Dr. Lynn W. Phillips is a renowned expert in customer experience (CX) engineering and customer-centric strategy and a member of BRG’s Digital Transformation Advisory Practice (DTAP). He is an accomplished teacher and scholar and was a faculty member at Stanford University’s Graduate School of Business (GSB). Previously, he held faculty positions at Harvard University, Northwestern University, Rice University, and the University of California, Berkeley’s Haas School of Business.
Dr. Phillips has codeveloped many fundamental CX engineering ideas. These concepts help businesses select compelling customer-value propositions (CVPs) and then create value-delivery systems (VDSs) to efficiently offer and communicate these CVPs. These ideas are based on imaginative insights about a target customer community’s unmet need states and occasions—as revealed through day-in-the-life-of-customers analysis—which are then transformed into breakthrough solutions that transcend what customers can envision by cross-functional business teams.
The frameworks, concepts, methods, and tools pioneered by Dr. Phillips and his colleagues are rapidly evolving to meet the demands of the digital age. Companies are leveraging digital technologies such as artificial intelligence and machine learning to deliver more profitable value and enhance competitiveness. Dr. Phillips frequently provides guidance to startup ventures working in this area and to established companies seeking to implement these technologies and digital business models to transform how they select, provide, and communicate their winning CVPs.
Dr. Phillips has supported over two hundred new-business initiatives that rely on developing new digital capabilities to deliver valuable customer experiences. He possesses a profound understanding of the best and emerging practices in customer-centric strategy, gained through client work in industries including aerospace and defense, construction, energy, financial services, healthcare, IT infrastructure, logistics, pharmaceuticals, semiconductors, telecommunications, and transportation, spanning more than forty countries.