When was the last time you heard a really great story of one of your customers?
The chances are it all the time to listen - but why do they keep to themselves? can spread these stories in your organization a valuable knowledge sharing his tactics.
Storytelling has been a natural hobby of mine forever, but it's also my favorite way of learning for companies they give me. , a list of specifications, functions or names and the chances are that I will not have much to remember about them. But tell me a story about the benefits, as these functions can be applied, and I have perspective that make the idea stick. Draw me a picture and I'll even faster -. And probably be able to tell me the story of
In October last year I was approached by Sue Morgan, Senior Program Manager in the Customer Experience (CX). She had taken notice of the great responses we received when we used pictures to explain new features or products. It's a great way of communication, but they wondered how we could use to draw on a outside-in approach to the situation. Together we collected a handful of artists for a long-term test.
last year we already sketch notes customer stories in our major events such as Summit and Synergy and to detect in our Executive briefing Center (EBC). There are a lot of stories! To date, we have outlined more than 60 of the customers about our verticals and GEOS.
The reaction of customers was amazing.
They love the extra effort made their feedback to life and taken to bring to that their feedback is heard. In fact, in Synergy, we outlined a story with a customer and he brought
help This sketch notes, illustrate the topics on the minds of our customers three colleagues at various points of the participating conference
-. they, off-the-cuff to identify a visual pulse on the industry and allow us insights and patterns. Customer challenges and initiatives are the sketches a good starting point for deeper conversations By identifying. canThe business of storytelling
behind the value to tell stories with pictures to other teams say a turbulent road in the business. Illustration tends to have a mental link with childhood, but just like the picture or comic books that you read as a child, visuals communicate ideas and emotions more quickly and efficiently than text alone -. 60,000 times sponsored faster according to a study by 3M
you need to look 2015 Comic-Con to 130,000 subscribers for the year just to understand that books for children and a quick look you are incredible audience statistics on YouTube not only are showing that people are looking to consume stories and say in faster, richer way. There is even an elite global conference on the future of storytelling with technology to develop
So we know that people like stories -. Especially visual stories - but as that our help business [1945004?]
Context is the key
At Citrix, our CX-teams have to ask Master, the important issues are to provide the context to customer information - behind the why collected data from surveys, research and interviews. to illustrate quickly how important these may be related, I'll steal an example of Sr. Lead-Business Designer, Renee Flores.
During their innovative journey mapping workshops Renee is famous for reminding us that a survey you get a "yes" or "no", but you can not tell if it ', eh yes "is a or a "HELL YES !!" is it a "meh" or "absolutely not" answer? As you can see, the context to real insight key
isPairing stories with visual context of our customers travel and pain points to communicate on our team makes appealing stories. it makes it tempting to read more and learn. In a world where your attention is stretched to the maximum, a one-page visual history sheet of the major findings is much more likely than a 5-10-page text document is read - and we that are proven over and over again to see on Citrix ,
Internally, our team found many clever ways to use our sketches, as we can never imagine it. Sales teams have customers sketches used to explain the backstory behind a successful business transaction. Design and engineering teams have quickly research programs, having swung visual feedback about the products they create. Our EBC team can be found in the location patterns in customer meetings and prepare materials ahead of time for future visits. But perhaps most useful of all, we have created customer "storybooks" for our management team - the feedback was ensured forwarded to the highest level of our company up
What have we learned
[Like any other design experiment we have learned a few things over the last year, which allows us to optimize and swing our delineation program to better serve our customers. Here are some of the most important things we have learned .:
- Know your audience While drawing certainly fun and has a "cool" factor around him, it is not for everyone. Our sales teams know their customers well and have a large meter for us, if the customer to understand the question, would enjoy or benefit from our sketching. For example, we found that stories about healthcare are really good dictionary usually in images because hospitals or clinics are a familiar environment, regardless of the specific technological challenges.
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focus the conversation . When trying to gain insights from the customer, it helps to have a specific theme or two in mind before they start. When you leave the conversation open or solicit feedback from 10,000 ft. View is too broad and customers do not know where to begin. We are now focusing the conversation by saying something like, "Let's talk about safety in your business today." - Gang-up, partner-up . We learned early on that an artist can not do anything of him or herself. If you have a good session starts, the customer will talk very fast as they unload their thoughts and challenges in the conversation. The attempt to detect all the visually in real time is almost impossible. Align partner for an artist to take text notes, and then compare and contrast after the meeting. So you have to catch you might have missed things the meeting: Record audio (video or even better). Jot notes on sticky noes down and pull it out when you break a.
After a year sketching and drawing with our customers, we have gained a truly impressive series of stories and we learned some fascinating things that we would not otherwise have discovered. While we tweak constantly how we derive the sketches, we love to hear stories from people directly with our products and we are pleased to share it more broadly in the coming year.
Are you going to share stories in new and interesting ways? Do you have a story we really need to hear? Share it. Us Twitter @CitrixCX or send us an email to cxlistens@citrix.com
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