CXD: Customer Experience Design

Most organisations are trying to grow revenue, but they're focusing on the wrong lever.

Revenue is the outcome of customer decisions, and those decisions are driven by trust. 

Discover the five emotional forces reshaping customer experience. 

In this landmark 50th episode of the CXD Podcast, Oliver King is joined by Lisa Skinner to explore how emotions drive customer decisions. They discuss rising customer vulnerability, the impact of automation on trust, and why fragmented journeys are reshaping expectations. The conversation examines how organisations can adapt their approach to build trust and deliver experiences that truly connect with what matters to customers. 

How can architecture shape the way people feel in a destination?

In this episode of the CXD Podcast, Oliver King is joined by Guy Hollaway, Principal Partner at Hollaway Studio, to explore how design influences emotion, behaviour and connection. They discuss the role of architecture in destination design, creating spaces that connect with communities, and why wellness-led thinking is defining the future of the built environment. 

What does it really take to change when everything around you is built for yesterday?

In this episode of the CXD Podcast, Oliver King is joined by Ian Rabagliati, Product Director at LeShuttle, where they unpack how to move past the weight of legacy systems, co-create change with the people who deliver it, and keep momentum alive with progress everyone can see.

How do you transform a retail space into a destination that resonates emotionally with every visitor?

In this episode, Oliver King continues his conversation with Marco Nijhof, a visionary hotelier and retail executive. Together, they explore the actionable steps brands can take to rehearse emotion, build enchanted teams, and ensure their brand's soul is future-proof. Tune in to discover how to create unforgettable guest experiences that turn your store into a must-visit destination.

What if your store felt more like a five-star hotel lobby?

In this episode, Oliver King is joined by International Hotel, Retail and Real Estate Executive, Marco Nijhof, to explore how retail can take cues from hospitality, blending emotion, experience, and a guest-first mindset to create spaces people want to return to.

You can’t improve what you don’t measure - or what your organisation doesn’t value. 

In this episode of CXD, Oliver King sits down with aviation CX leader, Claire Donnellan, to talk about the pressures that shape the airport and airline experience, the gap between data and action and the commercial risks of viewing CX as just a ‘nice to have’. 

Trying to drive change in aviation or a complex organisation? This one’s for you. 

What if the moments passengers remember most, are the ones when everything goes wrong?

In this episode of CXD, Oliver King sits down with Engine’s Design Director David Pinder to talk about designing for disruption in airports.

They explore how pressure points—from flight delays to major incidents—can become defining moments for passenger experience. It’s a conversation about clear communication, empowered teams, and designing services that stay calm, considered and human—especially when the unexpected hits.

Because the airports that plan for disruption? They’re the ones passengers come back to.

Airport retail isn't just about duty-free transactions, it's about transformation. 

In this episode, Oliver King is joined by Hugo Vanderschaegh, Managing Partner of Altavia Travel Retail, to explore how airports can create experience-led spaces and drive commercial success. From personalisation and pre-trip engagement to local products and a stronger sense of place, they unpack what it takes to turn terminals into destinations passengers enjoy. 

In the 40th episode of the CXD podcast, Oliver King is joined by Stefan Moritz, Head of Innovation at Max Matthiessen where they explore the transformative impact of AI on the workplace, leadership and customer experiences.

Is AI a game-changer or cause for concern? They explore how AI can enhance human collaboration and innovation, but also the risks of automation overshadowing human connection.

Tune in as they discuss how organisations can strike the right balance between technology and human agency, and future-proof their strategies.

Join the conversation and discover what it really means to work, and lead, in the age of AI.

In episode 39 of the CXD podcast, Oliver King is joined by Innovation and Human-Centred AI-expert, Karolin Ahlqvist to explore customer experience in the AI era. They discuss designing to tackle information overload and human-AI collaboration to create better solutions.   

In episode 38 of the CXD podcast, Oliver King is joined by Jerry Angrave, Director and Founder of Empathyce and Chair of the Accessibility Advisory Board at Virgin Atlantic. They delve into the importance of accessibility in Customer Experience design, particularly in the aviation sector.  

