Meetup TestingUY 2018 - Customer Experience Journey Mapping

Felx M Obes 2018 + Slides de CXJM Oracle 2016
Customer Experience Journey Mapping

Mission
To provide exceptional airport and commercial services that exceed the
expectations of our clients and partners through specialized human
resources, cutting edge infrastructure and technology, safety, ongoing
innovation and strong commitment to the country’s development.
Vision
Be the model airport in the region due to our positioning as a connections
hub, excellence in providing innovative services and contributions to the
development of the country.

NECESITAR RECIBIR
El ciclo de vida del cliente
COMPRAR RECOMENDAR
MANTENER
INVESTIGAR USAR
1
2
3
4
5
6
7
8
ELEGIR Comprar Ser Dueño
Soportar & ServirMercadear & Vender

Transformación e innovación centrada en el cliente.
El proceso para liderar el cambio cultural y organizacional.

CXJM Empuja a una Transformación CC
El proceso dirige a un cambio cultural y organizacional
TransformaciónCC
Educar & Organizar
Identificar & Innovar
Probar
Aplicar
Identificar
Comprender & Empatizar
Testear & Prototipar
Validar & Escalar
CXMetodologías
Escenario ejemplo para
aprender la metodología.
Aprender
Elegir una PERSONNA de ejemplo y
hacer el viaje con ella.
Diseñar
Metodología de testeo y validación disciplinada.
Ejecutar

Los fundamentos de un Nuevo acercamiento

{ Objetivos}
CX Journey Mapping
Identificar las cuatro “I”es (en Inglés)
• Insights – Entendimiento de las necesidades de los
clientes
• Impacto – Foco en el valor de negocio
• Issues/Opportunities – Que puede ser mejorado
para encajar con las expectativas del cliente
• Innovación – Diseñar soluciones con valor para el
cliente tanto como para la organización

Oracle . CX Journey Mapping Workshop . designingcx.com
Objetivos estratégicos del
negocio
Adquisición
Retención
Eficacia
IMPACTO ISSUES / OPPORTUNITIES
Necesidades del cliente
Momento
Emocional
Viaje
INNOVACION INSIGHTS (Conocimiento)
Tendencias & Aceleradores
Tendencias Tecnológicas, Comportamentales y de Negocio
CX Strategy Design Approach

http://dschool.stanford.edu/student/doug-dietz/
Un gran ingeniero
•Doug Dietz

Un gran producto
The new GE Optima MR360
is well suited for a wide range
of MR scanning needs – with
the ease of operation to help
make a clinician’s staff more productive. For
streamlining routine scans, the Optima MR360
incorporates an express exam approach to MR.
It includes many intuitive and automated
functions that help increase patient comfort,
operator confidence, image consistency, and
professional satisfaction of MR staff.

{ La Experiencia }
Journey Mapping La experiencia del cliente

Va al
primer
doctor
Llega al
hospital Check In
Entra a
imagenolog
ia
Ve la
maquina
MRI
Llora y se
resiste
Ve entrar
al doctor
Es sedada
Pasa por la
maquina
………
De verdad
estoy
enferma?
Eso asusta
Me va a
doler?
Mama no
puede
ayudar?
NO! NO!
Por favor
NO!
Estoy muy
nerviosa
Quisiera
estar en
la escuela
Copywrite
r
Admin
Sistemas
Gerente
del
hospital
DOUG
Equipo de
seguridad
del
paciente
Imagenolo
gia
Sistema
de
contacto
interno
Sistema
de gestión
del
paciente
Sistema
de
reservas
Imagenolo
gia
Cuarto de
Farmacos
Comportamiento
Actitudes
Gente
Cosas
ON
STAG
E
Experi
encia
Gente
Cosas
BACK
STAGE
Soport
e
Elegir una persona
específica para el mapa
DOCTOR Mama
CHECKIN
Enfermer
a
Imagenolo
gía
Madre
DOCTOR
Anestesis
ta.
Imagenolo
gia
Escritorio
& Compu.
Ficha de
paciente
Auto
Documento
s del
paciente
Scanner
MRI
Aguja &
Drogas
Enfermer
a
Gasas
Scanner
MRI

GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS
DRUGGED
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
NEEDLE &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M
REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG
MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
NURS
E
TISSUES
IMPACT
EVALUAR & PRIORITIZAR
Identificar los momentos que le importan al cliente y a la organización

GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS
DRUGGED
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
NEEDLE &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M
REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG
MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
TISSU
ES
NURS
E
Sentirse
Segura
Escanears
e
NECESIDADES
Explorar las necesidades del cliente
Entender las necesidades funcionales y emocionales

GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS
DRUGGED
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
NEEDLE &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M
REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’L
BLDG
MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
NURSE
Sentirse
Segura
Escanear
TISSUESPosi
cion
ar
paci
ente
Tomar
imagen
Revelar
imagenRoles & Procesos
Evaluar y enmarcar
Examinar las capacidades para entender las posibilidades

Evaluar y enmarcar
Re-examinar el problema u oportunidad basado en un conocimiento más
profundo

GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS
IN
WALKS TO
MRI ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS
DRUGGED
GOES
THROUGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
NEEDLE &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M
REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’
L BLDG
MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
Diseñar nuevas experiencias
Innovar para influir en las actitudes y emociones.
TISSUES
NURSE
Sentirse
Segura
IDEA:
Acampemos

The new GE Optima MR360
is well suited for a wide range
of MR scanning needs – with
the ease of operation to help
make a clinician’s staff more productive. For
streamlining routine scans, the Optima MR360
incorporates an express exam approach to MR.
It includes many intuitive and automated
functions that help increase patient comfort,
operator confidence, image consistency, and
professional satisfaction of MR staff.Una gran experiencia

GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
ROOM
SEES MRI
MACHINE
CRIES
&
RESIS
TS
SEES
DOCT
OR
ENTER
GOES
THRO
UGH
MRI
………
DOCTOR MOM
CHECKIN
NURSE
IMAGING
TECH
MOM
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUT.
CHARTCAR
TAKE-
HOME
PACKET
MRI
MACHINE
De verdad
estoy
enferma?
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
MUM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M
REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPIT’
L BLDG
MGR
DOUG
IMAGING
TECH
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
IDEA:
Guia de
camping
WOW,
Una
fogata!
Me siento
que estoy
acampand
o
Esto no
está tan
mal
No estuvo
tan mal
Este lugar
es lindo
Esto
podría ser
divertido
LAYS
DOWN IN
MACHINE
LISTENS
TO
FOREST
SOUNDS
…
Testear las nuevas experiencias
Nuevas actitudes, nuevos comportamientos, nuevos resultados
NURS
E
HAS
MRI
SCAN
IDEA:
Campament
o
IDEA:
CAMP
BACKPK

Resultados
Experiencias
influencían
Actitudes
provocan
Comportamienteo
Conducen a
SOFIA

http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
Journey MAP
…Ilustra visualmente los procesos, necesidades y
percepciones durante la interacción y relaciones con la
organización…
• Comprender y diagnosticar
experiencias
• Diseñar experiencias (rediseñar o crear nuevas)
• Implementar (con un plan)
• Comunicar (orientar, entrenar)

CHARACTER MAP
• LEISURE TRAVELLER
– Foreign visiting Uruguay
– Family traveling abroad
• BUSINESS TRAVELLER
– Foreign Frequent
– Local business
• TRANSIT TRAVELLER
– Regional
– Overseas
Diego
-Short Flights
-Frequent Traveller
-Has DutyFree Points Card
-Higher Management Level
-Bussiness Savy
-Values good service quality
-Long waiting times
-Travel Fast
-Travel Secure
-Arrange Travel Details
easily
-Uses apps and websites
from several market players
-Only uses Airport App
Infrequently
• NON-TRAVELLER
– Traveller family
– Air Craft Spotter
– Airport Commnity

Using Customer Experience Journey Mapping to catalyze
transformation into a Customer Centric Organization
Understand & Empathize
Educate & Align
Identify & Innovate
Test & Pilot
Validate & Scale
CustomerCentric
Transformation
Try
Apply
Identify
JourneyMapping
Methodologies
Generic Scenario to learn basic
methodology
Learn
Sample persona used
on a portion of your lifecycle
Design

Airport Experience Journey Mapping (Mapping)
The design of the new experience will start by the exploration of the current
services offered to the identified passenger and the creation of the initial
customer journey map that describes the experience as detailed as possible.

Trip ConcludesParkingCustomsIndulgence TimeClearanceBoardingIndulgence Time
Indulgence TimeClearanceCheck InParkingTrip Planning
ON
STAGE
BACKST
AGE
BEHAVI
OR
ON
STAGE
BACKST
AGE
BEHAVI
OR
Business Traveller Journey Map (Character: Diego)
Arrives to the
Airport
Receives Parking
Ticket
Finds a parking
place to his
convenience
Leaves car and
Arrives to the
Terminal
Go straight to
Airline kiosk
Makes the line
at POC (Point
of Control) of
the Boarding
Pass.
Notices that the
flight is on time
on the FIDS
screens.
Performs
checkin in kiosk
and receives
Boarding Pass
Makes line at
Security Check
Goes through
security Check
Makes line at
Border Control
Exits Border
Control
Enters Duty
Free Shop and
does a purchase.
Exits Duty Free
Shop
Haves snack
while checking
e-mail
Buys a Souvenir
Goes through
gate control and
boards plane
Notices the
flight is
boarding on
FIDS
Gets off the
plane
Follows the path
to Border
Control
Makes the line
at border
control
Exits Border
Control
Enters Duty
Free Shop and
makes a
purchase
Pays parking
ticket
Exits to public
area
Goes through
customs control
Walks to the car
Ticket control is
OK and barrier
is lifted. Exits
the airport
Barrier, LPR
(License Plate
Recognition)
Scanner
Signage and
Advertisement
CUSS /
Boarding Pass
Printer
FIDS
Skidata
Automated
Parking System
Communications
Department /
Maintenance
GDS (Global
Distribution
System)
TAMS
Airport Staff
Boarding Pass
Scanner
IntelliPOC
PAN (National
Airport police)
Staff
X-Ray Scanner
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
Duty Free Staff
Duty Free Billing
Retail and Food
and Beverages
Staff
Snacks and
drinks
Airline Staff
Gate Scanner
GDS / DCS
Signage and
Advertisement
DNM
(Migrations
Officer)
RAMM Bio
Duty Free Staff
Duty Free Billing
Customs
Officer
X-Ray Scanner ATM
Skidata Skidata
Barrier, LPR and
Ticket reader
Blacklists
I hope the
flight dose not
get delayed
This airport
looks so nice
even from
distance
I’d like get a
VIP
membership.
Glad there is no
forms to fill
Maybe I could
do a preorder?
Good I can
check my e-
mails
That´s my flight
I should go to
the gate.
I want so bad to
be home now
This was faster
on the way out
Cant forget my
preorder.
WIFI
Checks in FIDS
if the flight is
delayed or on
time.
FIDS
TAMS
FIDS
TAMS
I am getting my
Fast Pass some
day soon.
Looks up the
traffic and
weather in MVD
and BUE using
mobile.
Decides to use
the car since
it’s a short trip.
Plans business
meeting in
Buenos Aires
iPhone Apps /
Mobile
Books travel,
and
accommodation
on travel site
and gets
confirmation.
Boss
Gets a new
account assigned
and needs to
travel
Web Page /
Computer
DEPARTURE
ARRIVAL
Drives home and
arrives quickly.
Home sweet
home.
Diego
Global
Distribution
System (GDS)
I hope the same
hotel I went last
time is available.
Goes through
finger into plane
Airplane

