CUSTOMER JOURNEY Der Weg des Kunden zum Produkt umspannt Touchpoints in Online, Mobile, In-Store, Kundencenter, sozialen Netzen, Werbung im TV, Print, auf Plakaten, im Radio – einfach gesagt: Er sieht alles und das überall. Wie man dem Konsumenten trotzdem ein sinnvolles Bild der Marke gibt und ein unverwechselbares Angebot schafft. Wir begleiten den Konsumenten auf seinem Weg zum Kauf. Matthew has a consistent record of under-achievement. His professional incompetence, intellectual torpor and general sloth are complemented by appalling communication skills. He is widely regarded as the most dysfunctional and unpopular member of any team he has ever worked in. Through a combination of incompetence and corruption on the part of the admissions board, he was elected to a scholarship at Magdalen College Oxford, where he read English and Modern Languages. His undistinguished academic career was a surprise and disappointment to all except those who knew him. His initial career in the textile industry was marked by a series of over-hyped marketing transformation initiatives, which delivered no business value and alienated customers and employees alike. On the back of these disastrous projects, there was nowhere to hide but the software industry. His subsequent career in software has been one of spectacular failure and meteoric descent. In a series of ill-judged and unimaginative moves, he has helped destroy the value of marketing applications right across the industry. It is difficult to gauge which has been less impressive, his time in product management or in presales consulting. At every level, he has exuded arrogance and incompetence. His promotion to Vice President at Oracle in December 2011 was welcomed by close colleagues as ‘an utter travesty’ and hailed as ‘a clear mistake’. With his new broader focus on Customer Experience Management solutions, across a wide range of industries – encompassing all of Oracle applications and technologies – he has the opportunity to wreak havoc on a truly global scale. It is a worrying new juncture in a dismal career. Matthew’s self-knowledge is his only redeeming feature.

1. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Why Journey Mapping?
Exploring the Moments that Matter
Matthew Banks
Senior Director
Customer Experience Solutions

2. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Significant Investment
London
Amsterdam
New York
Rome
Paris
Lisbon
Johannesburg
San Francisco
Madrid
Brussels
Sydney
Singapore
Philippines
Sao Paolo
Tel Aviv
Vienna
Dubai

3. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX

4. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX

5. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX

6. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Technology Explosion
Cloud
Mobile
Social Data
2 BILLION people covered
by high-speed data networks
340,000,000,000,000 IP &
mac addresses in 2012
Enterprise tablet adoption grew 133% in 2012
100 terabytes uploaded
everyday to facebook
+35 million
apps are downloaded from the internet everyday
$2bn: the additional revenue an average fortune 1000
could expect if it increased usability of its data by 10%
60% growth in
data annually
4700 app downloads
from Apple per minute
1 mile: range of latest super wifi
Twitter is growing at a rate of
12 accounts per second
87% of the world’s
population are now
mobile subscribers
¥€$
2x Profit growth from Big Data
2.8 $billion spend on gamification by 2015
75% of internet users now
have a social profile
59% of senior execs prefer
watching video to reading text

7. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Changing Behaviour
Always Sharing
Always Connected Always Aware

8. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Rising Expectations
More Access
More Options More Influence

11. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Rising Expectations
More Access
More Options More Influence
Inspire Me
Reward Me
Engage Me Recognise Me
Empower Me
Serve Me
Me Here Now
Not So Simple
STOP! WAIT!

12. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Beyond Transactions

13. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Web
Mobile
Social
In-store
Kiosks
NEED / RESEARCH SELECT PURCHASE
MAINTAIN /
RECOMMEND
RECEIVE / USE
Contact
Beyond Channels

14. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Massive Disruption
Media Fragmentation
Commoditization Global Competition

15. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Brand Dislocation
Here
Me Now
26%
of consumers now post
negative comments to social
sites after a bad experience.*
86%
of customers now stop doing
business with an organization
after one bad experience.*
How to Respond?

16. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
The Promise of Technology?
More Expectations
Digital Content
Social Networking
Smart Fulfilment
Core Interactions
Marketing & Promotions
Sales & Commerce
Service & Support
Inspire Me
Reward Me
Engage Me Recognise Me
Empower Me
Serve Me
moments of truth
lifetime of value
Me Here Now!

17. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
The Promise of Technology?
Core Interactions More Expectations
moments of truth
lifetime of value
“how we interact” “how we bond”
Digital Content
Marketing & Promotion
Sales & Commerce Social Engagement
Fulfilment & Supply
Service & Support
Your Brand

18. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
The Promise of Technology?
Core Interactions More Expectations
moments of truth
lifetime of value
“how we interact” “how we bond”
Digital Content
Marketing & Promotion
Sales & Commerce Social Engagement
Fulfilment & Supply
Service & Support
Your Brand
Intelligent
Pervasive
Infrastructure-enabled
Agile Integration
Extreme Performance
Everything Mobile
Adaptable Processes
Big Data, Fast Data
Real Time Decisions
Single Customer View
Comprehensive Insight
Industry-specific
Execution & Differentiation

19. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
The Promise of Technology?

20. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Brand Imperative
Here
Me Now

21. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX

22. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX

23. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
It’s Good For Oracle
Core Interactions More Expectations
moments of truth
lifetime of value
“how we interact” “how we bond”
Digital Content
Marketing & Promotion
Sales & Commerce Social Engagement
Fulfilment & Supply
Service & Support
Your Brand
SOLUTIONS
small enough to deploy
simple enough
to understand & adopt
CAPABILITIES
big enough to matter
distinctive enough
to set me apart
Intelligent
Pervasive
Infrastructure-enabled
Agile Integration
Extreme Performance
Everything Mobile
Adaptable Processes
Big Data, Fast Data
Real Time Decisions
Single Customer View
Comprehensive Insight
Industry-specific
Execution & Differentiation

24. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
It’s Good For Our Customers

25. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Measuring Financial Impact
Attributes of Successful Customer Experience
Useful
Simple
Engaging How distinctive and enjoyable?
How straightforward?
How relevant?

26. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Measuring Financial Impact
Attributes of Successful Customer Experience
Useful?
Simple?
Engaging?
Meets Needs...
Easy to work with...
Enjoyable...

27. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Measuring Financial Impact
Attributes of Successful Customer Experience

28. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Measuring Financial Impact
Attributes of Successful Customer Experience
Share Price
5 Year Performance

29. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Measuring Financial Impact
Attributes of Successful Customer Experience
repeat purchase
advocacy
promiscuity

30. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Where do I start?
Here
Me Now

31. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX

32. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX

33. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
cus·tom·er jour·ney map
…visually illustrates customers’
processes, needs, & perceptions
throughout their interaction and
relationship with an organization
taking a customer perspective
to understand and to innovate

34. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
This is Doug

35. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
This is Doug’s Baby

36. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
This is Sophia

37. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Empathy
{ The Experience }
Understanding & Reimaging the Patient Experience

38. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Mapping The Journey
1. Actions
2. People
3. Things
On
Stage
4. Attitudes
Back
Stage
5. People
6. Things
Select a specific
customer to map

39. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Evaluate and Prioritize

40. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Understand and Empathize
Why?
Why?
Why?

41. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Reframe and Redesign

42. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Reframe and Redesign
Influence
Influence
Influence

43. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Reframe and Redesign
The Result?
A New Experience

44. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
cus·tom·er jour·ney map
…visually illustrates customers’
processes, needs, & perceptions
throughout their interaction and
relationship with an organization
taking a customer perspective
to understand and to innovate

45. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
cus·tom·er jour·ney map

46. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
cus·tom·er jour·ney map

47. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
cus·tom·er jour·ney map

48. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
cus·tom·er jour·ney map
• Identify a specific customer
(prospects, frustrated customers, extreme users…)
• Identify key brand attributes
(interactions, offerings, promises)
• Work from point A to B
(map up-stream and down-stream)
• 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 ‘low-resolution’, add only appropriate detail)

49. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Workshop feedback

50. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX

51. Innovation – Insights – Interaction
T8 Matthew Banks, Oracle, CX Journeys.PPTX
Why Journey Mapping?
Exploring the Moments that Matter
Matthew Banks
Senior Director
Customer Experience Solutions