Journey Mapping: The Moment that Matters
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We take a deep dive of the Journey Mapping process and the key moments that matter.
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Journey Mapping: The Moment that Matters
- 1. Journey Mapping Linking Customer Experience Theory to Smart Tools for More Personalized and Profitable Constituent Relationships Michael Johnston, hjc
- 2. Introductions NAME: Michael Johnston FROM: Toronto FOUNDER OF HEWITT AND JOHNSTON CONSULTANTS (HJC) Interactive, Integrated & Digital for 27+ Years; • Comic Book Nerd • Hockey Fan, Coach and Cheerleader
- 3. Our Agenda for the next 90 minutes 1. CX – what is it and how we end the Five Year Lag 2. Meet Sophia 3. The curious case of Lidl 4. Key Concepts underlying the Journey 5. Applying the Concept in the Social Impact Sector proprietary and confidential 3
- 4. …why does it matter? CX
- 5. Customer Experience • Organizations which provide a compelling customer experience reap the benefits • With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator • Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor proprietary and confidential 5
- 6. “For many organizations, the goal of turning customer experience (CX) into a competitive advantage means recreating themselves. That’s because the customer’s experience is the result of every part of the company working together, or failing to.” -Adobe Quarterly Digital Intelligence Briefing
- 7. …it’s got to go! That 5 year lag
- 11. Great Product 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.
- 12. Sofia Age 6½
- 13. { The Experience } Journey Mapping the Patient Experience
- 14. 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 ……… 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 Behaviors ATTITUDES PEOPLE THINGS ONSTAGE EXPERIENCE PEOPLE THINGS BACKSTAGE SUPPORT Select a specific customer persona to map DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS NURSE TISSUES
- 15. 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 TISSUES IMPACT MORE STAFF COST OF DRUGS IMAGING TIME SIDE EFFECTS EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization
- 16. 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 TISSUES NURSE FEEL SAFE HAVE SCAN NEEDS EXPLORE CUSTOMER NEEDS Gain deeper understanding of functional and emotional needs
- 17. 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 FEEL SAFE HAVE SCAN TISSUES POS ITI ON PATIENT TAKE IMAGE DEVELOP IMAGERoles & Processes EVALUATE & FRAME Examine existing capabilities to determine issues / opportunities
- 18. EVALUATE & FRAME Re-examine issue / opportunity based on deep customer understanding
- 19. 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 DESIGN NEW EXPERIENCES Innovate to influence attitudes and change behaviors TISSUES NURSE FEEL SAFE IDEA: LET’S GO CAMPING
- 21. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES& RESISTS SEES DOCTOR ENTER GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE AM I REALLY SICK? 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: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD THAT WASN’T SO BAD THIS PLACE IS NEAT! TODAY COULD BE FUN LAYS DOWN IN MACHINE LISTENS TO FOREST SOUNDS … TEST NEW EXPERIENCES New attitudes, new behaviours….different result NURSE HAS MRI SCAN IDEA: CAMPING SITE IDEA: CAMP BACKPK FEWER STAFF NO DRUGS IMAGING TIME ↓ ↓ SIDE EFFECTS
- 23. CLICKS AND READS INFORMATION MONTH LATER, GETS CALL FROM HOUSE HELPERS THEY DISCUSS BUT ARE NOT SURE WHERE ALL MONEY GOES
- 32. Looking at yourself – or a competitor?
- 34. Lifecycle Marketing You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions. proprietary and confidential 34
- 35. Content Creation You create targeted content that answers your donor's basic questions and needs, and you share that content far and wide. proprietary and confidential 35
- 36. Personalization & Context As you learn more about your donors over time, you can better personalize your messages to their specific needs. proprietary and confidential 36
- 37. Multi-Channel Presence Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. proprietary and confidential 37
- 38. Applying this model in the NP sector
- 39. Applying this model in the NP sector: who are our personas? Buyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. proprietary and confidential 39
- 40. Digital Outlook Report: why should we care about our personas?
- 41. Map & Improve a. Map Current Journeys b. Improve & Innovate c. Build Infrastructure & Processes to Succeed proprietary and confidential 41
- 42. Sample Journey Plan proprietary and confidential 42
- 43. Improve & Innovate: what are our moments that matter? • Identify “moments that matter” for each of your donor personas / segments • Create content and processes that will help build a deeper bond with your donor at that moment • Ensure that your communications feel like a journey, not a million different marketing messages proprietary and confidential 43
- 44. Build Infrastructure & Processes: What do we need to do to make this journey happen? • Look at the ‘on stage’ and ‘back stage’ people and things needed to create your journey • Review current structure, culture and skills and align to new journey proprietary and confidential 44
- 45. On your feet!
