Design Thinking for Sales - Take a Customer-Centric Approach to Discovery

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Questions and Answers

What was the outcome of the client executive's plan?

A failed partnership with a broker

A new business strategy

A successful partnership with an insurance firm (correct)

A loss of connections in the industry

What was the focus of the client executive's engagement with the insurance firm?

Engaging with brokers who sold the insurer's policies (correct)

Developing a new marketing strategy

Selling insurance policies to customers

Improving customer service

What was the result of the client executive's exchange of insights with brokers?

Introductions to executives in new parts of the insurance company (correct)

A change in business strategy

A loss of current customer connections

A decrease in sales

What is the recommended approach to applying customer-centric discovery?

Focus on customers you're genuinely interested in Signup and view all the answers

What should you do if you're not able to make progress with a customer account?

Choose another customer account Signup and view all the answers

What is the goal of iterating in the practice of applying customer-centric discovery?

To find the approach that works best for you, your business, and your customers' businesses Signup and view all the answers

What is the primary goal of Salesforce's customer-centric discovery?

To understand the customer's business Signup and view all the answers

What principle of design thinking is used in Salesforce's customer-centric discovery?

Empathy Signup and view all the answers

What is the purpose of using 10K advisors reports, LinkedIn profiles, and industry reports in customer-centric discovery?

To orient ourselves towards the customer's business Signup and view all the answers

What is the benefit of visiting a physical or virtual store as part of customer-centric discovery?

To find ways to walk in the customer's shoes Signup and view all the answers

What type of organizations can apply the principles of customer-centric discovery?

Both business-to-consumer (B2C) and business-to-business (B2B) organizations Signup and view all the answers

What is the purpose of using practical criteria to determine where to focus in customer-centric discovery?

To determine which customers can easily be accessed Signup and view all the answers

What did the account executive learn from visiting the retail greeting card company's stores and downloading its app?

Insights into what millennials would find important Signup and view all the answers

What is the ultimate goal of customer-centric discovery?

To co-create a path forward for the customer Signup and view all the answers

Study Notes

Salesforce Customer-Centric Discovery

Salesforce adopted a customer-centric approach in working with customers, partnering with Somersault Innovation to design a discovery model based on design thinking principles.

Stages of Customer-Centric Discovery

Know the Customer: Use existing tools like 10K advisors reports, LinkedIn profiles, and industry reports to understand the customer's business.
Be the Customer: Walk in the customer's shoes by visiting physical or virtual stores, calling customer service lines, or interviewing businesses that buy from the customer.

Applying Customer-Centric Discovery

This approach can be applied to both B2C and B2B organizations, focusing on understanding end customers and their needs.
Identify multiple types of end customers and decide which ones to focus on based on practical and creative criteria.
Use insights gained through customer-centric discovery to create a shared vision with the customer and co-create a path forward.

Real-World Examples

An account executive used CCD to understand a retail greeting card company's goals and challenges, leading to a multimillion-dollar deal.
Another client executive applied CCD to an insurance firm's B2B business, engaging with brokers to gain insights and introductions to new executives.

Focus and Iteration

Focus on customer accounts that genuinely interest you, whether B2C or B2B.
Practice customer-centric discovery with one or two customer accounts, and iterate until you find an approach that works for you and your customers.

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Description

Learning Objectives After completing this unit, you’ll be able to:

Explain the Salesforce customer-centric discovery model. Apply best practices to start a design thinking approach with customers.