Make space for the customer: The shift towards customer centricity

Abstract

Companies need to understand what their products and services do for their customers. But how can we encourage the organizations that we work for to concentrate more on the needs of their customers and end users? How can we inspire each other to deliver more innovative products? In this paper, we will discuss the impact of Design Thinking, facilitated by User Experience Design (UxD) on different levels and divisions of an organization and show how UxD can help support an organization's shift towards customer centricity. © 2011 Springer-Verlag.