Session type:


Presented by:

Amanda Payne


Germaine Faulkner

Civil Aviation Authority

Session time:

21 Sep 12:15 13:00

Session duration:

45 minutes

About the session

Using our Customer Centricity Maturity Model, Amanda will discuss how centring around the customer within the public sector can make a real difference to strategy, governance and people.

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.

During the session, Amanda will introduce their customer centricity model and the dimensions that it consists of. Amanda will discuss how it can be used by an organisation to structure change and to align teams around a common goal and understanding and show the demonstrable benefits this has for organisations, its employees and their customers.

Participant Takeaways:

  • A new view of what you’re designing and for whom
  • Understanding of why customer centricity is important to the maturity of an organisation and/or team
  • Understanding of the model and how it could be applied to your organisation/team

Leadership, systems thinking, digital transformation, user centred strategy, organisational Change, new ways of understanding service design, organisational maturity, customer Centricity, thought-provoking, controversial, maturity mapping, strategy.

About the speaker(s)