Are You Experienced?
Taking Your Brand Beyond Out-of-the-Box with Salesforce XD
DREAMFORCE 2013
THE WESTIN ST. FRANCIS, El...
A QUESTION
Have you ever been experienced?
Well, I have…
Well, I have…
Well, I have…
It’s a small difference, after all…
The quality of experience.
LET’S TALK ABOUT CX
86% of customers will pay more for experience.
Only 1 % say vendors consistently meet their expectations.
— CEI Survey
201...
95% of audiences agreed with the statement
“good customer experience just makes sense.”
— Econsultancy
In 2012, only 37% of brands
received a good customer experience index score.
— Forrester Customer Experience Index 2012
76.3% of all internet-related statistics are made up.
— Abraham Lincoln
Can you afford not to consider the importance of
a powerful, branded customer experience?
What makes a bad experience?
BAD experiences…
— don’t look or feel “right”
— make engagement difficult
— ignore the needs of their audiences
— fail to ...
What are the characteristics
of good experiences?
GOOD experiences…
— are inviting and understandable
— create meaningful engagement
— are distinctive and memorable
— conne...
What are the characteristics fo
Good DIGITAL experiences?
http://vimeo.com/72196877
SHAPING GOOD EXPERIENCES:
WHERE TO BEGIN?
So how do we create these good experiences?
And isn’t that what Salesforce is for?
The Salesforce brand isn’t your brand.
Your brand is unique.
But are you experienced?
[ representative photo ]
“It’s about seeing things in a different light,
and learning through experience rather than
thinking about everything as p...
PERSPECTIVE
SHAPING GOOD EXPERIENCES:
STEPS TO GO BEYOND
OUT-OF-THE-BOX…
PROCESS
LEVERAGE THE POWER OF DATA
Examine the behavior of your customers on- and offline
Understand cross-channel and multi-scree...
REVIEW CURRENT DIGITAL TOUCHPOINTS
Understand customer goals
Examine current systems
Articulate opportunities for improvem...
ACTUALLY TALK TO YOUR CUSTOMERS
Identify your key audiences
Get honest, unabridged feedback
Uncover needs and opportunitie...
MEASURE PERFORMANCE AND RESPOND
Clearly articulate business objectives and needs
Look beyond digital performance to comple...
RESPOND TO CUSTOMER AND BUSINESS OBJECTIVES
BY LEVERAGING A USER-CENTER DESIGN PROCESS
Analyze research
Ideate and explore...
EMBRACE WHAT DIGITAL DOES WELL
Create touchpoint appropriate interfaces
Shape content and functionality to fit the moment
...
EMBRACE AND EXPAND ON WHAT YOUR BRAND DOES WELL
Support key brand attributes via experience
Content, functionality and des...
UNIFY OVERALL CUSTOMER EXPERIENCE
Create one compelling face to your customers
Every touchpoint, in every key moment
(Incl...
SHAPING GOOD EXPERIENCES:
SALES FORCE XD CAN HELP
A New Perspective: Resources and Skills

XS
EXPERIENCE
STRATEGY

Strategy + Business Design
Examining opportunities to evo...
A New Perspective: Resources and Skills

UX
USER
EXPERIENCE

Information Architecture
Classic boxes and arrows come to lif...
A New Perspective: Resources and Skills

UI
USER
INTERFACE

Design Exploration + Concepting
Ideas that shape and powerfull...
WE CREATE EXPERIENCES THAT
MATTER
http://vimeo.com/78380143
IN CONCLUSION…
PERSPECTIVE + PERCEPTIONS
PROCESS
EXPERIENCE
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
Dreamforce 2013: Are You Experienced?
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Taking Your Brand Beyond Out-of-the-Box with Salesforce XD

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Dreamforce 2013: Are You Experienced?

