Tools for inventing organizations:

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_ ELM _ Experience Lifecycle Mapping

• John Quimby
• Research Scientist
• Center for Coordination Science
• November 17, 2004

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ELMExperience Lifecycle Mapping is sponsored
by
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ELM

• New Knowledge Management and
• Customer Relationship Management tool
• Captures, organizes, and discovers knowledge
  about how IT capabilities and organizational
  design aid or detract from the customers
  experience
• Identifies new Product/Services

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ELM helps us understand how will we
Create value for the customer? Deliver value to
customer? Capture value from the customer?
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• Demonstration of
• Experience Lifecycle Mapping
• ELM

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ELM

• How Phases of Customer Experience
• are supported by IT Capabilities
• Technology, Core Processes, and People
• Collaborative Maps
• Qualitative and Quantitative Capture/Display
• Organizational dimensions of customer experience
• Corporate culture
• Key processes
• Organizational roles
• Maps areas of strength
• Assesses opportunities for improvement
• Identifies new product and service opportunities.

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ELM Core Features

• ELM XML file import and export
• Generic business knowledge templates
• Industry specific templates
• Structured/semi-structured knowledge capture
• Open ended methodology support
• Phase, Step, and Capability editing
• Qualitative and Quantitative attribute editing
• Alternative Dimension mapping
• Data driven slide presentations
• Structured and Ad-hoc narratives
• Timed progressive disclosure

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ELM Visual Features

• Multiple alternative views and dialogues
• Multiple Step selection queries
• Selective Map suppression
• Alternative data graphing
• Phase and Step importance weighting
• Comments, Relational pointers, and hyperlinks
• User preferences and color palettes

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ELM Software Integration

• Excel capability table import/export
• Capability mapping summary table
• Hyperlinks to Outside Knowledge
• URLS, Object Repositories, Activity Repositories
• Link in Common Document Assets
• PowerPoint, Word, Excel, and Visio
• Capability Set import and export
• Supports knowledge integration and double loop
  learning from multiple knowledge workers
• Comprehensive Word reports
• Complete ELM XML file import and export

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How will my Customer
- think of my Brand? - understand this
Product? - decide to buy? - actually use this? -
consider me again?
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Phases in the Customer Experience Lifecycle
Designing
Motivating
Evolving
Deciding
Enacting
How can we better understand and organize the
knowledge of the customer lifecycle experience?
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Customer Experience through Narrative in ELM

• Supports Narrative creation and playback
• Provides Ad-hoc Manipulation during Narratives
  Nonlinear presentations
• Optimally rich set of View Controls
• Anchor the users with saved
• Home View and Startup View
• Narratives are Data Driven and evolve as
  understanding grows

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Audience Engagement Support in ELM

• Encourage Ad-hoc Audience Narrative Construction
• Always On Knowledge Capture
• Visual Cues to Actions within Narratives
• Hyperlinks to Outside Knowledge
• URLS, Object Repositories, Activity Repositories
• Link in Common Document Assets
• PowerPoint, Word, Excel, and Visio
• Relationship Connections with On/OFF and
  Drag/Drop
• Simple Dialogues Inquiry by example
• Post-its

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Context Awareness Support in ELM

• Context Persistence as a constraint and an
  underlying metaphor
• Users control over information rich space
• Visual weighting of customer perceived importance
  as a central display option
• Semi-Structured and Data Driven Display of Phases
  of the customer experience
• Context Awareness is KEY to understanding any
  single part of the Customer Experience

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Encapsulate Traditional Organizational Views in
Context

• Capture and Playback of Traditional
  Organizational Views against Lifecycle Views
• Organizational Roles
• Core Activities
• Cultural Norms
• Competitive Pressures
• Capture and Display of relationships of these
  Cross Cutting Dimensions to Lifecycle Views
• Use these Familiar Views to Capture and Highlight
  weak or absent experience steps

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Multiple Engagement Methodology Support in ELM

• Using Context Persistence as a constant
  underlying metaphor, present structured and semi
  structured engagement methodologies
• Save and Restore using XML encoded .ELM files
• Data Driven Displays responsive to Ad-Hoc changes
  during presentations Adaptive Reuse
• Leverage existing Standalone or Web based
  Methodology Assets through Hyperlinks

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ELM helps reflect and understand the customers
reality
Designing
Motivating
Evolving
Deciding
Enacting
Effective Shared Visions are grounded in
reality
Ref The Fifth Discipline Peter M. Senge