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To take full advantage of the nearly limitless flood of consumer information being enabled by digital technology and analytics, forward-thinking businesses are shifting their culture to better focus on design thinking. With this customer-centric approach to strategy now seeing a resurgence, firms are aligning all their processes and tools toward finding and keeping clientele, leveraging data, logic, imagination, intuition and systemic reasoning to create personalized services and explore innovation geared at impressing target audiences. The time-honored methodology long used by Apple, Coca-Cola and IBM can shape an entire brand ecosystem when applied to processes from customer research to journey mapping to prototyping. Our 2017 report “Design Thinking: Beat the Competition by Taking a Customer-Centric Approach” details steps to be taken to create business systems that are both data-driven and customer focused, further explaining the advantages to be realized by making the shift. |