- 46. Show and tell – some recent journeys
- 47. Ontario SPCA •Data and Analytics review Psychodemographic and Behavioural Persona Creation
- 48. Ontario SPCA Adopter Donor Branch Walk-in Advocate/Donor Walker SuperWalker Petsmart Adopter Donor Advocate Donor
- 49. Adopter Persona: LYNN Lives in rural community in single family dwelling Married, no children, 3 dogs, 1 cat 41 years old High school diploma, some technical training, works as Office Manager in Construction Company Caucasian, English first language, female Interests: proprietary and confidential
- 50. Ontario SPCA • Cross functional cooperation • Capacity building: front line service staff doing their own internal journey mapping • Marketing/Fundraising/Front line staff
- 51. Proprietary & Confidential iAdopt 2014 (Before Journey Mapping) Objective: ‘raise awareness’ about animal adoptions by asking people to submit stories about their positive adoption experiences Tactics: Small social campaign with a ‘submit your story’ ask. Offer: A random winner will be chosen from submissions – winner will be photographed for next year’s campaign creative. Results: • 34 contest submissions
- 52. Proprietary & Confidential iAdopt 2015 (After Journey Mapping) Objective: Same as 2015, but with added email address acquisition objective Tactics: New socially integrated toolset and CTA structure Offer: One grand prize, several weekly prizes. Results: • Ongoing, but more than 7000 unique submissions to date contest submissions 20,500% increase in submissions
- 53. St. Joseph’s Hospital Foundation • Patient journey mapping session that brought together health centre and foundation staff • Provided the opportunity for cross department collaboration and buy in from key stakeholders across St. Joe’s • Valuable exercise to look at the patient experience and the impact on future donor behaviour
- 54. St. Joseph’s Hospital Foundation • With the goal of creating more philanthropically aware grateful patients, the team collaboratively designed a series of donor-journey centric interventions that will be tested over the next year • Each test addresses a ‘Moment that Matters’ uncovered through Journey Mapping
- 55. 55 • Give your email for access • Rate your experience • Follow up email and foundation engagement • Corporate sponsorship of WiFi
- 56. Ontario SPCA •Data and Analytics review Psychodemographic and Behavioural Persona Creation
- 57. Ontario SPCA •Data and Analytics review Psychodemographic and Behavioural Persona Creation
- 59. 1. Cross functional participation 2. Readiness and ability to analyze donor data/behaviour/demographics 3. Having the technology to execute donor journeys 4. A commitment to Lifetime Value fundraising – but sometimes there is low hanging fruit too 5. Understanding the channel differences and preferences of donor journeys 6. Understanding that some journeys will be of non-donors and some of donors – internal and external 7. Knowing how donor journeys fit into strategic plans
- 60. presented by hjc 1. Cross functional participation 2. Readiness and ability to analyze donor data/behaviour/demographics 3. Openness to generational donor segmentation 4. Having the technology to execute donor journeys 5. A commitment to Lifetime Value fundraising 6. A patience to invest, and wait, for the longer term returns of lifecycle marketing 7. Understanding the channel differences of donor journeys 8. Ability to use data for personalized, differentiated donor journeys 9. Understanding that some journeys will be of non-donors and some of donors 10. Knowing how donor journeys fit into strategic plans Donorjourney.com
- 61. Oracle . CX Journey Mapping Workshop . designingcx.com mjohnston@hjcnewmedia.com
Notas del editor
- This is Doug Dietz Mechanical engineer working for a leading medical services company And this is his baby….(next slide)
- (ask audience) “Does anyone know what this is?” Right, it’s an MRI machine. “Has anyone had an MRI? How was that experience?” Right, usually not very enjoyable. He get’s great feedback from hospital technicians and administrators about how easy the machine is to operate, and how great the images are. It’s amazing how crisp and detailed the images are. Doug attends a workshop at Standford’s d.school that focuses on customer empathy and user-centered design principles. Realizes he’s never seen an actual patient go through the MRI machine Motivated to understand the patient’s experience, he goes to a local children’s hospital.
