Design Thinking: A New Way to Optimize the Customer Experience
Sponsored by: Kodak
Speakers: Dave Hoffer, Director, McKinsey Digital; Dave Fenske, President, Fenske
Companies of all sizes understand that they must optimize their customers’ experiences for their brand. Design thinking has its roots in the early seventies as a tool set that put customers at the center of the product and services design process. Leading brands, such as Disney, Tesla and Uber, who have made design thinking prominent in their organizations, are recognized for providing a superior customer experience, disrupting current business models and gaining strong market positions, as result.
According to InfoTrends’ research, improving the customer experience is the top reason for investing in customer engagement technology, closely followed by increasing customer loyalty and better understanding customer emotional and practical purchase behaviors. Organizations like McKinsey & Company have developed vibrant practices devoted to helping organizations expand their engagement using Design Thinking, applying core design concepts to the business process.
Design thinking suggests that organizations that are infused by a design-driven culture enable a change to put customers first. To accomplish this, everything that a business does must place the end-user or customer first and foremost.