Customer Discovery Flashcards by Jennifer Cadoret

5 most important questions

What is the purpose of the business?
Who is our customer?
What do our customers value?
What are our results?
What is our plan?

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Salesforce Admin contribution to Drucker School 5 important questions

Determining SF contribution to purpose
Enabling Effective view of customers
Ensuring systems that capture customer value
providing measures to track key results
Incorporate Salesforce in the plan

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The creation of experiences that foster ongoing engagement and strengthen connections between people, companies and communities is what?

Definition of Relationship Design

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Journey Maps identify (5 items)
SCPTF

steps/activities to achieve a goal
challenges faced to accomplish goal
people they interact with
touchpoints or channels (ie devices or opps)
feelings thoughts & reactions they have throughout the journey

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Why journey map? (3)

understand everything in the customer experience
demystify how each role in the company affects the customer
why its important to collaborate

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Define personas
BAMG

models of key customer behaviors, attitudes, motivations and goals

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Benefits of journey mapping (6)

Better team alignment
strategic thinking
deeper understanding of pain points
increased empathy
strong case for innovation
guide to measuring impact

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What is defined when you identify your why?

define business objective

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What is the “who” in journey mapping?

Audience best served or most impacted by the experience

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What is a defining characteristic of good scope definition

clear start and end point

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How do you define your Audience?

identify users and use-cases

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7 characteristics of a Journey Map

Phases
Actions
Thoughts
Feelings
Touchpoints
Context
Opportunities for impact

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Who to invite to a journey mapping workshop (4)

People who know your customer
People who are generative
People who are optimists and realists
People who bring diversity

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4 parts of a journey workshop brief

Business Challenge
Users/Customers
Work done so far
their role as co-creators

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How we arrive at key insights that form our customer journey

What is synthesis?

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Steps of synthesis

Cluster insights based on similar or related themes/ideas
Craft 3-4 points (thoughts, feelings, touchpoints, contexts) for each important cluster
Review the big picture
Find the opportunities for improvement
prioritize the opportunities

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Three parts to a journey map story

One-sentence introduction
summary
POV on best steps to take first

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What are the 3 empathetic research methods?

Embodying
Shadowing
Interviewing

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What research method employs “the only way to understand an experience is to live it”?

Embodying

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What research method employs observing alongside your customer and asking questions about their actions

Shadowing

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Which research method is best if the designers of an experience don’t share the same characteristics as the customer

Shadowing

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What are 5 best practices for shadowing?

Look for patterns
Consider dominant environmental dynamics
Observe the entire process
Take notes
Prepare for technical issues

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Which research method is the best way to hear your customers’ experiences in their own words?

Interviewing

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What are the six Golden Rules of Shadowing and Interviewing?

Get permission to record
Keep things informal and human
Ask open-ended questions
Practice active listening
Ask why
Don’t do it alone

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Synthesis: what are 4 items to capture and cluster as insights

direct quotes that capture emotional or behavioral insight recurring themes across actions, opinions, pain points, etc Blind spots - things you were previously unaware of Validation/confirmation of previous hypothesis

What are ageless, genderless representations of people used in telling a story?

Archetypes

How are personas different than archetypes?

Personas are fictionalized characters with demographic characteristics

What are three pieces of a Futurecast?

Global societal shifts Cultural trends and implications Industry trends, evidence and Implications

What are four habits of futurecasters?

Consume diverse media Collect experiences like it's a job Talk with unusual suspects Keep a journal

What does V2MOM stand for?

Vision, Values, Methods, Obstacles, and Measurements

What are the 4 steps to customer-centric discovery?

Know your customer (research before you meet them) Be your customer (embodying/shadowing) Connect with your customer (share insights) Create with your customer (develop a strategy)

What are resources to KNOW your customer?

trade publications reports about the industry social media/LinkedIN

What are key questions to KNOW your customer?

biggest trends and challenges? How doe trends affect the way the industry connects with consumers? what is the language of the industry? (key terms) How does the business make money? What are their strategic priorities?

