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

Service design is the activity of utilizing resources and people to build and sustain services that not only meet customers' needs, but also add that little bit of magic or true competitive advantage. In an overcrowded marketplace there is often little opportunity to break away from the pack and influence customer perceptions; Customer—Driven Transformation demonstrates how to use design thinking as a driver for organizational change to translate your vision into compelling services that wi...