Making the whole service visible
Every team knows its own part of the journey. The customer lives in the handoffs between them.
In a large company, no single team can see the whole experience. Sales knows the sale. Installation knows the install. Billing, support, and digital each know their own part. Each does its part well and hands off at the edge. The customer is the only one who experiences all of it.
Before one recent launch, we put about forty people from sales, care, digital, and systems in a room and walked the customer’s path from first look to first support call. Problems surfaced that no team owned because they sat between teams: login credentials, duplicate notifications, support calls going to the wrong place, and what happens when a customer changes an order. Every one of them left the room with an owner while it was still cheap to fix.
The aim now is habits, not artifacts. Product teams map and maintain their own journeys against a shared standard, and leaders review the journey before they approve a launch.
What changed
Service design introduced as a capability in the product organization
Shared journey standards adopted across product teams
End-to-end journey reviews built into launch readiness
Cross-team gaps given owners before launch, not after