Experience Is the New Product; Here's How to Manage It
Organize around customer episodes, improving them through Agile teams.
By Gerard du Toit, Jens Engelhardt, Phil Sager and Karsten Fruechtl in Bain.
More companies now emphasize the entire experience surrounding a product or service. But how do they improve the experience, or fix a broken one?
For many, the key unit of management has become the customer "episode," and the core method is Agile. An episode consists of all the activities involved to successfully fulfill a customer's need.
While most Agile to date has focused on software development, improving an episode requires coordinating every factor that affects it, including product features, policies, processes, channels and technology.
Therefore, the team that owns an individual episode should comprise members from all the relevant functions. .... "
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