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Author name: Rishi Srivastav

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Organising for customer centricity and scale

Organising your business in a way that reflects its customers’ journeys was the first step most organisations took a few years ago, in an attempt to move from efficiency-driven silos towards customer-centricity. But this was just that, the first step. Once these organisations started focusing and listening to customers again, they quickly realised their needs had moved on. Quite substantially. People are now looking for timely financial advice from their current account banks, a quirky living experience from their hotel room providers and a frictionless ride in a local personal car from their cab service. Such modern requirements pose an exciting challenge for organisations trying to scale and remain customer-centric at the same time.   The answer for many of these businesses is to move away from their traditional verticals and business models towards a customer journey-based structure. In this way, organisations can create specific teams solely responsible for certain areas of the customer experience – such as acquisition, onboarding, servicing or retention. This reorganisation allows for a far more agile and customer-centric approach. Moreover, it helps address the well-known challenges with the speedy delivery of customer value that large enterprises currently face.  As customer journeys become more complex, so do the business platforms that support them. A few businesses have been able to make this move successfully. One of the most notable is Amazon, which has created an extremely complex platform that can support their multiple customer journeys – such as online shopping, digital content and cloud services. While these journeys are relatively independent of each other and hence can be developed and maintained quite efficiently on their own. For complex and regulated business functions like banking, the customer onboarding journey may not remain as independent as the customer servicing journey. Business services like KYC (Know your customer) need to be reused across such journeys. While this inefficiency might be acceptable to focus on customer value, the issue becomes more challenging when such services get developed in different ways by different journeys. This would confuse the end customer and hence impacts the experience and value, customer journeys intended to improve in the first place.  The next step in this structural transformation is to move from customer journeys to Value Streams. Value Streams combine all the end-to-end activities required to bring a product or service to the customer. A good example here would be an order-to-cash Value Stream for an e-commerce company which encompasses everything from when a customer searches and shops for a product to the fulfilment process and then eventually customer care if the customer has questions bout the product or when we want to build loyalty and increase the wallet share. Value Streams help identify and quantify the Value Contribution of each part of the process and can help you see where there are gaps or opportunities for improvement. The value streams built around customer journeys provide a great way to remain close to customers while being as efficient as possible without needing to duplicate business services or leaving massive handoff gaps to serve the customer quickly. While this works great for serving currently known customer demand, this can come in the way to suit future customer needs. As the next step in the evolution of Value Streams and customer journeys, Business Platforms can help organisations identify new areas for growth and innovation. They act as a foundation that allows you to build an ecosystem of business capabilities that span the entire customer experience from awareness through purchase and post-purchase engagement.  Domain Tenant Models allow us to think about a business from business capabilities and a consumer perspective. For example, a business platform could be used to develop a new service for an existing customer or to create an entirely new product. For a retail banking business, for example, payment built as a domain service for existing savings and current account needs can easily be monetised by serving needs for other products and companies.  The domain tenant model serves as an excellent foundation for transforming and moving existing businesses towards a futuristic business platform model but becomes quite complex when such enterprises need to scale across multiple markets of varying sizes. The key to success with this model is adapting and responding to customer needs quickly. In addition, the platform must be able to support different channels, geographies, languages and currencies. One of the approaches in my experience have seen work well is that large markets have a dedicated domain team while smaller markets work with shared domain teams.  Most of the existing Scaled Agile frameworks do not fully serve large enterprises’ complex customer-centric and scaling needs. Whatever organisation design you chose from the above, putting that into operation would require putting into place a customised scaled agile delivery operating model considering current capabilities within the organisation supported by clear communication of change and creating an environment to support the change.

