How well do you know your customers?

1. Oracle . CX Strategy & Design Workshop
Introductions & Goals
CX Strategy & Design Boot Camp

2. Oracle . CX Strategy & Design Workshop
Empowering CX Strategies
Investing To Help Our Clients Define CX problems & Redesign a New Experience

3. Oracle . CX Strategy & Design Workshop
{ Goals }
• Learn the fundamentals of CX Strategy & Design and how
to catalyze customer experience transformations
• Gain hands-on experience with CX Journey Mapping and
fixing CX gaps, a powerful approach for CX discovery
• Get insight how CX redesign influences your bottom line
business
CX Strategy & Redesign Workshops

4. Oracle . CX Strategy & Design Workshop
Results
CX Redesign
Dina: “this is of great value for our
business, what an experience!”
Heinz: “The hands-on experience is perfect.
This makes me really enthusiastic!”
Hieke: “Very inspiring!”
Roel Van den Bergh: Lead Avalanche

5. Oracle . CX Strategy & Design Workshop
Getting Started with CX Redesign
Program
Goals
CX Strategy & Redesign Methodology
Workshops
3-4 hours
CX Awareness & learning
the Oracle Methodology
Specific CX Strategy & Redesign
Workshop
1-2 days
Working together with you
to define CX Gaps for one
key customer interaction
CX ROI workshop
1,5 day
Creating a business impact
CX ROI for fixing your CX
gaps.
The Workshop Program

6. Oracle . CX Strategy & Design Workshop
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

7. Oracle . CX Strategy & Design Workshop
The Goal: Aligning Brand Promise and Reality
BUY
Market & Sell
OWN
Support & Serve

8. Oracle . CX Strategy & Design Workshop
Today’s Customer Journeys are Complex
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EMAIL
SOCIAL
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
Read Reviews
Comparison Site
Web Search
Ask Facebook Friends
For Recommendations
Visit Retail Store
Chat
Email Order
Confirm w/Rec
Pickup Local Store
Tweet About
Purchase Experience
Ask for Help on
Community Chat Room
Product
Info
Order Online
Kiosk
Change Order
Select Product
Browse
Catalog
Order Online
Call for Info about
Add-on Accessories
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EMAIL
SOCIAL

9. Oracle . CX Strategy & Design Workshop
Broken Journeys drive customers away
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
Read Reviews
Comparison Site
Web Search
Ask Facebook Friends
For Recommendations
Visit Retail Store
Chat
Email Order
Confirm w/Rec
Pickup Local Store
Tweet About
Purchase Experience
Ask for Help on
Community Chat Room
Product
Info
Order Online
Kiosk
Change Order
Select Product
Browse
Catalog
Order Online
Call for Info about
Add-on Accessories
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EMAIL
SOCIAL

10. Oracle . CX Strategy & Design Workshop
Resulting In Significant Business Impact
• Harder to acquire new
customers to drive revenue
• Increasing complexity to
achieve and retain profitable
relationships
• More difficult to leverage and
grow investments efficiently
Creating An Inability to Sustain Grow & Profit
Disruptive Change
Increasing Complexity
Ineffective Execution

11. Oracle . CX Strategy & Design Workshop
Embrace The Opportunity To Change
Through all of your organization
• Gain the confidence to reimaging Customer Experience
• Learn the discipline to find, prioritize and evaluate CX gaps
• Drive innovation to achieve and sustain leadership
Change Your Approach, For A Different Result
Increasing Complexity Ineffective Execution Disruptive Change

12. Oracle . CX Strategy & Design Workshop
BUY
Market & Sell
OWN
Support & Serve
Improving CX 1: Identify and Solve weak points

13. Oracle . CX Strategy & Design Workshop
Improving CX 2: Enable seamless journeys
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EMAIL
SOCIAL
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
Read Reviews
Comparison Site
Web Search
Ask Facebook Friends
For Recommendations
Visit Retail Store
Chat
Email Order
Confirm w/Rec
Pickup Local Store
Tweet About
Purchase Experience
Ask for Help on
Community Chat Room
Product
Info
Order Online
Kiosk
Change Order
Select Product
Browse
Catalog
Order Online
Call for Info about
Add-on Accessories
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EMAIL
SOCIAL
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EMAIL
SOCIAL

14. Oracle . CX Strategy & Design Workshop
Fundamentals of a new approach

15. Oracle . CX Strategy & Design Workshop
experiences
influence
resultsattitudes drive behaviors deliver

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

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

18. Oracle . CX Strategy & Design Workshop

19. Oracle . CX Strategy & Design Workshop
{ The Experience }
Understanding & Reimaging the Patient Experience

20. Oracle . CX Strategy & Design Workshop
1. Actions
2. People
3. Things
OnStage
4. Attitudes
BackStage
5. People
6. Things
Select a specific
customer to map

21. Oracle . CX Strategy & Design Workshop
Evaluate and Prioritize
Look for issues and opportunities

22. Oracle . CX Strategy & Design Workshop
Understand & Empathize
Ask why, create empathy maps
Why?
Why?
Why?

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

24. Oracle . CX Strategy & Design Workshop
Reframe the Problem
Use a deep understanding of needs

25. Oracle . CX Strategy & Design Workshop
Redesign Experiences
Ideate, Prototype, Test

26. Oracle . CX Strategy & Design Workshop
Redesign Experiences
Influence Attitudes to Change Behaviors
Influence
Influence
Influence

27. Oracle . CX Strategy & Design Workshop

28. Oracle . CX Strategy & Design Workshop
Crash Course in Journey Mapping

29. Oracle . CX Strategy & Design Workshop 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

30. Oracle . CX Strategy & Design Workshop
When Can Journey Mapping Be Used?
• Understanding & diagnosing experiences
• Designing experiences (redesign existing, create new)
• Implementing (as blue prints)
• Communicating (align, train, orient)

31. Oracle . CX Strategy & Design Workshop

32. Oracle . CX Strategy & Design Workshop

33. Oracle . CX Strategy & Design Workshop

34. Oracle . CX Strategy & Design Workshop
CX Journey Mapping Tips
Identify a specific customer process
(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)
Getting started…

35. Oracle . CX Strategy & Design Workshop
Act on what you discover
CX
Identify
Prioritize
DesignTest
Deploy
Routinely reimagine, redesign, redeploy experiences
Identify & evaluate areas of opportunity
needs & attitudes, challenges, points of action and decision
Prioritize experiences worth addressing
moments that matter, value exchanges, points of leverage
Design experiences around journey needs
design on stage & back stage, influence attitudes to change behaviors
Test and validate new experiences
confirm new experiences work as expected before scaling them
Deploy and measure against objectives
align and equip people processes, and technology in measurable ways