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Knowledge Management and Business Process Integration Learning

Archive for November 2011

Outside in process approach and eTOM in Customer Centric Enterprise

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There are two process approachs, inside out and outside in. We need both of them. However in general people tend to think and act based on inside out approach. Think and Create best solution and deliver it to their customer in one way without assurance it will be match with customer satisfaction and need. In fact we don’t know what exactly customer need and wants based on complex and dynamic relationship with all aspect that affect customer especially in this social network and third generation knowledge management.

Customer Centricetom


Two things have changed. First, Outside-In today extends far beyond identifying opportunities. While full scale OI starts by aligning strategy with customers,it continues by next aligning process with strategies and then technology with process. In that order. More specifically, following opportunity identification OI determines “what” work has to be done by “who” in order to turn opportunity into reality. This strategic step defines organizational change as well as changes to workflow and information flow. Then OI defines “how” the work should be done and the technology enablement required, the tactical side. Not only does Outside-In expand the scope of customer-centric thinking to include implementation; but it also stretches traditional boundaries of process to include the “what” and the “who” plus technology support–beyond just addressing the “how.” And that’s why we call it “Outside-In Process.”

The second change is the volume of Outside-In occurring. A number of organizations have already completed the migration from “inside-out” (company-centric) to Outside-In (customer-centric). Others are opportunistically starting to migrate. And some laggards within their own industries have moved or are moving defensively, to avoid the fate of Circuit City, CompUSA, WAMU (Washington Mutual Bank), General Motors and Northwest Airlines–all notoriously inside-out companies insensitive to customer needs (Dick Lee )





eTOM has complete end to end process with 5th decomposed process outcome’s level that can be used as process map to identify process scope that should be improved based on Customer Need and Succesfull Customer Outcomes (SCO). One of practice methode is CEM Methode (Customer Experience Management Methode) developped by BP Group that means of improving existing business processes or designing new business processes to align with customer needs. It works by focusing each process on a specific customer outcome to be achieved, and by designing the process from the outside of the organization to the inside of the organization, hence the term commonly used “outside-in”. By the systematic analysis of three key components inherent to every process, organizations can achieve greater customer alignment. CEM Method combines three key components are Moments of Truth (Customer interactions), Breakpoints (hand-offs) and Business Rules (decision points). We aim to eliminate or improve these three components to bring them into alignment with the process’s successful customer outcome.

CEMetom

Proper combination between eTOM and CEM Method will create new outside in approach in telecom industry that force enterprise to be Customer Centric Enterprise faster than inside out approach effectively. We now should put eTOM Process Framework as a map scope that can be used to improve truly based on SCO, not as an inside out complex subjective design and implementation. There are two fundamental option to achieve customer outcomes to be customer centric organization. Remove not useful process or improve them with suitable step dealing with dynamic complex customer need, wants and expectation.

Read The Outside In Corporation by Barbara E Bund Google Book …
Read Outside-In Process: The New Path to Customer-Centricity …
Read Outside-In Process Improvement and Innovation for 21st century leading companies …
Read High Yield Method Building Customer Centric Organization …
Read Customer Experience Management Methode (CEMMethode) BP Group …
Read The Center for Creative Leadership handbook of leadership development Google Book
Read Linking Process, Procedures & Business Requirements to Successful Customer Outcomes …
Read Identifying customer needs …
Read Identifying And Fulfilling Customers’ Needs And Expectations …
Read Assessing the service needs and expectations of customers – no longer a mystery …
Read Enterprising nonprofits: a toolkit for social entrepreneurs Google Book Page 210 …
Read Building great customer experiences By Colin Shaw, John Ivens Google Book …
Read Customer Experience: Future Trends and Insights By Colin Shaw Google Book …
Read The DNA of customer experience: how emotions drive value By Colin Shaw Google Book …
Read Revolutionize your customer experience: Colin Shaw Google Book …
Download Moments of Truth Make every customer interaction a Profitable one BPG pdf …
Read Successful Customer Outcomes by Steve Towers and SCO New Thinking
Read Four distinctly Outside-In ways that you can rethink process by Steve Towers …
Download and read Turbo charge your business by aligning with successful outcomes BPG pdf …
Read Successful Customer Outcomes : New Answers to Old Questions BPM …
Watch Interview of Steve Towers about “Outside In” Perspective …

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Written by astimen

November 28, 2011 at 6:02 am