Design thinking: Executing your organization's commitment to customer centricity

IF 3.1 4区 管理学 Q2 BUSINESS
Robert C. Ford, Keenan D. Yoho
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引用次数: 0

Abstract

This paper discusses the concept of design thinking as an approach for organizations to become more customer-centric and elevate experiences. Design thinking involves understanding user needs, continuously iterating solutions, and embracing ambiguity through rapid experimentation. It places the customer at the heart of problem solving and innovation. The paper outlines five key steps of design thinking: 1) Empathize – Deeply understand user needs and expectations through ethnographic research like interviews and observations; 2) Define – Clearly identify problems or opportunities based on research, using tools like customer personas and journey maps; 3) Ideate – Brainstorm creative alternatives, drawing solutions from diverse sources of input including customers, employees, competitors, etc; 4) Prototype – Rapidly develop inexpensive prototypes for users to experience and provide feedback on to facilitate continuous improvement; 5) Test – Place prototypes into real-world environments and use co-creation by collaborating with users to further refine concepts. Successfully utilizing design thinking requires an organizational culture valuing customer-centricity, embracing continuous change, and failing fast to pivot quickly. The paper discusses applying design thinking to both external customer interfaces and internal operations and processes to elevate experiences across the board. This human-centric approach transforms businesses by keeping user needs central and enables the continual adaptation necessary in today's world to offer memorable engagements that foster lifelong customer relationships.
设计思维:履行企业以客户为中心的承诺
本文讨论了设计思维的概念,它是一种让企业更加以客户为中心并提升体验的方法。设计思维包括了解用户需求、不断迭代解决方案,以及通过快速实验接受模糊性。它将客户置于问题解决和创新的核心。本文概述了设计思维的五个关键步骤:1)移情--通过访谈和观察等人种学研究,深入了解用户的需求和期望;2)定义--在研究的基础上,利用客户角色和旅程图等工具,清晰地识别问题或机遇;3)构思--集思广益,从客户、员工、竞争对手等不同来源的意见中汲取解决方案;4)原型--快速开发价格低廉的原型,供用户体验并提供反馈,以促进持续改进;5)测试--将原型置于真实环境中,通过与用户合作,共同创造,进一步完善概念。成功运用设计思维需要一种组织文化,即重视以客户为中心、拥抱持续变革、快速失败以迅速转向。本文讨论了如何将设计思维应用于外部客户界面以及内部运营和流程,以全面提升体验。这种以人为本的方法通过将用户需求放在中心位置来改变企业,并在当今世界实现必要的持续适应,以提供令人难忘的服务,培养终身客户关系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
5.00%
发文量
38
审稿时长
31 days
期刊介绍: Organizational Dynamics domain is primarily organizational behavior and development and secondarily, HRM and strategic management. The objective is to link leading-edge thought and research with management practice. Organizational Dynamics publishes articles that embody both theoretical and practical content, showing how research findings can help deal more effectively with the dynamics of organizational life.
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