<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

Application of the Design Thinking Method in Customer Experience Management

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Application of the Design Thinking Method in Customer Experience Management"}

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...

Application of the Design Thinking Method in Customer Experience Management

Published Online: Feb 02, 2022

Page range: 35 - 60

DOI: https://doi.org/10.2478/minib-2021-0020

Keywords
design thinking, customer experience management, customer experience, customer journey map, persona

© 2021 Michał Prorok et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Application of the Design Thinking Method in Customer Experience Management

Published Online: Feb 02, 2022

Page range: 35 - 60

DOI: https://doi.org/10.2478/minib-2021-0020

Keywordsdesign thinking, customer experience management, customer experience, customer journey map, persona

© 2021 Michał Prorok et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
design thinking, customer experience management, customer experience, customer journey map, persona