Customer-Driven Transformation

"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." * B Joseph Pine II, co-author, The Experience Economy * "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." * Katy Pearce, Global Head of Customer Experience, Vodafone Group Enterprise * "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. Brilliant." * John Patterson, Vice President of Customer Experience, Sage * "Design's insight into customers' perspectives is the grit in the oyster that leads to great services. Here, Joe Heapy, Oliver King and James Samperi use their 20 years of experience at the forefront of applying design to services to help you understand the challenges and derive superb solutions. In the age of social media, shoddy services cannot survive; the distilled wisdom in this book will help you get the thumbs up, not the thumbs down." * Bruce Tether, Professor of Innovation Management, Alliance Manchester Business School, University of Manchester * "A really thorough book by well-informed authors, getting into the nitty-gritty of making service design happen in your organization." * Kai En Ong, Head of User Experience and Design, BBC * "Design thinking effectively provides a structure - a scaffold -that shapes the process of service development and guides teams to effective, beautiful and desirable service provision. This book is an aide-memoire and a guide to a process. The end-user-centricity and the passion that it invokes are key. I will keep Customer-Driven Transformation by my side as a reference and a guide." * Andreas Tsiotsias, CTO, Computer Services Industry, IBM * "This is an exceptional book. It's written in a pragmatic and action-oriented style, directed at "game changers" working in the field of services development and management, at a time where customer experience is key to creating lasting competitive advantage." * Francisco Vieira Pita, Aviation Marketing Director, ANA Aeroportos de Portugal * "Finding a book that's filled with practical tips and stories from other customer experience leaders serves to reassure us that every organization's journey is unique and that we need to adapt. I wish I'd had this book 10 years ago." * Hazel Hughes, Customer Experience and Operations Director, Weight Watchers UK * "Delivering better services for customers can often feel like a daily battle within big organizations - but it's a battle worth having. This book provides you with all the tips, tools and techniques you need to instigate culture change outside of the design team." * Kate Kapp, Head of Service Design, Tesco PLC * "The design of the services we interact with each day is critical in the ever more competitive world of brands vying for our loyalty. And if those services stretch across a multitude of channels, the complexity of delivering customer delight consistently can become bewildering. Enter the experts! Engine Service Design has consistently proven the effectiveness of their solutions to complex problems, not only delivering great customer service but in adding tangible value to the brands they work with. Being able to get the inside line on their know-how is invaluable - and Customer-Driven Transformation the foundation stone to building great brand experiences." * Deborah Dawton, CEO, Design Business Association, UK * "Being a disruptor or coping with disruption are the challenges all business leaders face. In Customer-Driven Transformation, the authors put a spotlight on the excuses that stop people building their

Joe Heapy and Oliver King co-founded Engine Service Design and were some of the first designers approaching transformational change with design thinking. They have managed countless design-led change programmes with corporations including Bupa, National Grid and Finnair. They are advocates of design thinking for business and champion the approach through the media and academia, helping to shape how this approach is taught to future leaders. Director, James Samperi is a director at Engine Service Design. Having led large projects in all major sectors for seven years, James now runs Engine's largest Dubai-based programme of work.

Section - 00: Introduction; Section - PART ONE: The challenges; Section - 01: The challenge of outside-in; Section - 02: The challenge of vision; Section - 03: The challenge of fast and slow; Section - 04: The challenge of emotion; Section - 05: The challenge of distinctiveness; Section - 06: The challenge of change; Section - PART TWO: The skills; Section - 07: Create a compelling vision; Section - 08: Design your service beautifully; Section - 09: Develop a clear value case; Section - 10: Make it ready to build; Section - 11: Create the right conditions; Section - 12: Run engaging projects; Section - 13: Think like a Designer; Section - 14: Conclusion;