Principal Analyst & Divisional Director
9:15 AM PROJECT ANALYSIS: How to Develop New Service Channel Offerings Leveraging Human-Centered Design
What do you do when you are receiving harsh feedback from your customers in terms of channel offerings and response times? Involve them in co-creating the solution that best fits their needs. Dun & Bradstreet leveraged the power of humancentered design and design thinking methods through a cross-fucntional design sprint to develop a strong, self service tool with the customer at the center of the solution. Hear from Kathleen Antinello, Dun & Bradstreet’s Head of Customer Service & Technical Support, about how an organization with a 150+ year history has sought to reinvent service experience delivery.
An understanding of existing customer journeys, moments of truth, and pain points are crucial before you can optimize customer strategy. If you’ve never mapped your customer’s journeys, where do you start? In this session, Eric Bruce of the Minneapolis Institute of Art shares his mapping journey, starting with some best practices for his industry and leveraging available data to jumpstart the process. Learn from successes, pitfalls, and building customer personas based on journey trends.