Webinar: The Process of Designing for Customer Action

Wednesday, November 12, 2014 - 12:00 to 13:00

Frank Capek, FCB Partners Affiliate  (slideshare)  (audio)

Frank CapekToo many customer-focused product and service innovations create little more than 'better sameness'. Well intentioned efforts to listen to the voice of the customer and improve product and service quality generally just amplify the problem. Moving beyond better samenes requires targeting information in the areas of maximum financial impact, focusing on the essential rather than on the 'nice to haves'. But, what criteria best separate these options?

The lynchpin is focusing innovation on a highly prioritized set of behavioral outcomes. Influencing those outcomes requires deep and sophisticated understanding of customers' choices and actions. In this session, Frank Capek will share a three-step process and several case examples that illuminate how to design processes that positively and profitably influence customer behavior.

Frank Capek has spent more than 25 years helping leading organizations create products, services, and experiences that significantly improve the performance of their business by transforming the well-being of customers and employees. His work has included everything from designing retail stores and restaurants to creating distinctive products, services, and technology for a range of financial institutions, healthcare organizations, and consumer products companies, as well as business services providers.

Join this webinar to:

  • Better understand the customer’s journey and redesign your operating model based on these insights
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