Customer Driven Transformation
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“For any who seek to improve their services, let this book be your design-led guide. It will enable you to truly transform your service, by staging engaging, personal, memorable and even beautiful experiences.” 

Joseph Pine II, co-author, The Experience Economy

“This book is grounded in reality - it provides a vision, as well as practical strategies, for companies to embed ‘design-led change’ across their business.” 

Katy Pearce, Global Head of Customer Experience, Vodafone Group Enterprise.

“This will be my ‘go-to’ book whenever I’m shaping new customer experience initiatives. This is a ‘how-to’ guide for any customer experience team in any industry. Brilliant.” 

John Patterson, Vice President of Customer Experience at Sage

“This book is an aide memoir - a guide to a process. The end-user centricity - and the passion that this book invokes is key. I will keep the book by my side as a reference and a guide.”

Andreas Tsiotsias, CTO, Computer Services Industry at IBM

“Here, Joe Heapy, Oliver King and James Samperi use their 20 years of experience at the forefront of applying design to services to help you understand the challenges and derive superb solutions.” 

Bruce Tether, Professor of Innovation Management, Alliance Manchester Business School, University of Manchester

“A really thorough and well-informed book, getting into the nitty-gritty of making Service Design happen in your organization.” 

Kai En Ong, Head of User Experience and Design, BBC

“This is an exceptional book. It's written in a pragmatic and action-oriented style, directed at 'game-changers' working in the field of services development and management.”

Francisco Vieira Pita, Aviation Marketing Director, ANA – Aeroportos de Portugal  

Contributing organisations

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