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Produced by
Is Your Corporate Culture the Culprit?Use design-thinking to ignite creativity and
drive customer success
Design & Experience focused for 15+
years
SVP, Customer Experience, Citrix
Author of “Understanding Your Users”
Trains for triathlons to feed chocolate
habit
Twitter: @ccourage
Catherine Courage
The Age of theCustomer
Forrester - “Competitive Strategy In The Age Of The Customer”
The Age of the Customer
© 2014 Citrix. Confidential.
Customers who had the best past experiences spend 140% more
compared to those who had the poorest past experience. (HBR)
A 2% increase in customer retention has the same effect as decreasing costs by 10% (Leading on the Edge of Chaos, E. Murphy & M. Murphy)
86% of consumers quit doing business with a company due to bad customer experience (Harris Interactive)
How effective is your organization’s current customer experience
initiative at improving your customer’s experiences?
Somewhat Effective
Forrester Research, Inc.
Effective
Very Effective
Extremely Effective
We don’t currentlyhave a CX initiative
Don’t know
Base: 210 attendees of Forrester’s 2014 Forum for Customer Experience Professionals East (Percentages do not
total 100% because of rounding.)
47%
22%
12%
3%
8%
7%
Execution
Driven
Start
Step 1
Step 2Step 3
Step 4
End
Customer-Centric Innovation
3 Ideas Around
a way of thinking, behaving, or working
that exists in a place or organization
(such as a business)
Culture:
http://www.merriam-webster.com/
Culture of Value
1
“Deliver Great Experiences!”
“Innovate!”
© 2014 Citrix. Confidential.
Provide an exceptional experience to
every user, every time
© 2014 Citrix. Confidential.
Customer Innovation is everyone’s responsibility!
© 2014 Citrix. Confidential.
Culture ofCustomer Empathy
2
© 2014 Citrix. Confidential.
Design thinking is
human-centered innovation.
Who is my customer?
Customers
Customers Partners
Customers Partners Employees
© 2014 Citrix. Confidential.
Walk in Their Shoes!
© 2013 Citrix | Confidential – Do Not Distribute
= Moment of truth
= Pain
= Scenario1.
3.
2.
= Delight4.
5.
6.
= Top tNPS lever
= Top Activation lever
Welcome Getting Started Initial Use
Admin Organizer
Receives confirmation of purchase
NPS
ACT
Customer Journey Map
Admin Organizer
1st Login
Admin Organizer
Receives account access
Admin Organizer
Personalizes his account
Admin Organizer
Gets welcomed (phone, email)
Admin
Installs Plugins and GoToMeet.Me
Admin Organizer
Schedules 1st meeting
Admin Organizer
Researches virtual meeting tips & tricks
Admin Organizer
Provisions Users and Admin Functions
Admin Organizer
Something Goes Wrong: Seeks self-help or
calls Customer Care
Admin Organizer
Customize getting started experience
Admin Organizer
Provides getting started details to users
Admin Organizer
Calls Customer Care
Admin Organizer
Learns the support system
Starts 1st meeting
Admin Organizer
Practices Hosting a (dry run) G2M
Organizer
Facilitates 1st meeting
Admin Organizer
Tips & Tricks
Admin Organizer
Completes Meeting Follow-up Actions
Admin Organizer
Admin Organizer
Admin Organizer
NPS
NPS
NPS
NPS
ACT
Phase 2 research:
Ongoing Use
Formulate Concepts
Rapid Prototypes
v
v
v
v
Rapid Prototypes
© 2014 Citrix. Confidential.
Constant Customer Feedback
© 2014 Citrix. Confidential.
© 2014 Citrix. Confidential.
© 2014 Citrix. Confidential.Citrix Confidential - Do Not
Distribute
© 2014 Citrix. Confidential.
© 2014 Citrix. Confidential.
© 2014 Citrix. Confidential.
© 2014 Citrix. Confidential.
Culture ofContinuous Improvement
3
© 2014 Citrix. Confidential.
Citrix Customer Experience Journey
2014+Dedication to
the delivery of
world-class
customer
experiences.
2013Broader customer, partner and employee impact.
2012Increasing buyer
and users
satisfaction
2010Investment in
making design a
core competency. 2011Focus on the end
user experience.
© 2014 Citrix. Confidential.
Net Promoter
Produced by
Experience Instrumentation
© 2014 Citrix. Confidential.
Design Driven
Delivering exceptional experiences
that delight our customers,
partners and employees
Innovative
Challenging the way things are and
imagining how they could be better
© 2014 Citrix. Confidential.
Since 2011….100+Classes &
workshops
Citrix employees taught
4000+
Locations
15
DESIGN HEROES
Community Engagement
Customer Culture of:
1 Value
2 Empathy
3 Continuous Improvement
Produced by
Q&A
Produced by
TED; Igniting Creativity to Transform Corporate Culture
https://www.youtube.com/watch?v=01Y7qlPFpqw
Applying Design Thinking Across the Business
http://www.mckinsey.com/insights/business_technology/an_interview_wit
h_citrixs_catherine_courage
Reweaving Corporate DNA
http://www.managementexchange.com/story/reweaving-corporate-dna-
building-culture-design-thinking-citrix
Design Studio
http://blogs.hbr.org/2011/11/inventing-the-collaborative-workspace/
Pop-up
http://www.slideshare.net/margaretvlee/pop-up-studio-overview