Product centricity to customer centricity

(Photo Courtesy: Purdue University)

In her blog today, Patty Seybold shares a commentary about where organizations go wrong in the journey from product centricity to customer centricity. In Graham Hill’s own words –

“The stages start with pure product-centricity. This typically evolves through the development of internal networks of colleagues who need to work together to deliver the value proposition; to cross-functional teams that formalise the collaboration of the internal networks; to a customer segment coordinator who takes on formal responsibility for collaboration across different teams; to a matrix organisation with nascent segment teams reporting to both product and customer management; and finally to bona fide segment managers responsible for all aspects of segment experience delivery. The vertical silos of product-centricity have given way to the more connected, more collaborative customer-centric organisation.”

The key phrases (for me) from the above are :
  • work together to deliver the value proposition (ought not to loose sight of this)
  • formal responsibility for collaboration across teams (in the absence of a culture that fosters team work)
  • responsible for all aspects of segment experience delivery (key enabler – accountability)
As important as the end result is, the journey & the milestones involved are as or more important in ensuring effectiveness & sustainability of the end state. 

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