How to Measure the Impact of Design Thinking on Customer Satisfaction in Technology Companies

https://drive.google.com/file/d/1KsSEiq8IPsUdIDna21JNHK_Z-X3cW_ou/view?usp=drive_link

The multidisciplinary and human-centered approach of Design Thinking has gained increasing attention for problem-solving and innovation in both academic literature and especially in the business field. However, as recent literature suggests, there is a significant knowledge gap concerning the precise measurement and evaluation of the impacts that Design Thinking has in practice. To address this gap, initially, the research aimed to explore the impacts of Design Thinking on tech companies. However, due to the scarcity of publicly available information the focus of the research shifted specifically to customer satisfaction, as it is one of the major impacts of Design Thinking on companies. This research was divided into two phases; firstly, desk research by an in-depth analysis of the five selected tech companies: IBM, SAP, Google, Microsoft, and Adobe. This analysis explored how these companies employ Design Thinking and measure customer satisfaction. Based on this analysis, a model was developed to visualize the customer satisfaction measurement process. In the second phase, to ensure the validity and enhance the model, interviews were conducted with four tech companies based in Porto. These interviews aimed to gather valuable insights and suggestions for further enhancement. The resulting model provides a framework that visually represents the customer satisfaction measurement process; however, the model remains unproven and requires validation and testing efforts through additional research.