The organizational structure of most enterprises still is based on internal functional structures, not customer needs. Marketing answers to brand. Data answers to IT. Billing answers to finance.
But customers don’t experience companies this way. For customers, the best outcome isn’t faster fixes; it’s fewer problems. They expect companies to anticipate issues, resolve them at the root, and continuously innovate so the experience works seamlessly (or even delightfully) across functions.
This requires a new kind of thinking. To design around outcomes with agentic AI, every major journey needs a mission owner: someone who defines the mission, steers both humans and AI agents, and owns the outcome.
Sometimes it’s a product manager or journey owner responsible for overseeing and optimizing the complete customer (or user) experience; other times, it requires naming someone with cross-functional authority and visibility.
Read more | HARVARD BUSINESS REVIEW