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Trip Planning)
Diego
DEPARTURE
Checks local
traffic
conditions and
weather at
destination
using mobile.
Decides to use
the car since
Plans business
meeting in
Buenos Aires
iPhone Apps /
Mobile
Books travel,
and
accommodation
on travel site
and gets
confirmation.
Boss
Gets a new
account assigned
and needs to
travel
Web Page /
Computer
Airlines Global
Distribution
System (GDS)
I hope the same
hotel I went
last time is
available.
Documentation
check
Luggage
Preparation

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Parking)
Diego
DEPARTURE
Arrives to the
Airport
Receives Parking
Ticket
Finds a parking
place at his
convenience
Leaves car and
Arrives to the
Terminal
Barrier, LPR
(License Plate
Recognition)
Scanner
Signage and
Advertisement
Skidata
Automated
Parking System
MKT
Department /
PKG Department
This airport
looks so nice
even from
distance
I hope the
flight does not
get delayed
My car is dirty
I can’t
remember
where AR
departure is

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Check In)
Diego
DEPARTURE
Go straight to
Airline kiosk
Notices that
the flight is on
time on the
FIDS screens.
Performs
checkin in kiosk
and receives
Boarding Pass
CUSS /
Boarding Pass
Printer
FIDS
GDS (Global
Distribution
System)
TAMS
Checks in FIDS
if the flight is
delayed or on
time.
FIDS
TAMS
I love self-
service
Looks for
Airline
Departure
Area
Signaling
MKT
Department

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Clearance)
Diego
DEPARTURE
Makes the line
at POC (Point of
Control) of the
Boarding Pass.
Makes line at
Security Check
Goes through
security Check
Makes line at
Border Control
Airport Staff /
Outsourced
Security /
Customer
Service
Boarding Pass
Scanner
IntelliPOC /
TAMs
PAN (National
Airport Police)
Staff
X-Ray Scanner
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
I’d like to get a
VIP membership.
Glad there is no
forms to fill

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Indulgence Time)
Diego
DEPARTURE
Enters Duty Free
Shop and does a
purchase.
Exits Duty Free
Shop
Duty Free Staff
Duty Free Billing
Maybe I could do
a preorder?
Haves snack while
checking e-mail
Buys a Souvenir
Notices the flight
is boarding on
FIDS
Retail and Food
and Beverages
Staff
Snacks and drinks
Good I can check
my e-mails
WIFI
FIDS
TAMS

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Boarding)
Diego
DEPARTURE
Goes through
gate control
and boards
plane
Airline Staff
Gate Scanner
GDS / DCS
That´s my
flight I should
go to the gate.
Goes through
finger into
plane
Airplane
Looks for the
Gate and go
straight to the
Boarding
Queue
Signaling
MKT
Department

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Clearance)
Diego
ARRIVAL
Gets off the
plane
Follows the path
to Border
Control
Makes the line
at border
control
Signage and
Advertisement
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
I want so bad to
be at home
This was faster
on the way out
I am getting my
Fast Pass some
day soon.
MKT
Department
Airport Staff
Exits Border
Control

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Indulgence Time)
Diego
ARRIVAL
Enters Duty
Free Shop and
makes a
purchase
Duty Free
Staff
Duty Free
Billing
Cant forget my
preorder.
Exits Duty Free
Shop

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Customs + Parking)
Diego
ARRIVAL
Exits to public
area
Goes through
customs control
Customs Officer
X-Ray Scanner
Pays parking ticket Walks to the car
Ticket control is
OK and barrier is
lifted. Exits the
airport
ATM
Skidata Skidata
Barrier, LPR and
Ticket reader
Next time I have to
remember to get
the car wash!

ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Trip Conclusion)
Diego
ARRIVAL
Drives home and
arrives quickly.
Home sweet home.

ON
STAGE
BACKST
AGE
BEHAVI
OR
ON
STAGE
BACKST
AGE
BEHAVI
OR
Business Traveller Journey Map (VIP)
Arrives to the
Airport
Receives Parking
Ticket
Finds a parking
place to his
convenience
Arrives to the
Terminal
Go straight to
Airline kiosk
Makes the line
at POC (Point
of Control) of
the Boarding
Pass.
Notices that the
flight is on time
using Airport
APP
Performs
checkin in kiosk
and receives
Boarding Pass
Makes line at
Security Check
Goes through
security Check
Makes line at
Border Control
Exits Border
Control
Enters Duty
Free Shop
Exits Duty Free
Shop
Haves snack
while checking
e-mail
Buys a Souvenir
Goes through
gate control and
boards plane
Get boarding
notification
from APP
Gets off the
plane
Follows the path
to Border
Control
Makes the line
at border
control
Exits Border
Control
Enters Duty
Free Shop and
makes a
purchase
Pays parking
ticket
Exits to public
area
Goes through
customs control
Walks to the car
Ticket control is
OK and barrier
is lifted. Exits
the airport
Barrier, LPR
(License Plate
Recognition)
Scanner
Signage and
Publicity
CUTE / Boarding
Pass Printer
Airport App
Skidata
Automated
Parking System
Communications
Department /
Maintenance
GDS (Global
Distribution
System)
TAMS
Airport Staff
Boarding Pass
Scanner
IntelliPOC
PAN (National
Airport police)
Staff
X-Ray Scanner
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
Duty Free Staff
Duty Free Billing
Retail and Food
and Beverages
Staff
Food and Stuff
Airline Staff
Gate Scanner
GDS / DCS
Signage and
Publicity
DNM
(Migrations
Officer)
RAMM Bio
Duty Free Staff
Duty Free Billing
Customs
Officer
X-Ray Scanner ATM
Skidata Skidata
Barrier, LPR and
Ticket reader
Blacklists
I hope the
flight dose not
get delayed
This airport
looks so nice
even from
distance
I should get a
VIP
membership.
Glad there is no
forms to fill
Maybe I could
do a preorder?
Good I can
check my e-
mails
That´s my flight
I want so bad to
be home now
This was faster
on the way out
Cant forget my
preorder.
Uses Valet
Parking at VIP
Service
VIP checkin
Cuts security
line through
FastPass VIP
Cuts Boarder
control line
through
FastPass
Channel
Enters VIP Club Exits VIP Club
Access to VIP
Club Services
Cuts the line
using Fast Pass
VIP
Gets Luggage
from VIP
Assistant
Exits to VIP
Area
Pays parking
fees and gets
car keys from
Valet Service
Picks car at VIP
Parking
Goes straight to
VIP POC
WIFI
Check in Airport
APP that the
flight is on time
Airport APP
TAMS/ Android
Play Store
Airport App
TAMS
I am getting my
Fast Pass some
day soon.
Check In
BoardingDEPARTURES
ARRIVALS

