oracle . cx strategy & design workshop . designingcx · oracle . cx strategy & design...

Oracle . CX Strategy & Design Workshop . DesigningCX.com


CX Journey Mapping CX Strategy & Design

Emmanuel Ledrich, Oracle CX Sales Consultant

[email protected] / +41 79 715 35 97


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

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SELECT BUY OWN Support & Serve Market & Sell


{ 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


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 … … …

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

DOUG PATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

BEHAVIORS

ATTITUDES

PEOPLE

THINGS ON

STA

GE

EX

PE

RIE

NC

E

PEOPLE

THINGS

BA

CK

STA

GE

SU

PP

OR

T

Select a specific customer persona to map

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

CREATE INITIAL MAP Attitudes, Behaviors and Experiences



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

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

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

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

IDEA: LET’S 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


IDEA: CAMP GUIDE

WOW, A CAMP-FIRE!

FEELS LIKE I’M CAMPING

THIS ISN’T

TOO BAD

CAN WE DO IT AGAIN??

THIS PLACE

IS NEAT!

TODAY COULD BE FUN

LAYS DOWN IN MACHINE

LISTENS TO

CRICKETS …

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

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)


Next Journey Mapping Workshops

• May 15, 2014 – Oracle Geneva - World Trade Center II

• More info : http://designingcx.com/

http://designingcx.com/


@jkembel

oracle . cx strategy & design workshop . designingcx · oracle . cx strategy & design...

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