Summary
In the age of the customer, successful companies pull on several operating levers to drive customer obsession, including their internal structure. Structure is one of the six levers of the customer-obsessed operating model and is important in driving behavior. However, it must be complemented by changes in culture, metrics, processes, technology, and talent. This report outlines various structural elements, such as customer advocates, specialized roles, project groups, and permanent functions on an org chart; although not sufficient by themselves, they are an important part of becoming customer-obsessed.
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