Harvard Business Review 2019: How to Lead Design Thinking When People Aren’t Familiar with It?
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#servicedesign
B2B companies will also need to shift to a customer-centered business model
Three Driving Forces in B2B Markets
Consumerization of customer expectations
Distinct characteristics of B2B purchasing
Evolving analytics and algorithms
Four Pillars of Superior Digital Customer Experience
Pillar 1: Comprehensive, Personalized Customer Experiences
Pillar 2: Segmented Customer Needs
Pillar 3: Facilitated Customer Interactions
Pillar 4: Customer-Centered Operating Models
![[Service design] - What makes a customer really happy?](https://images.squarespace-cdn.com/content/v1/56f53cf6b09f955f052e3847/1588082493343-TO1H22CSB6ODQUUVTLN6/Canva+-+Closeup+Photo+of+Gray+and+Black+Custom+Frame.jpg)
What makes a customer really happy?
Nowadays, [value propositions], [segmentation] and [market approaches] based on [customer / buyer journeys and personae], are an integral part of modern commercial policy. But is this enough to make a [competitive difference]?
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Service design is an iterative process in four steps.
The basic service design approach consists of exploration, creation, reflection, and implementation.