Leisure Traveller Journey Map (TX)
Arrives to the
Airport
Receives Parking
Ticket
Finds a parking
place to his
convenience
Arrives to the
Terminal
Finds the airline
checkin counter
using FIDS
Makes the line
at POC (Point
of Control) of
the Boarding
Pass.
Notices that the
flight is on time
and decides to
use Airport
Services
Receives Bag
Tag
Performs
checkin in kiosk
and receives
Boarding Pass
Goes to the
ckeckin counter
to Drop Bags
Makes line at
Security Check
Goes through
security Check
Makes line at
Border Control
Exits Border
Control
Enters Duty
Free Shop
Exits Duty Free
Shop
Haves Lunch
Buys a Souvenir
Goes through
gate control and
boards plane
Hears boarding
call
Gets off the
plane
Follows the path
to Border
Control
Makes the line
at border
control
Exits Border
Control
Enters Duty
Free Shop and
makes a
purchase
Pays parking
ticket
Is greeted by
family
Exits to public
area
Collects baggage
from carousel
Goes through
customs control
Walks to the car
Ticket control is
OK and barrier
is lifted. Exits
the airport
DEPARTURES
ARRIVALS
Airline
Personnel
Barrier, LPR
(License Plate
Recognition)
Scanner
Signage and
Publicity
FIDS
CUTE / Boarding
Pass Printer
DCS (Departure
Control
System)/ BHS
(Baggage
Handling
System)
FIDS
Skidata
Automated
Parking System
Communications
Department /
Maintenance
TAMS
GDS (Global
Distribution
System)
GDS (Global
Distribution
System)
TAMS
Airport Staff
Boarding Pass
Scanner
IntelliPOC
PAN (National
Airport police)
Staff
X-Ray Scanner
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
Duty Free
Personnel
Duty Free Billing
Retail and Food
and Beverages
Staff
Food and Stuff
Airline
Personnel
Gate Scanner
GDS / DCS
Signage and
Publicity
DNM
(Migrations
Officer)
RAMM Bio
Duty Free
Personnel
Duty Free Billing FIDS
Customs
Officer
X-Ray Scanner ATM
Skidata Skidata
Barrier, LPR and
Ticket reader
Blacklists TAMS
I am so excited
I am finally
going to vacation
This airport
looks so nice
even from
distance
I am so glad this
is a cute small
airport and I
don’t have to
walk.
I wish the bag
drop was also
automated
No hurry, nice
to enjoy the
scenary
Should I throw
anything away?
Hope the line
goes fast.
Glad there no
forms to fill
This place is no
nice and packed,
should I buy
anything?
No need to
hurry. Just a
while and we´re
off
That´s my flight I want so bad to
be home now
This was faster
on the way out
One last shop
I am so anxious,
where´s my
bag?
I hope all my
stuff get
through
So nice to be
here
Hope I can
return soon
WIFI
Check In Boarding
ON
STAGE
BACKST
AGE
BEHAVI
OR
ON
STAGE
BACKST
AGE
BEHAVI
OR
Home
Looks up the
Airport location
in Google Maps
Calculates
distance and
asks family
member to get
him there.
Plans vacation
using
destinico.com
Planning Clearance Retail
ClearanceRetail

Leisure Traveller Journey Map (Check In)
DEPARTURES
Arrives to
the Airport
Receives
Parking
Ticket
Finds a
parking place
to his
convenience
Arrives to
the Terminal
Finds the
airline
checkin
counter using
FIDS
Notices that the
flight is on time
and decides to
use Airport
Services
Receives Bag
Tag
Performs
checkin in
kiosk and
receives
Boarding Pass
Goes to the
ckeckin
counter to
Drop Bags
Airline Staff
Barrier, LPR
(License Plate
Recognition)
Scanner
Signage and
Publicity
FIDS / Flight
Information
Display
System
CUTE /
CUSS
Boarding Pass
Printer
DCS (Departure
Control System)/
BHS (Baggage
Handling System)
Skidata
Automated
Parking
System
Communicatio
ns
Department /
Maintenance
TAMS /
Total Airport
Management
System
GDS (Global
Distribution
System)
GDS (Global
Distribution
System)
TAMS /
Total Airport
Management
System
I am so
excited I am
finally going
to vacation
This airport
looks so nice
even from
distance
I am so glad
this is a cute
small airport
and I don’t
have to walk.
I wish the
bag drop was
also
automated
No hurry,
nice to enjoy
the scenary
ONSTAGEBACKSTAGEBEHAVIOR
FIDS / Flight
Information
Display
System

