The Experience-Centric Organization: How to Win Through Customer Experience

by Simon David Clatworthy

Overview

Is your organization prepared for the next paradigm of customer experience, or will you be left behind? This practical book will make you a winner in a market driven by experience, enabling you to develop desirable offerings and standout service to attract loyal customers.

Author Simon Clatworthy shows you how to transform your organization into one that aligns your customers’ experiential journey with platforms, organizational structures, and strategic alliances. Rather than treat customer experience as an add-on to product and service design, you’ll discover how experience-centricity can drive the whole organization.

• Learn the five steps necessary to transform into an experience-centric organization
• Explore the underlying structure needed to design and deliver memorable experiences
• Understand how customers and clients experience products and services
• Develop experiential DNA as an extension of your brand DNA
• Be proactive by translating cultural trends into experiences

Product Details

ISBN-13:	9781492045779
Publisher:	O'Reilly Media, Incorporated
Publication date:	08/20/2019
Pages:	266
Product dimensions:	6.00(w) x 9.00(h) x 0.50(d)

About the Author

Simon Clatworthy is professor of design at the Oslo School of Architecture and Design (AHO) and an internationally recognised expert in Service Design. He has an MBA in Design Management, and has an insatiable interest for how designers can work together with companies to transform the organisation at the strategic level. In the 1990’s he was one of the first to develop a cross-disciplinary innovation group, VisLab, at Telenor in Norway, combining design, marketing and technology. He then moved on to lead a large Nordic IT consultancy, managing a design department of 80 designers. After a business career, Simon was headhunted to the academic world to build up the interaction design group at AHO. During the past 15 years, he has focused upon service design and initiated and led the AT-ONE project, which developed models, tools and processes for Service Design. AT-ONE is internationally recognised and used in organisations around the world. Simon started ServDes, the research-based service design conference, which has become a regular international bi-annual conference within the service design field. He is now central in the Norwegian Centre for Service Innovation, an eight-year collaboration between research partners and business and the newly formed Centre for Collected Care, another 8 year national initiative, researching innovation in healthcare.

He has researched, published and developed the area of Service Design for customer experience and am the author of two books: How to Design Better Services (sold out), and contributed two chapters to the leading service design book “This is Service Design Thinking”. He was also joint editor for, and authored several chapters in the book, Innovating for Trust, and was a commenter and contributor to This is Service Design Doing. Simon has advised major service providers in Norway and internationally, including Visa, Lufthansa, Telenor, Adidas and the largest insurance company in Norway, Gjensidige. He is a popular international speaker on Service Design and Service Innovation, and regularly runs workshops in Europe providing insights and skills to service organisations.

Table of Contents

Preface ix

Part 1 The What and Why

1 The Experience-Centric Organization 3

What Is an Experience-Centric Organization and Why Is It Important? 3

Why Customer Experience Is King 5

Why This Is a Trajectory You Cannot Ignore 7

The Inevitable Endpoint of a Long Journey 7

Why Has It Taken So Long? 9

The Power of Desirable Experiences 12

Experience-Centric Goes Far Beyond Customer-Centric 18

Experience Centricity Challenges Institutional Logics 18

Wait-Haven't I Heard This Before? What's New? Why Should I Read This Book? 19

Where Do I Look for Best Practices? 20

Keywords for Experiential Transformation 21

Endnotes 25

2 Five Steps to Becoming Experience-Centric 27

Both a Sprint and a Marathon 27

Stage 1 The Customer-Oriented Organization 28

Stage 2 The Journey-Oriented Organization 32

Stage 3 The Customer-Centric Organization 35

Stage 4 The Experience-Oriented Organization 38

Stage 5 The Experience-Centric Organization 40

Endnotes 43

3 The Structure of the Experience-Centric Organization: The Wheel of Experience Centricity 45

A Talc of Two Restaurants 45

From a Linear to a Circular Mode: The Wheel of Experience Centricity 49

The Wheel: A Short Trip Around 50

Innovating Your Service Experience Using the Whole Wheel 66

4 The Core Behaviors of the Experience-Centric Organization 69

Both a Roadmap and a Benchmark 69

Endnotes 88

5 Organizing for Experience Centricity 89

Doing What You Love, and Loving What You Do 90

Who Owns the Customer Experience 91

Designing Organizational Logics 92

Creating Alignment and Empowerment Within the Organization: The Top-Up Approach 96

The Interaction-Out Approach: Working from the Experience Outward 96

Rotating Jobs to Develop Experiential Empathy 98

Infusion as Fart of a Design Strategy 98

Empowerment 99

Removing Silos 101

Mind the Gap: Using a Gap Analysis to Map Your Position 102

Measuring Progress: What Can't Be Measured Can Be Managed 102

Prototyping the Organization 104

Integrating Design Thinking and Design Doing into Your Organization Endnotes 106

Part 2 The How

6 Starting with the Experience 109

Moving from Function to Experience 109

What Is an Experience? 111

So, How Do We Create Memorable Experiences? 121

Design for Experience, and Why You Cannot Design Experiences 125

Endnotes 137

7 Experiential Translation: From Experiential DNA to Customer Experience 139

Why Do You Need to Translate? 141

Moving from a Visual-Identity Brand to an Experiential Organization 142

Experience First: The Mantra of Experience Centricity 143

Creating an Experience Platform 145

Endnotes 159

8 Experience Fulfillment: Designing the Experiential Journey 161

The Whole Made from the Parts 161

Improving Your Touchpoints 164

Ways of Innovating Through Touchpoints 169

The Principle of Frequency, Sequence, and Importance 171

Tips and Techniques for Experience Fulfillment 172

Experience Prototyping: Fake It 'til You Break It 175

The Top Experience Design Principles 181

Endnotes 188

Part 3 Going Further

9 D4Me: Designing for Meaningful Experiences 191

Meaningful and Memorable Moments 191

Consuming Meaning 194

You Just Couldn't Make It Up. Or Could You 198

Myths, Rituals, and Symbols 200

The Design for Meaningful Experiences Method 202

Conclusion/Reincorporation 209

Endnotes 210

10 Trendslation 211

Understanding Cultural Trends to Design for More Meaningful Service Experiences 211

How to Trendslate 217

Linking Experiential DNA and Culture 221

The Trendslation Method: Three Steps of Translation 222

Conclusion 227

Endnotes 228

Conclusion 229

Index 235