The conversation covers the evolution of accessibility awareness, the diverse needs of travellers, and the critical role of staff training and customer-centric approaches in enhancing accessibility. Jerry emphasizes the need for organizations to engage with customers and staff to identify barriers and improve the travel experience for everyone. They discuss the importance of understanding diverse personas, the dynamic nature of accessibility needs, and the role of empathy in enhancing passenger experiences. They explore how to measure accessibility effectively, the impact of technology, and the challenges faced by airport operations. The discussion also highlights best practices and inspirational examples from various organisations, emphasising the need for a holistic approach to accessibility that considers emotional responses and the importance of first-hand experiences.

In episode 36 of the CXD Podcast, Oliver King is joined by Engine's Laurie Jones and Tom Hoare to explore the intricacies of designing customer experiences in the railway sector and envision a future where rail travel is seamless, personalized, and integrated with other modes of transport.

In this conversation, Olly, Tom, and Laurie discuss the future of train travel, focusing on innovative design, the evolving role of staff, and the importance of customer experience. They explore how technology can enhance comfort and personalization while emphasizing the need for human interaction in the rail industry. The discussion also covers practical advice for improving customer experience and the significance of agility and collaboration in addressing challenges within the industry.

In episode 35 of the CXD Podcast, Oliver King is joined by Will Gallagher, Chief Strategy and Development Officer at East West Railway Company, to discuss the evolving ecosystem of customer experience in rail networks, focusing on the economic impact of rail connectivity, the challenges faced by the industry, and the need for a shift in organisational mindset. They explore the importance of integrating rail with other modes of transport, designing stations that serve community needs, and ensuring affordable travel options to drive economic growth. In this conversation, Olly and Will explore the critical importance of accessibility and inclusivity in rail design, the diverse needs of passengers, and the significance of customer experience in the rail industry. They explore how East West Rail is approaching these challenges by designing with customers in mind, utilising data and insights, and encouraging collaboration across teams. 

In episode 34 of the CXD podcast, Oliver King is joined by Nik Lusardi, Design Director and Co-founder of Future Travel Studio, to discuss the evolving landscape of customer experience in the rail and aviation sectors, focusing on existing challenges and opportunities. During the conversation, they explore the impact of technology, customer needs, and the introduction of innovative products such as DreamSuite, which aims to enhance the travel experience. Tune in to discover more about the future of rail travel and the importance of adapting to changing customer experience and improving service delivery.

In episode 33, Oliver King is joined by Jeanette Clement, Head of Service Design at BT Group, where they discuss the challenges and strategies of building customer-centred design capabilities within organisations. They explore the role of service design in bringing about change and building customer experience capabilities. Jeanette shares her experience working in various sectors and highlights the importance of collaboration and convergence and the influence of service design on strategic thinking and decision-making within organisations. Tune in to discover the typical challenges and obstacles faced in implementing customer-centred design with advice on how to navigate them.

In episode 32, Oliver King is joined by Joe Macleod, Head of Endineering to discuss the importance of designing consumer endings. Many businesses overlook the end of the customer journey, which results in missed opportunities and negative impacts on brand equity. In this episode, Joe emphasizes the benefits of designing better endings for both consumers and brands, including increased consumer engagement and loyalty, as well as alignment with sustainability goals. Tune in to hear the negative consequences of ignoring endings and the need for businesses to design better off-boarding experiences. Joe shares two key tools for designing endings for businesses to create meaningful and satisfying closure for their customers.

In episode 31, the final in our mini aviation series, Oliver King is joined by Bryan Thompson, a seasoned leader in passenger experience with over 25+ years of experience. Tune in to hear insights on the importance of passenger experience in airport operations and development and how it has evolved over time, shaping the airports of tomorrow. In this episode, Bryan stresses the value of collaboration and customer understanding in enhancing the airport experience, advocating for empathy and a holistic approach to decision-making, with advice for those embarking on the journey of enhancing passenger experience.