ONSTAGEBACKSTAGEBEHAVIORLeisure Traveller Journey Map (Boarding)
Makes the line at
POC (Point of
Control) of the
Boarding Pass.
Makes line at
Security
Check
Goes through
security
Check
Makes line at
Border
Control
Exits Border
Control
Enters Duty
Free Shop
Exits Duty
Free Shop
Haves Lunch
Buys a
Souvenir
Goes through
gate control
and boards
plane
Hears
boarding call
Airport
Staff
Boarding Pass
Scanner
IntelliPOC
PAN
(National
Airport
police) Staff
X-Ray
Scanner
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
Duty Free
Staff
Duty Free
Billing
Retail and
Food and
Beverages
Staff
Food and
Stuff
Airline Staff
Gate Scanner
GDS / DCS
Should I
throw
anything
away?
Hope the line
goes fast.
Glad there no
forms to fill
This place is
so nice and
packed,
should I buy
anything?
No need to
hurry. Just a
while and
we´re off
That´s my
flight
WIFI
DEPARTURES

ONSTAGEBACKSTAGEBEHAVIOR
Gets off
the plane
Follows the
path to
Border
Control
Makes the
line at
border
control
Exits
Border
Control
Enters
Duty Free
Shop and
makes a
purchase
Pays
parking
ticket
Is greeted
by family
Exits to
public area
Collects
baggage
from
carousel
Goes
through
customs
control
Walks to
the car
Ticket control
is OK and
barrier is
lifted. Exits
the airport
Signage and
Publicity
DNM
(Migrations
Officer)
RAMM Bio
Duty Free
Staff
Duty Free
Billing
FIDS/
Carousel
Customs
Officer
X-Ray
Scanner
ATM
Skidata Skidata
Barrier,
LPR and
Ticket
reader
Blacklists TAMS
I want so
bad to be
home now
This was
faster on
the way out
One last
shop
I am so
anxious,
where´s my
bag?
I hope all
my stuff
get through
So nice to
be here
Hope I can
return soon
Leisure Traveller Journey Map (Arrivals)
ARRIVALS

Airport Experience Journey Mapping (Evaluation)
The evaluation phase will help discover which parts of the experience we
need to focus on by determining the impact delivered by the evaluated
attitudes and behaviours focusing on the moments that matter.

Evaluar Actitudes
Que: puntuar positivamente (verde) y negativamente (rojo) las actitudes
Porque: visualmente ilustra los puntos emocionales altos y bajos durante
el recorrido

Wow
Priorizar el Foco
Momentos que importan
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!

Reducir tiempos de
espera
Determinar Impacto
Que: Elegir la métrica financiera que será impactada
Porque: Determina el impacto de entregar la nueva capacidad
Aumento en las
Ventas de
Permisionarios en el
área estéril

Business Traveller Journey Map – (TX)
Al terminar el Journey Map Actual lo pegamos aquí
completo para luego diseccionar.
En las subsiguientes slides diseccionadas se hace la
priorización de foco junto con la evaluación de las
emociones.

Trip ConcludesParkingClearanceIndulgence TimeClearanceBoardingIndulgence Time
Indulgence TimeClearanceCheck InParkingTrip Planning
ON
STAGE
BACKST
AGE
BEHAVI
OR
ON
STAGE
BACKST
AGE
BEHAVI
OR
Business Traveller Journey Map (Character: Diego)
Arrives to the
Airport
Receives Parking
Ticket
Finds a parking
place to his
convenience
Leaves car and
Arrives to the
Terminal
Go straight to
Airline kiosk
Makes the line
at POC (Point
of Control) of
the Boarding
Pass.
Notices that the
flight is on time
on the FIDS
screens.
Performs
checkin in kiosk
and receives
Boarding Pass
Makes line at
Security Check
Goes through
security Check
Makes line at
Border Control
Exits Border
Control
Enters Duty
Free Shop and
does a purchase.
Exits Duty Free
Shop
Haves snack
while checking
e-mail
Buys a Souvenir
Goes through
gate control and
boards plane
Notices the
flight is
boarding on
FIDS
Gets off the
plane
Follows the path
to Border
Control
Makes the line
at border
control
Exits Border
Control
Enters Duty
Free Shop and
makes a
purchase
Pays parking
ticket
Exits to public
area
Goes through
customs control
Walks to the car
Ticket control is
OK and barrier
is lifted. Exits
the airport
Barrier, LPR
(License Plate
Recognition)
Scanner
Signage and
Advertisement
CUSS /
Boarding Pass
Printer
FIDS
Skidata
Automated
Parking System
Communications
Department /
Maintenance
GDS (Global
Distribution
System)
TAMS
Airport Staff
Boarding Pass
Scanner
IntelliPOC
PAN (National
Airport police)
Staff
X-Ray Scanner
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
Duty Free Staff
Duty Free Billing
Retail and Food
and Beverages
Staff
Snacks and
drinks
Airline Staff
Gate Scanner
GDS / DCS
Signage and
Advertisement
DNM
(Migrations
Officer)
RAMM Bio
Duty Free Staff
Duty Free Billing
Customs
Officer
X-Ray Scanner ATM
Skidata Skidata
Barrier, LPR and
Ticket reader
Blacklists
I hope the
flight dose not
get delayed
This airport
looks so nice
even from
distance
I’d like get a
VIP
membership.
Glad there is no
forms to fill
Maybe I could
do a preorder?
Good I can
check my e-
mails
That´s my flight
I should go to
the gate.
I want so bad to
be home now
This was faster
on the way out
Cant forget my
preorder.
WIFI
Checks in FIDS
if the flight is
delayed or on
time.
FIDS
TAMS
FIDS
TAMS
I am getting my
Fast Pass some
day soon.
Looks up the
traffic and
weather in MVD
and BUE using
mobile.
Decides to use
the car since
Plans business
meeting in
Buenos Aires
iPhone Apps /
Mobile
Books travel,
and
accommodation
on travel site
and gets
confirmation.
Boss
Gets a new
account assigned
and needs to
travel
Web Page /
Computer
DEPARTURE
ARRIVAL
Drives home and
arrives quickly.
Home sweet
home.
Diego
Global
Distribution
System (GDS)
I hope the same
hotel I went last
time is available.
Goes through
finger into plane
Airplane

Airport Experience Journey Mapping (Exploration)
The exploration phase will clarify the emotional and momento needs that the
customers can have during the journey. Exploring the processes and
capabilities can let us know where we can deliver impact.

