Organizational Development: A Manual for Managers and ... - FPDL

customer needs. Thus, ‘product myopia’ gives way to ‘customer relations management’.
Organizational strategies turn from ‘product-centric’ to ‘customer-centric’ – and that manifests itself
in changing goals (from ‘best product for the customer’ to ‘best solution for the customer’) and
changing offers (from just ‘new product’ to ‘personalized packages of products, service, support,
consulting’) (Galbraith, 2005). This means that not only does a product become a service and not
just a manufactured article, but also that this service is less predetermined or specified; instead, it
finds its final shape through a process, and the customer is the one who runs this process.
This notion creates specific problems - how to ensure that the customer will recognize the quality
of a product as satisfactory (better than was expected) when a client sometimes does not know or
understand what he wants at the beginning of the process?
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