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Introducing the Customer Journey

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Administrator

01-03-2022

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If you were to spend a few days at the Workfront offices watching us work, attending our meetings, listening to our conversations, you may be surprised about how much of the conversation is about you. Your experience with our products. Where your team is going in the next 3, 5, 10 years and what their modern work management needs will be.


We are intensely focused on delivering what you need – in our product and through your interactions with us. As a company, we have spent the last year identifying how best to do this. The framework of our conversations has been your customer journey.


I’d like to give you a brief example of what a customer journey is by telling you about the person credited with inventing it, Jan Carlzon.


In 1981, Jan Carlzon became CEO of the problem-ridden Scandinavian Airlines. At the time, the airline was near the bottom of the list for least punctual airlines in Europe, losing $17 million per year. Remarkably, Carlzon turned the airline around in one year by focusing on what he called “moments of truth".

Moments of truth are make-or-break interactions and experiences that define your relationship with a company. If the company exceeds your expectations you become a raving fan and loyal customer, and if not, you take your business elsewhere.

Scandinavian Airlines chose to focus on several key moments of truth, such as making a reservation, the ticket counter experience and empowering their flight attendants. In 1982, one year later, SAS became profitable and the most punctual airline in Europe.



The Workfront customer journey is made up of key moments of truth. These are the moments more than 700 of you told us they cared about most. We gathered most of this feedback at Leap 2017 and continued to engage with customers as we’ve refined the journey. We then did an extensive training with our employees and partners, and created key product and customer experience initiatives based on what you told us.


We’re now ready to share the customer journey with you and we’re excited to share how we’re better delivering on these key moments at Leap and Leap Europe.


I’ll continue to update you on our progress and how you can use the customer journey to ensure you’re getting the most value out of your investment with Workfront. In the meantime, please review the moments of truth and share the customer journey with your team.


As always, please don’t hesitate to reach out with any ideas or questions.


Thank you,


Sue Fellows





The key activity during the purchase phase is exploring how your business operates and what you want to accomplish. The nuances of your processes, goals, and business plan lead your account executive and sales engineer to recommend how best achieve them. This key moment is called Discovery.

The decision for your team to invest in a work management platform is a big one and we strive to provide you with all the information to make a great choice.

Upon purchase, your designated contact receives login information and instructions on how to get started, a welcome video, and other insights to get you up and running as quickly as possible.


During this introductory call with our implementation team, you are presented with a plan tailored to your company, as well as tools and resources you have access to from day one.

We use Workfront to implement Workfront which means you’ll start using the platform right away. We’ll create a project during the welcome call to ensure that we deliver an effective and timely implementation.

Team Training is our first “Big Five" Moment - a moment our customers have told us is extremely important.

Workfront’s role-based training ensures your core team has the knowledge and skills to successfully implement and launch Workfront. The on-demand training platform ensures you have unlimited access to the information you need, when you need it.

In addition to the training platform, Workfront offers system administrator boot camps and live, on-site training engagements.


Your implementation team reviews the information the sales team gathered during the purchase phase, studies it, and briefly verifies the information with you. We may ask follow-up questions for additional detail and clarification.

Implementation is the second “Big Five” Moment of Truth.

Having delivered more than 3,000 implementations, it is very likely we have worked with dozens of businesses in your industry. Using a prescriptive approach, we populate Workfront with templates, reports, dashboards, and workflows that will help you become more efficient and effective. Next we validate the configuration with your team and further adjust, tailor, and configure the platform based on your feedback. We continue to iterate with you until we get it right, ensuring your work management system is configured for optimal use.

In most cases, it is more effective your team to start with a simpler configuration, followed by strategic growth in complexity and functionality.



Launch is the third of the "Big Five" Moments of Truth, and should be designed primarily with the end user in mind.


Up to this point, most of the work has been done by the champion, the system administrator, and the implementation team, with the support of the executive sponsor. The principal purpose of the launch is to celebrate the completion of implementation, but it is also meant to educate the users as to why they will use Workfront and what it will do for them. Typically, a message is delivered by the executive sponsor indicating the value of Workfront (“if it didn’t happen in Workfront, it didn’t happen”, etc.) and to drive change management and adoption within your organization.

A well-prepared launch is critical for user adoption. Workfront has created a virtual cornucopia of resources you can leverage as you prepare for the big day. You can find them in Community under the Launch Group.

