The document discusses customer journey mapping and its use in designing customer experiences. It provides an overview of the customer journey mapping process, which involves creating an initial map of the customer experience, evaluating attitudes and identifying focus areas, examining organizational capabilities, brainstorming innovations, building hypotheses for improved experiences, and redesigning the customer journey. The example used is for a car rental company called Zoomgo, with the goal of increasing customer referral rates and reducing refund rates through an improved experience.

1. Matthew Banks
Oracle Customer Experience Strategy & Design

2. Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
A Sad Day?

3. Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
Sad Day

4. Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
Revolution

5. AD 1514
500 years ago
AD 1764
250 years ago
AD 1989
25 years ago

6. AD 1514
500 years ago
AD 1764
250 years ago
AD 1989
25 years ago

7. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.7
Technology Explosion
CloudMobileSocial 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

8. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.8
Social Everything
CloudMobileSocial Data
2 Billion Potential “Friends”

9. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.9
2004
St Peter’s Square
2014
St Peter’s Square
Mobile Everywhere
CloudMobileSocial Data

10. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.10
Changing Behaviour
Always SharingAlways Connected Always Aware

11. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.11
Rising Expectations
Rich
Conversation
Rich
Community
Rich
Content
Rich
Commerce
More AccessMore Options More InfluenceMy Choice My Voice

12. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.12
More AccessMore Options More Influence
Me Here Now
My Voice! My Choice!
Serve Me! Empower Me!Engage Me! Inspire Me!Reassure Me! Comfort Me!Delight Me! Surprise Me!
€3 €300,000
My Choice My VoiceMy TrustMy Time My Money

13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.13
Connect With Me - At The Moments That Matter
Throughout My Journey
BUY OWNCOMMIT CONSUME
Me Here Now

14. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.14
Connect With Me - At The Moments That Matter
Throughout My Journey
BUY OWNCOMMIT CONSUME
Customer Journey Mapping

15. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.15
Connect With Me - At The Moments That Matter
Customer Journey Mapping

16. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.16
London
Amsterdam
Dubai
Rome
Paris
New York Johannesburg
San Francisco
Munich
Shanghai
Sydney
Singapore
Manila
Sao Paolo
Moscow
Vienna
Riyadh
Tokyo

17. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.17

18. Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
Revolution
Customer Journey Mapping
Fast and Furious

19. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.19
Albtraum Brautjungfer
Eine – Fast & Furious – Einführung in Journey Mapping

20. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Customer
Journey
Mapping
Process
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME

21. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Customer
Journey
Mapping
Process
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME

22. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Customer
Journey
Mapping
Process
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME
Define the Persona
New
Yorker
Fashion
blogger
Budget
conscious
28
years
old,
single
Environmentally
minded
Jen

23. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.23
A C H T U N G
Basiert auf einer wahren Begebenheit.
Ähnlichkeiten mit tatsächlichen Personen oder Marken
waren daher unvermeidlich. Name wurden aber geändert!

24. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Customer
Journey
Mapping
Process
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME
Define the Brand
Offering
Car
sharing
network
across
major
US
ci4es,
connec4ng
socially
responsible
car
owners
and
renters
Brand
a5ributes
•
Hip,
modern
and
green
•
Convenient
and
simple
•
Inexpensive
GREEN &
SOCIALLY
RESPONSIBLE
GREEN &
SOCIALLY
RESPONSIBLE

25. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Customer
Journey
Mapping
Process
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME
Poli>cal
Economic
Social
Technological
Legal
Environmental
TECHNOLOGY:
SOCIAL
REPUTATION
ECONOMIC:
RISING
ENERGY COST
ENVIRONMENTAL:
GREEN
MOVEMENT
Define the Trends & Accelerators

26. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Context
Behaviour Line

27. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.27
{ Die Geschichte }
Albtraum einer Brautjungfer

28. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.28
{ Die Geschichte }
1

29. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.29
ANRUF
EINER FREUNDIN
SOLL BRAUT-­‐
JUNGFER SEIN
STIMMT ZU UND
NOTIERT DEN
TERMIN

30. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.30
PROBIERT IHR
KLEID AN

31. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.31
BEKOMMT
EINLADUNG
BEMERKT DASS
HOCHZEIT WEIT
WEG IST

32. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.32
BEMERKT DASS
COOLES AUTO
ZU TEUER
BESUCHT
MIETWAGEN
WEBSEITE

33. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.33
SUCHT ONLINE
NACH
ALTERNATIVEN
BEMERKT
ZUFÄLLIG
ZOOMGO AD

34. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.34
BESUCHT
ZOOMGO SITE
LIEST DIE
“ZOOMGO FÜR
MICH” SEITE

35. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.35
BEMERKT DASS
ES DORT TOLLE
AUTOS GIBT
SIEHT DASS
VIELE AUTOS IN
IHRER NÄHE
SIND
ERRECHNET
DASS ES EINE
GÜNSTIGE
LÖSUNG IST

36. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.36
LEGT EINEN
ZOOMGO
ACCOUNT AN
BEKOMMT DIE
AKTIVIERUNGS-­‐
MAIL
LÄDT DIE
ZOOMGO APP
HERUNTER

37. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.37
SUCHT EIN
“COOLES” AUTO
AUS
ENTSCHEIDET
FÜR EIN
SPORTLICHES E-­‐
AUTO, PASSEND
ZUM KLEID

38. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.38
FINDET EINES
GANZ NAHE ZU
IHRER
WOHNUNG
WÄLT ES AUS
UND RESERVIERT
ES
BEKOMMT
BESTÄTIGUNGS-­‐
MAIL

39. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.39
{ Die Geschichte }
2

40. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.40
MACHT SICH
FERTIG FÜR DIE
HOCHZEIT

41. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.41
GEHT ZUR
STRAßE IN DER
DAS AUTO
GEPARKT IST
SIEHT DAS
ZOOMGO
SCHILD SCHON
AUS EINIGER
ENTFERNUNG
BEMERKT, DASS
DAS AUTO MIT
VOGELKOT
BEDECKT IST

42. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.42
VERWENDET DIE
IPHONE APP UM
DAS AUTO
AUFZUSPERREN
BRINGT DAS
AUTO ZU EINER
WASCHANLAGE

43. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.43
BEKOMMT
KOMPLIMENTE
FÜR DAS AUTO
KOMMT ZUR
HOCHZEIT
ERKLÄRT DIE
VORTEILE

44. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.44
GENIEßT DIE
HOCHZEIT

45. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.45
WILL NACH
HAUSE FAHREN,
ABER DAS AUTO
STARTET NICHT
ENDLICHT
SPRINGT DAS
AUTO AN UND
SIE BEGINNT DIE
RÜCKFAHRT

46. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.46
VERWENDET DIE
APP UM HILFE
ZU HOLEN
MUSS 45
MINUTEN
WARTEN
BEKOMMT
PANNENHILFE
FÄHRT AUF DER
AUTOBAHN ALS
DER MOTOR
ABSTIRBT

47. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.47
FÜHRT DIE
HEIMFAHRT
FORT
BEMERKT DAS
AUTO FÄHRT
NICHT MEHR
SCHNELLER ALS
100 KM/H
BEKOMMT EINEN
AUTO-­‐
MATISIERTEN
ANRUF OB ALLES
IN ORDNUNG IST
DRÜCKT 2 FÜR
NEIN
WARTET 10
MINUTEN IN DER
WARTE SCHLEIFE,
LEGT DANN AUF

48. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.48
KOMMT AM
CHECK-­‐IN
PUNKT FÜR DAS
AUTO AN
VEREN DE DI E
IPHONE APP UM
DAS AUTO ZURÜC K
ZU MELDEN

49. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.49
{ Die Geschichte }
Albtraum einer Brautjungfer
3

50. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.50
DIE SPÄTE
RÜCKGABE
WIRD
ZUSÄTZLICH
BERECHNET

51. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.51
BESCHWERT
SICH BEI
KUNDENSERVICE
FRAGT WEGEN
GUTSCHRIFT
BEKOMMT
GESAGT DASS
GUTSCHRIFT
SCHON ERFOLGT
ERKLÄRT SIE
MÖCHTE IHR
ZOOMGO KONTO
BEENDEN

52. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.52
WIRT ERKLÄRT;
DASS SIE DAS
SELBER MACHEN
MUSS
BEKOMMT
BESTÄTIGUNG
KÜNDIGT ÜBER
DIE WEBSEITE
BLOGGT ÜBER
IHR ERLEBNIS

53. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Context
Behaviour Line
3
1
2

54. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Context
Behaviour Line
3
1
2

55. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Context
Behaviour Line
3
1
2

56. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Context
On Stage Experience

57. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Context
Attitudes and Emotions

58. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Context
Attitudes and Emotions

59. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Context
Back Stage Support

60. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process

61. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Evaluate Attitudes and Emotions

62. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
issue?
opportunity?
Select Moment That Matters (Line of Focus)

63. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Determine Impact
INCREASE
REFERAL
RATE
REDUCE
CONTACT
RATE
REDUCE
REFUND
RATE

64. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Some random
words and then
some more
Determine Impact
“We focused here, because...”

65. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process

66. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process

67. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process

68. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process

69. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Iden*fying
the
“Four
I’s”
to
drive
transforma*on:
² Insights
–
clear
understanding
of
customer
needs
² Impact
–
clear
focus
on
the
resul>ng
business
value
² Issues/Opportuni*es
–
what’s
geBng
in
the
way,
or
could
be
improved,
in
order
to
meet
customer
needs
² Innova*on
–
design
solu>ons
that
deliver
value,
both
to
the
customer
and
to
the
organiza>on
Insights
Impact
Issues
Innova*on
Transforma4on

70. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
Examine
Capabili*es
(Roles
&
Processes)
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Redesign
Experience
CX
Journey
Mapping
Process
Impact
Issues
Innova*on
AGENT 1
Insights
Transforma4on
CONFIRM
CUSTOMER
SATISFIED
BILLING
SYSTEM
FINALIZE
AND SEND
INVOICE
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL RATE
EMPOWERED
FRONT-­‐LINE
STAFF
INSTANT
REFUND ON
BREAKDOWN
CONNECT
FIELD SERVICE
TO BILLING
IMMEDIATE
TEXT TO
CUSTOMER
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
INSTANT
REFUND ON
BREAKDOWN
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
VALIDATE
SERVICE
DELIVERY
BILLING
SYSTEM
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
CONFIRM
TERMS OF
RENTAL
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
INSTANT
REFUND ON
BREAKDOWN
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY

71. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
Target
ADtude
&
Behavior
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
Determine
Impact
Confirm
Desired
Result
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
CX
Journey
Mapping
Process
Build
CX
Hypothesis
INSTANT
REFUND ON
BREAKDOWN
INCREASE
REFERAL
RATE
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD
SERVICE TO
BILLING
EMPOWERED
FRONT-LINE
STAFF
GET REFUND
FOR LATE
CHARGE
BE TREATED
FAIRLY BILLING
SYSTEM1
AGENT 1
CONFIRM
CUSTOMER
SATISFIED
INSTANT
REFUND ON
BREAKDOWN
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD
SERVICE TO
BILLING
INCREASE
REFERAL
RATE
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKESGET REFUND
FOR LATE
CHARGE
BE TREATED
FAIRLY
TELL MY
FRIENDS
ABOUT
ZOOMGO
EMPOWERED
FRONT-LINE
STAFF
BILLING
SYSTEM1
AGENT 1CONFIRM
CUSTOMER
SATISFIED
That an Instant Refund program due to breakdowns
Jen believing that we are a company that solves our mistakes
quickly, resulting in Jen renting from us again, producing higher
retention by 10 basis points = $1.45 M incremental revenue
Jen’s need for timely refunds and not feeling like being taken
advantage of by our inability to process refunds
Connecting the Field Service database and the billing system
to proactively identify when a refund is appropriate and
sending a text to the customer immediately
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
AGENT 1
CONFIRM
CUSTOMER
SATISFIED
INCREASE
REFERAL RATE
BILLING
SYSTEM
FINALIZE
AND SEND
INVOICE
EMPOWERED
FRONT-­‐LINE
STAFF
INSTANT
REFUND ON
BREAKDOWN
CONNECT
FIELD SERVICE
TO BILLING
IMMEDIATE
TEXT TO
CUSTOMER

72. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
CX
Journey
Mapping:
What?
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME

73. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
CX
Journey
Mapping:
How?
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME
CXJM IST DER START FÜR
KUNDENZENTRISCHE INNOVATION
Ein Prozess für kulturelle und ergebnisorientierte Veränderung
Verstehen
&
Befürworten
Lehren
&
Anpassen
Iden>fizieren
&
Entwerfen
Prototype
&
Test
Prüfen
&
Skalieren
CCTransformation
Verstehen
&
Befürworten
Lehren
&
Anpassen
Verstehen
&
Befürworten
Lehren
&
Anpassen
Iden>fizieren
&
Entwerfen
Allgemeines Szenario um
Methodologie zu verstehen
Lernen
Sie
CXJM
Teilen
Lehren
Durchdachte & bewährte
Testmethodologien
Wenden
Sie
HCD
an
CXNeed
Beispiel-Personas, auf einen Teilbereich
angewendet
Versuchen
Sie
CXJM
CXMethodologien

74. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
CX
Journey
Mapping:
Why?
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME
INNOVATION
MODERNIZATION
REPUTATION
AGILITY
RETENTION
MARGIN

75. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Create
Ini*al
Map
Evaluate
Explore
Brainstorm
Design
New
Experience
CX
Por^olio
Foundational Tools
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Oracle
Social
Oracle CX Foundations
Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial
Deep Capabilities, Massive Research & Development

76. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Create
Ini*al
Map
Explore
Brainstorm
Design
New
Experience
CX
Por^olio
Foundational Tools
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Oracle
Social
Oracle CX Foundations
Marketing
Measurement
Social
Marketing
Contact and Lead
Management
Loyalty
Management
Campaign
Management
Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial

77. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Create
Ini*al
Map
Evaluate
Explore
Brainstorm
Design
New
Experience
CX
Por^olio
Foundational Tools
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Oracle
Social
Oracle CX Foundations
Product Content
Management
Experience
Management
Order
Management
Commerce
Platform
Social
Commerce
Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial

78. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Create
Ini*al
Map
Evaluate
Explore
Brainstorm
Design
New
Experience
CX
Por^olio
Foundational Tools
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Oracle
Social
Oracle CX Foundations
Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial
Sales Force
Automation
Territory & Quota
Management
Incentive
Compensation
Sales
Forecasting
Social
Selling

79. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Create
Ini*al
Map
Evaluate
Explore
Brainstorm
Design
New
Experience
CX
Por^olio
Foundational Tools
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Oracle
Social
Oracle CX Foundations
Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial
Cross-Channel
Contact Center
Knowledge
Management
Policy
Management
Web Customer
Service
Field
Service

80. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Create
Ini*al
Map
Evaluate
Explore
Brainstorm
Design
New
Experience
CX
Por^olio
Foundational Tools
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Oracle
Social
Oracle CX Foundations
Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial
Social
Selling
Social Listening
& Engagement
Social
Marketing
Social
Commerce
Social Customer
Service

81. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Create
Ini*al
Map
Evaluate
Explore
Brainstorm
Design
New
Experience
CX
Por^olio
Foundational Tools
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Oracle
Social
Oracle CX Foundations
Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial
Cloud Infrastructure
and Platform Services
MDM, BI and
Decisoining Tools
Integration and BPM/
SOA Tools
Mobile, Portal and
Content Tools

82. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Create
Ini*al
Map
Evaluate
Explore
Brainstorm
Design
New
Experience
CX
Por^olio
Foundational Tools
Oracle CX Foundations
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Oracle
Social
Oracle CX Foundations
Web Mobile In Store Contact Center Field Service Direct Sales Channel SalesSocial
Deep Capabilities, Massive Research & Development

83. Oracle . CX Strategy & Design Workshop . DesigningCX.com
WEB SITE
DESIGNER
RESERVATION
SYSTEM
AGENT 1 ZOOMGO
WEBSITE
CALLS
ZOOMGO
SUPPORT
Create
Ini*al
Map
Persona,
Brand
A5ributes
,
Key
Trends
Behavior
Line
On
Stage
Experience
ADtude
&
Emo*ons
Back
Stage
Support
Evaluate
Evaluate
ADtudes
Explore
Brainstorm
Design
New
Experience
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
I WILL LOOK
SO COOL IN
THAT CAR!
Priori*ze
Focus
“Moment that MaFers”
Readout
“We focused here, because….”
ALWAYS-­‐ON
SOCIAL &
MOBILE
Clarify
Needs
&
Drivers
EMOTION:
DON’T SPOIL
MEMORIES
MOMENT:
GET REFUND
FOR LATE
CHARGE
EMOTION:
BE TREATED
FAIRLY
Examine
Capabili*es
(Roles
&
Processes)
CONFIRM
CUSTOMER
SATISFIED
AGENT 1
FINALIZE
AND SEND
INVOICE
BILLING
SYSTEM
VALIDATE
SERVICE
DELIVERY
CONFIRM
TERMS OF
RENTAL
MOBILE
COUPONS
WEDDING
PACKAGES
INSTANT
REFUND ON
BREAKDOWN
EMPOWERED
FRONT-­‐LINE
STAFF
What if
Brainstorm
Innova*on
Build
CX
Hypothesis
&@# I CAN’T
SHOW UP IN A
DIRTY CAR!
GREEN &
SOCIALLY
RESPONSIBLE
APPROVE &
PROCESS
REFUND
RECORD
INCIDENT
DETAILS
Build
CX
Design
Canvas
Reality
Check
CX
Journey
Mapping
Determine
Impact
INCREASE
REFERAL
RATE
REDUCE
REFUND
RATE
Desired
Transforma*on
I TRUST
ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS
ABOUT
ZOOMGO
INCREASE
REFERAL
RATE
IMMEDIATE
TEXT TO
CUSTOMER
CONNECT
FIELD SERVICE
TO BILLING
EMPOWERED
FRONT-­‐LINE
STAFF
Redesign
Experience
INSTANT
REFUND ON
BREAKDOWN
EMOTION:
RECOMPENSE
WASTED TIME
INNOVATION
MODERNIZATION
REPUTATION
AGILITY
RETENTION
MARGIN
You?

84. Vienna, 4th July, 2014
Matthew Banks
Oracle Customer Experience Strategy & Design
Revolution
Customer Journey Mapping
Fast and Furious
(and a bit Crazy)

85. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.85
Matthew Banks
Oracle Customer Experience Strategy & Design

86. Matthew Banks
Oracle Customer Experience Strategy & Design