22-24 Sept.
EuroIA 2017 goes to Stockholm


Thursday, 22 Sept. 09:00

Transform: From Organization-Centric to Customer-Centric

Gerry McGovern

4 h. workshop
Digital transformation is cultural transformation: How to be an agent of change, helping your organization embrace digital transformation so as to deliver better customer experiences.

Connected world
Customer experience
Experience strategy

The most important thing digital does is that it empowers customers and employees. We thus see the emergence of a more customer-centric, team-based, collaborative world. Gerry will explain how his new book, Transform, is a rebel’s guide to digital transformation.

Hear about how the world is changing and what you can do to be a positive agent of change. Gerry will explore Top Tasks, a model of management that is focused on putting the needs of the customer first. He will explain the Task Performance Indicator which gives you a precise metric to measure customer outcomes. It is a metric you can control — unlike traditional customer satisfaction metrics — because once you fix what is wrong with your customers’ tasks, the Task Performance Indicator score will improve. With Top Tasks, you will be able to prove to senior management that the customer experience is improving.

One of the most basic transformations that occurs in digital is the change from organization-centric to customer-centric language. Choosing the right words can have a major impact on improving the customer experience, and Gerry will give you methods to ensure that you use the words of the customer, not of the organization.

Sketch by Nádia Ferreira

Session slides

Transform: From Organization-Centric to Customer-Centric


Gerry McGovern


Gerry has published five books about the need for customer-centricity in the online world. In 2016, he will publish his sixth book, Transform, which shows that digital transformation is far more about culture change than technology change. Gerry has spoken and consulted on online customer experience in 35 countries. His company, Customer Carewords, specialises in helping large organisations (such as Microsoft, Cisco, European Commission, and VMware) deliver a better customer experience online through focusing on making the top customer tasks easier to find and simpler to do.

Scheduled on

08:30 - 09:00
Welcome, Registration
09:00 - 13:00
Core IA
Introduction to Information Architecture: the Workshop
Donna Spencer
From categorisation to content modelling, this four hour workshop will cover the fundamentals of information architecture. Using lots of real world examples, you will leave with an understanding of both the theory, along with the practical methodologies needed to get started.
Content & UX Design
Modelling Adaptive Content for Multiple Channels
Noz Urbina
As the diversity of output channels and devices constantly increases, adaptive content is becoming a necessity. This workshop will explain how to deliver the right content, in the right context.
Connected World
Connecting Conversation
Alastair Somerville
Design in the future will be as much about the emotions and personalities of products and services as it will be about their technical attributes. This workshop will explore this process, and provide the skills needed to do so successfully.
Strategy & Management
Transform: From Organization-Centric to Customer-Centric
Gerry McGovern
Digital transformation is cultural transformation: How to be an agent of change, helping your organization embrace digital transformation so as to deliver better customer experiences.
13:00 - 14:00
14:00 - 14:45
Claire Rowland


About EuroIA

EuroIA is the leading Information Architecture (IA) and User Experience (UX) conference for Europe.

EuroIA has travelled through Europe over the years: Brussels, Barcelona, Rome, Berlin, Paris, Prague... In 2016 we return to Amsterdam. Learn more about EuroIA.

EuroIA is organized by volunteers all around Europe, with three co-chairs, an active committee and over 35 country ambassadors. Find out who is who at EuroIA.

Welkom in Amsterdam

EuroIA returns to Amsterdam, the city that in 2008 hosted probably the most successful and definitely the most well-attended of all EuroIA conferences.

EuroIA 2016 takes place at The Renaissance Hotel, in the heart of Amsterdam, within walking distance of the Amsterdam central train station and Amsterdam's main highlights.

The Renaissance Hotel Kattengat 1
Amsterdam, 1012 SZ
The Netherlands
+31 (0)20 621 2223

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