#! I CAN T SHOW-UP IN A DIRTY CAR! REDUCE We focused here, because Clarify Needs & Drivers DON T SPOIL MEMORIES MOMENT GET FOR LATE CHARGE BE TREATED FAIRLY Examine Capabilities (Roles & Processes) AGENT #1 RECORD INCIDENT DETAILS BILLING CONFIRMS TERMS OF RENTAL Some random words and then some more APPROVE & PROCESS VALIDATE SERVICE DELIVERY RECOMPENSE WASTED TIME Some random words and then some more APPROVE & PROCESS FINALIZE AND SEND INVOICE Some random words and then some more Brainstorm Desired Transformation I TRUST TO ADMIT & FIX MISTAKES I TRUST TO ADMIT & FIX MISTAKES INCREASE REFERAL Build CX Design Canvas Some random words and then some more Brainstorm Innovation MOBILE COUPONS EMPOWERED FRONT-LINE INSTANT ON BREAKDOWN WEDDING PACKAGES Design New Experience Reality Check Feasibl e Desirable Redesign Experience Some random words and then some more IMMEDIATE TEXT TO CUSTOMER Viable WE FOCUSED HERE, BECAUSE... Some random words and then some more INCREASE REFERAL Some random words and then some more Some random words and then some more Some random words and then some more INSTANT ON BREAKDOWN Some random words and then some more CONNECT FIELD SERVICE TO BILLING Meaningful emotional Useable effortless Useful functional Build CX Hypothesis Some random words and then some more EMPOWERED FRONT-LINE

51 @jkembel

Learn Design Execute CX Methodologies CC

learn basic methodology Try Sample persona used

Empathize Educate & Align Apply Identify &

Methodology Test & Pilot Validate & Scale CXJM

a cultural and execution orientated change Test

52 Learn Design Execute CX Methodologies CC Transformation Identify Generic Scenario to learn basic methodology Try Sample persona used on a portion of your lifecycle Understand & Empathize Educate & Align Apply Identify & Innovate Disciplined & Validated Test Methodology Test & Pilot Validate & Scale CXJM KICK-STARTS CC TRANSFORMATIONS Process to drive a cultural and execution orientated change Test & Pilot Validate & Scale Identify & Innovate Understand & Empathize Educate & Align

53 DESIGNINGCX.COM

54 @jkembel