Designing Branded Enterprise Experiences
Wednesday, April 16
15:45 – 16:30
In service innovation projects complexities abound, both within the boundaries of the organization and outside of them: value chains have become value networks, target customers have contextual and situational preferences in their complex experience journeys, and interactions with the organization involve many channels and touch points. Customer centricity is a prerequisite but it requires various cross sections through the organization to cooperate smoothly.
In his keynote, Erik will discuss the glue that holds these complex processes together. On the basis of case studies from his service design consulting practice, and insights from his teaching at the Delft University of Technology, Erik will dive deeper into how to align various enterprise functions around a shared and actionable vision and towards a coherent and tangible end-result. He will show through analysis of these various cases that a shared, actionable, and congruent enterprise vision is of vital importance for innovation success, and can be steered and managed effectively.
Erik Roscam Abbing MSc MDM is the founder of Zilver brand driven innovation in Rotterdam, the Netherlands. Zilver is a creative consultancy operating at the crossroads of branding, innovation and design. Since 2006 Erik is fully focussed on brand driven innovation, consulting on branding, design and innovation issues for clients like Illy, Mexx, Trespa international, the Nomad company, Fatboy, NLISIS, and DKB. Erik also a part time teacher at the faculty of Industrial Design at the Technological Universtity of Delft where he develops and teaches the masterclasses Brand & Product Strategy and Design Strategy and mentors graduation projects that deal with branding and product design. Next to that he is a guest teacher in the Eurib Master of Brand Management programme and at Hochschule Lucerne and module coordinator of the Eurib Master of Design Management programme. Erik lives in Rotterdam, the Netherlands, with his wife and two children.