Produced by

Is Your Corporate Culture the Culprit?Use design-thinking to ignite creativity and

drive customer success

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

The Age of theCustomer

Forrester - “Competitive Strategy In The Age Of The Customer”

The Age of the Customer

© 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)

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 currentlyhave 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%

Execution

Driven

Start

Step 1

Step 2Step 3

Step 4

End

Customer-Centric Innovation

3 Ideas Around

a way of thinking, behaving, or working

that exists in a place or organization

(such as a business)

Culture:

http://www.merriam-webster.com/

Culture of Value

1

“Deliver Great Experiences!”

“Innovate!”

© 2014 Citrix. Confidential.

Provide an exceptional experience to

every user, every time

© 2014 Citrix. Confidential.

Customer Innovation is everyone’s responsibility!

© 2014 Citrix. Confidential.

Culture ofCustomer Empathy

2

© 2014 Citrix. Confidential.

Design thinking is

human-centered innovation.

Who is my customer?

Customers

Customers Partners

Customers Partners Employees

© 2014 Citrix. Confidential.

Walk in Their Shoes!

© 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

Formulate Concepts

Rapid Prototypes

v

v

v

v

Rapid Prototypes

© 2014 Citrix. Confidential.

Constant Customer Feedback

© 2014 Citrix. Confidential.

© 2014 Citrix. Confidential.

© 2014 Citrix. Confidential.Citrix Confidential - Do Not

Distribute

© 2014 Citrix. Confidential.

© 2014 Citrix. Confidential.

© 2014 Citrix. Confidential.

© 2014 Citrix. Confidential.

Culture ofContinuous Improvement

3

© 2014 Citrix. Confidential.

Citrix Customer Experience Journey

2014+Dedication to

the delivery of

world-class

customer

experiences.

2013Broader customer, partner and employee impact.

2012Increasing buyer

and users

satisfaction

2010Investment in

making design a

core competency. 2011Focus on the end

user experience.

© 2014 Citrix. Confidential.

Net Promoter

Produced by

Experience Instrumentation

© 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

© 2014 Citrix. Confidential.

Since 2011….100+Classes &

workshops

Citrix employees taught

4000+

Locations

15

DESIGN HEROES

Community Engagement

Customer Culture of:

1 Value

2 Empathy

3 Continuous Improvement

Produced by

Q&A

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