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Journey Map

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by

saeideh joodaki

on 7 May 2014

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Transcript of Journey Map

Meet Jennifer
OmniChannel Buying Exp
Jennifer sees a "MFS" advertisement for spring dresses at "MFS". She decides to go online to shop for a new dress, but she prefers to pick it up at the store so she can decide if she likes it.
Jennifer is a working mom with 2 children. Her life is busy and she always finds herself time-crunched. She has been invited to her sister’s 35th birthday party this weekend and would like to buy something new for the occasion.
OmniChannel Buying Exp
Jennifer meets her friends for coffee and tells them about her new dress and how excited she is about the party. One of them tells her there is a BOGO (Buy one get one 50% off) on accessories that goes with the dress.


OmniChannel Buying Exp
They use her iPhone and try to add a great pair of shoes to her previous order to make the outfit really “pop”.

OmniChannel Buying Exp
Jennifer doesn’t see how to apply the 50% coupon to her previous online order, so she calls the "MFS" customer call center number. They add the shoes to her order.

InStore Interaction
Jennifer goes to the store to pick up her order. The "MFS" Store Associate pulls up Jennifer’s order and sees that the order only has one item. She tells Jennifer that she can purchase the shoes at the store but not at the discounted price since the promo is only for online orders. Jennifer is not happy with that answer, so the store manager is contacted.



InStore Interaction
IBM recognizing that this situation started in the call center, sees that the order was amended and released to the OMS environment. They see that the order did not come across from the call center and identifies the problem within the integration layer and initiates a fix.
InStore Interaction
The store manager apologizes that the shoes were not added to her order – and makes the situation right by honoring the promotion deal and gives an additional 10% off the order.
InStore Interaction
Jennifer leaves the store very happy.
InStore Interaction
Jennifer decides to share her positive "MFS" experience with her friends through various social media channels.
InStore Interaction
The "MFS" IT help desk connects the store manager with the call center support vendor who tells the store manager the order was amended and it was then passed out of the call center system to the order management system. The call center support vendor passes the store manager back to the "MFS" IT help desk.
InStore Interaction
The "MFS" IT help desk next connects the store manager to the vendor who supports the order management system. The OMS team cannot find any order amendment and suggests that maybe the issue is in the integration between the order management system and the call center support vendor. The OMS team suggest the store manager connect to the integration support vendor and passes the store manager back to "MFS" IT help desk.

InStore Interaction
The "MFS" IT help desk now engages the integration support vendor. The integration support vendor looks into the issue
and sees that the order was amended on the call center side but never passed to the order management system. The
integration support vendor tells the store manager that there is a defect in the integration requiring resolution. The amended order is valid, however the order transaction did not flow into the OMS for Associate Pick.

InStore Interaction
Exceptionally frustrated, Jennifer cancels her order and leaves the store unhappy.
Multi Support Vendor Scenario
Multi Support Vendor Scenario
Multi Support Vendor Scenario
Multi Support Vendor Scenario
InStore Interaction
The store manager calls the "MFS" IT help desk. They connect her with the vendor that supports the store POS. The support vendor only sees the original order in the POS database. The POS vendor tells the store manager that the order was never amended, and sends the store manager back to the "MFS" IT help desk.
Multi Support Vendor Scenario
InStore Interaction
The store manager contacts the "MFS" IT help desk who in turn contacts IBM - the single vendor across the entire Omni channel who has visibility and responsibility for end to end incident management.
Continued
Full transcript