How Can Design Thinking Be Used to Improve Customer Experience? Case Study: Design Thinking in IBM
Pechonjeh, Souleman Tienkwia (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060314103
https://urn.fi/URN:NBN:fi:amk-2021060314103
Tiivistelmä
The purpose of this study was to identify how design thinking can be used to improve customer experience, using International Business Machines Corporation (IBM) as a case study. IBM is a technology company that operates through five segments: Cognitive Solutions, Global Business Services (GBS), Technology Services & Cloud Platforms, as well as Systems and Global Financing, and has many customers and users of their products.
This study predominantly used the case study research method. It narrows down the research area to solely investigating how design thinking philosophy help customer experience. Secondary interviews of key IBM leaders are used in the research. Equally, published design thinking articles involving IBM are used in the research.
The result shows that IBM is committed to design thinking and this, in turn has improved the customer experience with IBM’s products and services. Typically, customer experience can be improved by design thinking through the combination of compassionate design thinking, socially conscious design, and psychological measures. Customer experience can be enriched when there is proper thought behind the service rendered or goods created. IBM uses the combination of the Principles, The Loop, and The keys
As customer experience can always be improved, it is recommended that IBM continue to commit to its design thinking philosophy.
This study predominantly used the case study research method. It narrows down the research area to solely investigating how design thinking philosophy help customer experience. Secondary interviews of key IBM leaders are used in the research. Equally, published design thinking articles involving IBM are used in the research.
The result shows that IBM is committed to design thinking and this, in turn has improved the customer experience with IBM’s products and services. Typically, customer experience can be improved by design thinking through the combination of compassionate design thinking, socially conscious design, and psychological measures. Customer experience can be enriched when there is proper thought behind the service rendered or goods created. IBM uses the combination of the Principles, The Loop, and The keys
As customer experience can always be improved, it is recommended that IBM continue to commit to its design thinking philosophy.