Que: necesidades relevantes al momento y a la persona
Porque: resolver necesidades emocionales es empoderante
Brainstorming de necesidades emocionales y del momento
Necesidad
Emocional:
Sentir que el viaje
abra posibilidades

Que: Elegir las necesidades del cliente al momento
Why: Identificar necesidades que valga la pena enfocar
Elegir necesidades
Necesidad
Emocional:
Sentir que el viaje
abra posibilidades

Definir roles y procesos
Que: descubrir los roles y procesos intencionales de los actores
Porque: describir el estado actual de los procesos y actors Onstage y
Backstage

Que: Fueron ejecutados los roles y procesos de acuerdo a las necesidades de JEN?
Why: Identifica problemas u oportunidades dignas de perseguir
Evaluar Roles y Procesos

Airport Experience Journey Mapping (Brainstorming)
The brainstorming activities will allow the emergence of ideas that can be
organized into themes, helping visualize the customer experience canvas in
a new light and proceed with the design of the hypothesis.

Que: imaginar las actitudes que surgirán del cambio y como va a afectar los
comportamientos del cliente
Porque: Para entender el impacto de la operación
Nuevas actitudes y
comportamientos deseados

CX Lienzo de Estrategia
Que: Sumariza y enmarca
las 4 ies que queremos
atacar.
Porque: Organiza los
detalles del problema o la
oportunidad de manera
resumida

CX Lienzo estratégico
atacar.
resumida y fácil de presentar
Mejor
ar

Que: brainstorming de nuevas oportunidades tomando en cuenta los problemas a resolver
Porque: generar volumen de ideas que encajen con los momentos que identificamos
Descuento instantaneo
por incidentes
Brainstorming de Inovación

Airport Experience Journey Mapping (Designing)
The design of the new experience is the last phase of the Journey Mapping
process and will deliver the ideas that passed the filter and that compose the
most relevant hypothesis the have emerged from the experience redesign.

Reality Check
Que: considerar si las innovaciones pasan los tests de Viabilidad, Asequibilidad y Deseabilidad
Porque: Filtrar las innovaciones que no son viables o no agregan valor
Valor de la solución
Gente, Procesos, &
Technología
Diseño de la Solución
Valor de negocio
Diferenciacion, Adquisicion,
Retencion & Eficacia
Diseño de negocio
Valor de Consumidor
Interacciones, Metas, Emociones
Diseño de la experiencia

Que: considerar si las innovaciones agregan utilidad, facilidad o significado
Porque: (Watermark, 2006-2014) muestra que estas son las dimensiones relevantes
Reality Check
• Alineamiento con los atributos de la marca
Cuanto valor tienen las
experiencias a nivel emocional
Cuan facil es accede a la organización y
sus ofertas
Que product o servicio entrega la
funcionalidad a los clientes
UTIL
Disponible
localmente
USABLE
Click y reservar
Significativo
Socialmente
responsable

Que: elegir una idea o varias relacionadas, prototipar y testear
Porque: para construir una hipótesis a testear
Elegir la inovación
Descuento instantaneo
por incidentes

Creemos
{descripción de la nueva experiencia}
Resolverá
{necesidad del cliente y oportunidad/problema de la org}
Posibilitado
{ Solución completa: gente + procesos + tecnología }
resultando Hará con que los viajeros VIP recomienden el servicio como valor adicional a
la membresia aumentando asi los miembros en 50%
{nueva actitud / comportamiento / resultado }
Que un relacionamiento directo con los clients a traves del crm
Facilitará la experiencia, en tiempos y comodidad de
los miembros de AVC
Conectando el Sistema CRM con el Sistema de cobranzas
y la plataforma de comunicacion
Nombrar la
nueva
experiencia
Que procesos
son parte de
la solución

Airport Experience Journey Mapping Project Phases

Workshop - Retrospective
No fue tan raro no?

