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Customer Experience Design: Interview with Markus Giesler

Customer Experience Design: Interview with Markus Giesler

Is “Design Thinking” still a thing? What comes after design thinking? I’d say something I call big design. Design thinking typically involves a creative and systematic approach to problem solving by placing the customer at the center of the experience. Most managers I talk with are frustrated. They don’t get the best results with this approach because they spend too little attention to the forces that actually shape the customer experience, which is culture. In order to succeed, managers also need to understand culture – taking the perspective of the people and institutions that shape a market or customer experience. That’s the ‘“big” in big design.

Eataly's Third Place and the Customer Experience

Eataly's Third Place and the Customer Experience

A third place must evolve to remain relevant.

What Gives Red Bull Wings? Creating a Successful Market-Oriented Organization

What Gives Red Bull Wings? Creating a Successful Market-Oriented Organization

There is no question that from its inception, Red Bull has been an extremely special company. (Thompson, Rindfleisch, and Arsel 2006) at every touch point. But that’s not all; Red Bull takes a market-orientation and customer experience design approach, radiating the brand from the inside out. 

4 Values at the Heart of Good Experience Design

4 Values at the Heart of Good Experience Design

We’ve been hearing about “experiential marketing” and the “experience economy,” but what does it really mean to design a truly great customer experience? Here’s what we’ve learned.