RASMUS BERRIG RETURNS TO IMPACT TO STRENGTHEN STRATEGIC DESIGN
After a short period as CX Director at Day21, he returns with new perspectives on customer journeys, strategic design, and a consulting industry evolving faster than ever.
Strategic design will become more important than ever.
Rasmus Berrig first joined IMPACT in 2017 and has held several roles across the organisation. Along the way, he has taken two short detours – first as Ecommerce Director at Theis Vine and most recently as CX Director at Day21. Now, he’s back at IMPACT like a boomerang – for the third time.
According to Berrig, the decision to return wasn’t driven by a single factor: “It’s a combination of many things. I was very happy where I was, but I also missed the people at IMPACT.”
Even though IMPACT has grown significantly since 2017 – from around 80 employees to more than 350 – he still recognises the same collaborative spirit. But culture is not the only thing drawing him back. The projects and ambitions matter just as much. Berrig has previously worked on improving customer journeys and digital experiences for clients such as Montana, Dagrofa and Carl Ras. His ambition remains to work with organisations that take their purpose seriously.
“I’m excited to work on projects that can influence customer journeys and create better experiences – not only commercially, but also in a more honest and authentic way,” Berrig says.
For Berrig, it ultimately comes down to working with companies that genuinely believe they can make the world a better place – and where strong financial results are the natural consequence of doing things right.
An industry undergoing rapid change
From a broader strategic perspective, Berrig is also looking forward to working with the transformations currently reshaping the consulting industry. Historically, the industry has evolved alongside technological shifts. But according to Berrig, the pace of change has accelerated.
“The difference now is simply that it’s happening faster than we are able to fully understand. It raises questions about our entire business model and the value we deliver – and I find that process very exciting,” Berrig says.
AI requires a better understanding of problems
When talking about rapid change in the industry, AI is impossible to ignore. However, if you ask Berrig, many organisations risk focusing too much on the technology itself.
“You shouldn’t talk about AI for AI’s sake. You need to understand what the problem in the organisation is,” Berrig says.
To illustrate the point, Berrig refers to a well-known quote by Albert Einstein: “If I had one hour to solve a problem, I would spend 55 minutes understanding the problem and five minutes on the solution.”
Without a clear understanding of the challenge, companies risk adding complexity without creating real value. For Berrig, this is exactly why human insights and service design will remain essential in the age of AI. Rather than replacing people, he believes the technology will increase the demand for those who understand organisations, customer behaviour and complex processes.
“I actually believe that our work at IMPACT will become more important than ever,” Berrig concludes.
Curious about strategic design?
Talk to Berrig about how strategic insights and service design can create better customer experiences.
