Experience by Design
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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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Experience by design

Experience by Design

Mark Gunn

Senior Director, Customer Experience Design


Re invent our customers experience

Re-invent our customers’ experience,

in all their interactions with us.


Experience by design

Why?


Designing a great customer experience

Designing a great customer experience

Why is this even hard?

  • Comfort

  • Other priorities

  • Tried before

  • Uncertain of the company’s commitment


Users work in a different environment

Users work in a different environment…

  • Globally Integrated

  • Uncertain

  • Real-time

  • Vocal

We ignore CX at our peril!


Impatience

Impatience


Globally integrated

Globally Integrated

American Bridge, Fluor…

and Shanghai Zhenhua Heavy Industries


Requires fast change on many fronts

Requires fast change on many fronts

Strategic

l Cultural

l Tactical


So how

So How?

A framework


A framework for sustained great cx

  • 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


A cx framework for action

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


Experience by design

How?

Research: Journey Mapping


What is a customer journey map

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


Experience by design

  • 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


Experience by design

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


Experience by design

How?

Establish Design Principles


Having g reat cx

Customer

Having Great CX

Time

Effort

Value

Trust

Choice


Having g reat cx1

Customer

Autodesk

Having Great CX

Speed

Time

Efficient

Effort

Effective

Value

Reliability

Trust

Flexibility

Choice


Having g reat cx2

Customer

Autodesk

Having Great CX

Speed

Time

Efficient

Effort

Effective

Value

Reliability

Trust

Flexibility

Choice


Designing g reat cx

Designing Great CX


Experience by design

How?

Co-Design

Autodesk is using an approach from the Patty Seybold Group

http://www.psgroup.com/customer_co-design.aspx


What is a customer scenario

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).


Establish context desired outcomes and conditions to satisfy customer

Establish Context, Desired Outcomes and Conditions to satisfy customer


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

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


Identify the critical moments in the customer s journey

Identify the critical moments in the customer’s journey.


Focus on what autodesk can will should do to satisfy our customer

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


Thank you

Thank You

Questions?


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