  1. 1. Are You Experienced? Taking Your Brand Beyond Out-of-the-Box with Salesforce XD DREAMFORCE 2013 THE WESTIN ST. FRANCIS, Elizabethan C/D NOVEMBER 20, 2013 | 430-530pm BILL BULMAN Creative Director DAVID LAWRENCE Creative Director
  2. 2. A QUESTION
  3. 3. Have you ever been experienced?
  4. 4. Well, I have…
  5. 5. Well, I have…
  6. 6. Well, I have…
  7. 7. It’s a small difference, after all…
  8. 8. The quality of experience.
  9. 9. LET’S TALK ABOUT CX
  10. 10. 86% of customers will pay more for experience. Only 1 % say vendors consistently meet their expectations. — CEI Survey 2012
  11. 11. 95% of audiences agreed with the statement “good customer experience just makes sense.” — Econsultancy
  12. 12. In 2012, only 37% of brands received a good customer experience index score. — Forrester Customer Experience Index 2012
  13. 13. 76.3% of all internet-related statistics are made up. — Abraham Lincoln
  14. 14. Can you afford not to consider the importance of a powerful, branded customer experience?
  15. 15. What makes a bad experience?
  16. 16. BAD experiences… — don’t look or feel “right” — make engagement difficult — ignore the needs of their audiences — fail to meet expectations — transform expectations into frustration — fail to react to that frustration — underwhelm again and again — are moments that fail
  17. 17. What are the characteristics of good experiences?
  18. 18. GOOD experiences… — are inviting and understandable — create meaningful engagement — are distinctive and memorable — connect us to the things we desire — feel genuine and trustworthy — meet and exceed expectations — transform the mundane into remarkable — are moments that matter
  19. 19. What are the characteristics fo Good DIGITAL experiences?
  20. 20. http://vimeo.com/72196877
  21. 21. SHAPING GOOD EXPERIENCES: WHERE TO BEGIN?
  22. 22. So how do we create these good experiences?
  23. 23. And isn’t that what Salesforce is for?
  24. 24. The Salesforce brand isn’t your brand.
  25. 25. Your brand is unique.
  26. 26. But are you experienced?
  27. 27. [ representative photo ]
  28. 28. “It’s about seeing things in a different light, and learning through experience rather than thinking about everything as preconceived notions that you’ve already made up your mind about.” — rok4uu “It’s about open mindedness… it’s about being able to look at things from every perspective.” — pz444
  29. 29. PERSPECTIVE
  30. 30. SHAPING GOOD EXPERIENCES: STEPS TO GO BEYOND OUT-OF-THE-BOX…
  31. 31. PROCESS
  32. 32. LEVERAGE THE POWER OF DATA Examine the behavior of your customers on- and offline Understand cross-channel and multi-screen behavior Target moments that matter (Salesforce can help)
  33. 33. REVIEW CURRENT DIGITAL TOUCHPOINTS Understand customer goals Examine current systems Articulate opportunities for improvement
  34. 34. ACTUALLY TALK TO YOUR CUSTOMERS Identify your key audiences Get honest, unabridged feedback Uncover needs and opportunities through research Document unique customer insights
  35. 35. MEASURE PERFORMANCE AND RESPOND Clearly articulate business objectives and needs Look beyond digital performance to complete experience performance
  36. 36. RESPOND TO CUSTOMER AND BUSINESS OBJECTIVES BY LEVERAGING A USER-CENTER DESIGN PROCESS Analyze research Ideate and explore possibilities (before “deciding” on a course of action) Prototype and test, involving your customers in the process
  37. 37. EMBRACE WHAT DIGITAL DOES WELL Create touchpoint appropriate interfaces Shape content and functionality to fit the moment Create contextualized experiences Make interactions social
  38. 38. EMBRACE AND EXPAND ON WHAT YOUR BRAND DOES WELL Support key brand attributes via experience Content, functionality and design elements all must serve the brand Quality of usability reflects brand value
  39. 39. UNIFY OVERALL CUSTOMER EXPERIENCE Create one compelling face to your customers Every touchpoint, in every key moment (Including your Salesforce implementations)
  40. 40. SHAPING GOOD EXPERIENCES: SALES FORCE XD CAN HELP
  41. 41. A New Perspective: Resources and Skills XS EXPERIENCE STRATEGY Strategy + Business Design Examining opportunities to evolve the role of your brand in the lives of your customers, and pointing the way forward. Research + Insight ENVISION WORKSHIOPS USER RESEARCH PERSONA CREATION Uncovering those key “moments of truth” and the steps you can take to improve efficiency in their daily experience. JOURNEY MAPPING Experience Modeling CO-CREATION Envisioning digital systems that improve engagement and objectively prove out ROI. WORKSHOPS
  42. 42. A New Perspective: Resources and Skills UX USER EXPERIENCE Information Architecture Classic boxes and arrows come to life to transform business requirements and customer needs into valuable user experiences that positively impact your bottom line. Interaction Design USABILITY AUDITS USER REQUIREMENTS INTERACTION FLOWS WIREFRAMES PROTOTYPES USABILITY TESTING Beyond business requirements and the “why” and “what” of your app, we answer the “how” of each interaction. Usability Testing From initial examinations of key interactions to final acceptance testing, we work with your customers to ensure every experience meets their needs.
  43. 43. A New Perspective: Resources and Skills UI USER INTERFACE Design Exploration + Concepting Ideas that shape and powerfully reflect your brand+ Salesforce to elevate and transform customer behavior. User Interface Design DESIGN IDEATION DESIGN CONCEPTING UI DESIGN VIDEO PRODUCTION From typography to responsive templates, mobile to tablet to desktop and beyond, each pixel of every interaction is constructed to engage your customer. Motion Graphics Video, audio, animation—powerful creative storytelling that sails off the screen and connects meaningful content with your customer.
  44. 44. WE CREATE EXPERIENCES THAT MATTER
  45. 45. http://vimeo.com/78380143
  46. 46. IN CONCLUSION…
  47. 47. PERSPECTIVE + PERCEPTIONS
  48. 48. PROCESS
  49. 49. EXPERIENCE

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