Customer-Driven Transformation
How Being Design-led Helps Companies Get the Right Services to Market

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 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 win customers.

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 Virgin Atlantic, Sky, BUPA and Aviva. 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 manages all Engine Service Design's projects in the Middle East. He regularly speaks and runs training workshops on service design and its impact on business.

Illustrates how service design can transform a business with a collection of exciting case studies from recognisable businesses like Virgin Media, Aviva, the BBC, Sky and Jaguar Range Rover