© 2011 Autodesk

Experience by DesignMark GunnSenior Director, Customer Experience Design

© 2011 Autodesk

Re-invent our customers’ experience,in all their interactions with us.

© 2011 Autodesk

Why?

© 2011 Autodesk

Designing a great customer experience

Comfort

Other priorities

Tried before

Uncertain of the company’s commitment

Why is this even hard?

© 2011 Autodesk

Globally Integrated Uncertain Real-time Vocal

We ignore CX at our peril!

Users work in a different environment…

© 2011 Autodesk

Impatience

© 2011 Autodesk

Globally Integrated

American Bridge, Fluor…

and Shanghai Zhenhua Heavy Industries

© 2011 Autodesk

Requires fast change on many fronts

Strategicl Tactical

l Cultural

© 2011 Autodesk

So How?A framework

© 2011 Autodesk

A framework for sustained great CX

Voice of Customer

Product Experience

Online Experience

Customer Service Experience

Employee Experience

CXCoalitio

n

Customer Journey Mapping

Customer Co-designCX

Design

Program and Project Mgmt

Communications

CXProgram

Office

Guide and sustain over multiple years

Support design of customer experience

Coordinate and communicate across the company

What Autodesk will achieve as a company

The customer experience we will achieve

What the customer can expect of us

How we will deliver our customer experience

Supporting capabilities required to deliver on this Customer Experience

“Our customers have a loyal connection with Autodesk,

seeing us as both an integral tool maker and a trusted business partner.”

We help people Imagine, Design, and Create

A Better WorldA CX Framework

for Action

Technology Infrastructure

CXArchitecture

Commitmentto Customers

CXVision

ADSKVision

Driving Change for the long run

1. You will find it easy and pleasant to do business with us, anywhere in the world.

2. 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.

3. We will make it possible to purchase, take delivery, and begin working with our products in the way that best meets your needs.

4. 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.

5. 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.

© 2011 Autodesk

How?Research: Journey Mapping

© 2011 Autodesk

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

14© 2006 Autodesk

Product Center Videos• Enable easier control of video. • Test videos on standard cable bandwidth. Proposed Owner: Marketing Web TeamPriority: 3Type: SystemQUICK WIN

15© 2006 Autodesk

Trial Form1. Shorten form to only fields needed to provide the trial download; request additional information as neededProposed Owner: Field MarketingPriority: 2Type: Policy

2. Use data captured here to create the customer's My Autodesk Account (or match to existing account)Proposed Owner: EIS Priority: 1Type: System

© 2011 Autodesk

How?Establish Design Principles

© 2011 Autodesk

Customer

ChoiceTrustValueEffort

Having Great CX

Time

© 2011 Autodesk

CustomerAutodesk

FlexibilityReliabilityEffectiveEfficient

Having Great CX

Speed

ChoiceTrustValueEffortTime

© 2011 Autodesk

Customer Autodesk

Having Great CX

FlexibilityReliabilityEffectiveEfficientSpeed

ChoiceTrustValueEffortTime

© 2011 Autodesk

Designing Great CXExample Touchpoint Characteristics

Messages Products Services Interactions

Timely:Email provides me something I need now

Fast:Downloads quickly;Fast setup

Saves time:Sub center response turnaround time

Prompt:No waiting for appointments

Coordinated: Emails based on my configuration

Intuitive:Features integrated with related products

No rework:C. knowledge is shared across services

Saves work:AU setting maximizes networking

Useful:I know what action to take after the meeting

Relevant:Produces the right visuals for the project

Valuable:AC projects solve high value problems

Applicable:Showroom display applies to C’s business

Consistent:Autodesk reps and partners say the same thing

Predictable:Doesn’t crash;Feature outputs are accurate

Trustworthy:Product support fixes reported bugs

Transparent:Account portal accurately reflects PACs remaining

Personalized:Messages delivered when, where and how I want

Customized:Ability to choose right product mix; products configured to my preferences

Tailored:Services offered and delivered are tailored to my needs

Adaptability:Can access products and services from wherever I want

Time

Effort

Value

Trust

Choice

© 2011 Autodesk

How?Co-Design

Autodesk is using an approach from the Patty Seybold Grouphttp://www.psgroup.com/customer_co-design.aspx

© 2011 Autodesk

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).

I want to... I want to...I want to...I want to...

SuccessfulOutcome

Customer

© 2011 Autodesk

Establish Context, Desired Outcomes and Conditions to satisfy customer

© 2011 Autodesk

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

© 2011 Autodesk

Identify the critical moments in the customer’s journey.

© 2011 Autodesk

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

© 2011 Autodesk

Thank YouQuestions?

© 2011 Autodesk