Why customer experience is everything in branding

Want to know where the most interesting work in design is? According to Clive Grinyer, customer experience director at Barclays Bank, it's inside the financial services - where a strong focus on brand values and customer experiences is the only way to rebuild public confidence.

Customer-focused thinking is Grinyer's speciality. Before taking up his most recent position at Barclays, he served as customer experience strategic advisor at Cisco, and has headed up design teams at Samsung and Orange, as well as founding London-based design consultancy Tangerine with Jonathan Ive and Martin Darbyshire.

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