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Tonya McKinney, Principal and Head – Customer Experience Solutions, Global Consulting Practice, TCS
Denise Friedman, Practice Head – Organizational Performance, Global Consulting Practice, TCS
October 2015
Companies are shifting from product-centered approaches to customer-centered organizational designs.
To overhaul customer experience and execute new initiatives, companies must update obsolete business processes.
Organizational Design, 2015
Introduction: Organizational Design
Inflexible silos of functions, lines of business, channels to market, and regions can affect Customer Experience (CX) improvement initiatives.
Organizational Design, 2015
The drawbacks of rigid organization design
As digital strategies and experience initiatives converge, ownership of the customer experience becomes blurred. Trying to graft new customer experience onto old organizational models is a recipe for trouble.
Three dominant organizational models are currently being used to support improved experience. Two emerging models may become prevalent in coming decades.
In this emerging model, companies go to market through customer segments that span traditional product silos. Experience managers own the end-to-end experience for one or more target segments. Channels and functions—from R&D to the supply chain—are essentially shared services.