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Experience by Design

Experience by Design. Mark Gunn Senior Director, Customer Experience Design. Re-invent our customers’ experience,. in all their interactions with us. Why?. Designing a great customer experience. Why is this even hard?. Comfort Other priorities Tried before

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Experience by Design

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  1. Experience by Design Mark Gunn Senior Director, Customer Experience Design

  2. Re-invent our customers’ experience, in all their interactions with us.

  3. Why?

  4. Designing a great customer experience Why is this even hard? • Comfort • Other priorities • Tried before • Uncertain of the company’s commitment

  5. Users work in a different environment… • Globally Integrated • Uncertain • Real-time • Vocal We ignore CX at our peril!

  6. Impatience

  7. Globally Integrated American Bridge, Fluor… and Shanghai Zhenhua Heavy Industries

  8. Requires fast change on many fronts Strategic l Cultural l Tactical

  9. So How? A framework

  10. Voice of Customer • Customer Journey Mapping • Program and Project Mgmt A framework for sustained great CX • Product Experience • Customer Co-design • Communications • Online Experience • Customer Service Experience • CX • Design • Employee Experience • CX • Coalition Support design of customer experience • CX • Program • Office Guide and sustain over multiple years Coordinate and communicate across the company

  11. We help people Imagine, Design, and Create A Better World A CX Framework for Action 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 You will find it easy and pleasant to do business with us, anywhere in the world. We will make it easy to find the information and tools you need to evaluate, trial, and purchase the right Autodesk products for your needs. We will make it possible to purchase, take delivery, and begin working with our products in the way that best meets your needs. We will provide the tools and support you need to successfully install, register, and begin using your Autodesk product, at no 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 technical support. Our customer service teams will be available globally, to support your business needs at every stage of your career, and in every interaction with us. What Autodesk will achieve as a company CX Vision The customer experience we will achieve Commitment toCustomers What the customer can expect of us CXArchitecture How we will deliver our customer experience TechnologyInfrastructure Supporting capabilities required to deliver on this Customer Experience

  12. How? Research: Journey Mapping

  13. 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

  14. 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

  15. 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 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

  16. How? Establish Design Principles

  17. Customer Having Great CX Time Effort Value Trust Choice

  18. Customer Autodesk Having Great CX Speed Time Efficient Effort Effective Value Reliability Trust Flexibility Choice

  19. Customer Autodesk Having Great CX Speed Time Efficient Effort Effective Value Reliability Trust Flexibility Choice

  20. Designing Great CX

  21. How? Co-Design Autodesk is using an approach from the Patty Seybold Group http://www.psgroup.com/customer_co-design.aspx

  22. I want to... I want to... I want to... I want to... Successful Outcome Customer 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).

  23. Establish Context, Desired Outcomes and Conditions to satisfy customer

  24. Define the ideal way for customer to get his or her desired outcome…

  25. Identify the critical moments in the customer’s journey.

  26. Focus on what Autodesk can/will/should do to satisfy our customer.

  27. Thank You Questions?

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