pService design is the activity of utilizing resources and people to build and sustain services that not only meet customers' needs, but also add that little bit of magic or true competitive advantage. In an overcrowded marketplace there is often little opportunity to break away from the pack and influence customer perceptions biCustomer-Driven Transformationib demonstrates how to use design thinking as a driver for organizational change to translate your vision into compelling services that will delight your customers. How did companies like Netflix, Airbnb and Uber revolutionize industries and win loyal followers They started here. By thinking about what customers need foremost, you can reinvent your value proposition and deliver services that work.ppbiCustomer-Driven Transformationib shows how to instill an outside-in approach to strategy, moving away from management that's technology, marketing or resource optimization-led, towards being customer-inspired and experimental with inno