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Eli Broad College of Business

Design Thinking & Customer Experience Transformation

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About the course

Building Lifelong Customer Relationships through Innovation

Design Thinking has been touted as the new strategic Holy Grail that will unlock new market share, wallet share and long-term relationships. Many are chasing design-driven customer experience transformations; few have reached the promised rewards.

Transforming your organization requires more than a technology silver bullet. It requires an enterprise-wide approach that considers changes in strategic planning, business processes, culture and performance metrics. Only this level of holistic thinking will deliver a sustainable competitive advantage.

Design Thinking & Customer Experience Transformation will demonstrate proven principles and a road map you can use to:

  • Evaluate your organization’s strategic need for CX transformation
  • Look at your business from your customer’s perspective
  • Select improvement/innovation projects that will have the greatest impact on your success
  • Assess how customer experience impacts strategy
  • Look at your business through the customer’s eyes
  • Understand the principles of design thinking in business
  • Identify business process changes that address your customer’s “moments of truth”
  • Deploy creative customer experience solutions
  • Make your culture more customer-centric

Program Outline

The Strategic Case for CX

  • “Happy” is not enough
  • Impact of CX on strategic goals
  • Value curves
  • CX road map

Design Thinking

  • Who are your “customers?”
  • Defining the challenge
  • Improvement versus innovation
  • Prototyping the possibilities
  • Understanding moments of truth

Making CX Excellence Sustainable

  • Aligning the customer journey with your business processes
  • System and process mapping
  • Toward a customer-centric culture

Who should attend

You will benefit most from this program if you are a:

  • Senior leader considering CX/Design Thinking for your organization
  • Service/Product Line Leader
  • Business Process Owner
  • Leader who owns the customer relationship
  • Customer Service Leader or Customer Relationship Manager
  • Member of a strategic planning or marketing team

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