Experience by Design Mark Gunn Senior Director Customer
Experience by Design Mark Gunn Senior Director, Customer Experience Design © 2011 Autodesk
Re-invent our customers’ experience, in all their interactions with us. © 2011 Autodesk
Why? © 2011 Autodesk
Designing a great customer experience Why is this even hard? © 2011 Autodesk § Comfort § Other priorities § Tried before § Uncertain of the company’s commitment
Users work in a different environment… Globally Integrated § Uncertain § Real-time § Vocal § We ignore CX at our peril! © 2011 Autodesk
Impatience © 2011 Autodesk
Globally Integrated American Bridge, Fluor… and Shanghai Zhenhua Heavy Industries © 2011 Autodesk
Requires fast change on many fronts Strategic © 2011 Autodesk l Tactical l Cultural
So How? A framework © 2011 Autodesk
A framework for sustained great CX Customer Journey Mapping CX Design Voice of Customer Co-design Product Experience Online Experience CX Coalition Support design of customer experience Customer Service Experience Employee Experience CX Program Office Program and Project Mgmt Communications Guide and sustain over multiple years Coordinate and communicate across the company © 2011 Autodesk
A CX Framework for Action We help people Imagine, Design, and Create A Better World Driving Change for the long run “Our customers have a loyal connection with Autodesk, seeing us as both an integral tool maker and a trusted business partner. ” ADSK Vision Whatwill Autodesk will achieve as a company 1. You find it easy and pleasant to do business with us, anywhere in the world. 2. We will make it easy to find the information and tools you need to evaluate, trial, and The customer experience we will achieve purchase the right Autodesk products for your needs. 3. We will make it possible to purchase, take delivery, and begin working with our products in What the customer can expect of us the way that best meets your needs. 4. We will provide the tools and support you need to successfully install, register, and begin using your Autodesk product, at no How we will deliver our customer experience additional charge. Once you are up and running, you will be able to choose from a range of support and learning options, including for-fee Supporting capabilities required to deliver on technical support. this Customer 5. Our customer service Experience teams will be available globally, to support your business needs at every stage of your career, and in every interaction with us. CX Vision Commitment to Customers CX Architecture Technology Infrastructure
How? Research: Journey Mapping © 2011 Autodesk
What is a Customer Journey Map? A customer journey looks at things entirely from the customers' point of view: their actions, goals, questions, and barriers over time. Adam Richardson, Harvard Business Review © 2011 Autodesk
Product Center Videos • Enable easier control of video. • Test videos on standard cable bandwidth. Proposed Owner: Marketing Web Team Priority: 3 Type: System QUICK WIN © 2006 Autodesk 14
Trial Form 1. Shorten form to only fields needed to provide the trial download; request additional information as needed Proposed Owner: Field Marketing Priority: 2 Type: Policy © 2006 Autodesk 2. Use data captured here to create the customer's My Autodesk Account (or match to existing account) Proposed Owner: EIS Priority: 1 Type: System 15
How? Establish Design Principles © 2011 Autodesk
Having Great CX Customer Time Effort Value Trust Choice © 2011 Autodesk
Having Great CX Autodesk Customer Speed Time Efficient Effort Effective Value Reliability Trust Flexibility Choice © 2011 Autodesk
Having Great CX Customer Autodesk Time Effort Value Trust Choice © 2011 Autodesk Speed Efficient Effective Reliability Flexibility
Designing Great CX Example Touchpoint Characteristics Messages Products Services Interactions Timely: Email provides me something I need now Fast: Downloads quickly; Fast setup Saves time: Sub center response turnaround time Prompt: No waiting for appointments Effort Coordinated: Emails based on my configuration Intuitive: Features integrated with related products No rework: C. knowledge is shared across services Saves work: AU setting maximizes networking Value Useful: I know what action to take after the meeting Relevant: Valuable: Produces the right visuals for AC projects solve high value the project problems Applicable: Showroom display applies to C’s business Trust Consistent: Autodesk reps and partners say the same thing Predictable: Trustworthy: Doesn’t crash; Product support fixes Feature outputs are accurate reported bugs Transparent: Account portal accurately reflects PACs remaining Choice Personalized: Messages delivered when, where and how I want Customized: Ability to choose right product mix; products configured to my preferences Adaptability: Can access products and services from wherever I want © 2011 Autodesk Tailored: Services offered and delivered are tailored to my needs
How? Co-Design Autodesk is using an approach from the Patty Seybold Group http: //www. psgroup. com/customer_co-design. aspx © 2011 Autodesk
What is a Customer Scenario? § Your Customer’s Ideal Process § A customer scenario is a set of tasks that a particular group (segment) of customers is happy to do in order to accomplish their desired outcome(s). I want to. . . Successful Outcome Customer © 2011 Autodesk
Establish Context, Desired Outcomes and Conditions to satisfy customer © 2011 Autodesk
Define the ideal way for customer to get his or her desired outcome… © 2011 Autodesk
Identify the critical moments in the customer’s journey. © 2011 Autodesk
Focus on what Autodesk can/will/should do to satisfy our customer. © 2011 Autodesk
Thank You Questions? © 2011 Autodesk
© 2011 Autodesk
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