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SDGC17 | J. Bastiaans & M. Versteeg: Triggering Design Thinking amongst customer journey experts

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Published on Jan 2, 2018

The Customer Experience Improvement Cycle, abbreviated CEIC, is a structured approach for 700 Customer Journey Experts of ING DB NL, enabling them to provide a distinctive customer experience. CEIC is intended to teach our fellow employees innovative skills, to embed a journey-oriented work ethic in our Agile Way of Working (WoW) and to trigger "design thinking". Our uniform and structured approach helps our squads to achieve the ultimate Customer Journey in seven steps. These steps lead them from rough analysis to the formulation of ideas and, from there, to the realisation of these ideas. With the realisation of these ideas we can help our customers to stay one step ahead in life and business.

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