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Application of the Design Thinking Method in Customer Experience Management

Author

Listed:
  • Prorok Michał

    (SGH Warsaw School of Economics)

  • Kosicka Izabela

    (Euler Hermes Poland, Towarzystwo Ubezpieczeń S.A)

Abstract

The aim of this paper is to conceptualize Design Thinking and customer experience management (CEM), to situate the use of the Design Thinking method in customer experience management processes and to present its practical application based on a case study from the financial services industry — the trade credit insurer, Euler Hermes Poland, Towarzystwo Ubezpieczeń S.A. This article is an attempt to identify actionable Design Thinking process elements and tools and their intersections with the components of the Customer Experience Management processes.

Suggested Citation

  • Prorok Michał & Kosicka Izabela, 2021. "Application of the Design Thinking Method in Customer Experience Management," Marketing of Scientific and Research Organizations, Sciendo, vol. 42(4), pages 35-60, December.
    • Handle: RePEc:vrs:mosaro:v:42:y:2021:i:4:p:35-60:n:4
    DOI: 10.2478/minib-2021-0020
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    More about this item

    Keywords

    design thinking; customer experience management; customer experience; customer journey map; persona;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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