Customer experience design is the discipline of ensuring business improvements are directed by improved customer experience outcomes. Rather than start with the problem statement or opportunity the organization wishes to exploit, the customers’ needs and expectations (known or untapped) are the basis for exploration.
Customer Experience Design integrates the Customer Centric Operating Model with the methods of continuous improvement as well as brand management. The three disciplines, as a design methodology, present a powerful and ultimately successful approach to customer-centricity. The connections between the brand, customer experience design and operational management generate a coherent, sustainable and differentiating customer-centric model.