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| "Customer-Driven" Transformation (CDT) is
a methodology that guides business decisions by aligning the
outcome of work processes with the expectations of your customers.
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Customer-Driven
Transformation
Companies transform themselves,
for better or worse, all the time. A tremendous amount of time and
effort , not to mention money, is spent trying to change. But how
do they determine WHAT to change? And what do these changes bring?
Unless your changes are customer-driven, you may be changing
the wrong things, for the wrong reasons.
"Customer-Driven" Transformation (CDT) is a methodology that guides
business decisions by aligning the outcome of work processes with
the expectations of your customers. Gordian's Customer-Driven Transformation
methodology focuses your transformations. Our techniques help enterprises
continually adjust productive resources to correlate with customer
demands (and vice-versa) in a cost and time-effective manner. Seems
like common sense, but how is it done?
| CDT methodologies
and techniques are based on the following axioms: |
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Work processes
use resources to produce outcomes. |
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Customers have
expectations. |
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Expectations,
outcomes and processes are variable and dynamic. |
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Only when outcomes
continuously meet or exceed expectations are companies successful. |
CDT works to continuously align the three key success factors: processes,
outcomes and expectations. Expectations are surveyed and quantified,
outcomes are inventoried and costed, and processes are evaluated
and optimized so that companies produce what is expected efficiently
and effectively.
Customer-Driven Transformation therefore implies two related efforts:
coherence and correspondence. Doing things right, and doing the
right things. Being efficient and being effective. The coherence
of processes and outcomes is defined as efficiency. The correspondence
of outcomes with the expectations of the market is defined as effectiveness.
The Dual Challenge
Coherence is inwardly focused (how do we change?) while correspondence
is outwardly focused (how are the customers and the market changing?)
The real challenge lies at the intersection of coherence and correspondence;
where they overlap--in their correlation. Customer-Driven Transformation
stands at those points of intersection. It seeks to align what we
make or provide with what customers want. It takes into consideration
processes, outcomes and expectations, making sure they work together,
and not at cross purposes.
How Does CDT Work?
Customer-Driven Transformation, by definition, relies on knowledge
of a company's outcomes (goods, services), how they are produced
(processes and resources) and what customers demand (expectations).
Each is rated according to its contribution to the success of the
company.
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Processes are
judged on their ability to bring about outcomes. |
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Outcomes are
rated on their ability to meet expectations. |
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Expectations
are measured as to their impact on customer purchase decisions. |
A two-dimensional analysis is created to include all the outcomes
produced by the company or operation; and the needs of prospective
customers. Expectations are mapped against outcomes, with processes
representing the conversion of one to the other. This analysis measures
the planned, incremental and perceived values of each good, service
or item produced to determine a satisfaction quotient (SQ) for everything
currently done by the company.
For example, the SQ of a particular outcome (say having a health
spa in a hotel) is measured as:
Variances are highlighted by their respective CUE value:
Customer expectations are based on detailed survey data, purchase
histories, and market analysis. The analysis allows management to
judge the relative value of each component and focus change efforts
accordingly. On the outcome side, attention is given to processes
and events that convert expectations into outcomes. Expectations,
images, and signals are analyzed to determine how best to convert
outcomes into expectations.
The junctions among 1) processes and outcomes, and 2) outcomes and
expectations yield valuable information regarding 1) efficiency
and coherence and 2) effectiveness and correspondence. Applying
Gordian's CDT methodology to your enterprise enables your executive
team to discover unnecessary outcomes and unmet expectations.
Gordian's Customer-Driven Transformation methodology correlates
the work companies perform with the products of that work and the
needs of the market. It looks inward, from the customer's perspective.
It lets management focus effort and resources in a comprehensive,
logical fashion for the benefit of customers and the company that
serves them. It's flexible, organized and dynamic. Gordian provides
you with the blueprint for value-added change efforts by letting
your executive management choose changes that count rather than
those that cost. Our methodology organizes and structures massive
amounts of customer information for your competitive advantage.
Gordian's Customer-Driven Transformation methodology is driven
by facts, rather than fad or fiction!
Important Contrasts between Transformations
To learn more about Gordian's Customer-Driven Transformation solution
please review the following:
Read previous » Enterprise
Transformation ...
Read next » Change
Management...
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