Focusing on the Customer: How Boeing Does It

OVERVIEW:In today's competitive environment, companies need a thorough understanding of their customers to drive research and development. The process should be customer-driven, not technology-driven. In developing Boeing's newest jetliner, the 777, the company has made its airline customers full partners in the design-build process. Design-build teams also include suppliers and various disciplines within the company, such as finance, operations, engineering design, manufacturing, and customer support. While there are enormous benefits to this teaming strategy, the process of building effective teams is difficult. Many cultural and organizational barriers prevent people from working together effectively.