ABSTRACT
The report by Deloitte Australia proposes an all-important link between inclusive leadership and customer centricity. In order to have a better understanding of the role that an interactionist approach could play in a customer-centric approach, this chapter looks at the findings of research on the part played by personality, gender and nationality in design creations and preferences. It proposes a systematic approach to customer centricity and ends by linking this process to inclusive leadership. The chapter shows how a visual design provides a quasi x-ray of the person who has created it, revealing the imprint of the creator's personality, gender and nationality. This is an important addition to the relatively novice but important field of interaction design, since it suggests that, where design is concerned, customer centricity can best be achieved by matching the personality of the purchaser with that of the designer.
