The Experience-Centric Organization

5. Organizing for Experience Centricity

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Organizing for Experience Centricity

Great experiences are provided by the whole organization, where everyone has a part. This chapter describes how you can structure the organization around a carefully crafted combination of formal and informal organizational culture. It integrates design and design thinking into organizational change, showing how you can design your organizational logics to align with the experience you want to provide. It introduces the idea of organizational prototyping, which applies design thinking principles so you can approach organizational change in the same way you approach innovation, by design.

Innovation in service has been described as the unique application of organizational competencies and ways of working and thinking to create value in use. This chapter introduces the new competencies, ways of working, and ways of thinking that an organization must develop on its path to experience centricity. It uses design thinking as the basis for what I term experience thinking and experience doing, which can be characterized as having the customer experience at heart, being customer-centric, visual, culturally aware, and collaborative, and simultaneously retaining the powers of being effective and efficient at service delivery. Developing experience-centric organizations is a team sport, where everyone has their part.

When you watch the credits of a film, you see how many people worked together to provide the ...