“Our job, says Amazon CEO Bezos, is to invent new options that nobody’s ever thought of before and see if customers like them.” The World’s Most Innovative Company – Fast Company March 2017

Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer. Having a strong company wide customer focus is more important than being agile alone to create high-performance design. Harvesting insights from feedback and driving them back into the customer experience with speed at scale makes a company innovative and agile.

Doing this successfully takes commitment to the vision of customer-centricity at every level within the organization. As companies grapple with the challenge of serving designs needs at scale whether from a studio, embedded or design system leveraged model there is no one size fits all answer to creating customer-centricity. However, there are 4 key elements that must be present within your organization in order to keep the customers needs, emotions and behavioral actions at the center of every design to generate the most value. Understanding this framework will give you the power to co-create a customer-centric culture where you are free to rapidly test and ship your most innovative ideas daily actualizing your company’s potential.

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