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Dr G
Service innovation, experience design, marketing operations and digital business... Telco Data Enablement Programme Director... Thoughts my own
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Dr G 21s
Replying to @sovsetog
The key is to recognise that journeys should not be predetermined maps as most practitioners draw them, but navigation routes through the experience landscape consisting of interactions and linkages between them
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Dr G 2m
Replying to @sovsetog
You can use journey analytics (or a simplification) to map the current 'experience space' and illustrate typical ‘journeys’ through it. Ditto for idealised journeys. The delta is where you need to work at improving interactions, choice architecture and flow
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Dr G 5m
Replying to @sovsetog
The challenge is that they aren’t really maps, e.g. customer journeys or service blueprints, at all, but directed graphs where the nodes are the interactions and the edges the linkages between them
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Dr G 1h
Replying to @jeffsussna
Thanks to for suggesting I post this as a thread :-)
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Dr G 1h
Replying to @GrahamHill
Thoughts about … experiences manufactured additively in real-time are dynamic capabilities that should be continuously measured, monitored, managed and improved 13/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … interaction objects should be documented using SOA or Microservices definition tools to simply their integration with enabling technology 12/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … interactions should be designed as ‘interaction objects' with data, processes and communications that can be brought together additively in real-time, like Lego building bricks 11/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … integrating big data about real interactions into experience design is not only inevitable, it is necessary 10/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … the real network of customer interactions should be illustrated as a directed graph or Sankey diagram 9/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … the customer’s journey should not be drawn as a linear sequence of idealised blue-sky interactions, but as the network of interactions they actually have 8/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … the next interaction could be retracing the customer’s steps, a range of interactions with the organisation, or an even bigger range of interactions with others 7/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … at any particular interaction the customer has a number of choices about their next interaction 6/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … the customer ‘journey' is constructed, in real-time, one interaction at a time 5/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … the foundations of a superior experience are built on the resources exchanged during interactions 4/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … the customer and the organisation interact with each other to get their jobs done and their desired outcomes 3/n
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Dr G 1h
Replying to @GrahamHill
Thoughts about … the customer and the organisation both have jobs-to-be-done with matching desired outcomes 2/n
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Dr G 1h
Thoughts about … there are always two journeys that meet during interactions: the customer's journey, including with others, and the organisation’s pathway 1/n
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Dr G 2h
Replying to @jeffsussna @cshl1
That seems a wee bit self-indulgent... I will try to repost in Twitter directly now I know how to create a thread. The originals were posted in Tweetdeck
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Dr G 2h
Replying to @sovsetog
Indeed... Most of the contemporary journey mapping and service blueprinting approaches are customer-obsessed, rather than recognising that great experiences co-create value for BOTH customers and organisations
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Dr G 2h
Replying to @jeffsussna @cshl1
There are thirteen Thoughts about tweets in total. No idea how you would thread them together though… Eager to learn
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