Creating customer-centric change with the CAA

It can be incredibly useful, in certain circumstances, to move conversations away from ‘user’ or even ‘people’ or ‘humans’. For example, all public sector services should be designed to meet user needs and solve the whole problem. However, this places user centred design and the end user at the ‘service’ level where user centred design thinking is aligned to specific roles in a larger multi-disciplinary team. Because of systemic shortcomings, the team and decisions are largely structured around the product or service rather than the wider system or organisation. Our Customer Centricity Maturity Model takes a more ‘whole system’ approach and doesn’t just focus on a specific discipline. Truly customer centred organisations think about how they are serving the user in all aspects of the way they operate. This formed the basis of our work with the Civil Aviation Authority where we used a customer centred approach to prioritise organisational transformation and develop a strategic roadmap to help them improve their user experience. In this session, we will discuss how centring around the customer within the public sector can make a real difference to strategy, governance and people. We will look at how organisations can shift their culture and behaviours so that they are more focussed on the people they serve and show how this can be done in practice, evidenced by our work with the CAA. Key takeaways: - A new view of what you’re designing and for whom - Understanding of why customer centricity is important to the success of an organisation and/or team - Understanding of our model and how it could be applied to your organisation/team