IS YOUR CORPORATE CULTURE THE CULPRIT? USE DESIGN-THINKING TO IGNITE CREATIVITY AND DRIVE CUSTOMER SUCCESS
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Customer Success Summit 2015 General Session Presented by: Catherine Courage, SVP of Customer Experience, Citrix
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IS YOUR CORPORATE CULTURE THE CULPRIT? USE DESIGN-THINKING TO IGNITE CREATIVITY AND DRIVE CUSTOMER SUCCESS
- 1. Produced by Is Your Corporate Culture the Culprit? Use design-thinking to ignite creativity and drive customer success
- 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. The Age of the Customer
- 4. Forrester - “Competitive Strategy In The Age Of The Customer” The Age of the Customer
- 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)
- 7. 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%
- 8. Executio n Driven Start Step 1 Step 2Step 3 Step 4 End
- 9. Customer-Centric Innovation 3 Ideas Around
- 10. a way of thinking, behaving, or working that exists in a place or organization (such as a business) Culture: http://www.merriam-webster.com/
- 13. © 2014 Citrix. Confidential.
- 14. Provide an exceptional experience to every user, every time
- 15. © 2014 Citrix. Confidential. Customer Innovation is everyone’s responsibility!
- 16. © 2014 Citrix. Confidential.
- 18. © 2014 Citrix. Confidential. Design thinking is human-centered innovation.
- 19. Who is my customer?
- 20. Customers
- 23. © 2014 Citrix. Confidential. Walk in Their Shoes!
- 27. © 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
- 29. Rapid Prototypes
- 30. v v v v
- 31. Rapid Prototypes
- 32. © 2014 Citrix. Confidential. Constant Customer Feedback
- 33. © 2014 Citrix. Confidential.
- 34. © 2014 Citrix. Confidential.
- 35. © 2014 Citrix. Confidential.Citrix Confidential - Do Not
- 36. © 2014 Citrix. Confidential.
- 37. © 2014 Citrix. Confidential.
- 38. © 2014 Citrix. Confidential.
- 39. © 2014 Citrix. Confidential.
- 41. © 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.
- 42. © 2014 Citrix. Confidential. Net Promoter
- 44. © 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
- 45. © 2014 Citrix. Confidential. Since 2011…. 100+ Classes & workshops Citrix employees taught 4000+ Locations 15
- 46. DESIGN HEROES
- 48. Customer Culture of: 1 Value 2 Empathy 3 Continuous Improvement
- 49. Produced by Q&A
- 50. 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
Editor's Notes
- Passionate about creativity
- Creativity is something that research shows in fact 2/3 nurture; 1/3 nature…….we need to invest in research, see it as a competency, build and foster it within our organizations
- SPEND, STICK, STOP WHY? We want happy customer AND Happy customers will stay with you… and recommend you……..rent ion + $ Attract, retain, refer Customer experience leaders have more than a 16 percentage point advantage over customer experience laggards in consumers’ willingness to buy more, their reluctance to switch business away, and their likelihood to recommend. (Temkin Group) “If you build a great experience, customers tell each other about that.” – Jeff Bezos, CEO, Amazon.com $83 Billion is lost each year due to defections and abandoned purchases as a direct result of poor experience (Genesys, Greenfield Online and Datamonitor/Ovum analysts)
- Fewer thatn 50% of companies have a cust strategy
- Customers, partners and employees
- On top of that…….
- Creativity is something that research shows in fact 2/3 nurture; 1/3 nature…….we need to invest in research, see it as a competency, build and foster it within our organizations
- Creativity is something that research shows in fact 2/3 nurture; 1/3 nature…….we need to invest in research, see it as a competency, build and foster it within our organizations
- Creativity is something that research shows in fact 2/3 nurture; 1/3 nature…….we need to invest in research, see it as a competency, build and foster it within our organizations
- Innovate mandate
- IT has a new enemy…..the consumer experience. They look at the whole experience and they engage everyone….when you go a level deeper…what are some of the common attributes of these experiences
- ACROSS ALL AREAS OF THE COMPANY The customer journey are the stages our prospects and customers go through across all of Citrix – some stages might be skipped due to the size of the purchase (small number of seats/licenses = no deploy stage) or because the customer opts not to have a hands on trial or pilot of the product (direct buy, no product testing = no trial stage). We work together to map the touchpoints they experience along that journey (by persona, by product, by channel, by GEO) to identify make or break moments that cause the prospect or customer to be lost along the way. The touchpoint mapping process helps us identify the gaps and we can then work together to improve the customer experience and increase the number of customers who reach the advocacy stage.
