New forms of collaboration for comprehensive customer care are being introduced. Interdisciplinary teams take responsibility for clearly defined customer groups to best meet their needs.
Rethinking ways of collaboration
In order to better meet customer needs and to optimize the shopping experience, new team structures are necessary. These make it possible for an individual team to quickly develop customer-oriented solutions without tedious coordination processes between rigidly structured departments. Collaboration in cross-departmental teams is therefore accelerating within the TAKKT Group. Interdisciplinary teams bundle expertise that was formerly distributed across separate departments into a single powerful work group. Two different approaches were followed to take this new form of collaboration into the respective organization.
Hybrid teams
In the hybrid model, the traditional functions of the existing organizational structure are perceived, while at the same time new interdisciplinary team structures, which are arranged by customer segments, are built on additionally. This approach is being used by KAISER+KRAFT, for instance. The company has determined new customer segments with defined goals and models for customer communication. The “go to market” team develops custom-fit interactions for the individual customer groups. The interdisciplinary team is made up of members from various departments such as purchasing, marketing and sales. Team members conceive of and plan marketing and sales activities, then implement and monitor them.
New organizational structure
In addition to the hybrid approach, the organization can also be redesigned so that the team structure is oriented completely toward customer segments. Hubert has taken this path. There, employees from the areas of marketing, merchandising and sales are forming new interdisciplinary teams. Better understanding of the specific markets and customer types in the core markets are developed in these teams.