What 5 things should you understand to KNOW your customer?

Goals Values Initiatives Strategies Obstacles

How do you define stakeholders?

Map out decision makers you know figure out if there are other decision makers Think about how to connect with everyone Create a plan to connect

What are three keys to empathy?

Identify common ground develop a genuine interest in your customer's business look for shared experiences

What are the steps in Connect with your Customer?

Prepare to Connect Confirm and Sharpen your insights Organize and Visualize your insights

What are the three levels of issues?

1. Tactical/Technical 2. Overall Business Consequence 3. Personal impact

What tool is especially helpful when brainstorming has to be virtual?

Mind mapping

What are the three steps in Create with your customer?

Review the challenges Storyboard your customer's future vision Draft a plan

For each key challenge, what four areas should be reviewed?

Problem Business Impact Problem levels Metrics

What are four approaches to storyboards?

Persona-based Process-based Role-playing Wild card

which type of storyboard focuses on a character that is an employee or customer?

Persona-based

which type of storyboard compares a current, inefficient process to a new, improved process

Process-based

What are the three steps in Create with your customer?

Share your original next steps ideas Brainstorm additional next steps Agree on next steps and deadlines

How much of an executive's time should be focused on the future

10-20%

What does the concept of creative destruction imply for organizations?

Successful organizations can eventually be replaced by more innovative organizations

What did Peter Drucker recommend organizations do to deal with change?

Develop into change leaders that create the future

What does it mean to manage with ambidexterity?

Executives should manage the business today and also work to create the future

What are the six best practices to transform an organization into a change leader?

develop a compelling vision commit to innovation focus on customers and the market dynamically manage organizations capabilities and resources practice abandonment create a culture of change

What best practice asks "If we were not in it already, would be going into it now?"

Abandonment

A well-crafted vision statement can help a change-leading organization by:

Inspiring the workforce to create the future

In addition to creating transformative innovations, what other innovation activities do change-leading organizations focus on?

Executing incremental improvements that help customers and lead to big gains

What are the 8 steps to successful change

Establish a sense of urgency Create a guiding coalition Develop a clear shared vision Communicate the vision Empower people to act on the vision Create short term wins Consolidate & build on the gains Institutionalize the change

Leaders will often send out a series of announcements over a period of weeks describing the conditions or opportunities to change to do what?

Establish a sense of urgency

Set up teams of people willing to implement the changes by working across departments and layers—to improve cross-silo communications to do what?

Create a guiding coalition

Why is repetition of the vision essential?

Ensure everyone’s fully aware of the changes. Get everyone on board. Let people know the change isn’t going away.

Have members of your executive team recognize early adopters—this helps others understand the importance of the change effort. Have your champions work together to develop and share best practices to increase ownership to do what?

Empower people to act on the vision

Pick and execute one part early to establish a quick win—celebrate the successes and make sure everyone knows about it t do what?

Create short term wins

With each success or failure, be sure to work with stakeholders to find out what went right and what didn’t to do what?

Build on the gains

Embed the changes into your organization so they can’t be easily undone to do what?

Institutionalize the change

According to Drucker, why are people critical to organizational change management?

People ultimately control how hard and well they work

In Kotter's Eight Steps process for organizational change, what is a good way to overcome complacency and get people moving?

Establish a sense of urgency with a message of major opportunity or looming crisis

What model is described as external changes require people to make internal transitions?

Bridges Model

What is a powerful, free, and simple tool that takes a snapshot of your Salesforce org and looks for potential problems in your implementation

Salesforce Optimizer

What 5 use-cases are there for Salesforce Optimizer?

Clean my org slow performance/busy page layouts governor limits new feature recommendations move from Classic to Lightning

Typically how long does it take for Salesforce Optimizer to run?

varies depending on size and complexity of org

Customer Discovery Flashcards

(67 cards)