In episode 30 of the CXD podcast, Olly is joined by James Samperi and David Pinder to discuss how airports are now being seen as destinations in their own right. The conversation covers the importance of customer experience in the design and development of airports and covers the challenges of designing and improving airports, whether it's a greenfield site or an existing operational airport, and how collaboration is vital. Tune in to discover more about the concept of an Experience Master Plan - an approach to planning and designing the target experience for passengers, considering various dimensions beyond the physical infrastructure - and bridging the gap between operational and infrastructure plans.

In this episode of the CXD podcast, Oliver King is joined by Natasha Roberts, Senior Consultant at Engine, to discuss the changing roles of airport staff, the impact of technology and the balance between human touch and automation. They discuss the evolution of frontline staff roles and the challenges and opportunities presented by the evolution, including the work environment and ongoing training opportunities.

In this second episode in our Aviation Series of the CXD podcast, Oliver King and David Pinder discuss the importance of accessibility and inclusivity in airport passenger experiences. This episode highlights the need for airports to prioritise accessibility and adopt universal design principles to create environments that are accessible for all people. Oliver and David take you through the 5 considerations to design a fully accessible and inclusive airport, and discuss how improving the experience for passengers with disabilities also enhances the overall reputation of the airport and increases revenue opportunities.

In this forward-thinking episode of CXD, Oliver King tackles the challenge many organisations face when shifting from a product-based to a customer-centred focus. As we navigate the complexities of service design and customer experience, Oliver emphasises the necessity of this profound shift to maintain relevance and competitiveness.

Discover the signs that indicate a need for change, the consequences of resisting transformation, and the immense benefits of successful change management. Oliver shares insights from Engine’s 'Customer Driven Transformation' on implementing strategies that effectively guide organisations through this change by realigning with customer values.

Listen in as CXD unpacks the power of a compelling vision to steer organisational change, the innovative 'Think Like a Designer' mindset and the crucial conditions for effective transformation. 

Join us for this episode to gain actionable strategies that ensure your services are customer-focused and your organisation is poised for continual innovation and growth.

For more resources and to dive deeper into the strategies discussed, click on the links below.

Tune in to CXD with Oliver King as we tackle the critical challenge of crafting distinction in services and experiences. In this episode, Oliver discusses the necessity of infusing your brand's unique identity into every facet of service design, transforming efficiency into emotionally resonant and memorable customer engagements.

Learn about the common pitfalls in achieving distinctiveness and how they can dilute your brand’s identity and customer satisfaction. Oliver provides insights from Engine’s book, 'Customer Driven Transformation', on strategies for creating services that genuinely reflect your brand and resonate with your audience.

Discover the benefits of distinctive service design, including heightened brand loyalty, a competitive edge, and alignment with your core values. This episode guides you through design-led strategies for building a compelling vision, innovating customer experiences, and developing a clear value case for unique service offerings.

Join us on CXD for practical advice on setting your services apart in a crowded marketplace and creating lasting impressions with your customers.

Access free chapters and further resources on distinctive service design in the links below.

Join Oliver King on CXD as we dissect the challenge of embedding emotional connections within service design. In this tech-driven age, Oliver discusses the delicate balance between efficiency and emotion, and why mastering this balance is a key differentiator in the market. Learn about the signs that a service may be lacking in emotional depth and the risks of overlooking this crucial aspect.

Oliver shares strategies from Engine's book, 'Customer Driven Transformation', for designing services that resonate emotionally. Gain insights on creating a compelling vision that aligns with customers' emotional needs, designing services that go beyond functionality to touch hearts, and developing a clear value case for emotional engagement.

Tune in to CXD to understand how a focus on emotion in design can enhance customer loyalty, set your brand apart, and lead to a thriving, customer-centric business.

Discover further resources and get a glimpse into the strategies by following the links below.

Dive into the art of decision-making with Oliver King on this episode of CXD, as we tackle the "Challenge of Fast and Slow." Understanding the balance between rapid action and careful deliberation is critical for today's businesses to thrive. Oliver reveals how a lack of balance can lead to disjointed customer experiences and a reactive rather than strategic approach to innovation.

