journey mapping: the moment that matters

Journey MappingLinking Customer Experience Theory to Smart Tools for More Personalized and Profitable Constituent Relationships

Michael Johnston, hjc

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

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

…why does it matter? CX

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

“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

…it’s got to go!That 5 year lag

ORACLE® + hjc

Helping Sophia

http://dschool.stanford.edu/student/doug-dietz/

Great Engineer

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.

Sofia

Age 6½

{ The Experience }Journey Mapping the Patient Experience

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

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

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

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

EVALUATE & FRAMERe-examine issue / opportunity based on deep customer understanding

SOFIA

?

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

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

EMILY- 56

- SEMI RETIRED TEACHER

- -MARRIED-A LITTLE BORED

-NEWER TO SOCIAL MEDIA

- MONEY A LITTLE TIGHT

SCROLLS THROUGH

FACEBOOK

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

Journey MappingAs Advertising…

Looking at yourself – or a competitor?

Some Key Concepts

Lifecycle Marketing

You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions.

proprietary and confidential 34

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

Personalization & Context

As you learn more about your donors over time, you can better personalize your messages to their specific needs.

proprietary and confidential 36

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

Applying this model in the NP sector

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

Digital Outlook Report: why should we care about our personas?

Map & Improvea. Map Current Journeysb. Improve & Innovatec. Build Infrastructure & Processes to

Succeed

proprietary and confidential 41

Sample Journey Plan

proprietary and confidential 42

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

proprietary and confidential 43

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

proprietary and confidential 44

On your feet!

Show and tell – some recent journeys

Ontario SPCA•Data and Analytics review Psychodemographic and Behavioural Persona Creation

Ontario SPCAAdopter DonorBranch Walk-in Advocate/DonorWalker SuperWalkerPetsmart Adopter DonorAdvocate Donor

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

Ontario SPCA• Cross functional cooperation• Capacity building: front line

service staff doing their own internal journey mapping

• Marketing/Fundraising/Front line staff

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

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

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

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

55

• Give your email for access

• Rate your experience

• Follow up email and foundation engagement

• Corporate sponsorship of WiFi

Ontario SPCA•Data and Analytics review Psychodemographic and Behavioural Persona Creation

Ontario SPCA•Data and Analytics review Psychodemographic and Behavioural Persona Creation

Determining Nonprofit Readiness

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

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

Oracle . CX Journey Mapping Workshop . designingcx.com

mjohnston@hjcnewmedia.com