cx journey mapping workshop - intro & activity 20130920

Oracle . CX Strategy & Design Workshop . DesigningCX.com

CX Journey Mapping Workshop

Oracle :: CX Strategy & Design


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


The Customer Lifecycle

PURCHASE RECOMMEND

MAINTAIN

RESEARCH NEED RECEIVE USE

1

2

3

4

5

6

7

8

SELECT BUY OWN Support & Serve Market & Sell


Fundamentals of Learning a New Approach

One Step at a Time


{ Goals }

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

CX Journey Mapping

http://www.google.com.hk/url?sa=i&rct=j&q=four+eyes+geek&source=images&cd=&cad=rja&docid=aCR79-WpQCu3UM&tbnid=v4NPENwqhBupoM:&ved=0CAUQjRw&url=http://blog.viziooptic.com/page/16/&ei=fh6wUdCkD4islAWywYCIAQ&psig=AFQjCNG2Cp2QxJoVLd-1ZsHn6aLxTpfy-Q&ust=1370583002285326

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


{ The Experience } Journey Mapping the Patient Experience


CREATE INITIAL MAP Attitudes, Behaviors and Experiences


Select a specific customer persona to map


BEHAVIORS


GOES TO INITIAL DOCTOR

RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …

PEOPLE

THINGS ON

STA

GE

EX

PE

RIE

NC

E



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …

DOCTOR MOM CHECKIN NURSE

IMAGING TECH MOM DOCTOR

ANESTH. IMAGING TECH

MRI MACHINE

DESK & COMPUT. CHART CAR

TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

NURSE

TISSUES



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …

ATTITUDES




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

NURSE

TISSUES



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

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




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

NURSE

TISSUES



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



PEOPLE

THINGS

BA

CK

STA

GE

SU

PP

OR

T




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

NURSE

TISSUES



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

NURSE

TISSUES



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization

NURSE

TISSUES



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM


NURSE

TISSUES

IMPACT



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM


NURSE

TISSUES

IMPACT MORE STAFF

COST OF DRUGS

IMAGING TIME

SIDE EFFECTS



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

TISSUES

NURSE

ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

TISSUES

NURSE


NEEDS



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

TISSUES

NURSE


FEEL SAFE

FEEL BETTER NEEDS



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

TISSUES

NURSE


FEEL SAFE

FEEL BETTER NEEDS

Roles & Processes



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

TISSUES

NURSE


FEEL SAFE

FEEL BETTER

TAKE IMAGE

DEVELOP IMAGE

NEEDS

Roles & Processes POSITION PATIENT



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding

NURSE

FEEL SAFE

FEEL BETTER

TISSUES



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding

NURSE

FEEL SAFE

FEEL BETTER

TISSUES

POSITION PATIENT

TAKE IMAGE

DEVELOP IMAGE

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



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

DESIGN NEW EXPERIENCES Influence attitudes to change behaviors

TISSUES

NURSE

FEEL SAFE



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS A SHOT

GOES THROUGH

MRI … … …




MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

SHOT & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR


IMAGING TECH

STAFF PAGING SYSTEM


RESERV. SYSTEM


DRUG ROOM

DESIGN NEW EXPERIENCES Influence attitudes to change behaviors

TISSUES

NURSE

FEEL SAFE

IDEA: LETS GO CAMPING



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GOES THROUGH

MRI … … …


IMAGING TECH MOM IMAGING

TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG IMAGING TECH


RESERV. SYSTEM


…

TEST NEW EXPERIENCES New attitudes, new behaviors….different result

NURSE



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GOES THROUGH

MRI … … …



TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!



TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG IMAGING TECH


RESERV. SYSTEM


IDEA: CAMP GUIDE

…


NURSE

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE … … …



TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG IMAGING TECH


RESERV. SYSTEM


IDEA: CAMP GUIDE

WOW, A CAMP-FIRE!

