Cx journey mapping workshop
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The document describes a workshop on customer journey mapping hosted by Oracle and GovLoop in Washington DC. The workshop provides an introduction to journey mapping, including what it is, when and why to use it, and how to map a customer's journey. It discusses mapping touchpoints, attitudes, needs and redesigning experiences. The goal is to understand customers, identify issues and opportunities, and reimagine experiences to influence behaviors.
Cx journey mapping workshop
- 1. CX Journey Mapping Workshop Oracle & GovLoop. Washington DC, September 6th 2012 Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 2. The New Experience Economy mobile social local Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 3. Fundamentals of a new approach Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 4. { Workshop Agenda } Crash Course in Journey Mapping • What is a journey map? • When to use journey maps? • Why is it important? • How to map a journey • Where to start redesigning an experience Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 5. cus·tom·er jour·ney map …visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization Oracle . CX Strategy & Design Workshop. http://designingcx.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
- 6. PURCHASE RECOMMEND 4 8 SELECT 3 BUY OWN 7 MAINTAIN Market & Sell Support & Serve 1 5 2 6 RESEARCH NEED RECEIVE USE Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 7. Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 8. Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 9. Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 10. When Can Journey Mapping Be Used? • Understanding & diagnosing experiences • Designing experiences (redesign existing, create new) • Implementing (as blue prints) • Communicating (align, train, orient) Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 11. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
- 12. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
- 13. Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 14. { The Experience } Understanding & Reimaging the Patient Experience Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 15. 4. Attitudes 1. Actions On Stage 2. People 3. Things Back Stage Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 16. Evaluate and Prioritize Look for problems and opportunities Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 17. Understand & Empathize Ask 5 Whys. Create Empathy Maps Why? Why? Why? Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 18. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
- 19. Reframe the Problem Use a deep understanding of needs Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 20. Ideate, Prototype, Test Reimaging and redesign the experience Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 21. Redesign Experiences Influence Attitudes to Change Behaviors Influence Influence Influence Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 22. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
- 23. Crash Course in Journey Mapping Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 24. How To Map a Customer’s Journey 1. Select a specific customer to map 4. Add customer attitudes and needs 2. Map a customer’s step-by-step experience 3. Map touch points & systems “on stage” and “back stage” 5. Identify issues & opportunities and dig in Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 25. CX Journey Mapping Tips Getting started… Identify a specific customer (prospects, frustrated customers, extreme users…) Identify key brand attributes (interactions, offerings, promises) Work from point A to B (map upstream and down) Keep it collaborative (use post-it notes, life-size artifacts) Start with assumptions (then validate and gather more data) Focus on moments that matter (start lo-res, use appropriate detail) Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 26. Act on what you discover Routinely reimagine, redesign, redeploy experiences Identify & evaluate areas of opportunity Identify needs & attitudes, challenges, points of action and decision Prioritize experiences worth addressing moments that matter, value exchanges, points of leverage Deploy Prioritize Journey Design experiences around journey needs Mapping design on stage & back stage, influence attitudes to change behaviors Test and validate new experiences confirm new experiences work as expected before scaling them Test Design Deploy and measure against objectives align and equip people processes, and technology in measurable ways Oracle . CX Strategy & Design Workshop. http://designingcx.com
- 27. { Discussion } More journey mapping resources at our new blog: DesigningCX.com Oracle . CX Strategy & Design Workshop. http://designingcx.com