digital customer experience strategy, docusign [futurestack16]
TRANSCRIPT
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Digital Customer Experience
StrategyErin Smith, Customer Experience, DocuSign
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Digital Customer Experience Strategy
Erin Smith
Customer Experience, DocuSign
Twitter @emsanzy
LinkedIn https://www.linkedin.com/in/emsanzy
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Erin Smith
Technology, Information & Customer Experience Focus for 15+ years in Bay Area
Senior Manager, Information Experience @ DocuSign
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Age of the User!Expectations are shifting
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Experience wins
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$1.5b 2% 86%10-pt CX index
= $1.5 b rev impact(Forrester)
retention = 10%
decrease cost(E. Murphy & M. Murphy)
customers quit due to
bad experience(Harris Interactive)
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Buy LoveTry
AWARENESS EVALUATION ADOPTION USE CHANGEDECISION
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Citrix Confidential - Do Not Distribute
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New focus on experience
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Culture | Digital Experience | Analytics
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Culture | Digital Experience | Analytics
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Culture eats
strategy for
breakfast.“”Peter Drucker
Business Visionary
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Vision Be clear about what your vision is. Or everyone else will create their
own.
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DocuSign is the fastest, most secure way to make every agreement digital, so you can keep life and
business moving forward.
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TrustThe most reliable and globally-trusted service for digital transactions.
Simple to use, implement, and manage, driving immediate user adoption.
Experience
The DocuSign Difference
Works with applications, services, and devices you already use.
Choice
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Make Customer
Experience Part of
Your DNA
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Do we have the right products and
services for our users?
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Execution Driven
STEP 1 STEP 2 STEP 3 STEP 4+ + +
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Feature Focused
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Do we have the right products and
services for our users?
How do humans feel about the
experiences you create?
vs
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Customer experience is everyone’s responsibility!
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Light Switch Magic Wand Pixie Dust
There’s No……
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Shared Empathy
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Who are my customers?
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What do you already know
about your customers?
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Know your side of the experience
Visibility into browser-side of web delivery
• Context on the end-user experience
• Monitor page load times
• Browser breakdown
• Geography breakdowns
• Visibility server to browser
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Gather Insights on your Digital Experience
Visualize your software data
• Analytics:
• Application performance
• Software business
• Customer experience
• Iterative-data exploration
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Validate the experience
Automated performance testing
• Simulate user behavior
• 24x7 monitoring and health checks
• Performance-testing dashboard
• Explore data and analyze performance
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Constant User Feedback
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Walk in their shoes
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Empathy
Embrace Understanding
Initiate real Dialogues
Experiment together
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COLLABORATE
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Product
Create a market that serves customer
needs; Fill the funnel
Services
Marketing
Sales
Build a product that solves customer needs
Engage customers to show how product
solves needs
Help customers achieve success and value
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Users
Three-in-a-Box
User Experience
Product Development
Product Management
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Space to Create
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STORYTELLING
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The single biggest
problem in
communication is the
illusion that it has taken
place.George Bernard Shaw
“”
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Memorable
Impactful
Personal
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Culture | Digital Experience | Analytics
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Buy LoveTry
AWARENESS EVALUATION ADOPTION USE CHANGEDECISION
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New focus on experience
DigitalHuman
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Don’twant to adapt to customer
s?Taxis
Video RentalsNewspapersMagazines
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What do successful digital experience companies have in
common?
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Winning companies create digital
experiences that enable customers to
learn quickly,
and use telemetry to
understand their customers.
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DocuStories
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All Successful Businesses Will be 100% Digital.
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13%More
Revenue
50%More
Profitable
19%Higher Market
Valuation
Organizations that rank high on digital maturity
MIT Sloan and Capgemini – The Digital Advantage: How digital leaders outperform their peers in every industry
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CustomerExperience
Return on Investment
Security and Compliance
The Digital Promise
Digital
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Enterprise
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Consumers
Customers
Partners
Suppliers
EmployeesEnterprise
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DisconnectedSystems
ManualProcesses
Poor CustomerExperience
Consumers
Customers
Partners
Suppliers
EmployeesEnterprise
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There’s a Better Way
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Consumers
Customers
Partners
Suppliers
EmployeesEnterprise
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How DocuSign Uses New Relic
• Insight and debugging production incidents
• Monitor
• Server resources and health
• Application performance, bothat the server and the browser
• Errors
• Dependency (3rd party APIs) performance
• Uptime from various locations
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What digital experiences are your
customers experiencing?
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Buy LoveTry
AWARENESS EVALUATION ADOPTION USE CHANGEDECISION
92%Of buyers use search engines while
researching products(CEB, Gartner, HBR)
76%Of customers would rather search
online than call.(Forrester)
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Buy LoveTry
AWARENESS EVALUATION ADOPTION USE CHANGEDECISION
Marketing
ServicesSales Support
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Consumable Findableand
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Outside | In Plan for Growth Scalable Program
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Prepare for the Future
Digital Experience
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Chat Bots & CAPs
“Conversational AI
platforms (CAPs) will be
the next big paradigm
shift in information
technology. ”
(Gartner)
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IoTBy 2025, the Internet of Things could generate more than $11 trillion a year in
economic growth.
(McKinsey)
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Culture | Digital Experience | Analytics
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If you can't measure
it, you can't improve
it“”Peter Drucker
Business Visionary
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Product
Web Experience
Communication Channels
It’s all about instrumentation
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Buy LoveTry
AWARENESS EVALUATION ADOPTION USE CHANGEDECISION
Marketing ServicesSales Support
Track time & interactions across the journey
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Culture | Digital Experience | Analytics
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Thank you!
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