Generic Traveller Journey Map (DEP)
Arrives to the
Airport
Receives Parking
Ticket
Finds a parking
place to his
convenience
Arrives to the
Terminal
Finds the airline
checkin counter
using FIDS
Makes the line
at POC (Point
of Control) of
the Boarding
Pass.
Notices that the
flight is on time
and decides to
use Airport
Services
Receives Bag
Tag
Performs
checkin in kiosk
and receives
Boarding Pass
Goes to the
ckeckin counter
to Drop Bags
Makes line at
Security Check
Goes through
security Check
Makes line at
Border Control
Exits Border
Control
Enters Duty
Free Shop
Exits Duty Free
Shop
Haves Lunch
DEPARTURES
Airline
Personnel
Barrier, LPR
(License Plate
Recognition)
Scanner
Signage and
Publicity
FIDS
CUTE / CUSS /
Boarding Pass
Printer
DCS (Departure
Control
System)/ BHS
(Baggage
Handling
System)
FIDS
Skidata
Automated
Parking System
Communications
Department /
Maintenance
TAMS
GDS (Global
Distribution
System)
GDS (Global
Distribution
System)
TAMS
Airport Staff
Boarding Pass
Scanner
IntelliPOC
PAN (National
Airport police)
Staff
X-Ray Scanner
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
Duty Free
Personnel
Duty Free Billing
Retail and Food
and Beverages
Staff
Food and Stuff
I am so excited
I am finally
going to vacation
This airport
looks so nice
even from
distance
I am so glad this
is a cute small
airport and I
don’t have to
walk.
I wish the bag
drop was also
automated
No hurry, nice
to enjoy the
scenary
Should I throw
anything away?
Hope the line
goes fast.
Glad there no
forms to fill
This place is no
nice and packed,
should I buy
anything?
No need to
hurry. Just a
while and we´re
off
WIFI
Check In Boarding
ON
STAGE
BACKST
AGE
BEHAVI
OR
Looks up the
Airport location
in Google Maps
Calculates
distance and
asks family
member to get
him there.
Plans vacation
using
destinico.com
Planning PoC RetailRetail
CUSS 3.5m + CUTE ?
PAN MIGRACIONES
Medición
CCO
Medición
Automática
Facturación
Llegada al
Aeropuerto
Facturación tiendas públicas / Pax
Retail
*No se cuenta con información para la medición exacta
Tiempo de
Espera
Tiempo de
Proceso
Hora de
Llegada
Hora de Ingreso
a Fila CheckIn
Hora de
CheckIn
Hora de Salida
de CheckIn
Ingreso al
laberinto PoC
Ingreso al
laberinto PAN
Pasaje por
PoC
Pasaje por
control PAN
Ingreso laberinto
Migraciones
Pasaje por
migraciones
Inicio de Fila
Boarding
Pasaje por
el gate
Facturación tiendas estériles/ Pax
Tiempo de
Espera
Tiempo de
Proceso
CUSS 3.5m o CUTE ?
CUSS ?
CUTE ?
PoC 0-60s
PoC 5s
PAN 20s
PAN 20s
MIG xs
MIG 70s Boarding 70s
Boarding 70s
Puntaje
Medición Ingresos
Medición Satisfacción
Mediciones Tiempos
Salida de CheckIn Salida de Migraciones
Buys a Souvenir
Goes through
gate control and
boards plane
Hears boarding
call
Airline
Personnel
Gate Scanner
GDS / DCS
That´s my
flight, right on
time!

Generic Traveller Journey Map (ARR)
Gets off the
plane
Follows the path
to Border
Control
Makes the line
at border
control
Exits Border
Control
Enters Duty
Free Shop and
makes a
purchase
Pays parking
ticket
Is greeted by
family
Exits to public
area
Collects baggage
from carousel
Goes through
customs control
Walks to the car
Ticket control is
OK and barrier
is lifted. Exits
the airport
ARRIVALS
Signage and
Publicity
DNM
(Migrations
Officer)
RAMM Bio
Duty Free
Personnel
Customs
Officer
X-Ray Scanner ATM
Skidata Skidata
Barrier, LPR and
Ticket reader
Blacklists TAMS
I want so bad to
be home now
This was faster
on the way out!
One last shop
I am so anxious,
where´s my
bag?
I hope all my
stuff gets
through
So nice to be
here
Hope I can
return soon
ON
STAGE
BACKST
AGE
BEHAVI
OR
CasaAduanas/MSPRetailMIGRACIONESDesembarque Equipaje* Parking/Taxi
CUSS 3.5m + CUTE ?
Medición
CCO
Medición
Automática
Facturación
Llegada al
Aeropuerto
Facturación tiendas estériles / Pax
Tiempo de
Espera
Tiempo de
Proceso
Hora de
Llegada
Hora de Ingreso
a Fila Migra
Salida de
Migra
Pasaje por
FreeShop
Ingreso a Zona
Carousel
Ingreso a Fila
DNA
Bag PickUP Pasaje por
control DNA
Salida a Área
Pública
Inicio Pago de
Parking
Salida del
Parking
Tiempo de
Espera
Tiempo de
Proceso
CUSS 3.5m o CUTE ?
CUSS ?
CUTE ?
PoC 0-60s
PoC 5s
PAN 20s
PAN 20s
MIG xs
Boarding 70s
Puntaje
Medición Ingresos
Mediciones Tiempos
Salida de Migra Salida de DNA

Generic Traveller Journey Map (DEP)
Arrives to the
Airport
Receives Parking
Ticket
Finds a parking
place to his
convenience
Arrives to the
Terminal
Finds the airline
checkin counter
using FIDS
Makes the line
at POC (Point
of Control) of
the Boarding
Pass.
Notices that the
flight is on time
and decides to
use Airport
Services
Receives Bag
Tag
Performs
checkin in kiosk
and receives
Boarding Pass
Goes to the
ckeckin counter
to Drop Bags
Makes line at
Security Check
Goes through
security Check
Makes line at
Border Control
Exits Border
Control
Enters Duty
Free Shop
Exits Duty Free
Shop
Haves Lunch
DEPARTURES
Airline
Personnel
Barrier, LPR
(License Plate
Recognition)
Scanner
Signage and
Publicity
FIDS
CUTE / CUSS /
Boarding Pass
Printer
DCS (Departure
Control
System)/ BHS
(Baggage
Handling
System)
FIDS
Skidata
Automated
Parking System
Communications
Department /
Maintenance
TAMS
GDS (Global
Distribution
System)
GDS (Global
Distribution
System)
TAMS
Airport Staff
Boarding Pass
Scanner
IntelliPOC
PAN (National
Airport police)
Staff
X-Ray Scanner
DNM
(Migrations
Officer)
RAMM Bio
Blacklists
Duty Free
Personnel
Duty Free Billing
Retail and Food
and Beverages
Staff
Food and Stuff
I am so excited
I am finally
going to vacation
This airport
looks so nice
even from
distance
I am so glad this
is a cute small
airport and I
don’t have to
walk.
I wish the bag
drop was also
automated
No hurry, nice
to enjoy the
scenary
Should I throw
anything away?
Hope the line
goes fast.
Glad there no
forms to fill
This place is no
nice and packed,
should I buy
anything?
No need to
hurry. Just a
while and we´re
off
WIFI
Check In Boarding
ON
STAGE
BACKST
AGE
BEHAVI
OR
Looks up the
Airport location
in Google Maps
Calculates
distance and
asks family
member to get
him there.
Plans vacation
using
destinico.com
Planning PoC RetailRetail
CUSS 3.5m + CUTE ?
PAN MIGRACIONES
Medición
CCO
Medición
Automática
Facturación
Llegada al
Aeropuerto
Facturación tiendas públicas / Pax
Retail
Tiempo de
Espera
Tiempo de
Proceso
Hora de
Llegada
Hora de Ingreso
a Fila CheckIn
Hora de
CheckIn
Hora de Salida
de CheckIn
Ingreso al
laberinto PoC
Ingreso al
laberinto PAN
Pasaje por
PoC
Pasaje por
control PAN
Ingreso laberinto
Migraciones
Pasaje por
migraciones
Inicio de Fila
Boarding
Pasaje por
el gate
Tiempo de
Espera
Tiempo de
Proceso
CUSS 3.5m o CUTE ?
CUSS ?
CUTE ?
PoC 0-60s
PoC 5s
PAN 20s
PAN 20s
MIG xs
Boarding 70s
Puntaje
Medición Ingresos
Mediciones Tiempos
Salida de CheckIn Salida de Migraciones
Buys a Souvenir
Goes through
gate control and
boards plane
Hears boarding
call
Airline
Personnel
Gate Scanner
GDS / DCS
That´s my
flight, right on
time!
Necesidad
Emocional:
Sentirse
hacienda un
Buena compra

