Customer-Driven Transformation

Transform your company's value proposition by using design thinking to instigate organizational change and create winning services with this actionable guide.

With this book, the authors show you how to instil an outside-in approach to strategy; moving away from management that's technology, marketing or resource optimization-led, to one that is customer-inspired and experimental with innovation. This book is a practical guide to leading a transformational programme within businesses using design thinking to change how services are created and ensuring everything is beautifully designed, elegant in use and brilliant in customer mindedness.

With contributions from leaders who have used design thinking to lead change in businesses like E.ON Energy, Bupa, Dubai Airports and the Hyundai Motor Company, Customer-Driven Transformation will give you the language and tools to take control of the design of the services you operate and customer experience and in doing so change your organisation. This is a ground-breaking book on one of the hottest management fields, and is inspiring content for any business leader who wants to understand how to reinvent their value proposition to gain market share and win customers.