The Experience-Centric Organization: How to Win Through Customer Experience

Is your organization prepared for the next paradigm of customer experience, or will you be left behind? This practical book will make you a winner in a market driven by experience, enabling you to develop desirable offerings and standout service to attract loyal customers.

Author Simon Clatworthy shows you how to transform your organization into one that aligns your customers' experiential journey with platforms, organizational structures, and strategic alliances. Rather than treat customer experience as an add-on to product and service design, you'll discover how experience-centricity can drive the whole organization.

• Learn the five steps necessary to transform into an experience-centric organization
• Explore the underlying structure needed to design and deliver memorable experiences
• Understand how customers and clients experience products and services
• Develop experiential DNA as an extension of your brand DNA
• Be proactive by translating cultural trends into experiences

Simon Clatworthy is professor of design at the Oslo School of Architecture and Design (AHO) and an internationally recognised expert in Service Design. He has an MBA in Design Management, and has an insatiable interest for how designers can work together with companies to transform the organisation at the strategic level. In the 1990's he was one of the first to develop a cross-disciplinary innovation group, VisLab, at Telenor in Norway, combining design, marketing and technology. He then moved on to lead a large Nordic IT consultancy, managing a design department of 80 designers. After a business career, Simon was headhunted to the academic world to build up the interaction design group at AHO. During the past 15 years, he has focused upon service design and initiated and led the AT-ONE project, which developed models, tools and processes for Service Design. AT-ONE is internationally recognised and used in organisations around the world. Simon started ServDes, the research-based service design conference, which has become a regular international bi-annual conference within the service design field. He is now central in the Norwegian Centre for Service Innovation, an eight-year collaboration between research partners and business and the newly formed Centre for Collected Care, another 8 year national initiative, researching innovation in healthcare.

He has researched, published and developed the area of Service Design for customer experience and am the author of two books: How to Design Better Services (sold out), and contributed two chapters to the leading service design book "This is Service Design Thinking". He was also joint editor for, and authored several chapters in the book, Innovating for Trust, and was a commenter and contributor to This is Service Design Doing. Simon has advised major service providers in Norway and internationally, including Visa, Lufthansa, Telenor, Adidas and the largest insurance company in Norway, Gjensidige. He is a popular international speaker on Service Design and Service Innovation, and regularly runs workshops in Europe providing insights and skills to service organisations.