How to Design Customer Intelligence

Guest: Vida Asrina Dhulst, Head of Experience Design, Endeavour Group

Episode # 13


Designing your customer intelligence in a way that’s usable for the entire organisation to drive decision making but also facilitate connection between teams is one of the most crucial elements to get right for every organisation in the next 10 years. 

At a time where many organisations want to become more customer centric and have a vision/strategy/program to do so, but are struggling to fully operate in a customer centric way. Often, one of the core things holding them back is because their customer intelligence is fragmented and sitting in silos across the organisation. 

Interestingly, I was at The Customer Show a few months ago, where Vida Asrina Dhulst Head of Experience Design from the Endeavour Group responsible for our favourite alcohol shops Dan Murphy’s and BWS, took us through her team’s journey on designing their customer intelligence, which was really interesting. So, I invited her on the podcast to discuss this very topic.

We explore:·     
• How they designed customer intelligence
• How her team puts it into practice  
• How they have been able to embed it in the rest of the organisation



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