Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

IS YOUR CORPORATE CULTURE THE CULPRIT? USE DESIGN-THINKING TO IGNITE CREATIVITY AND DRIVE CUSTOMER SUCCESS

Customer Success Summit 2015 General Session
Presented by: Catherine Courage, SVP of Customer Experience, Citrix

  • Inicia sesión para ver los comentarios

IS YOUR CORPORATE CULTURE THE CULPRIT? USE DESIGN-THINKING TO IGNITE CREATIVITY AND DRIVE CUSTOMER SUCCESS

  1. 1. Produced by Is Your Corporate Culture the Culprit? Use design-thinking to ignite creativity and drive customer success
  2. 2.  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
  3. 3. The Age of the Customer
  4. 4. Forrester - “Competitive Strategy In The Age Of The Customer” The Age of the Customer
  5. 5. © 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)
  6. 6. 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 currently have 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%
  7. 7. Executio n Driven Start Step 1 Step 2Step 3 Step 4 End
  8. 8. Customer-Centric Innovation 3 Ideas Around
  9. 9. a way of thinking, behaving, or working that exists in a place or organization (such as a business) Culture: http://www.merriam-webster.com/
  10. 10. Culture of Value 1
  11. 11. “Deliver Great Experiences!” “Innovate!”
  12. 12. © 2014 Citrix. Confidential.
  13. 13. Provide an exceptional experience to every user, every time
  14. 14. © 2014 Citrix. Confidential. Customer Innovation is everyone’s responsibility!
  15. 15. © 2014 Citrix. Confidential.
  16. 16. Culture of Customer Empathy 2
  17. 17. © 2014 Citrix. Confidential. Design thinking is human-centered innovation.
  18. 18. Who is my customer?
  19. 19. Customers
  20. 20. Customers Partners
  21. 21. Customers Partners Employees
  22. 22. © 2014 Citrix. Confidential. Walk in Their Shoes!
  23. 23. © 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
  24. 24. Formulate Concepts
  25. 25. Rapid Prototypes
  26. 26. v v v v
  27. 27. Rapid Prototypes
  28. 28. © 2014 Citrix. Confidential. Constant Customer Feedback
  29. 29. © 2014 Citrix. Confidential.
  30. 30. © 2014 Citrix. Confidential.
  31. 31. © 2014 Citrix. Confidential.Citrix Confidential - Do Not
  32. 32. © 2014 Citrix. Confidential.
  33. 33. © 2014 Citrix. Confidential.
  34. 34. © 2014 Citrix. Confidential.
  35. 35. © 2014 Citrix. Confidential.
  36. 36. Culture of Continuous Improvement 3
  37. 37. © 2014 Citrix. Confidential. Citrix Customer Experience Journey 2014+ Dedication to the delivery of world-class customer experiences. 2013 Broader customer, partner and employee impact. 2012 Increasing buyer and users satisfaction 2010 Investment in making design a core competency. 2011 Focus on the end user experience.
  38. 38. © 2014 Citrix. Confidential. Net Promoter
  39. 39. Produced by Experience Instrumentation
  40. 40. © 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
  41. 41. © 2014 Citrix. Confidential. Since 2011…. 100+ Classes & workshops Citrix employees taught 4000+ Locations 15
  42. 42. DESIGN HEROES
  43. 43. Community Engagement
  44. 44. Customer Culture of: 1 Value 2 Empathy 3 Continuous Improvement
  45. 45. Produced by Q&A
  46. 46. 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

×