dreamforce 2013: are you experienced?
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Dreamforce 2013 presentation: Are You Experienced? Taking Your Brand Beyond Out-of-the-Box with Salesforce XDTRANSCRIPT
Are You Experienced?Taking Your Brand Beyond Out-of-the-Box with Salesforce XD
DREAMFORCE 2013THE WESTIN ST. FRANCIS, Elizabethan C/DNOVEMBER 20, 2013 | 430-530pm
BILL BULMAN Creative DirectorDAVID LAWRENCE Creative Director
A QUESTION
Have you ever been experienced?
Well, I have…
Well, I have…
Well, I have…
It’s a small difference, after all…
The quality of experience.
LET’S TALK ABOUT CX
86% of customers will pay more for experience. Only 1 % say vendors consistently meet their
expectations. — CEI Survey
2012
95% of audiences agreed with the statement “good customer experience just makes sense.”
— Econsultancy
In 2012, only 37% of brands received a good customer experience index score.
— Forrester Customer Experience Index 2012
76.3% of all internet-related statistics are made up.
— Abraham Lincoln
Can you afford not to consider the importance of a powerful, branded customer experience?
What makes a bad experience?
BAD experiences…— don’t look or feel “right”— make engagement difficult— ignore the needs of their audiences— fail to meet expectations— transform expectations into frustration— fail to react to that frustration— underwhelm again and again— are moments that fail
What are the characteristics of good experiences?
GOOD experiences…—are inviting and understandable— create meaningful engagement— are distinctive and memorable— connect us to the things we desire— feel genuine and trustworthy— meet and exceed expectations— transform the mundane into remarkable— are moments that matter
What are the characteristics fo Good DIGITAL experiences?
http://vimeo.com/72196877
SHAPING GOOD EXPERIENCES:WHERE TO BEGIN?
So how do we create these good experiences?
And isn’t that what Salesforce is for?
The Salesforce brand isn’t your brand.
Your brand is unique.
But are you experienced?
[ representative photo ]
“It’s about seeing things in a different light, and learning through experience rather than
thinking about everything as preconceived notions that you’ve already made up your mind about.”
— rok4uu
“It’s about open mindedness… it’s about beingable to look at things from every perspective.”
— pz444
PERSPECTIVE
SHAPING GOOD EXPERIENCES:STEPS TO GO BEYONDOUT-OF-THE-BOX…
PROCESS
LEVERAGE THE POWER OF DATA
Examine the behavior of your customers on- and offline
Understand cross-channel and multi-screen behavior
Target moments that matter
(Salesforce can help)
REVIEW CURRENT DIGITAL TOUCHPOINTS
Understand customer goals
Examine current systems
Articulate opportunities for improvement
ACTUALLY TALK TO YOUR CUSTOMERS
Identify your key audiences
Get honest, unabridged feedback
Uncover needs and opportunities through research
Document unique customer insights
MEASURE PERFORMANCE AND RESPOND
Clearly articulate business objectives and needs
Look beyond digital performance to complete experience performance
RESPOND TO CUSTOMER AND BUSINESS OBJECTIVESBY LEVERAGING A USER-CENTER DESIGN PROCESS
Analyze research
Ideate and explore possibilities (before “deciding” on a course of action)
Prototype and test, involving your customers in the process
EMBRACE WHAT DIGITAL DOES WELL
Create touchpoint appropriate interfaces
Shape content and functionality to fit the moment
Create contextualized experiences
Make interactions social
EMBRACE AND EXPAND ON WHAT YOUR BRAND DOES WELL
Support key brand attributes via experience
Content, functionality and design elements all must serve the brand
Quality of usability reflects brand value
UNIFY OVERALL CUSTOMER EXPERIENCE
Create one compelling face to your customers
Every touchpoint, in every key moment
(Including your Salesforce implementations)
SHAPING GOOD EXPERIENCES:SALES FORCE XD CAN HELP
A New Perspective: Resources and Skills
Strategy + Business DesignExamining opportunities to evolve the role of your brand in the lives of your customers, and pointing the way forward.
Research + InsightUncovering those key “moments of truth” and the steps you can take to improve efficiency in their daily experience.
Experience ModelingEnvisioning digital systems that improve engagement and objectively prove out ROI.
XSEXPERIENCESTRATEGY
ENVISION WORKSHIOPS
USER RESEARCH
PERSONA CREATION
JOURNEY MAPPING
CO-CREATION
WORKSHOPS
A New Perspective: Resources and Skills
Interaction DesignBeyond business requirements and the “why” and “what” of your app, we answer the “how” of each interaction.Usability TestingFrom initial examinations of key interactions to final acceptance testing, we work with your customers to ensure every experience meets their needs.
UXUSEREXPERIENCE
Information ArchitectureClassic boxes and arrows come to life to transform business requirements and customer needs into valuable user experiences that positively impact your bottom line.
USABILITY AUDITS
USER REQUIREMENTS
INTERACTION FLOWS
WIREFRAMES
PROTOTYPES
USABILITY TESTING
A New Perspective: Resources and Skills
User Interface DesignFrom typography to responsive templates, mobile to tablet to desktop and beyond, each pixel of every interaction is constructed to engage your customer.
Motion GraphicsVideo, audio, animation—powerful creative storytelling that sails off the screen and connects meaningful content with your customer.
UIUSERINTERFACE
Design Exploration + ConceptingIdeas that shape and powerfully reflect your brand+ Salesforce to elevate and transform customer behavior.
DESIGN IDEATION
DESIGN CONCEPTING
UI DESIGN
VIDEO PRODUCTION
WE CREATE EXPERIENCES THAT MATTER
http://vimeo.com/78380143
IN CONCLUSION…
PERSPECTIVE + PERCEPTIONS
PROCESS
EXPERIENCE