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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, NY : Kogan Page Limited, 2018. ©2018
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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  Read more...
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Additional Physical Format: Online version:
Heapy, Joe.
Customer-driven transformation.
London ; New York : Kogan Page, 2018
(DLC) 2018026926
Document Type: Book
All Authors / Contributors: Joe Heapy; Oliver King, (Business consultant); James Samperi
ISBN: 9780749483012 0749483016
OCLC Number: 1039232614
Description: xiii, 200 pages ; 24 cm
Contents: Machine generated contents note: pt. 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 Note continued: 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 --
pt. 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 Note continued: 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? Ill 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 Note continued: 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.
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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