Improve Customer Success with Design Thinking

by May 23, 2022

Business Innovation Brief Best Article

Modern customer success efforts rely on providing unique and positive experiences to customers. As a result, businesses are getting competitive at an ever-increasing rate, trying to offer real value to customers to convince them to stay and plant seeds to come back in the future when they leave. 

Because customers have a sea of choices in the market, convincing them to stay requires well thought out strategies to keep winning their hearts.

Implementing Design Thinking can help with customer success. 

Design Thinking can help better focus on the demands of customers and support people’s needs by providing them with appropriate products and services. 

“Remarkable customer success can come into existence only by design.”

What is Design Thinking?

Design Thinking is an innovative way to perceive people’s needs and approach problems. It is people centric. Solutions are based on evidence with information collected through rigorous research and conversations with people. While Design Thinking is data driven, the focus is on empathy for people. It helps you accomplishes two main things:

1. Solve problems

2. Understand people

Design Thinking aids organization in the creation of value for people. It aims to solve concrete problems that impact people and delivers solutions that align with people’s needs.

As designers unveil or identify problems, they can bring about innovative solutions. In addition, it enables designers to tackle problems that people find difficult to define or verbalize.

“Design Thinking assists organizations to lead with innovation.”

It makes any organization run more efficiently and faster because it focuses on creating prototypes and testing to check their effectiveness, after a lot of listening to people and defining the problems.

Why Design Thinking Can Drive Customer Success

At the core of Design Thinking is understanding people’s issues and solving them with appropriate solutions that often translate into right fit products and services. 

Customer success starts only after knowing people’s problems that you are solving. Only then can you provide value to them. Providing real-time solutions becomes easy after learning people’s needs at an emotionally intelligent level. 

This is how Design Thinking drives customer success, by being aligned around what truly matters to the people behind the title “customer”. 

“The more you design solutions around the needs of people, at an emotional level, the better you can deliver customer success value.”

Ways To Implement Design Thinking for Customer Success

There are various actionable insights to help design innovative solutions for customer success. Let’s have a look at them.

Create Useful and Usable Interactions

Creating useful user interaction is an essential aspect of Design Thinking. A useful integration can be created by always getting insight into the user experience. 

No matter what type of interaction you create, the user engages in conversation only if that conversation addresses their problems. 

Creating less valuable interaction with customers will drive them away from engaging in conversations. Therefore, for any company thinking and building things, considering the usefulness and usability of your product or service for the user, will help to drive customer success.

Know People’s Mindset

Empathy is the cornerstone element of Design Thinking. Therefore, empathetic Design Thinking practitioners make sure that the business understands the customer’s mindsets and creates the best solution for their needs. 

Specifically, it helps businesses perceive things from the user’s point of view instead of the business’s perception, abilities, and beliefs. Consequently, businesses who practice Design Thinking can create products and services that are people centric.

Put Customers First

Customers are the reasons your business exists, and profits only come through ensuring customers success. Creating and driving solutions from the customer’s perspective instead of your own will drive customer success. 

Therefore, investing in customer journey research is crucial to identify opportunities for business improvement. 

“Profit will only follow if you keep the interest of customers as a top priority.”

Enable User-Friendly Experiences

Another important aspect of Design Thinking is that it ensures the creation of user-friendly products and services. Businesses should consider only bringing to market user-friendly solutions. 

“Big ideas are always best when they are simple to implement and adopt.”

Focus on the Customer’s Perspective

By shifting our perspective to what customers need and want, we can notice what needs to be fixed. We will find that the problems experienced by customers are difficult to see if we only follow our assumptions. 

By shifting our perspective to that of the customer, we can find solutions to enhance their experience and modify products and services accordingly.

Innovative Ways to Look at Problems

With Design Thinking, teams and companies can step outside the typical confines of the way of seeing things. Instead practice viewing issues and problems differently, especially in a people-centric way using empathy as your guiding principle. 

Moving out from the current limitation of simply executing things, to genuinely empathizing with customers will ensure you are delivering user-centric products and services in innovative ways.

Ditch Outdated Assumptions

Design Thinking helps to ditch outdated assumptions about customer needs. This way, businesses can create better and more effective solutions to solve customer problems. 

For example, looking at things from their perspective by interviewing customers can bring in more personalized changes. By investigating and uncovering facts, businesses can begin to design solutions that fit the needs of people perfectly.


Customer success is the most important aspect to ensure the growth of every company in any industry. Not taking care of customers will lead them to go elsewhere to purchase the products and services that resonate with their personal wants and needs. 

Implementing Design Thinking in business will generate solutions based on people’s need for fulfilling experiences. This way, businesses can create products and services that will ultimately lead to profitable outcomes.

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