CCD – hero and villain: Customer centred design vs corporate cognitive dissonance

If Customer Experience is one of the most important aspects of contemporary corporate strategy and increasingly necessary for survival, why is it also one of the most misunderstood? And if innovation is recognised as the best way to create market leadership and generate long-term value, why do complex organisations struggle to attain it?

While there are many aspects to both these issues, the two sets of opposing forces Ian will discuss in this presentation are:

  • Customer Centred Design vs Corporate Cognitive Dissonance,
  • Deductive reasoning vs Abductive reasoning,

and he will leave you with 5 Superpowers to help create innovation and customer service excellence.

Understanding Corporate Cognitive Dissonance can help you drive better results in your organisation or help you supply more valuable design efforts. It will help you understand why true change doesn’t appear to be happening and set you on your way with new or enhanced Superpowers.

Presentation audio

Sketchnotes

sketchnotes for the presentation
sketchnotes for the presentation
sketchnotes for the presentation