Experience Crew
Crew Type
The Experience Crew ensures that the customer's experience is a great one.
Crew Types: Governance Crew • Value Stream Crew • Facilitation Crew • Capability Crew • Platform Crew • Experience Crew • Partnership Crew
Purpose
Focusing on products instead of projects is not a good way to think more holistically as an organization. Your product team could be good, but your support team (or marketing team or finance team) might drop the ball and screw up the customer experience. Or your company offers more than one good product or service but switching between them as a customer could be frustrating.
The problem has long been recognized in the organization design community. The typical solution is to have a customer-facing "front team" whose goal is to optimize the entire customer journey and user experience in the case of touchpoints across multiple products and various channels. We call this the Experience Crew.
Notes
The goal of this Crew is to ensure that the customer's experience is a great one. The Crew members do their actual work on various Value Stream Crews, but, as a team, they keep their focus on integration and fluid processes that cut across more than one product or service.
You could say that the Experience Crew is a special case of a Facilitation Crew. The goal of Facilitation Crews is to help Value Stream Crews get their work done. The purpose of Experience Crews is to remind those other Crews that they shouldn't optimize for just their product or service. The customer cares not about just their team. The customer cares about their entire experience with the business.
Rules / Constraints
The Experience Crew monitors the entire customer journey.
The Experience Crew helps Value Stream Crews to optimize the whole rather than just their own parts.
“Cooperation is the thorough conviction that nobody can get there unless everybody gets there.”
(Source: Virginia Burden)
Visual MS is a Spanish business software development group with 114 employees organizing with different Product Type Turfs and scaling up via bases, leagues, and a crowd.