FEELS LIKE I’M CAMPING

THIS ISN’T

TOO BAD

THIS PLACE

IS NEAT!

TODAY COULD BE FUN

…


NURSE

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE … … …



TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG IMAGING TECH


RESERV. SYSTEM


IDEA: CAMP GUIDE

WOW, A CAMP-FIRE!


THIS ISN’T

TOO BAD

THIS PLACE

IS NEAT!

TODAY COULD BE FUN

LAYS DOWN IN MACHINE

LISTENS TO

CRICKETS …


NURSE

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE … … …



TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG IMAGING TECH


RESERV. SYSTEM


IDEA: CAMP GUIDE

WOW, A CAMP-FIRE!


THIS ISN’T

TOO BAD

THIS PLACE

IS NEAT!

TODAY COULD BE FUN


LISTENS TO

CRICKETS …


NURSE

HAS MRI SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE … … …



TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG IMAGING TECH


RESERV. SYSTEM


IDEA: CAMP GUIDE

WOW, A CAMP-FIRE!


THIS ISN’T

TOO BAD

CAN WE DO IT AGAIN??

THIS PLACE

IS NEAT!

TODAY COULD BE FUN


LISTENS TO

CRICKETS …


NURSE

HAS MRI SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK



RIDES TO

HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI

MACHINE … … …



TECH

MRI MACHINE


TAKE-HOME

PACKET

MRI MACHINE

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUG IMAGING TECH


RESERV. SYSTEM


IDEA: CAMP GUIDE

WOW, A CAMP-FIRE!


THIS ISN’T

TOO BAD

CAN WE DO IT AGAIN??

THIS PLACE

IS NEAT!

TODAY COULD BE FUN


LISTENS TO

CRICKETS …


NURSE

HAS MRI SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK

FEWER STAFF

NO DRUGS

IMAGING TIME ↓

↓ SIDE EFFECTS

Oracle . CX Strategy & Design Workshop . DesigningCX.com 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

Understanding & diagnosing experiences

Designing experiences (redesign existing, create new)

Implementing (as blue prints)

Communicating (orient, train)


@jkembel


{ Part 1 } Finding a car


Jen 28 years old New York City Doesn’t own a car Fashion blogger Budget conscious Environmentally minded


RECEIVES WEDDING

INVITATION


LEARNS THEY HAVE SPORTY

ELECTRIC CARS

CALCULATES IT WILL BE LESS

EXPENSIVE THAN RENTING


CREATES A ZOOMGO ACCOUNT

DOWNLOADS AND OPENS ZOOMGO MOBILE APP ON

HER PHONE


SELECTS A SPORTY

ELECTRIC CAR

(MATCHES HER DRESS)


FINDS ONE HALF MILE FROM HER

APARTMENT

RECEIVES CONFIRMATION

E-MAIL


{ Part 2 } Getting to the wedding


{ Part 3 } Seeking a return


@jkembel


Journey Mapping Activity


Design New Experiences

Brainstorm Innovation

Consider Brand Attributes Select Innovation

New Attitude & Behavior

CX Hypothesis

Evaluate & Prioritize

Evaluate Attitudes

Prioritize Focus

Determine Impact

Readout

Create Initial Map

Create Persona Map Behavior On Stage Experience

Attitudes

Back Stage Support

CX Journey Mapping Process

Drop “line of focus” string

“We focused here, because….”

Add Detail to Understand

Brainstorm Needs

Consider Trends

Define Roles & Processes

Evaluate & Frame Issue or Opportunity

Evaluate Needs

Evaluate Issue / Opportunity

Build CX Design Canvas

INSTANT REBATE DUE TO

BREAKDOWNS






CX Hypothesis


Evaluate Attitudes

Prioritize Focus

Determine Impact

Readout

Create Initial Map


Attitudes

Back Stage Support

CX Journey Mapping Process Add Detail to Understand

Brainstorm Needs

Consider Trends



Evaluate Needs




ROADSIDE SERVICE MECHANIC

ZOOMGO CAR

ON STAGE EXPERIENCE

What: people & things customer comes into direct contact with along the journey

Why: gain view of whom & what directly influences the experience


results


results behaviors deliver


results attitudes drive behaviors deliver


experiences influence

results attitudes drive behaviors deliver


THIS IS REALY FRIGHTENING. I’M STRANDED & DRESSED UP.

