But an experience map, a service blueprint, co-design, and collaborative ways of working can make it happen. These shared artifacts help connect people together and make working as a cohesive, ...

Many marketing organizations are playing a strategic role in helping to transform their companies from being operations- or product-centric to becoming more customer-centric. To have an impact on ...

To foster a shift to becoming more customer-centric, companies must prioritize a proactive approach, meeting their customers where they are. They must listen, analyze and anticipate customers ...

Lakhani, Karim R., Yael Grushka-Cockayne, Jin Hyun Paik, and Steven Randazzo. "Customer-Centric Design with Artificial Intelligence: Commonwealth Bank." Harvard Business School Case 622-065, October ...