Customer-Driven Transformation
Kaup valmöguleikar
Service design is the activity of utilizing resources and people to build and sustain services that not only meet customers' needs, but also add that little bit of magic or true competitive advantage. In an overcrowded marketplace there is often little opportunity to break away from the pack and influence customer perceptions; Customer-Driven Transformation demonstrates how to use design thinking as a driver for organizational change to translate your vision into compelling services that will delight your customers.
How did companies like Netflix, Airbnb and Uber revolutionize industries and win loyal followers? They started here. By thinking about what customers need foremost, you can reinvent your value proposition and deliver services that work. Customer-Driven Transformation shows how to instill an outside-in approach to strategy, moving away from management that's technology, marketing or resource optimization-led, towards being customer-inspired and experimental with innovation.
It is a practical guide for any business to lead a transformational programme and use design thinking to change how services are created, ensuring they are expertly designed, elegant in use and advance in customer-mindedness. With ground-breaking case studies from the likes of E. On Energy, Hyundai Motor Company and Bupa, this cutting-edge book will empower companies to take control of customer experience and deliver long-lasting and impactful change.
Nánar um bókina
- Kogan Page
- 9780749483029
- 9780749483012
- ePub
- 1
- Joe Heapy; Oliver King; James Samperi
- English
- 2018-07-03
- 100
- 2
- 2
Kaflar
- Cover
- Title Page
- Copyright
- Contents
- List of Figures
- List of Tables
- About the authors
- About the contributors
- Introduction
- PART ONE The challenges
- 01 The challenge of outside-in
- Opportunities missed by businesses that are not customer-centred
- The effect of your silos on your customers
- Failure to balance the tension between the commercial model and providing an amazing experience
- Key takeaways
- Reference
- 02 The challenge of vision
- Why you need a vision
- Why is it so hard to translate a vision into reality?
- Key takeaways
- 03 The challenge of fast and slow
- What goes wrong when ‘fast’ and ‘slow’ progress aren’t managed together?
- How can fast and slow be managed together?
- Agile development within the framework of a vision
- Early results are vital in signalling that the intention to change is real
- Key takeaways
- Reference
- 04 The challenge of emotion
- Why do we forget the emotion?
- The triggers of positive emotions can be designed-in
- Key takeaways
- References
- 05 The challenge of distinctiveness
- How brand expression has given way to customer experience
- Moving from ‘brand expression’ to ‘your customer experience is your brand’
- The service proposition
- Why do we find it hard to create truly distinctive services?
- Key takeaways
- 06 The challenge of change
- Your organizational structure might be working against you
- Just can’t find the time
- People don’t feel accountable for their part of the total experience
- It’s hard for people to let go of their departmental objectives and operate as one team
- The organization isn’t committed
- A fresh approach to change that resonates with the world of Design
- Key takeaways
- Reference
- PART TWO The skills
- 07 Create a compelling vision
- A compelling vision for your service gives your decision-making a strong purpose
- A compelling vision motivates people
- What makes your vision compelling?
- How to create a compelling vision
- Key takeaways
- References
- 08 Design your service beautifully
- Why design beautifully?
- What makes a service beautifully designed?
- Four skills to help you tune in to beautiful service design
- Key takeaways
- 09 Develop a clear value case
- Why is developing a clear value case so important?
- What makes a case clear?
- How to create a clear case
- Key takeaways
- 10 Make it ready to build
- Why is creating a specification and plan that is ready to build so important?
- How to make your Design Package ready to build
- Service Vision Wheel
- Concept of Experience
- Target (To-be) Customer Journey
- Service Blueprint
- Service Flatplan
- Design for the ‘unhappy path’ and the moments the service fails
- Key takeaways
- Reference
- 11 Create the right conditions
- Why is creating the right conditions so important?
- How to set and sustain the right conditions
- Key takeaways
- References
- 12 Run engaging projects
- Why is it so important for your project to be engaging and enjoyable to work on?
- How can you make your project the project people want to work on?
- Key takeaways
- References
- 13 Think like a Designer
- Why is it important to think like a Designer?
- What’s worth designing well?
- How can you start to think and work like a Designer?
- Key takeaways
- References
- Conclusion
- Index
- Backcover