ATTITUDES

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


FLEET MANAGER

INCIDENT RECORD SYSTEM

BACKSTAGE SUPPORT

What: supporting people & things customer doesn’t interact with

along the journey

Why: understand the ecosystem supporting the On Stage experience






CX Hypothesis


Evaluate Attitudes

Prioritize Focus

Determine Impact

Readout

Create Initial Map


Attitudes

Back Stage Support


Brainstorm Needs

Consider Trends



Evaluate Needs




EVALUATE ATTITUDES

What: rate positive (green) and negative (red) attitudes

Why: visually illustrates the emotional highs and lows during journey

Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-

boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/

PRIORITIZE FOCUS The Moments that Matter

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cLjVCkOao29ERM&tbnid=pjyOSJrHTOD_UM:&ved=0CAUQjRw&url=http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc&ei=hQcqUtrTC8n22AWXzoDICQ&bvm=bv.51773540,d.aWc&psig=AFQjCNFH5SI_OsfobSslJ7HCSb7lHK-8dQ&ust=1378572516936060


Business Impact Area influenced by a Moment Driving Revenue (Simple formula)

Traffic x Conversion rate = # of Customers

# of Customers x Frequency = Purchases per Year

Units per Transaction (UPT)

x Average Selling Price (ASP) = Average Order Value (AOV)

Purchases per Year x Average Order Value (AOV) = Gross Revenue

Gross Revenue - Returns+ Cost of Loyalty Program (Discount)

= Net Revenue


Net Sales $ 2,292,149 1.1% $ 2,397,924 1.1% $ 2,478,936 1.1%

(Cost of Good Sold) $ 884,769 0.8% $ 916,434 0.8% $ 940,499 0.8%

Gross Income $ 1,407,379 1.4% $ 1,481,489 1.4% $ 1,538,437 1.4%

Selling Expenses (COS&A) $ - 0.0% $ - 0.0% $ - 0.0%

General (COR) $ - 0.0% $ - 0.0% $ - 0.0%

Administrative $ - 0.0% $ - 0.0% $ - 0.0%

Delta Income StatementYear 1 Year 2 Year3

Operating Income / Profit $ 1,407,379 3.7% $ 1,481,489 3.5% $ 1,538,437 3.4%

9.00% 9.00% 9.00%Unit Return Rate % 9.00%

10.00% 10.00% 10.00%Unit Return Rate % 10.00%Current State

Future State

What could be the Impact if the Experience changes ?


INCREASE REFFERAL

RATE

DETERMINE IMPACT

What: chose financial metric that could be influenced at this moment

Why: determines Impact of delivering new experience

?


@jkembel






CX Hypothesis


Evaluate Attitudes

Prioritize Focus

Determine Impact

Readout

Create Initial Map


Attitudes

Back Stage Support

CX Journey Mapping Process

Drop “line of focus” string

“We focused here, because….”

Add Detail to Understand

Brainstorm Needs

Consider Trends



Evaluate Needs




“I want to buy a digital

camera”

“So I can capture and share

special moments”

“Because I fear that I will

lose them forever”

“I want to make the

right choice between

these two cameras”

(Select)

Emotional Need What motivates me

Moment (s) Need (s) What task am I trying to

complete now Journey Need

What am I trying to get done overall

“So I don’t make

a bad decision

I will regret”

“..and look stupid

to my friends” Why ? Why ?

Why ?

Why ?

