My iteration based on the excellent publicly available resources. Includes a hypothetical journey of a typical user. Speakers notes should "speak" for themselves. Though I highly recommend the TED talk by Dough Dietz as appetizer.
5. What is the customer
maturity level?
And how does that challenge security, integration, (re)use etc.
6. How experience
and result interact
Acquisition, retention and efficiency
are directly related to the customer
journey
7. 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”
8.
9. Reality is not always easy
•
Why is this not working on my device?
•
I have no clue how to achieve what I want?
•
Didn’t I fill this out already?
•
Why is there no App for that?
•
Have they still not fixed that bug?
•
Anyone alive at the support desk?
13. Customer Journey
• 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
(Re)design solutions that deliver
both customer and
organisational value
18. Focus on “Moments that Matter”
SIBLE
POS
ISSUE
SIBLE Y
POS
T
TUNI
PPOR
O
19.
20. Create an initial map
Attitudes, behaviours and experiences
Select a specific customer
AM I
persona to map
REALLY
ATTITUDES
SICK?
…
I’M
REALLY
NERVOUS
…
ON STAGE
EXPERIENCE
GOES TO
RIDES TO
INITIAL
BEHAVIORS HOSPIT’L
DOCTOR
DOCTOR
PEOPLE
MOM
TAKEHOME
THINGS
PACKET
TECH.
PEOPLE
WRITER
RESERV.
THINGS
SYSTEM
CHECKS
IN
CHECKIN
NURSE
CAR
BACK STAGE
SUPPORT
SOFIA
WISH I
WAS AT
SCHOOL
HOSPIT’L
BLDG
MGR
DESK &
COMPUT.
SYSTEM
ADMIN.
PATIENT
RECORD
SYSTEM
WALKS
TO MRI
ROOM
IMAGING
TECH
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
SEES MRI
MACHINE
CRIES &
RESISTS
MOM
NURSE
DOCTOR
ANESTH.
MRI
MACHINE
TISSUES
CHART
DOUG
MOM
CAN’T
HELP?
…
SEES
DOCTOR
ENTER
PATIENT
SAFETY
TEAM
STAFF
PAGING
SYSTEM
NO! NO!
PLEASE
NO!
GETS A
SHOT
GOES
THROUG
H MRI
IMAGING
TECH
SHOT &
DRUGS
MRI
MACHINE
IMAGING
TECH
DRUG
ROOM
IMAGING
RECORD
SYSTEM
21. Evaluate and prioritise
Find moments that matter
AM I
REALLY
SICK?
ON STAGE
EXPERIENCE
…
DOCTOR
BACK STAGE
SUPPORT
SOFIA
GOES TO
INITIAL
DOCTOR
TECH.
WRITER
TAKEHOME
PACKET
RESERV.
SYSTEM
WISH I
WAS AT
SCHOOL
I’M
REALLY
NERVOUS
…
RIDES TO
HOSPIT’L
MOM
CHECKS
IN
IMPACT
CHECKIN
CAR
HOSPIT’L
BLDG
MGR
NURSE
DESK &
COMPUT.
SYSTEM
ADMIN.
PATIENT
RECORD
SYSTEM
WALKS
TO MRI
ROOM
IMAGING
TECH
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
SEES MRI
MACHINE
CRIES &
RESISTS
MOM
CAN’T
HELP?
…
SEES
DOCTOR
ENTER
NO! NO!
PLEASE
NO!
GETS A
SHOT
GOES
THROUG
H MRI
IMAGING
MORE
COST OF
SIDE
IMAGING
TIME
DRUGS EFFECTS
NURSE STAFF DOCTOR
MOM
ANESTH.
MRI
MACHINE
CHART
DOUG
TISSUES
PATIENT
SAFETY
TEAM
STAFF
PAGING
SYSTEM
TECH
SHOT &
DRUGS
MRI
MACHINE
IMAGING
TECH
DRUG
ROOM
IMAGING
RECORD
SYSTEM
22. Add detail
Deeper understanding of needs
FEEL
BETTER
NEEDS
AM I
REALLY
SICK?
ON STAGE
EXPERIENCE
SOFIA
GOES TO
INITIAL
DOCTOR
…
DOCTOR
TAKEHOME
PACKET
WISH I
WAS AT
SCHOOL
I’M
REALLY
NERVOUS
…
RIDES TO
HOSPIT’L
MOM
CHECKS
IN
CHECKIN
NURSE
DESK &
COMPUT.
CAR
WALKS
TO MRI
ROOM
IMAGING
TECH
BACK STAGE
SUPPORT
RESERV.
SYSTEM
HOSPIT’L
BLDG
MGR
SYSTEM
ADMIN.
PATIENT
RECORD
SYSTEM
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
SEES MRI
MACHINE
CRIES &
RESISTS
MOM
NURSE
DOCTOR
ANESTH.
MRI
MACHINE
TISSUES
CHART
Roles & Processes
TECH.
