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Transform your company´s value proposition by using design thinking to instigate organisational change and creating winning services with this actionable guide.

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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 cutting-edge 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 and win customers.

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Introduction
The Challenges
The Challenge of Outside-In
The Challenge of Translation
The Challenge of Fast and Slow
The Challenge of Emotion
The Challenge of Distinctiveness
The Challenge of Change
The Solutions
Create a Compelling Vision
Design Services Beautifully
Develop a Clear Case
Make it Ready to Build
Create the Right Conditions
Run Engaging Projects
Think Like a Designer

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