“Because they are

growing so quick and will

leave me soon” Why ?

“..and feel inferior

to them ” Why ?

BRAINSTORM NEEDS Getting to Emotional Needs


BRAINSTORM MOMENT AND EMOTIONAL NEEDS

What: needs at the moment that matters and emotional relevance

Why: solving for emotional needs is powerful


TRENDS & ACCELERATORS

Political

Economic

Social

Technology

Legal

Environmental

What: macro factors outside company’s control

Why: awareness of inhibiting/supporting factors


DEFINE ROLES & PROCESSES

What: uncover the intended role & processes of the people & things

Why: describes current state of onstage & backstage roles & processes


@jkembel






CX Hypothesis


Evaluate Attitudes

Prioritize Focus

Determine Impact

Readout

Create Initial Map


Attitudes

Back Stage Support


Brainstorm Needs

Consider Trends



Evaluate Needs




EVALUATE NEEDS

What: were the customer’s needs met at this moment?

Why: identifies needs worth fulfilling


EVALUATE ROLES & PROCESSES

What: were roles / processes performed properly to meet Jen’s needs?

Why: identifies Issue or Opportunity areas worth solving


STRATEGIC BUSINESS OBJECTIVES

Acquisition Retention Efficiency

IMPACT ISSUES /

OPPORTUNITIES

CUSTOMER NEEDS

Emotional Journey Moment

INNOVATION INSIGHTS

TRENDS & ACCELERATORS Technology, Behavioral, Business Trends

CX Strategy Design Approach


@jkembel






CX Hypothesis


Evaluate Attitudes

Prioritize Focus

Determine Impact

Readout

Create Initial Map


Attitudes

Back Stage Support


Brainstorm Needs

Consider Trends



Evaluate Needs




BRAINSTORM INNOVATION

What: brainstorm new experiences to meet customer needs, considering

current issue or opportunity

Why: volume of ideas that fulfill needs at the moment that matters


BREAKDOWNS


Consider Your Organization’s Brand Attributes

Useful (function) Usable (effort) Meaningful (emotion)

• Features

• Price

• Selection

• Convenient

• Easy

• Intuitive

• Stylish

• Reputable

• Trusted

What a product / service

offers customers functionally

How easy is it to engage an

organization and it’s offerings

How meaningful experiences

are at an emotional level

Desirable experiences are made up of 3 categories of attributes


SELECT INNOVATION

What: select one idea (or several related ideas) to prototype and test

Why: to build a hypothesis to test for more Insight


BREAKDOWNS


DETERMINE NEW ATTITUDES AND BEHAVIORS

What: imagine what the customer would say after your new experience

and the expected behaviors that would follow

Why: to understand your expected Impact of Innovation


WE BELIEVE

{description of the new experience }

WILL SOLVE

{customer needs & organization’s issue/opportunity }

ENABLED BY

{ full solution: people + processes + technology }

RESULTING IN

{new attitude/ behavior / result }


BREAKDOWNS

IMMEDIATE TEXT TO CUSTOMER

(M) GET REFUND FROM THE LATE FEE & RESERVATION


WE BELIEVE

{description of the new experience }

WILL SOLVE

{customer needs & organization’s issue/opportunity }

ENABLED BY

{ full solution: people + processes + technology }

RESULTING IN

{new attitude/ behavior / result }

That an Instant Refund program due to breakdowns

Jen believing that we are a company that solves our mistakes quickly resulting in Jen renting from us again, producing higher retention by 10 basis points = $1.45 M incremental revenue

Jen’s need for timely refunds and not feeling like being taken advantage of by our inability to process refunds

Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately


BREAKDOWNS

IMMEDIATE TEXT TO CUSTOMER

(M) GET REFUND FROM THE LATE FEE & RESERVATION


@jkembel


DESIGNINGCX.COM


I LIKE _______

HOW TO _______

Workshop Retrospective


@jkembel