Page 192 - The Design Thinking Playbook

How can the change be tackled, and why are companies so How do we react to changes in value creation?
often held hostage to this problem?
The customer experience is becoming the primary product in many
Many companies have a diversified organizational form in which the segments owing to the transition from industrial manufacturing
individual business units differ greatly and cultivate their own work toward servitization (alignment to goods and services).
processes and subcultures. Although this form of organization can
help to guide a growing organization into manageable channels, the Experience
separation of the organizational elements can result in the fact that Differentiation
the overriding meaning of the company gets lost on the way. The
business units and departments see the objectives for their work
exclusively in relation to themselves. Objectives that are meaningful
to all organizational units are not universally lived. If they do exist,
usually they’re only the key financial figures of the company—such
as profit and EBIT—which are set for everybody in the company as
orientation and corporate objectives.

Price
premium

Sorry, that’s not Sorry, but I would like Economic success is determined not by the quality of the product but
my field. . . we have to help
I need help other goals. . . but. . . by the fulfillment of our needs across the entire customer experience
with this virtual team. . .
project XY! chain. Customers want an experience—no matter what kind—that
they can share with others and that enables them to fulfill their wish-
es. For this reason, customer centricity is (again) becoming one of the
core issues of management in the experience economy. The mindset
of design thinking can make a crucial contribution to the development
Line Region Product group
of customer-centric solutions.

The consequence is that an integrated and coordinated way of
working across the entire organization is quite difficult. Moreover,
human, nonfunctional relationships fall by the wayside due to the lack
of motivating goals.

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