Ryan Buell, associate professor at Harvard Business School, says the never-ending quest for operational efficiency is having unintended consequences. When customers don’t see the work that’s being done in back offices, offshore factories, and algorithms, they’re less satisfied with their purchases. Buell believes organizations should deliberately design windows into and out of operations. He says increasing operational transparency helps customers and employees alike appreciate the value being created. Buell is the author of the HBR article "Operational Transparency."