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Cross-Functional Work Teams |
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Parker identifies six competitive advantages that cross-functional teams bring to companies: 1) Increased speed of response, 2) Increased capacity to handle complexity, 3) Increased customer focus, 4) Enhanced creativity, 5) Improved organizational learning, and 6) The provision of a single point of contact for the customer.
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This last point is particularly important when one considers the importance of the subtle messages that our customers often hide between their words. Providing customers with a single point of contact allows companies to keep their customer's identities and preferences intact. Organizing a company into a collection of separate functions, only makes preserving the essence of customer identities and preferences, that much harder.
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Parker, Glenn M. Cross-Functional Teams. Jossey-Bass Publishers. San Francisco, CA. 1994.
Many names have been given to the corporation of the future -- network organizations, adaptive organizations, informal organizations, horizontal organizations, et cetera, et cetera. It is almost as though every expert has come up with his or her own favorite title for the twenty-first century corporation. But regardless of the name, all the experts agree that the engine of the new form of organization is the Cross-Functional Team. Parker's book is an incisive look at what it takes for companies to succeed with this new breed of teamwork.
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