3 Key Visual Tools for Digital Experience Design & Delivery

by Chris McLean, on Apr 21, 2021 1:36:29 PM

Read Time: 4 minutes

Due to the COVID-19 Pandemic, customers are purchasing and experiencing services remotely. Now many organizations are scrambling to undergo digital transformation to meet customer expectations. Having to coordinate such a monumental shift throughout the entire organizations is a brutal task for any leader.

A recent survey reported that 80% of companies say their digital transformation efforts involve multiple business units or the entire company. Budget cuts have added complexity to the ability of leadership to create consensus around the design and implementation of digital experiences. Remote workforce management has further exasperated communication issues for these leaders. The same survey showed that more than 70% of transformations fail, most often due to employee resistance. 

Why are employees often resistant? How can transformation leaders be more effective in communicating to employees something as complex as a digital transformation strategy? What leaders often miss is that communication is not as simple as repeating copy in internal newsletters or putting up posters next to the water cooler. What is most often overlooked is the need for specific tools that help them communicate deeper detail across business units, as well as up and down the chain of command.

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Communicate the Customer Experience Design with Visual Tools

Customer journey maps and service blueprints are tools that can help any digital transformation leader effectively communicate and implement the digital transformation and change management efforts needed.

There are three perspectives these tools can provide:

  1. Strategic Journey Maps: The Overall Strategy
  2. Managerial CX Design: The High Level Customer Experience Design
  3. Service Blueprints: The Implementation Details

These tools will provide insight into the design while providing the right level of information for the audience and forcing the organization to view the interaction from the customer's point of view.

1. Strategic Journey Maps: Communicate the Digital Experience at the Executive Level

Strategic customer journey maps are the level to communicate the overall experience and the strategy to the executive team. Executives can use this to better understand how the digital experience their customer will receive needs to change as compared to the existing traditional and analog experience. The strategic journey map will also help identify who should oversee the change management efforts needed to make this transformation succeed.


Figure 1 : Tier 1 Strategic Journey Map example for a Healthcare Organization

2. The Managerial CX Design: Communicate the Digital Experience at the Managerial Level

The Managerial Customer Experience Design requires taking the existing strategic journey map and adding an overview of what the entire organization will need to do to deliver the desired customer actions. This will help the managerial level of each business unit understand the effects on the organization’s capabilities and delivery channels. It will also provide more context to the managerial level of each business unit how the digital experience will affect their business unit’s responsibilities, still without getting bogged down in every minor detail.


Figure 2 : Tier 2 Managerial CX Design Example for a Healthcare Organization

3. Service Blueprints: Communicate the Digital Experience to the Project Teams and Business Units

Service Blueprints are used to communicate the detailed designs of the customer experience to the project teams, subject matter experts and business units. This tool is especially helpful for cross-departmental coordination as it visually depicts both the customer actions and any actions behind the scenes (e.g., hand-offs between employees, system actions, third-party’s actions, etc.). Service Blueprints aid project teams and business units across the company in building support documents (i.e., business requirement documents, standard operating procedures, training material, job offerings, etc.).


Figure 3 : Service Blueprints Example for a Healthcare Organization

What's your organization’s Purpose Driven Customer Experience maturity?

Purpose Driven CX creates a level of structure around the customer experience that leverages proven concepts from the fields of behavioral economics, service design, and Accelare’s S2E implementation methodology to bring a level of precision and discipline that any organization can benefit from.

If you would like to assess your organization’s readiness to engage in Purpose Driven CX please visit this link to quickly rank yourself on a 1-5 scale against fifteen assessment questions that cover the five key domains.

Take the CX Maturity Assessment

Topics:Digital TransformationCustomer Experience


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