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Member Directory

The listing represents all members who have opted-in to sharing their information. SDA members are listed here based on their preferences.

SDA currently has approximately 200 members.

  • Boudewijn Bugter

  • Contact Information

  • Den Haag
  • Netherlands
  • (GMT +1:00) Brussels, Copenhagen, Madrid, Paris
  • Profile

  • Customer Revolution
  • Boudewijn Bugter is director/owner of research and consultancy firm Customer Revolution. In twenty years of consultancy work in business and (semi-)government, he discovered his calling: working on a society in which everyone can participate. To achieve that goal, he helps organizations to put people and their lived experiences at the center of policy, services and implementation.

    In addition to consultancy work as a senior innovation advisor, he likes to share his knowledge. He publishes, speaks and coaches. He co-wrote 'Working with Profiles and Personas. There's Value in Pigeonholing' (Van Duuren Management, 2018), which is about human-centered services and people as the heart of the customer-centric organization.

    His new book 'Social Service Design: Innovation at the Intersection of Social Issues and Public Services' (Van Duuren Management) will be published in the fourth quarter of 2021. Social Service Design requires more than a designer's view, brain and bravado. It requires the core competencies Ratio, Empathy and Imagination. In other words, using critical thinking and analytical skills to assess a problem situation. Understanding the other, empathizing with his/her lived experiences, motivation and needs. And seeking new pathways with imagination, creativity and fantasy.

    Boudewijn links these core competencies to insights and models in the fields of public administration, behavioral sciences, philosophy and ethics, future framing and strategy, innovation and transition management, implementation and change management, systems and (of course) design thinking. In doing so, he provides guidelines to start working on social service design challenges right away.

  • Customer Revolution helps public organizations to rethink or reframe, to redesign or reinvent. We work at the intersection of social innovation and public services.

    We investigate people's experience and show where lifeworld and system worlds collide. Together with all those involved, we design and implement human-centered policy and strategy, interventions and services. Of course we assist with the (organizational) changes that are necessary. Together we anchor people-oriented thinking and working in the DNA of an organisation, value chain or culture.

    That's what we call Social Service Design.


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Don't forget: The Relating Systems Thinking and Design Symposium is November 3-6, 2021.