Generic Traveller Journey Map (ARR)
Gets off the
plane
Follows the path
to Border
Control
Makes the line
at border
control
Exits Border
Control
Enters Duty
Free Shop and
makes a
purchase
Pays parking
ticket
Is greeted by
family
Exits to public
area
Collects baggage
from carousel
Goes through
customs control
Walks to the car
Ticket control is
OK and barrier
is lifted. Exits
the airport
ARRIVALS
Signage and
Publicity
DNM
(Migrations
Officer)
RAMM Bio
Duty Free
Personnel
Customs
Officer
X-Ray Scanner ATM
Skidata Skidata
Barrier, LPR and
Ticket reader
Blacklists TAMS
I want so bad to
be home now
This was faster
on the way out!
One last shop
I am so anxious,
where´s my
bag?
I hope all my
stuff gets
through
So nice to be
here
Hope I can
return soon
ON
STAGE
BACKST
AGE
BEHAVI
OR
CasaAduanas/MSPRetailMIGRACIONESDesembarque Equipaje* Parking/Taxi
CUSS 3.5m + CUTE ?
Medición
CCO
Medición
Automática
Facturación
Llegada al
Aeropuerto
Facturación tiendas estériles / Pax
Tiempo de
Espera
Tiempo de
Proceso
Hora de
Llegada
Hora de Ingreso
a Fila Migra
Salida de
Migra
Pasaje por
FreeShop
Ingreso a Zona
Carousel
Ingreso a Fila
DNA
Bag PickUP Pasaje por
control DNA
Salida a Área
Pública
Inicio Pago de
Parking
Salida del
Parking
Tiempo de
Espera
Tiempo de
Proceso
CUSS 3.5m o CUTE ?
CUSS ?
CUTE ?
PoC 0-60s
PoC 5s
PAN 20s
PAN 20s
MIG xs
Boarding 70s
Puntaje
Medición Ingresos
Mediciones Tiempos
Salida de Migra Salida de DNA
Necesidad
Emocional:
Sentirse
hacienda un
Buena compra

Que: necesidades relevantes al momento y a la persona
Porque: resolver necesidades emocionales es empoderante
Brainstorming de necesidades
emocionales y del momento
Necesidad Emocional:
Sentirse hacienda un
Buena compra

Que: Elegir las necesidades del cliente al momento
Why: Identificar necesidades que valga la pena enfocar
Elegir necesidades
Necesidad Emocional:
Sentirse hacienda un
Buena compra

Que: Fueron ejecutados los roles y procesos de acuerdo a las necesidades del C?
Why: Identifica problemas u oportunidades dignas de perseguir
Evaluar Roles y Procesos

Que: imaginar las actitudes que surgirán del cambio y como va a afectar los
comportamientos del cliente
Porque: Para entender el impacto de la operación
Nuevas actitudes y
comportamientos deseados
Aumento en las Ventas de
Permisionarios en el área
estéril

CX Lienzo de Estrategia
atacar.
resumida
Aumento en
las Ventas de
Permisionari
os en el área
estéril

Reality Check
Que: considerer si las innovaciones pasan los tests de Viabilidad, Asequibilidad y Deseabilidad
Porque: Filtrar las innovaciones que no son viables o no agregan valor
Valor de la solución
Gente, Procesos, &
Technología
Diseño de la Solución
Valor de negocio
Diferenciacion, Adquisicion,
Retencion & Eficacia
Diseño de negocio
Valor de Consumidor
Interacciones, Metas, Emociones
Diseño de la experiencia

Que: elegir una idea o varias relacionadas, prototipar y testear
Porque: para construer una hipótesis a testear
Elegir la inovación
Agilizar todos los
puntos de control
mediante biometría

Creemos
{descripción de la nueva experiencia}
Resolverá
{necesidad del cliente y oportunidad/problema de la org}
Posibilitado
{ Solución completa: gente + procesos + technología }
resultando
{nueva actitud / comportamiento / resultado }
Nombrar la
nueva
experiencia
Que procesos
son parte de
la solución

Meetup TestingUY 2018 - Customer Experience Journey Mapping

Meetup TestingUY 2018 - Customer Experience Journey Mapping

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