WRITER
FEEL
SAFE
TAKE
IMAGE
DOUG
MOM
CAN’T
HELP?
…
NO! NO!
PLEASE
NO!
SEES
DOCTOR
ENTER
PROCES
IMAGE
PATIENT
GOES
THROUG
H MRI
IMAGING
TECH
SHOT &
DRUGS
MRI
MACHINE
?
IMAGING
TECH
SAFETY
TEAM
STAFF
PAGING
SYSTEM
GETS A
SHOT
DRUG
ROOM
IMAGING
RECORD
SYSTEM
24. Design new experiences
Influence attitude to change behaviour
FEEL
SAFE
AM I
REALLY
SICK?
ON STAGE
EXPERIENCE
SOFIA
GOES TO
INITIAL
DOCTOR
…
DOCTOR
TAKEHOME
PACKET
WISH I
WAS AT
SCHOOL
I’M
REALLY
NERVOUS
…
RIDES TO
HOSPIT’L
MOM
CHECKS
IN
CHECKIN
NURSE
CAR
DESK &
COMPUT.
WALKS
TO MRI
ROOM
IMAGING
TECH
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
SEES MRI
MACHINE
CRIES &
RESISTS
MOM
NURSE
DOCTOR
ANESTH.
MRI
MACHINE
TISSUES
CHART
MOM
CAN’T
HELP?
…
SEES
DOCTOR
ENTER
NO! NO!
PLEASE
NO!
GETS A
SHOT
GOES
THROUG
H MRI
IMAGING
TECH
SHOT &
DRUGS
MRI
MACHINE
BACK STAGE
SUPPORT
IDEA:
CAMPING
TECH.
WRITER
RESERV.
SYSTEM
HOSPIT’L
BLDG
MGR
SYSTEM
ADMIN.
PATIENT
RECORD
SYSTEM
DOUG
PATIENT
SAFETY
TEAM
STAFF
PAGING
SYSTEM
IMAGING
TECH
DRUG
ROOM
IMAGING
RECORD
SYSTEM
25.
26. Test new experiences
New attitudes, new behaviour.. different
result
SHE WAS
FRIENDLY
☺
COOL
BACKPACK!TODAY
COULD
WISH I
BE FUN
WAS AT
AM I
REALLY
SICK?
ON STAGE
EXPERIENCE
…
TECH.
WRITER
SCHOOL
IDEA:
CAMP
TAKEBACKPK
HOME
PACKET
RESERV.
SYSTEM
NERVOUS
…
RIDES TO
HOSPIT’L
DOCTOR
BACK STAGE
SUPPORT
SOFIA
GOES TO
INITIAL
DOCTOR
THIS
PLACE
I’M
IS NEAT!
REALLY
MOM
CHECKS
IN
CHECKIN
NURSE
CAR
HOSPIT’L
BLDG
MGR
IDEA:
CAMP
GUIDE
DESK &
COMPUT.
SYSTEM
ADMIN.
PATIENT
RECORD
SYSTEM
WALKS
TO MRI
ROOM
IMAGING
TECH
CHART
I LOVE
CAMPING!
SO FUN!
WOW, A
CAMPTHAT
FIRE!
LOOKS
SCARY!
SEES MRI
MACHINE
FEELS
LIKE I’M
WILL IT
CAMPIN
HURT
G
ME?!
LAYS
CRIES &
DOWN IN
RESISTS
MACHINE
IMAGING
TIME ↓
MOM
IDEA:
CAMPING
SITE
DOUG
THIS
ISN’T
MOM
TOO BAD
CAN’T
HELP?
…
LISTENS
SEES
TO
DOCTOR
CRICKETS
ENTER
FEWER
STAFF
NO
DRUGS
NURSE
TISSUES
GETS A
SHOT
PATIENT
SAFETY
TEAM
STAFF
PAGING
SYSTEM
HAS
GOES
MRI
THROUG
H MRI
SCAN
↓ SIDE
EFFECTS
DOCTOR
ANESTH.
MRI
MACHINE
NO! NO! CAN WE
PLEASE DO IT
NO! AGAIN??
IMAGING
TECH
SHOT &
DRUGS
MRI
MACHINE
IMAGING
TECH
DRUG
ROOM
IMAGING
RECORD
SYSTEM
29. How to map a
customers journey
• Select a specific customer to
map
• Map the users step by step
experience [green]
• Map the touch points [red] &
systems [blue] “on stage”
• Map the touch points [red] &
systems [blue] “back stage”
• Add customer attitudes and
needs [yellow]
• Identify opportunities and dig in
30. Focus on “Moments that Matter”
I’m really
scared
SIBLE
POS
SSUE
I
If I lie still
the fish will
jump over
me
Hint 1
SIBLE Y
POS
UNIT
PORT
OP
31. Focus on “Measurable Impact” (KPI)
I’m really
scared
SIBLE
POS
SSUE
I
IMAGING
TIME ↓
FEWER
STAFF
NO
DRUGS
If I lie still
the fish will
jump over
me
↓ SIDE
EFFECTS
Hint 2
SIBLE Y
POS
UNIT
PORT
OP
32. Hint 3
Focus on goal and
driver of the user
What is the goal of the journey?
