Key Principles of design thinking in creating customer experiences:
> Experience is constantly in motion
> Experience is a result of the customer’s perception
> Touchpoints have influence, but budgets do not always reflect this
> From a brand view, it is neccessary to achieve internal alignment before
customer experience can be properly designed
—
Lockwood, Thomas (2009), Design Thinking, Allworth Press, pg15-16 (foreword)
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