as part of my work on the customer experience design team of Citrix, I am often asked to help facilitate in events, better Citrix employees understand our customers.
This part of ongoing efforts is our focus to obtain a human results company. At the end of the day, we believe (as I'm sure many of you do), that our success depends on providing the best products and the best experience for our customers throughout their entire journey with us.
a few weeks ago, during such an event plan, one of the organizers asked me a simple question.
"We may not have enough time to include actual customer surveys this time ... instead, we can prepare some data or Personas to describe the customer and their top problems?"
There is a perfectly legitimate question. I wonder the same question when I'm faced with a tight schedule or major initiative. The customers are busy people and the last thing we want to do them inconvenience. Like many other companies, we have a ton of great poll data with up-to-date information on customer issues and opportunities. Plus customer interaction can be uncomfortable.
Well, last week we have the event, which I told you. At the end we have to find a way to get the participants into direct contact with the customer. The team was so glad we did, because the customer interactions by far were the most impactful part of the day. My favorite quote from one of the participants was: "I never realized, our customers are so different." Member had interacted intimidated with multiple end-users, which seemed of technical tasks that most Citrix employees could find routine - like a change browser settings. These are deep, meaningful insights that will change the way the team to provide solutions approaches. And it is not something that the team could be seen from a survey report or presentation.
When was the last time you sat down with your end customers and asked them about their experiences with I. T.?
I do not speak about these furious helpdesk caller calm or this guide company, who complained not work properly on their iPad. I'm talking about one of your retail pull aside during a non-crisis situation and spend 30 minutes just to ask them what it was like to be a customer of the team.
- What were your expectations of them even before they joined your business?
- What was your I. T. onboarding as if they connected and how they meet or fail to meet their expectations?
- What does look her day-in-the-life?
- What do you think of the I. T. support experience?
- Any juicy stories about how I. T. devices, applications or services ruined or saved their day?
If you have recently done this, leave a comment below and let us know what you have learned! If you have not, I urge you to put some time in the next week aside to try it.
It sounds so simple, but most of us rarely do. We try to use analysis and reporting as a proxy to predict what these experiences as for our visitors. Or we put some of our brightest people in a room and we do not assume to know what it means to be a customer. But we do not. Our customers are different from us. And while analyzes, reports and intelligent people are essential; they do not convey adequately the underlying needs and strong emotions that lead your customers inevitably with it.
Ultimately, if we set time aside early and often to talk with our customers, boy does it pay dividends. You start us engaged as a partner to trust, who understand their needs, not distant strangers. Take easily - and even support for - the solutions that we put out there. You reach out for help to us, rather than develop inefficient and insecure workarounds their own. Ask us for advice early, rather than waiting until their need is urgent, the sky-is-falling crisis that must be resolved in the next 10 minutes.
For this reason, Citrix Synergy is a special time of year for the Customer Experience team. It is one of the most important ways for Citrix employees and managers time to carve, to ask our customers about their experiences with us face to face. Your Council to ask early and get your input on critical moments in your I. T. trip. And it is a great opportunity for you to see us in the eye, give us the feedback we need to hear and tell your stories that must be told. We want our products, yes, and also on your overall experience with us to hear the first time you hear about Citrix all the way until today.
So if you want to influence our product roadmap and user experience, sign up for one of more than 70 product feedback sessions at Synergy.
if your feedback for Citrix going about our products (or if you just want me and other experience design experts online) stop by our Customer Experience Stand in the Solutions Expo. At the booth, you can use:
- customer experience advocates to capture your best (and worst) Citrix stories and share them with the right people on the Citrix
- Talented sketch artist available to her story in a cool cartoon format you capture can take home!
- User Experience experts to give you tips and ideas on how to approach User Experience and acceptance back home.
If you can not make it to Synergy only @CitrixCX reach us on Twitter, or by e-mail to cxlistens@citrix.com. We are always available to talk about your experience!
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