Innovating the Customer Experience

BusinessWeek goes ga-ga over IDEO -- a design firm that not only design innovative products, services and the like, but has also created a sandbox where the customer experience can see some innovation. Armed with social scientists, designers, architects and engineers, IDEO has moved into the space traditionally occupied by management consultants, but takes a novel approach to analyze, design/build, prototype and implement process changes -- the results: clients that are quoted in the article are gushing -- and these are executives of companies like P&G, AT&T and GM. For a quick lesson of the IDEO way, click here.