Juan Serrano on Transformative Experiences and Value Creation | IEDC 40 Years Insights
Prof. Juan
Serrano, long-time IEDC faculty and expert in customer centricity, reflects on
the school’s 40-year journey and its reputation for excellence,
professionalism, and genuine care for people.
In this
video, he explores a key shift in value creation, from commodities and products
to services, experiences, and ultimately, transformative experiences. Serrano
explains that in a world where both products and services are increasingly
commoditized, organizations must focus on creating meaningful, lasting impact
for customers and employees.
He
highlights that true value today lies in designing authentic experiences that
drive positive, relevant, and sustainable change, building stronger
relationships, trust, and long-term success.
April 8, 2026