- Have an image of a large group of people. Love to do something like this with a sea of faces http://citrixonipadatwork.com/
- People want to innovate…they often don’t know how!
- They are part of of the process…they are dreamers and encourage everyone to think big; don’t accept status quo
- Customers, partners and employees
- Customers, partners and employees
- Customers, partners and employees
- Project Pacific
- Steve: So we are really striving for the kinds of experiences that people expect in the consumer world. cc Exactly! There are the kinds of experience that will allow us to differentiate from the competition. These are the kinds of experience that end users will demand. The days of extensive documentation and end user training are over! Our investment and approach has resulted in a workspace design that anticipates users needs, empowers them and delvers a seamless experience that users will LOVE!
- Steve: So we are really striving for the kinds of experiences that people expect in the consumer world. cc Exactly! There are the kinds of experience that will allow us to differentiate from the competition. These are the kinds of experience that end users will demand. The days of extensive documentation and end user training are over! Our investment and approach has resulted in a workspace design that anticipates users needs, empowers them and delvers a seamless experience that users will LOVE!
- Steve: So we are really striving for the kinds of experiences that people expect in the consumer world. cc Exactly! There are the kinds of experience that will allow us to differentiate from the competition. These are the kinds of experience that end users will demand. The days of extensive documentation and end user training are over! Our investment and approach has resulted in a workspace design that anticipates users needs, empowers them and delvers a seamless experience that users will LOVE!
- Corporate purchase experience will be different – requires PO
- Focus on specific segment of the journey. Where are the Opportunities for improvement? Delight? Get them excited about the opportunity….cartoons are more compelling than bullets in a slide show.
- It completing with consumer products
- Insights to drive opportunity!
- Low fidelity to high - here is where we Explore A LOT of options
- innovate or die; everyone is hands on; Space are collaborative Collaboration not meeting driven Information naturally passes through
- High fidelity/Interactive prototypes
- SYNERGY
- Fail Fast/Fail Early
- XenMobile Console NetScaler 10.5
- It has beena journey….and it ontinues to be a journey. But we are seriosu about CX and commited to becoming better and stonger and differentiating from the competion….but most improtantly…
- Usage AND NPS…OSD has been using usage date to determine renewals and CROSS-SELL UPSELL OPPORTUNITIES ~$1-2m annually in improved retention # of seats + active/successful usage patterns vs size of company (if # seats is small vs size of company, growth/upsell opportunity) · usage of specific features (such as HD Faces) are indicators of engagement and predictors of loss or retention · active/successful usage patterns for one product in a company gives us an opportunity to utilize the customer to advocate and connect us to other contacts within the company for cross-sell - need enterprise instrumentation NPS..ANOTHER INDICATIOR Understanding customers through data! Customer sat benchmarks Segmentation/personas Product KPIs Predictive analytics · Customer Retention & Growth – o Code Red – predictively identifying customers who are not likely to renew annual contracts to enable client services to proactively connect with those customers and repair the relationship. Impact = ~$1-2m annually in improved retention o Code Green – predictively and systematically identifying customers who are a good fit for cross-sell & upsell leads. Impact = sales efficiency + more seats/more products equate to better retention · Customer Research – o Customer segmentation & persona marketing implementation projects are increasing efficiency and targeting. Impact = aided in ~30% improvement in New Business Expenses QoQ o Development of the Digital Customer Room (see snapshot attached) will broaden visibility of the personas and enable groups across the division connect with our customers. · Customer Listening Posts – o Connected the rating customer’s give us on the NPS scale of 0-10 to their customer life in average months – Customer Driven Business Cases. This tool helps the product line leaders prioritize customer requested improvements by estimated ROI. (slides #7 & 8 in the Overview deck) · Virtual Customer Advisory Boards (VCAB) – o Developed the VCAB that the G2M team used to improve the design of the G2M mobile experience (customer co-creation). · Customer Journey improvements – o Built and championed the case for developing the ability to sell multiple seats of G2M online. Impact: Stakeholder teams agreed and engineering efforts w
- Serious commitment, instead of investing in an innovation team, we invest in innovation educators, invest in people within the business units
- Making design relatable…. Heros Intranet
- 28 Events which CX team members has presented. US, UK, India and other international locations.
- Customer-Centric Culture of: Value Empathy Continuous Improvement