Companies and other organisations know they need to switch perspective: from inside-out to outside-in, from optimising productivity and operations to understanding their customer's experience and spotting opportunities. Beyond measuring satisfaction or getting creative for new products and services, how to inform our strategic choices by looking at the enterprise from the customer's eye?

Modelling customer experience helps organisations change their perspective. But answers don't magically fall out of a map or a persona. Instead, we must facilitate conversations with all relevant co-creators to establish a shared understanding of what really matters to customers – and what that means for our own priorities, activities and desired outcomes as an enterprise.

In this webinar, Jim Kalbach and Milan Guenther will show how to use an experience lens to identify customer priorities and needs, and how to collaboratively interpret and map out these insights to create a common understanding. Starting out from strong customer-driven approaches such as Jobs-to-be-Done and Top Task Identification, they will demonstrate how to use align on value created to make the link to key choices in product and service design, business architecture and organisational change.

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