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Future of Product: Balancing AI and Human Insight

In the realm of product management, the integration of Artificial Intelligence (AI) and automation technologies promises unprecedented efficiencies and capabilities. Yet, as we navigate this transformative era, it becomes increasingly clear that the secret to unlocking true value isn’t found solely in the code of AI algorithms, but in the harmonious balance between machine precision and human understanding. The Current State: AI’s Role in Enhancing Process Efficiency Imagine a world where every routine task is optimized — not just made faster, but also smarter. In many industries, from automotive manufacturing to software development, AI and automation are already making significant inroads in optimizing the 30-50% of operational processes where active work occurs. For example, in an automotive assembly line, AI-driven systems can predict equipment failures before they happen, schedule maintenance proactively, and ensure that production never misses a beat. However, despite these advancements, a significant challenge remains: 50-70% of the time, work is still waiting to be acted upon or is stationary. This is where the narrative often stalls; the expectation that AI alone can solve all inefficiencies is a myth that needs debunking. AI excels in environments defined by clear rules and predictable patterns but falls short in navigating the complex, often chaotic reality of organizational silos and interdepartmental dependencies. Bridging the Gap with Agile and Lean Principles This brings me to the second act: addressing the stationary phase of work. The principles of Agile and Lean methodology, with their emphasis on breaking down work into manageable pieces and executing in short cadences, have proven effective in this regard. Consider the case of a tech company that adopted Scrum techniques to streamline its software development process. By defining sprints and daily stand-ups, the team could quickly identify and eliminate bottlenecks, significantly reducing the idle time that plagued their projects. Agile and Lean aren’t just methodologies; they are transformative philosophies that compel organizations to rethink how work flows, how teams communicate, and how projects are managed. They force a shift from thinking in months and years to thinking in weeks and days. And when combined with AI’s analytical prowess, these methodologies can supercharge throughput and diminish risks, leading to products that not only hit the market faster but also with higher quality. The Human Element: Deepening Business, Customer, and Product Knowledge Yet, speed and quality are only part of the equation. The third act in the narrative delves into the core of product management: understanding and delivering value to the customer. Techniques such as service design and customer journey mapping remain predominantly human-driven for a reason. They require empathy, a nuanced understanding of human behavior, and a creative synthesis of diverse insights — qualities that AI, for all its advancements, cannot fully replicate. Take, for instance, a service like Airbnb, which revolutionized the hospitality industry not just by understanding but by anticipating customer needs. Through detailed customer journey maps, Airbnb identified critical touchpoints that could transform a user’s experience from mundane to memorable. Decisions such as simplifying the booking process or ensuring guests have all the necessary information about their stay are made at the human level, where intuition and experience play pivotal roles. Automating these processes could streamline operations, but at the risk of glossing over the subtle, yet crucial elements of customer interaction that often inspire loyalty and satisfaction. It’s here, in the intricate dance of human creativity and machine efficiency, that the future of product management is being shaped. Synthesizing AI with Human Insight: A Blueprint for Future Product Managers As we look to the future, the role of a product manager is evolving from one of oversight to one of insight. The next generation of product managers will need to be fluent in the language of AI and analytics, yet equally adept at interpreting the silent, often ambiguous feedback loops of human experience and market shifts. Integrating AI into the product management process offers a compelling advantage, but it must be leveraged judiciously, enhancing human capabilities rather than replacing them. The goal is not to create a product management landscape where AI reigns supreme, but one where it serves as a powerful ally to human ingenuity. Conclusion: Crafting a Future Where Technology and Humanity Converge In conclusion, the journey of integrating AI into product management is not about choosing between human or machine but about creating an ecosystem where both can thrive. Agile and Lean principles, combined with the analytical power of AI, can transform the structural landscape of work, while human insight and creativity continue to drive the value that truly resonates with customers. As I publish this narrative, would love to invite a dialogue among product professionals to explore how we can collectively harness these technologies to not only transform our processes but also to deepen our connection to the customers we serve. In this balanced approach lies the path to innovative, enduring products that are not only efficient but also profoundly impactful.

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The Fifth Colleague: Treating AI Agents as Humans in the Team Lifecycle

We’re at a fascinating inflection point in how we think about digital evolution. The last few decades brought waves of technological progress — automation streamlined processes, software at scale capabilities, and cloud/offshoring optimised costs. But what’s happening now with AI Agents is fundamentally different. This isn’t another system upgrade or workflow tool — it’s the arrival of a new coworker. A teammate who thinks, learns, and collaborates — but only as effectively as we teach, onboard, and integrate them.

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