Customer delight in the matrix

Matrix organization structures are designed to deliver complex products and services by linking up organizations and resources across distance, cultures and timezones.

Often this can lead to harmonization (even one-size-fits-all solutions) – but it does not have to be this way.

It is easy to talk about satisfying (even “delighting” – a phrase that normally makes me cringe) customers but hard to deliver something delightful in a complex world.

My daughter is a football (soccer to US readers ) coach, so boots and accessories are important to her. When the lovely people at Nike offered her some customized boots she was able to specify the colors of every component and make her boots unique and personalized with her name and initials.






Believe me, these created real customer delight. She also tells me the pink is the same shade as her sports bag (personally, I think this may be taking it too far). Compliments to Nike for making a huge, complex supply chain deliver something unique to a particular customer.

This flexibility and personalization is going to be a huge part of the future. Companies who get this right will win.

What is the best customer experience a big company has delivered for you?

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