Optimizing customer experience

Date of publication: May 9, 2017


This paper explains how to apply design thinking elements in the process of creating meaningful service experience among the different customer touch points. How these different touch points are constantly changing in the China landscape, why these changes happen, and what brands should be doing in order to innovate and maintain a competitive advantage will be addressed. The benefits of the process of discovery that design thinking research provides and the key advantage of thinking by doing in china context is highlighted.

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