Application of the Design Thinking Method in Customer Experience Management

• Authors: Michał Prorok , Izabela Kosicka

Abstracts

EN

The aim of this paper is to conceptualize Design Thinking and customer experience management (CEM), to situate the use of the Design Thinking method in customer experience management processes and to present its practical application based on a case study from the financial services industry - the trade credit insurer, Euler Hermes Poland, Towarzystwo Ubezpieczeń S.A. This article is an attempt to identify actionable Design Thinking process elements and tools and their intersections with the components of the Customer Experience Management processes.

Keywords

EN

design thinking; customer experience management; customer experience; customer journey map; persona

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2021
• Volume: 42
• Issue: 4
• Pages: 35-40

Dates

published

2021

Contributors

author

Michał Prorok

• SGH Warsaw School of Economics

• https://orcid.org/0000000306148527

author

Izabela Kosicka

• Euler Hermes Poland, Towarzystwo Ubezpieczeń S.A.

• https://orcid.org/0000000275622387

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Identifiers

DOI

10.2478/minib-2021-0020

Biblioteka Nauki

11364516