Implementing Outcome-Based Collaboration to Drive Improved Customer Experience

June 30th, 2017 | Posted by Alexa Magdalenski in Guest Blogs | Member Blog Posts | Uncategorized

In Asurion’s new member blog post, Senior Vice President of Retail Application Delivery and Voice Services Sean Nass discusses embracing new product development models rooted in collaboration and focused on outcomes. A global leader of connected life services, Asurion partners with leading wireless carriers, retailers and pay-tv providers to provide consumers with protection and premium tech help  supporting mobile phones, consumer electronics and home appliances. 

644-012 D15b FINAL Asurion LogoThere is a big shift in how technology companies are going about business.

Many are pivoting from a process-and project-based strategy to one that is more forward-thinking. Team members are crossing boundaries, blurring the lines of previous structures and coming together in the spirit of collaboration to deliver outcomes that exceed customer expectations.

In the old model of business, the technology focus was on delivering large projects using project managers and a pool of resources, defining and limiting capacity. Instead of focusing on an outcome, teams would get together and create big requirement documents with minute details that would bog down capacity, forcing a project through months of work and still frequently achieving a result that was somehow different from how it was initially envisioned. Opportunity costs were often lost under this old model of product development.

Now businesses are pivoting, with a more forward-thinking attitude in mind. At Asurion, we recently built what we call journey teams, individuals across key sectors of our business who come together to optimize the speed with which a project achieves its desired outcome and experience for consumers. As part of this shift, we merged product, design, technology and customer experience teams to optimize the process with the project’s outcome in mind rather than focus on the process itself. The days of separate “product” and “IT” silos are behind us. We’ve combined product, design and technology teams and have empowered them to ask the question “How do we focus on what’s best for the consumer experience?”

Take the claim process as an example. Under previous models, a customer’s claim would pass through various workflows, often with redundant or unnecessary steps that may not have been a great experience for the customer. Under our journey team model, we dedicated product, technology and design leads to focus on an outcome that equates to a positive customer experience. This mentality leads to faster time to market and less waste in resource capacity, and allows our team members the ability to innovate in a rapid fashion. More importantly, the customer has a really positive experience.

We don’t tell our journey teams what to do or how to do it – instead, they innovate and test ideas and are empowered to make decisions on their own, all with this singular goal of improving consumer experience. The journey teams put together a vision based on a desired outcome, a vision that nails down what is going to work and what isn’t to drive improvements in speed, reliability and efficiency of a product’s delivery.

The shift has opened up new channels of communication and new ways of interacting across teams, even to the point of how we collocate in our workspace. We have seen a radical change in the quality of our intercommunications because people are developing prototypes, conducting tests and not working off huge requirement documents.

Our goal is to create a seamless integration of product, technology and design that optimizes the experience for our customers.

It hasn’t all been easy, but progress doesn’t occur without change. We certainly can’t transform all teams into this model at once. However, with patience and modeling teams’ successes, we are seeing increases in quality and speed, and the enthusiasm of the teams is amazing. They are so engaged because they see a direct correlation in their work and how it dramatically improves a customer interaction. There’s more alignment among product, technology and client services than we’ve ever seen before. If you are thinking of trying something similar in your offices, I recommend forming a shared goal, a shared alignment across all teams and placing the focus on future growth. Your efficiency and product development and delivery will improve, and that’s what everyone is looking for, after all.


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