While in the Launch Group, engage with Workfront customers who have planned successful launches; never hesitate to read what they’ve done or ask questions!

Equally important to Launch and Launch Prep is Post-Launch Feedback. Most companies after Launch will misstep and not give their users and managers a feedback mechanism. Providing this opportunity allows you to make adjustments in your configuration to ensure Workfront is working for everyone.

The recommended method is organizing separate 30/60/90 Day Lunch & Learns with managers and users which ultimately result in much higher adoption rates.


With a successful configuration, launch, and feedback from your organization, you will experience healthy initial adoption with your team, and over time, increased adoption. We can assist you in building reports to identify late-adopters so you can work through whatever questions or issues they may have.

All of the business objectives that we committed to help you with during the purchase phase come to fruition in this adopt phase.

During implementation, we configure Workfront in a way that your executive team will be able to garner insights that they didn’t have before. Through reports and dashboards, only after a few weeks or months of use, they will be able to effectively run the business based on what you have learned through Workfront. It’s important for you to anticipate what your executives are going to look for within these reports to ensure that you are collecting the information and building those reports and dashboards accordingly.

An effortless experience for the executive to look at the dashboards and learn new insights about the organization should be an "a-ha moment", and is the fourth "Big Five."




As a Workfront customer, you have a direct line to the Workfront product team and the possibility to impact the product roadmap through the Idea Exchange. You can add and vote on new product enhancements, while also collaborating with other customers and product managers around product suggestions. Once an idea reaches the minimum vote threshold, the product team evaluates the idea and decides whether the feature can be added to the product roadmap.

Workfront customer support is always available to answer your questions. Whether you have a simple how-to question, a problem to troubleshoot, or need guidance towards best practices, customer support will resolve your issue or immediately connect you with the right resource.

Workfront also has a robust online knowledge base, and most questions that you have can be found without ever contacting the support team. Never hesitate if you have an issue or question, as we are available 24/7/365

Community might be one of the biggest and best surprises if you are new to Workfront. We have one of the most active and robust online communities of any SaaS company. Active users talk about ideas, ask questions, and share experiences and strategies. You will do yourself a service if you are active in Community. 

Workfront has a release cadence of new features and functionality 3 times per year. To learn what is in the upcoming release, access your preview instance to test new product enhancements before they go live! You can also attend customer-facing webinars or reference our release help site to review the release calendar, watch demo videos, and learn about upcoming beta opportunities. For information on release webinars, visit Community.

And you can always reach out to your Workfront account team or customer support for additional details.

System Review and Tune-up is the final "Big Five" Moment of Truth.


Oftentimes, when you are two or three years post-implementation, either your configured workflows are a little out of date, or you have allowed some things to get out of control. For example, many of our customers find themselves with 3,000 or 5,000 custom fields, or hundreds of unused templates or reports. This is an opportunity to take a fresh look at your existing workflows and configuration to ensure it aligns with your current strategic initiatives.

We provide professional services to help with this, or you can conduct this review internally. It is important to pause and reflect and tune-up your system to ensure your current configuration of Workfront aligns with your business today.


Your account team will meet with you to create a presentation for the executive sponsor to have an open conversation about the value Workfront has provided to your organization and discuss where we’ve succeeded and where we might improve moving forward.


Within Community, Workfront has an advocacy program called Workfront Pride. This is an opportunity for you to get recognized and rewarded for sharing your Workfront enthusiasm and expertise with others. Workfront Pride encourages personal and professional development, facilitates networking, and helps build your own personal brand as a work management expert.


One way of measuring your team’s maturity and your own success in using Workfront is whether other teams and departments in your company are interested in using it as well. It’s a mark of personal success which has often resulted in professional advancement.

One of the best ways to get the most value out of Workfront is to integrate it with other systems such as Salesforce, Gmail, SAP, Slack, etc.

We provide an open API, with resources for developers available at developers.workfront.com. In addition to your ability to do it yourself, we have an extensive list of partners that can assist you.

Leap is Workfront’s annual user conference and offers the ultimate opportunity to maximize the value of your investment in a fun, engaging, and educational environment. Leap provides the setting to network and interact with hundreds of like-minded individuals and peers who are solving similar problems and accomplishing complementary goals.

Connect with users near you at a Workfront User Group hosted by a fellow Workfront customer. User groups are open forum discussions where you’ll take an in-depth look at other configurations, learn from expert Workfront employees, and network with other customers.