Learn about the key signs of imbalance in decision-making and the strategies needed to strike the perfect pace. Oliver shares ideas from Engine's book, 'Customer Driven Transformation' on how to craft a compelling vision that harmonises quick actions with thoughtful, long-term planning. 

Tune into CXD to find out how your organisation can apply design-led strategies to blend agility with depth, ensuring that every decision, whether fast or slow, aligns with your customer-first philosophy and business goals.

Discover more, including free chapters of the book, by clicking on the links below.

In this episode of CXD, Oliver King addresses the 'Challenge of Vision' and its pivotal role in service design within the digital age. Learn why a strong, clear vision is critical for organisations to innovate, adapt, and lead in their industries. Explore the signs that a company might lack this vision and the consequences of this absence on growth, culture, and customer satisfaction.

Oliver discusses how a compelling vision can unify teams, streamline decision-making, and drive creativity. He outlines design-led strategies from Engine's book, 'Customer Driven Transformation', for developing and implementing this vision, ensuring that services are not only efficient and beautiful but also resonate deeply with customers.

Stay tuned to CXD for actionable insights into how a well-defined vision can transform your organisation's approach, foster innovation, and build a robust path toward customer-centricity.

Find links below to download a free chapter of the book, purchase 'Customer Driven Transformation', and more.

Join Oliver King in this enlightening episode of CXD as he explores how service design helps shift organisations from 'Inside-Out' to 'Outside-In' thinking. Discover why prioritising customer needs is crucial in today's market and the risks of ignoring this approach. Oliver highlights the benefits of an 'Outside-In' perspective, such as improved customer understanding, colleague engagement and business innovation.

This episode offers practical insights from Engine’s book, 'Customer Driven Transformation', on effectively implementing design-led customer-centric strategies to deliver the right services to market faster. From crafting a compelling vision to creating a conducive environment for change, learn the key steps for transforming your organisation's approach to service design.

Tune into CXD for valuable tips on embracing a customer-focused mindset and ensuring your services meet and exceed customer expectations.

Find links below to download a free book chapter, purchase 'Customer Driven Transformation', and more.

Harness the Power of Personas in episode 3 of our podcast series. In this illuminating episode, we deep-dive into maximising the potential of customer personas. Discover how these dynamic tools stretch beyond design, influencing operations, marketing, and training. Within the design landscape, they illuminate ideation, shape future journeys, and refine concepts through testing. But their reach doesn't end there. Real-world examples from organisations like NASA, Siemens, P&G, and Dubai Tourism bring to life the multifaceted uses of personas in spaces from space exploration and employee training to strategic partnerships and product development. Finally, we champion the transformative power of integrating personas into an organisation’s essence, aligning teams toward a common, customer-focused goal.

Dive into the intricate art of crafting effective customer personas in our newest episode. We discuss common pitfalls organisations face when developing personas, from working off assumptions to neglecting those unlikely to engage with offerings. At Engine, we've refined a 5-step methodology to hone in on target personas: In-depth Research, Pattern Identification, Profiling, Attribute Development, and Rigorous Validation. We delve into each step's nitty-gritty, offering insights on best practices and essentials. Concluding with a potent note on the indispensable role of empathy in persona crafting, this episode underscores how personas, when created with meticulous care and understanding, become deeply ingrained in an organisation's culture, guiding it towards empathetic customer engagements.

Embark on a unique journey in episode 10 of our podcast where we introduce you to Yasmin from MAF (Majid Al Futtaim). We traverse through Yasmin's journey, exploring her experiences in navigating the challenges and initiatives that led to the development and implementation of personas. Yasmin opens up about her collaborative adventures with Engine, revealing the intricacies and key learnings encountered along the way. She provides a candid look at the transformative power of personas, not only on the business aspects but also on MAF’s organisational culture. Yasmin delves into the subtle art of securing stakeholder buy-in and shares concrete instances where personas have proven to be an indispensable asset within the business. Additionally, she reflects on the evolution of information utilisation within the business, comparing the pre and post-persona phases, and their substantial influence on strategic decision-making. 