- Technicians praise him again on machine’s usability and accuracy. Feeling top of his game Observes a young patient – 6 ½ year old Sophia - arriving for an MRI. She comes around the corner down the hallway, and sees the MRI machine. “Guess what happens next?” (audience) Freaks out, cries, resists. Doug starts to become concerned Technicians need the images, so what do they do next? (audience). Yeah, they have to sedate her! Doug asks more questions of the staff – turns out they need to sedate 85% of child patients. Almost 9 in 10!!!! Think of the impact to the patient – parents are concerned, potential for side effects, petrified young child Think of the impact to the hospital – additional, high priced staff (anaesthesiologist), decreased throughput of machine, increase in insurance paperwork Doug now feels like a complete failure. Machine is a success....experience is a failure. Let’s pause Doug’s story here.....(next slide) http://commonhealth.wbur.org/files/2012/05/MG_9247.jpg
- …..and explain Journey Mapping, and how it could be used to reimagine this patient experience.
- First, select a specific customer to map. In Doug’s case, “it’s who?” (audience). The little girl. Give her a name, Sophia, so she feels more real 1) List all of the steps/actions/Behaviours that Sophia goes through in her journey. Sees the MRI machine…..before that, she arrives at hospital…before that she gets ready to go to the hospital To what level of detail, or resolution, you go to here is up to you. Choose a starting and end point of an experience, and fill in between. 2) List all of the People and Things that Sophia comes into direct contact with. This is onstage We liken this to a theatre analogy – the actors and props that the audience sees are onstage Some people onstage: when she approaches the MRI, she’s with a Nurse or Technician. When she’s getting ready to go to the hospital, she’s with her Mom, maybe Dad too. 3) Next map Sophia’s Attitudes and Emotions at each step. Write them as if it’s a thought in Sophia’s head – “Wow, that machine looks scary!”, or “I’m so nervous about sitting in that thing.” The sentence format provides more insight into why she’s feeling that way, rather than a single word like “scared” or “nervous” 4) Next map the People and Things backstage, which support the things onstage, but that Sophia doesn’t come into direct contact with. Continuing the theatre analogy, this might be the set designer, lighting technicians, sound system. When Sophia arrives at the hospital, the receptionist is using a patient record system. That record system may have an administrator. That’s it – you’ve created your first pass at an assumptive map! This comes together very quickly, and already has more detail and insight into the customer’s experience than most processes ever have.
- With this detail uncovered, you can evaluate and prioritize specific moments that seem most important. Select one moment that matters most. “In Sophia’s story, which moment stands out as the most important?” (audience). Yeah, when she sees the MRI machine and breaks down crying!
- Explore her needs, Really connect with her, explore the needs and drivers Focusing on that moment, seek to understand WHY that moment happened. Use empathy to understand how Sophia's needs/goals are affected at that moment. Ask WHY in three directions UP – why are her attitudes/emotions formed as they are? BACK – why did the experience play out this way? Are there specific steps that led to this moment? DOWN – How did People and Things and what they did or didn’t do, contributed to this moment?
- Address how we could meet those needs What is Sofia’s Key need or goal here focus on that, maybe we have uncovered an opportunity rather than an issue, Is there some other roles or process that should be happening here.
- Intentionally re-configuring our processes / our offering to meet those needs Using his newfound understanding of what makes children happy, he set out to reframe the experience problem Focused on the moment that matters You can’t force a person to do something (the steps of the journey in green) And you can’t directly change a person’s attitude or emotions. So you focus on the aspects of the journey that you CAN influence – Remember Influence attitudes to change Behaviours. So, what do you think he did? [audience feedback] Do you want to see?
- Building on the ‘organizing idea’ – across the journey – changing attitude to drive behavior to deliver results… Rewrite the map based on new experience, new result etc Optimizing the onstage and backstage elements of the experience then influences attitudes. And attitudes effect behaviour. So, When Mom made the appointment, they were given take home preparation materials. What if those materials explained child was going to activity club? Put them in a little backpack When arrive at hospital, what if the greeting Nurse was dressed as a activity organiser? Welcome the child to activity club And what if the MRI machine was presented in a more friendly way? In the spirit of rapid innovation using prototyping, this cost Doug very little to test. $20 for backpack, $30 counselor vest and hat, and maybe $2000 in bus decals for the MRI. In sum, a fraction of the cost of the machine and procedure. Positively change their emotions and attitudes, and their experience at the moment that matters is changed positively as well.
- Thinking this is a fitting solution, looks at what kinds of cars they have And where the cars are located. Cool – they have sporty cars. And they are located all around my neighborhood. So I won’t have to walk far to pick it up.
- Thinking this is a fitting solution, looks at what kinds of cars they have And where the cars are located. Cool – they have sporty cars. And they are located all around my neighborhood. So I won’t have to walk far to pick it up.
- Here’s another way to use a journey map Tell Morrisons story
- Here’s another way to use a journey map Tell Morrisons story
- At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.