What is the goal of the task?
What is the inherit driver?
Rational and emotional?
34. Hint 4
Act on what you
discover
Identify and evaluate opportunities
Prioritise those worth addressing
Design experiences for journey needs
Test and validate new experiences
Deploy and measure against KPI
GET
SCAN
EXCITED
TO GO
FEEL
SAFE
HAPPY
SUBDUE
PATIENT
DRUG
COST
COMPETI
TION IN
HEALTH
CARE
THROUGH
PUT +
35. Hint 5
“I love it when a plan comes together”
Turning the MRI into a
campsite
Sophie’s need to fill
safe
Backpack, camping gear,
stickers,
CD with cricket sounds
Sophie’s getting through scans
faster and
happier, getting 200% more scans
done
51. How to map a
customers journey
1. Map the touch points [red] & systems
5 min [blue] “on stage”
2. Add customer attitudes and needs
5 min [yellow]
3. Map the touch points [red] & systems
2 min [blue] “back stage”
4.
5 min
5.
2 min
6.
5 min
Identify opportunities and issues
Attach KPI
Come up with an innovation
[purple]
7. Map the changed experience [orange]
5 min
8. Map the changed benefits [green]
5 min
Software product companies are challenged to deliver more Apps, faster with more performance. Accelleration on all axis means exponential growth rather than linear
Consumer expectations have grown exponentially
The average user seems to resemble Waldorf and Stadler - Clueless but still they are our beloved customer
Their experience with the product and brand results in the acquisition and retention of new purchases. The circle can be short cut too: e.g. from need to buy
So what is customer experience? See a famous brand which is known to think in lifecycle rather than production, all aspects must fit
But do you want to know the real story? are you ready for the truth of what your customers are experiencing?
So in real life:
And this has a huge impact for us as supplier of those products
Let’s start with result, it’s what we all want to achieve. Behaviour of our customers delivers this result, and behaviour is driven by Attitude (e.g. bad experiences using Windows drove me to..) So how do we change the attitude of our customer? by having new experiences.
It’s not a matter of throwing resources at your problem, it;s about hitting the right spot with your customer.
I know you are eager to get started, so we’ll follow 4 steps
Technique developed by Dough, Industrial designer at GE for MRI scanners, goes to hospital, sees his baby in action (excited, does a little dance)
Here’s the machine, very accurate, high performance, ecstatic design. About 9M$ and it’s at Standford Medical. So he goes into the observation room and in comes the little girl called Sofie
Sofie needs a scan of her leg, moment she sees the device, bursts into tears. Needs to be sedated, call in an anesthetist, happens in 85% of the cases. Far less usage than expected, added cost for drugs. Due to big noisy device, scary hole, hospital dress, FEAR. Not what Dough had in mind, as an american he is “shocked”
So he goes back wanting to solve this problem and in doing so I discovers customer journey mapping. And it;s by focussing on the experience and seeing if he can change the behaviour of Sophie by changing the experiences.
So during the journey there are moments of delight and moments of misery. That are the moments we should be focussing on since they indicate possible issues or opportunities to enhance the experience
There are many ways to do this, (even can model it ;-) and lots of fancy things have come from it. But you know me as a low tech guy and a great sponsor of 3M, so we are going to use stickies.
And discover the actors
Try to really get under the skin of your user. Dough spent a lot of time with children to figure out what made them scared and what would give them a very positive experience. Turns out all kids relate “summer camp” to a fantastic and positive experience.
So they thought: how can we get the kids to feel safe by giving them a summer camp experience
And this is what they came up with. Sleeping back slide, it’s got a pond and campfire. Kids get a backpack, nurses are dressed as campers. Note that the camper is actually an observation window, since this is device that is to hazardous to be in close proximity of. Kids came up to him and said: can we go again?
Notice how the needs of Sophie match up with benefits for the hospital
Here’s another one, notice the pond with Koi. The kids are told that it’s a magical pool and if they lie really really still the fish will jump over the slide.
Time for you to get started and work on a story of your own
Here are the rules
Use the dots to identify the moments that matter (3 positive and 3 negative per person)
Connect the moments that matter with measurable KPI
Sofie NEEDs to have her photo taken,
but her EMOTIONAL need is to feel safe
Consider also macro factors, use PESTLE to rationalise needs of your customers. They often lead to deeper emotional needs
Turn it into a business case
Your turn!
Working for company that just started working with the product
Scenario Be Informed
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Here are some example KPI’s
Reprise to help you from getting lost
4. set dots green=need met/red=need not met
6. brainstorm/brand attributes/select/write solution proposal
8. Fill out the summary sheet