Service design is the activity of utilising resources and people to build and sustain services that not only meet customer needs but can also add that little bit of magic or true competitive advantage. With an overcrowded market, there is little opportunity to break away from the pack and influence customer perceptions. Customer-Driven Transformation shows you how to use design thinking as a driver for organisational change translating your vision into compelling services that will delight customers.

How did companies like Netflix, Airbnb or Uber revolutionize industries and win loyal followers? They started with them. By thinking about what customers need foremost, you can reinvent your value proposition and deliver services that just work.

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 ground-breaking case studies featuring businesses like E-On Energy, Bupa, Dubai Airports, and Hyundai, Customer-Driven Transformation empowers companies to take control of customer experience and deliver long-lasting and impactful change. This is a cutting-edge 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.

Giving advanced praise for the book, B Joseph Pine II, co-author, The Experience Economy, said “For anyone who seeks to improve their services, let this book be your design-led guide. It will enable you to truly transform your services by staging engaging, personal and memorable – even beautiful – experiences.” Katy Pearce, Global Head of Customer Experience, Vodafone Group Enterprise agreed by saying that “This book is grounded in reality – it provides a vision, as well as practical strategies, for companies to embed design-led change across their business.”

John Patterson, Vice President of Customer Experience, Sage states “This will be my go-to book whenever I’m shaping new customer experience initiatives. It is a how-to guide for any customer experience team in any industry.” Meanwhile, Kai En Ong, Head of User Experience and Design, BBC commented that this is “A really thorough book by well-informed authors, getting into the nitty-gritty of making service design happen in your organisation.”