Digital Customer Experience

StrategyErin Smith, Customer Experience, DocuSign

Digital Customer Experience Strategy

Erin Smith

Customer Experience, DocuSign

Twitter @emsanzy

LinkedIn https://www.linkedin.com/in/emsanzy

Erin Smith

Technology, Information & Customer Experience Focus for 15+ years in Bay Area

Senior Manager, Information Experience @ DocuSign

Age of the User!Expectations are shifting

Experience wins

$1.5b 2% 86%10-pt CX index

= $1.5 b rev impact(Forrester)

retention = 10%

decrease cost(E. Murphy & M. Murphy)

customers quit due to

bad experience(Harris Interactive)

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Citrix Confidential - Do Not Distribute

New focus on experience

Culture | Digital Experience | Analytics

Culture | Digital Experience | Analytics

Culture eats

strategy for

breakfast.“”Peter Drucker

Business Visionary

Vision Be clear about what your vision is. Or everyone else will create their

own.

DocuSign is the fastest, most secure way to make every agreement digital, so you can keep life and

business moving forward.

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TrustThe most reliable and globally-trusted service for digital transactions.

Simple to use, implement, and manage, driving immediate user adoption.

Experience

The DocuSign Difference

Works with applications, services, and devices you already use.

Choice

18

Make Customer

Experience Part of

Your DNA

Do we have the right products and

services for our users?

Execution Driven

STEP 1 STEP 2 STEP 3 STEP 4+ + +

Feature Focused

Do we have the right products and

services for our users?

How do humans feel about the

experiences you create?

vs

Customer experience is everyone’s responsibility!

Light Switch Magic Wand Pixie Dust

There’s No……

Shared Empathy

Who are my customers?

What do you already know

about your customers?

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Know your side of the experience

Visibility into browser-side of web delivery

• Context on the end-user experience

• Monitor page load times

• Browser breakdown

• Geography breakdowns

• Visibility server to browser

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Gather Insights on your Digital Experience

Visualize your software data

• Analytics:

• Application performance

• Software business

• Customer experience

• Iterative-data exploration

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Validate the experience

Automated performance testing

• Simulate user behavior

• 24x7 monitoring and health checks

• Performance-testing dashboard

• Explore data and analyze performance

Constant User Feedback

Walk in their shoes

Empathy

Embrace Understanding

Initiate real Dialogues

Experiment together

COLLABORATE

Product

Create a market that serves customer

needs; Fill the funnel

Services

Marketing

Sales

Build a product that solves customer needs

Engage customers to show how product

solves needs

Help customers achieve success and value

Users

Three-in-a-Box

User Experience

Product Development

Product Management

Space to Create

STORYTELLING

The single biggest

problem in

communication is the

illusion that it has taken

place.George Bernard Shaw

“”

Memorable

Impactful

Personal

Culture | Digital Experience | Analytics

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New focus on experience

DigitalHuman

Don’twant to adapt to customer

s?Taxis

Video RentalsNewspapersMagazines

What do successful digital experience companies have in

common?

Winning companies create digital

experiences that enable customers to

learn quickly,

and use telemetry to

understand their customers.

DocuStories

All Successful Businesses Will be 100% Digital.

13%More

Revenue

50%More

Profitable

19%Higher Market

Valuation

Organizations that rank high on digital maturity

MIT Sloan and Capgemini – The Digital Advantage: How digital leaders outperform their peers in every industry

CustomerExperience

Return on Investment

Security and Compliance

The Digital Promise

Digital

Enterprise

Consumers

Customers

Partners

Suppliers

EmployeesEnterprise

DisconnectedSystems

ManualProcesses

Poor CustomerExperience

Consumers

Customers

Partners

Suppliers

EmployeesEnterprise

There’s a Better Way

Consumers

Customers

Partners

Suppliers

EmployeesEnterprise

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How DocuSign Uses New Relic

• Insight and debugging production incidents

• Monitor

• Server resources and health

• Application performance, bothat the server and the browser

• Errors

• Dependency (3rd party APIs) performance

• Uptime from various locations

What digital experiences are your

customers experiencing?

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92%Of buyers use search engines while

researching products(CEB, Gartner, HBR)

76%Of customers would rather search

online than call.(Forrester)

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Marketing

ServicesSales Support

Consumable Findableand

Outside | In Plan for Growth Scalable Program

Prepare for the Future

Digital Experience

Chat Bots & CAPs

“Conversational AI

platforms (CAPs) will be

the next big paradigm

shift in information

technology. ”

(Gartner)

IoTBy 2025, the Internet of Things could generate more than $11 trillion a year in

economic growth.

(McKinsey)

Culture | Digital Experience | Analytics

If you can't measure

it, you can't improve

it“”Peter Drucker

Business Visionary

Product

Web Experience

Communication Channels

It’s all about instrumentation

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Marketing ServicesSales Support

Track time & interactions across the journey

Culture | Digital Experience | Analytics

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Thank you!