Dive deep into the world of customer personas in our latest podcast episode. We debunk common misconceptions around what personas mean, demystify their difference from customer segments, and emphasise their pivotal role in today's customer-centric strategies. Take a journey with us as we dissect the downfall of giants like Blockbuster, Kodak, and ToysRUs due to a lapse in customer understanding. We spotlight the transformative power of personas, showcasing how they humanise data and guide businesses in crafting memorable experiences. Highlighted with a real-world case study, see how Spotify's 'Discover Weekly Dave' persona captivates its audience.

Join host Oliver King as we navigate Delivery Quality and Assurance in our customer-centricity series. After exploring design insights from Starbucks, Dyson, and IKEA, we now ask: "Are we tailoring experiences to customer needs?" Oliver charts the stages of customer-centric maturity, from disjointed beginnings to becoming industry leaders. Dive into the three pillars: Customer Journey Delivery, Channel Management, and Service Quality, drawing lessons from Disney's immersive touchpoints, Nike's seamless channels, and Ritz-Carlton's unparalleled service.

Join Oliver King to explore designing standout customer journeys. Move from reactive approaches to proactive experiences, focusing on Customer Experience Design, Innovation, and Implementation. Learn from Starbucks' memorable moments, Dyson's innovation ethos, and IKEA’s efficient concept-to-product journey. Reflect: Are your designs impactful? Up next: Improving design quality for unparalleled customer experiences.

Join host Oliver King as he explores the essence of truly understanding customers. Journey from simply hearing them to co-creating future offerings. Witness LEGO’s community-driven products in Customer Knowledge and Airbnb's adaptability to market shifts. Through Measurement, observe how Zara uses data for an edge, and see Spotify's data-sharing to enhance user experiences. It's about syncing with customers and sharing insights. Up next: Crafting customer-first experiences through design.

In this enlightening episode, Oliver King takes you on a journey to discover the essential attributes of delivering an exceptional customer experience. Moving beyond conventional metrics, you'll uncover how market-leading companies empower their teams, employ top-tier technologies, and hone their business processes to guarantee a smooth customer journey. With real-world examples from industry giants like Apple and Spotify, Oliver showcases the actionable steps these brands adopt to consistently go above and beyond for their customers. As the elements come together, you'll gain a holistic understanding of the intricacies that ensure every customer interaction is memorable, personalised, and influential.

Join us as we dive into SIRVA's transformation towards customer-centricity. We'll delve into the key turning points that nudged SIRVA towards a customer-first approach and their decision to collaborate with Engine. We'll also provide a snapshot of the highs and lows from their partnership with Engine, followed by the tangible outcomes. Wrapping up the episode, we'll reflect on the challenges and benefits of embracing a customer-centric model and share some invaluable advice for others on a similar path. Tune in for a concise yet insightful journey through SIRVA's transformative experience.

Join Oliver King for a deep dive into 'Customer-Centric Culture & Management'. Today, we spotlight the four key attributes: Governance and Management, The Right People, Learning Culture, and Colleague Engagement. Understand their role in embedding customers into a company's core. See how giants like Salesforce make customer-centricity their ethos, exemplified by their 'Trailblazer Community'. Assess: Is your business truly customer-focused? Stay tuned for more insights on customer-centricity.

In this episode, join Oliver King, as we dive deep into the essence of Strategic Direction and Commitment. We recap our inaugural episode on the pillars of customer experience maturity before plunging into the realms of leadership-backed visions, brand promises, and their profound impact on businesses, employees, and customers alike. Get inspired by Patagonia's mission-driven approach and understand why direction and commitment are paramount in a customer-centric strategy. Stay tuned for a sneak peek into our next episode on fostering a Customer-Centric Culture. Whether you're a newbie or a regular, this episode is brimming with insights to redefine your organisation's relationship with its customers.