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Customer-Driven Transformation

Customer-Driven Transformation

How Being Design-led Helps Companies Get the Right Services to Market

Joe Heapy, Oliver King, James Samperi

From £16.66

Transform your company's value proposition by using design thinking to instigate organizational change and create winning services with this actionable guide.

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About the book

Service design is the activity of utilizing resources and people to build and sustain services that not only meet customers' needs, but also add that little bit of magic or true competitive advantage. In an overcrowded marketplace there is often little opportunity to break away from the pack and influence customer perceptions; Customer-Driven Transformation demonstrates how to use design thinking as a driver for organizational change to translate your vision into compelling services that will delight your customers. How did companies like Netflix, Airbnb and Uber revolutionize industries and win loyal followers? They started here. By thinking about what customers need foremost, you can reinvent your value proposition and deliver services that work.

Customer-Driven Transformation shows how to instill an outside-in approach to strategy, moving away from management that's technology, marketing or resource optimization-led, towards being customer-inspired and experimental with innovation. It is a practical guide for any business to lead a transformational programme and use design thinking to change how services are created, ensuring they are expertly designed, elegant in use and advance in customer-mindedness.

With ground-breaking case studies from the likes of E.On Energy, Hyundai Motor Company and Bupa, this cutting-edge book will empower companies to take control of customer experience and deliver long-lasting and impactful change. Focusing on one of the hottest management topics, it is an inspiring read for any business leader to understand how to reinvent their value proposition, gain market share and win customers.

Table Of Contents

    • Chapter - 00: Introduction;
  • Section - ONE: The Challenges;
    • Chapter - 01: The Challenge of Outside-In;
    • Chapter - 02: The Challenge of Translation;
    • Chapter - 03: The Challenge of Fast and Slow;
    • Chapter - 04: The Challenge of Emotion;
    • Chapter - 05: The Challenge of Distinctiveness;
    • Chapter - 06: The Challenge of Change;
  • Section - TWO: The Solutions;
    • Chapter - 07: Create a Compelling Vision;
    • Chapter - 08: Design Services Beautifully;
    • Chapter - 09: Develop a Clear Case;
    • Chapter - 10: Make it Ready to Build;
    • Chapter - 11: Create the Right Conditions;
    • Chapter - 12: Run Engaging Projects;
    • Chapter - 13: Think Like a Designer


For anyone who seeks to improve their services, let this book be your design-led guide. It will enable you to truly transform your services by staging engaging, personal and memorable - even beautiful - experiences.
B Joseph Pine II, co-author, The Experience Economy

This book is grounded in reality - it provides a vision, as well as practical strategies, for companies to embed design-led change across their business.
Katy Pearce, Global Head of Customer Experience, Vodafone Group Enterprise

This will be my go-to book whenever I'm shaping new customer experience initiatives. It is a how-to guide for any customer experience team in any industry. Brilliant.
John Patterson, Vice President of Customer Experience, Sage

Design's insight into customers' perspectives is the grit in the oyster that leads to great services. Here, Joe Heapy, Oliver King and James Samperi use their 20 years of experience at the forefront of applying design to services to help you understand the challenges and derive superb solutions. In the age of social media, shoddy services cannot survive; the distilled wisdom in this book will help you get the thumbs up, not the thumbs down.
Bruce Tether, Professor of Innovation Management, Alliance Manchester Business School, University of Manchester

A really thorough book by well-informed authors, getting into the nitty-gritty of making service design happen in your organization.
Kai En Ong, Head of User Experience and Design, BBC

Design thinking effectively provides a structure - a scaffold -that shapes the process of service development and guides teams to effective, beautiful and desirable service provision. This book is an aide-memoire and a guide to a process. The end-user-centricity and the passion that it invokes are key. I will keep Customer-Driven Transformation by my side as a reference and a guide.
Andreas Tsiotsias, CTO, Computer Services Industry, IBM

This is an exceptional book. It's written in a pragmatic and action-oriented style, directed at game changers working in the field of services development and management, at a time where customer experience is key to creating lasting competitive advantage.
Francisco Vieira Pita, Aviation Marketing Director, ANA – Aeroportos de Portugal

Finding a book that's filled with practical tips and stories from other customer experience leaders serves to reassure us that every organization's journey is unique and that we need to adapt. I wish I'd had this book 10 years ago.
Hazel Hughes, Customer Experience and Operations Director, Weight Watchers UK

Delivering better services for customers can often feel like a daily battle within big organizations - but it's a battle worth having. This book provides you with all the tips, tools and techniques you need to instigate culture change outside of the design team.
Kate Kapp, Head of Service Design, Tesco PLC

The design of the services we interact with each day is critical in the ever more competitive world of brands vying for our loyalty. And if those services stretch across a multitude of channels, the complexity of delivering customer delight consistently can become bewildering. Enter the experts! Engine Service Design has consistently proven the effectiveness of their solutions to complex problems, not only delivering great customer service but in adding tangible value to the brands they work with. Being able to get the inside line on their know-how is invaluable - and Customer-Driven Transformation the foundation stone to building great brand experiences.
Deborah Dawton, CEO, Design Business Association, UK

Being a disruptor or coping with disruption are the challenges all business leaders face. In Customer-Driven Transformation, the authors put a spotlight on the excuses that stop people building their path to success. This is a must-read for all contemporary managers.
Rashik Parmar MBE FBCS, IBM Distinguished Engineer and Technical Executive, Europe


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Book Details

  • EAN: 9780749483012
  • Edition: 1
  • Published: 3rd July 2018
  • Paperback
  • Format: 235x155
  • 216 pages

About the Author

Joe Heapy and Oliver King co-founded Engine Service Design and were some of the first designers approaching transformational change with design thinking. They have managed countless design-led change programmes with corporations including Bupa, National Grid and Finnair. They are advocates of design thinking for business and champion the approach through the media and academia, helping to shape how this approach is taught to future leaders. James Samperi is a director at Engine Service Design. Having led large projects in all major sectors for seven years, James now runs Engine's largest Dubai-based programme of work.

Joe Heapy

Oliver King

James Samperi

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