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Customer-driven transformation : how being design-led helps companies get the right services to market

Author: Joe Heapy; Oliver King, (Business consultant); James Samperi
Publisher: London ; New York : Kogan Page, 2018.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Transform your company's value proposition by using design thinking to instigate organisational change and creating winning services with this actionable guide.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Heapy, Joe.
Customer-driven transformation.
London ; New York : Kogan Page, 2018
(DLC) 2018024735
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Joe Heapy; Oliver King, (Business consultant); James Samperi
ISBN: 9780749483029 0749483024
OCLC Number: 1039203285
Description: 1 online resource
Contents: Cover; Contents; 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 takeaways06 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 WheelConcept 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.
Responsibility: Joe Heapy, Oliver King and James Samperi.

Abstract:

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

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"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 Read more...

 
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