Customer Experience Innovation

Creating compelling brands, services and customer experiences

Successful innovators know how to create compelling customer experiences by combining deep customer insights with strong brands. The result is a strategically solid approach to innovation that puts human values at the heart of the organization.

This holistic approach to product and service innovation is based on 4 consecutive phases: gathering customer insights, building a focused innovation strategy, designing a desirable customer experience, and lastly, embedding the resulting experience.


Learning Objectives

During this master class, you will learn to:

  • gather and use customer insights for experience innovation;
  • view the role of the brand as driver for innovation;
  • build a brand that can play this role;
  • develop customer experience innovation strategies;
  • use tools like personas, customer journey mapping, and guiding principles;
  • orchestrate touch points in branded customer experiences;
  • prototype and test new customer experiences;
  • create business impact through customer experience.


  • 4 stage customer experience innovation approach;
  • Combining theories of insight research, brand development, design thinking and innovation strategy into an over-arching framework for product and service design;
  • Many cases and practical examples;
  • Tools and frameworks, to be used in exercises that are applicable to the participant’s own work situation.

Getting feedback from professionals with a different background and view helped me to sharpen my prototype.

― Participant (2016)

I was reminded to also think about our daily basis work relationship with our clients, and to think of their experience as well.

― Participant (2016)


Erik Roscam Abbing

Erik Roscam Abbing is a frequent Lecturer at the SPD master at TU Delft and several other
universities. He is also the director of Livework Netherlands, where he consults on customer experience innovation and service design for clients around the globe.


9:00 Welcome and coffee
9:30 What is customer experience (CX)?
Introduction and case examples that provide the scope of CX and the role that insight research, branding, design thinking and innovation strategy play in it
11:00 Break
11:15 The first stage of the CX innovation process: Understand
Customer insight research and tools, building human centred brands, and the role of corporate culture in innovation
12:30 Lunch
at the Faculty of Industrial Design Engineering
13:30 Persona exercise
Practising the crafting of in depth personas on the basis of given insight research
14:30 The second stage of the CX innovation process: Focus
Customer journey mapping, defining a focussed and cohesive innovation strategy
16:00 Break
16:15 Customer journey exercise
Practising the crafting of in depth customer journey maps on the basis of given insight research
17:30 End of the first day
9:00 Welcome and coffee
9:30 Cases and discussion
Some case studies to showcase stage 1 & 2, with two guest lecturers
11:00 Break
11:15 The third stage of the CX innovation process: Design
Design thinking, experience design, crafting guiding principles, focused creativity and co-creation
12:30 Lunch
at the Porceleyne Fles
13:30 The fourth stage of the CX innovation process: Implement
Experience prototyping, implementation, governance and measurement, communicating about CX and getting buy in, leverage and budget
15:00 Break
15:15 Design & implement exercise
Continuing the stage 1 and 2 exercise of yesterday with design and implement: building a case for your organization
17:00 Wrap up, take-aways and discussion
How to implement what you’ve learned tomorrow, expected pitfalls and challenges, after care process
17:30 End of the Master Class Customer Experience Innovation

Practical Information

All participants receive a copy of Roscam Abbing’s book ‘Brand Driven Innovation: Strategies for Development and Design' (2010, Ava Publishing).

How to prepare?
As preparation you will receive a set of questions and an exercise pertaining to your experience with customer experience innovation, your role in your organization, and your personal learning goals. Answering the questions will take you approximately 2 hours. It will help you introduce yourself and get the most from the class and it will help the lecturers adapt their content to your learning goals.

Preparation Materials
The preparation material will be sent as a PDF by email.

After the course
Two months after the course, a pre-set consultation timeslot will be offered to all participants to share experiences and ask questions to the IDE Master Class. The format and the timing will be discussed with the participants during the IDE Master Class.