Various Clients | Design Leadership | 2018 – 2024
Transforming companies into experience-led, market-driving organizations through CX.
David is a trusted expert when starting up, scaling, and evolving Customer Experience (CX) and design departments within organizations. He has led teams of 50+ members across 10+ business units to start CX Departments at Memorial Sloan Kettering Cancer Center, St. Joseph’s Health, Blue Cross Blue Shield, Amita Health, Mars Candy Global, McKesson + US Oncology, and New York State Departments. Those who excel at customer experience—which is the perception a consumer has about a company based on a collection of interactions and impressions—can expect numerous benefits including higher customer loyalty, reduced customer churn, improved brand reputation, and enhanced operational efficiency. Most people latch on to the final products of design, but the best solutions start much earlier. This is how David approaches this work.
Keeping pace with changing customer expectations requires a different approach. With key executive leadership, David’s teams create relevant omnichannel experiences by understanding the moments that matter and the technology, data, and operating models that enable them. To deliver powerful customer experiences David focuses on transforming:
ORGANIZATION
Through customer-driven practices.
EXPERIENCES
Through relevant omni-experiences.
BUSINESS
Through experience-led profitability.
Culture Change Unlocks Experience Transformation
Companies have been working to become more customer-centric for years with mixed results. A relentless drive to shift into a sustainable and equitable customer mindset to make informed decisions distinguishes companies that prevail from those that continue to struggle. The biggest challenge is the inability of people and organizations to adapt to change while maintaining sustainable consensus. These approaches function as a catalyst for a much-needed cultural shift, aligning people and activities to common priorities and goals. While a new operating model can enable sharing and activating through insights.
A Framework with Governance & Op Model
Every organization is made up of teams that have different perspectives and who deliver at different scales. To unlock innovative solutions companies must work to achieve this at three levels: Business of Experience (BX) for leaders; Customer Experience (CX) for departments; and Product Experience (PX) for customer solutions. Aligning governance and operating models across the customer journey ensures the right people, skillsets, and capabilities to deliver on your brand promise. We work with you to develop the right Operating Model and deploy a phased approach to meet your organization’s needs.
Building Competencies & Processes
Build and scale the capacity for Human-Centered Design and LEAN start-up methodologies across functions. The goal is to deliver at speed, show real-time value, and evolve the approaches of business partners. Develop playbooks and repeatable frameworks while up-skilling CX competencies across the organization through a BX, CX, and PX lens.
Customers want the balance of power upended. They want services and experiences on their terms. Our research and analysis indicate that redefining the customer experience means broadening the aperture to be more inclusive and personalized across moments and touchpoints, offering up more choices, and making things simpler to engender a sense of trust and advocacy. These sea changes need to be addressed with a bias to action: a technology-enabled omnichannel experience that requires alignment across the entirety of the organization.
Deploying CX Frameworks
Consumer frameworks such as mindsets and journeys are key tools to build consensus across an organization. They form a common baseline of understanding — the actions, needs, emotions, and pain points — of your customers. In turn, this surfaces the right opportunities and innovative solutions to pursue.
ITERATION THROUGH DESIGN SPRINTS: To mitigate risk, imbue human-centered design methodologies into sprint cycles to deliver immediate impact that consumers need, want, and use. Iteration with customers at the center is a recipe for best-in-class innovation. Design sprints strengthen the credibility of CX as an opportunity to deliver tangible and transformative capabilities at record speed.
SOLVE THE RIGHT PROBLEMS WITH RESEARCH: David’s work with Population Health underscores that customers are not a monolith. So, the goal of research is to understand your customer segments.
Designers learn what drives them, what actions they take, what relationships are most important, and which key moments build or lose trust. The Human-Centered Design (HCD) ethos is to listen, understand, create with, and design for the customer. A designer’s responsibility is to uncover needs and pain points because customers rarely have a seat at the table.
Driving Business for Transformative Big Bets
If customer experience is our center of gravity, data and insights are our lifeblood. Yet CX’s ability to infuse Voice of Customer (VOC) and insights to enable data-driven decisions is often limited and its participation in enterprise and initiative planning is often lacking. This impacts research and analytics, customer mindsets, journey development, strategy, marketing, digital asset development, and experimentation are designed, executed, and measured. Experience can steer strategic investments into the right programs and products with the benefit of customer intelligence.
Imagine being able to track the performance of every initiative and understand how customer insights drive them. This is The Loop. A measurement framework that rationalizes the data companies need to know about customers, products, and services aligned to the journey to track direct experience-driven impact. The Loop is a rationalized measurement framework for tying experience to top and bottom-line performance.
Measuring PXI, BXI & CXI
In terms of Product Experience Insights, David’s teams take research insights and overlay them across the customer journey to ensure they inform solution development and optimization. During sprint cycles, product metrics are tracked and funneled into a project management tool to enable seamless optimization tasks for teams to tackle. These were deployed as enterprise-wide best practices in Jira + Confluence.
For Business Experience Insights, David’s team designed an Insights Dashboard that offers advanced capabilities to: 1. Track performance and scenario plan by customer segment; 2. Correlate customer experience performance to bottom-line impact; and 3. Provide drill-down filtering capabilities to help plan and direct strategies.
For Customer Experience Insights, the team designed an Insights Dashboard that aggregates and unifies key metrics for better-informed strategies: Metrics including Net Promoter Score (NPS), Customer Satisfaction (CSAT), and First Call Resolution (FCR) are unified and rationalized for automation and integrated reporting. Product Experience Insights are tied to these business metrics and aggregated into the dashboard.
Delivering beautiful, delightful, and memorable experiences across industries is incredibly difficult, but David’s teams have successfully brought such solutions to market and at scale.
