We live in volatile times that are influencing customers’ expectations, needs and opinions. Understanding and empathising with customers and the context of ‘their world’ needs to be at the heart of experience design. We welcome experience design experts, Helen Bywater-Smith, Ipsos’ Global Head of CX Service Design and author of our latest Ipsos whitepaper, CX Service Design: Creating emotional attachment and driving brand growth, and Jean-Francois (JF) Damais, Global CX Chief Research Officer. Helen and JF share best practice and service design guidelines for brands to create emotional attachment and drive the right behaviours, leading to increased retention, share of spend, advocacy, operational efficiency, and, ultimately, an improved Return on CX Investment: ROCXI … and, yes, the line “designers of memories, expressers of brands, impacters of bottom lines” may have been uttered! Check out the paper for a more in-depth look at CX Service Design case studies and actionable frameworks. And when you’re reading it, think about a specific journey or experience that you would like to design, refresh or repair, to improve your relationship with your customers. Consider it a ‘mini CX design clinic’! Head to these links to find out about more Ipsos  CX and Channel Performance thinking.