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February 2014

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Customer Experience Journey-Mapping Workshops Provide Blueprint for Business Success

“When companies talk about the customer experience, many focus on individual touchpoints. But, the cumulative, end-to-end journey across all touchpoints is the best way to get the real picture of the customer experience. These journeys are what affect customers’ likelihood to purchase and recommend.”1

Oracle recognizes how important it is for business leaders to understand their customers’ journeys. For this reason, Oracle offers customer experience journey-mapping workshops. Using a step-by-step methodology that transcends industry and individual business, participants gain insight into their customers’ experiences.

The initial workshop lasts about four hours and is typically a big hit with participants. After attending, participants often attend additional workshops designed to be more specific to their organization’s needs.

"The workshop allowed us to identify solutions for current pains in key stages of the customer lifecycle—and propelled us to create innovative ideas for providing a differentiated customer experience," says Maricris Crisostomo, customer value chain manager at PLDT, the leading telecommunications provider in the Philippines and a workshop participant.

From Moments to Journeys
The concept of customer journey-mapping is simple: identify and diagram every moment across a customer experience, whether it is a specific, finite interaction—for example, a single type of online purchase—or an entire relationship with a brand across all touch points.

"At the end of the day, we are trying to cultivate empathy toward customers, to walk a mile in their shoes," says Brian Curran, vice president of customer experience strategy and design, Oracle. "We help participants discover all the moments that matter, feel what the customer is feeling, and determine exactly what customers need, both at a functional and emotional level—right in that moment."

The proven, repeatable methodology offered in the workshops works across products, types of interactions, and even industries. Workshops often spark insights that can drive more-engaging customer experiences right away. Business leaders who participate better understand the customers’ experience and can more easily work to improve it. They often begin by sharing the workshop methodology across their organization.

"We have noticed that the workshops can actually spark a virtuous cycle across an organization, getting people from sales, marketing, and other functions to think of customers in a new way—to see the world through the customer’s eyes," says Curran.

Watch a short video to learn more about Oracle’s customer experience journey-mapping workshops. Interested in registering? Visit the Oracle Events page to find upcoming workshops.

Or take a look at these featured resources to learn more about customer experience strategies.

1 “Managing the Complete Customer Journey,” Harvard Business Review, September 2013.

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