Speaker Biograghy: James is a leading voice in the global service innovation and design community, having led major projects for clients including The Portuguese Airport Authority, Virgin Atlantic Airways, Mercedes-Benz, Samsung and Barclays. His work is focused on developing clear customer-centred visions and strategies, and the core design of the service experience and organisational change required to deliver this. James has a strong background in product design, design research, and product and service strategy, specialising in these areas for Engine, Seymourpowell and Samsung Design Europe over the past 10 years. James regularly speaks and runs training workshops on Service Design and its impact on business, and has a MA in Design Strategy and Innovation from Brunel University.


Day 2 - 26 March
Session: Customer Service & Passenger Experience

10:00 - 10:25 - Beyond the basics: transformation by design to deliver great experiences
Synopsis: Using examples from ANA, Heathrow, Virgin Atlantic and related industries, this inspirational talk introduces Service Design and the transformation of organisations to be able to design and deliver improved and innovative customer experience strategies. Even with solid management practices focused on quality and efficiency, the need to establish a tangible customer-centred vision and appealing, holistic services is a key driver for success. Service Design addresses the fundamental business transformations required to achieve this, from business to customer-centricity; product to services; and from analytical to imaginative approaches to improvement and innovation. The challenges span leadership, culture and experience design.

Audience will learn:

• The use of Service Design to transform organisations to be able to design and deliver successful customer experience strategies
• The key qualities of Service Design as a collaborative, creative approach to developing and delivering customer-centred strategies
• Examples from ANA and other major companies to define, develop and deliver a customer-centred services strategy
• Examples of Service Design techniques such as co-creation, journey design and behaviours frameworks to deliver a branded experience
• How to engage all stakeholders in a customer-centred transformational change programme