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The Customer-Driven Enterprise

With Jim Kalbach and Milan Guenther
  • Webinar
  • February 2, 2022, 4pm Berlin, Paris (CET)
  • Online

A customer-driven approach to designing better enterprises.

Companies and other organisations know they need to switch perspective: from inside-out to outside-in, from optimising productivity and operations to understanding their customer's experience and spotting opportunities. Beyond measuring satisfaction or getting creative for new products and services, how to inform our strategic choices by looking at the enterprise from the customer's eye?

Modelling customer experience helps organisations change their perspective. But answers don't magically fall out of a map or a persona. Instead, we must facilitate conversations with all relevant co-creators to establish a shared understanding of what really matters to customers – and what that means for our own priorities, activities and desired outcomes as an enterprise.

In this webinar, Jim Kalbach and Milan Guenther will show how to use an experience lens to identify customer priorities and needs, and how to collaboratively interpret and map out these insights to create a common understanding. Starting out from strong customer-driven approaches such as Jobs-to-be-Done and Top Task Identification, they will demonstrate how to use align on value created to make the link to key choices in product and service design, business architecture and organisational change.

Get the slides as pdf!


Milan Guenther
Milan Guenther President
Intersection Group

Milan is president of Intersection Group and a co-founder of Enterprise Design Associates. 12 years back, Milan launched a social software startup and designed a patented innovation for commercial flight decks. Today he works with enterprises of all shapes and sizes, to make them deliver and useful to people. He's been working with enterprises like Google, SAP, Toyota, ThoughtWorks, OECD and the UN. His first book Intersection introduces this Enterprise Design approach, and he is co-organising the Intersection conference series since 2014. He is co-author of the book Enterprise Design Patterns and key contributor to EDGY, an Open Source tool for co-creating better enterprises, adopted by organisations around the globe.

Jim Kalbach
Jim Kalbach Chief Evangelist

Jim Kalbach is a noted author, speaker, and instructor in design, customer experience, and strategy. He is currently Chief Evangelist at MURAL, the leading online whiteboard. Jim is the author of three books: Designing Web Navigation (O’Reilly, 2007), Mapping Experiences (O’Reilly, 2016), and most recently The Jobs To Be Done Playbook (Rosenfeld, 2020). He is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, trainings, and content. Jim blogs at experiencinginformation.com and tweets under @jimkalbach

Watch the recording

Watch the recording of Jim and Milan talking about how to design enterprises that deliver and perform for their customers!