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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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Presentation Transcript
slide1
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.

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!

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

slide12
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

slide14
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
slide15
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

slide16
How?

Establish Design Principles

having g reat cx
CustomerHaving 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

slide21
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).
thank you
Thank You

Questions?

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