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Appendix A

Organization strategy phase

Checklist: Organization strategy phase

This checklist provides a generic overview of possible inputs, deliverables and
gates of this phase.
Possible inputs

Existing information on:

mission
vision
values
Corporate brochures, websites, annual report, etc. to determine the
image of the organization
Induction program to provide input into the key values of the
implementation strategy of the organization
Organization chart to assist in the identification of the main internal stakeholders
Product portfolio mix to determine the main products
List of key customer groups/types
Business model to determine main external partners

Deliverables

If not currently available, a documented version of the organizations:

vision
mission
goals
strategic intent
objectives
A context or business model, which includes:
customers (type and volume of customers)

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services/products
suppliers/partners
key differentiators
resources
Key differentiators of the organization
Communication of the results of this phase

Possible gates:

Understanding magnitude of change

Organizations capacity to change
Organizations acceptance of BPM

Self-assessment strategy
Purpose
The completion of this assessment tool will provide an indication of how the
different people within the organization view various aspects of the business
strategy. It is crucial to have this insight prior to modeling processes. If there
is no consensus on the strategy, it is impossible to obtain consensus on the best
way to model the processes.

Completing the questionnaire

1
2
3
4
5
6
7
8

Distribute the questionnaire to all participants

Participants complete the questionnaire, individually, on the basis
of the current situation as they see it
In principle all the points should be allocated; only allocate lower
points if none of the items are applicable
Calculate the totals for all five aspects and specify them on the
answer sheet
Add the totals for all five aspects for all participants in the result
overview worksheet
Present the individual graph and aspect graph
Participants discuss the outcomes and consequences
Decide on the changes and actions to be taken.

Questionnaire spreadsheet
The following questionnaire is a Microsoft Excel spreadsheet where participant answers are input. The graphs shown in Figures A.1 and A.2 are automatically generated.

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Organization strategy phase

Operational excellence
General manager
Operations manager
Call center manager
Marketing manager
Finance manager

Figure A.1
Individual score
on the strategy
assessment.

Customer intimacy

Product leader

Operational
excellence
Value proposition
Processes
Structure
Management systems
Culture

Figure A.2
Average score
on the strategy
assessment for each
aspect.

Customer
intimacy

Product
leader

When distributing the questionnaire to the participants ensure that the column headings at the top of the questionnaire are not shown, as this could
prejudice the answers.
This self-assessment strategy questionnaire is attributable to Paul van der
Marck, www.managementsite.net, accessed 11 July 2005.

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Business Process Management

VALUE
PROPOSITION
Allocate 20 points across the next three statements
a

Statement 1
We offer our customers a unique combination of
price, product range and ease of use.The total costs
(combination of money, time and effort) for our
customers are minimal compared to the value
obtained (product and service)

Statement 2
We offer our customers unique value with our
products, we are able continuously to increase the
value of our proposition and to meet or exceed
the expectations (our research, as well as our
delivery capability, is first class)

Statement 3
We offer our customers a unique and valued total
solution through our products and services; our
service is personal, always friendly and capable;
we are able to adjust our solution on the basis
of the individual requirements of our customers
SUB TOTAL

PROCESSES
Allocate 4 points per question to the three statements
1

The throughput time of the end-to-end process

for our customer is reduced to the absolute
minimum

Research and Development is our main process

to satisfy our customer

We focus continuously on the development of a

total solution for our individual customers

Our end-to-end customer process is managed

centrally

Market research plays an important role in our

development

Our processes are being continuously

adjusted to accommodate the needs
of our customers

Operational
excellence

Product
Customer
leadership intimacy

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335
Operational Product
Customer
excellence
leadership intimacy

Further cost reduction in our processes is not

possible anymore

Rapid development cycles are embedded in our

standard processes

Customer satisfaction is the main measure for

our processes

Process errors have been reduced to the theoretical

minimum

Parallel development of new concepts is our

process model

Our customer always has a clear picture about

what we are doing

Process optimization is our main focus

Our marketing process is aimed at continually

exploiting our products and services

Relationship management is our primary process

SUB TOTAL

STRUCTURE (ORGANIZATION)
Allocate 4 points per question to the three statements
1

Our activities are heavily standardized

Research and Development is a separate division

with substantial budget

Our activities are quite varied and are dependent

on the customer

Our planning is strongly centralized and

top-down

Product Development is embedded at the top of

our organization

Our planning is developed bottom-up for each

client

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Operational
excellence

Responsibilities are clearly established; we always

work with guidelines and manuals

There is a extensive freedom within a broad context

Employees who have operational contact with the

customers have a significant level of authority

There are many checks and balances within our

organization with regard to processes

We adjust the organization continuously to new

products, services, projects and concepts

Customer relationship management is embedded at

the top of our organization

The organization structure is very straight forward

(very hierarchical)

We work more with loose teams around projects:

our organization chart looks more like the universe
than a hierarchy

Our organization chart resembles an up-side-down

pyramid with the customer at the top
SUB TOTAL

MANAGEMENT SYSTEMS
Allocate 4 points per question to the three statements
1

All our processes are highly standardized and

embedded in our systems

Our systems adjust to our products on a daily basis

Our systems are mainly aimed at the ability to

select and service customers

All our transactions are processed automatically

Most of the effort in systems development is

aimed at the development tools

All our customer information can be accessed

and viewed quickly and easily

Product
Customer
leadership intimacy

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Operational
excellence

Our billing system is completely electronic

Our systems are agile enabling them to continually

adjust to the development of products

Our end customers have direct access to our

systems

Our suppliers are directly linked to our systems

Our systems force us to introduce new products/

concepts at a high frequency

Our systems are focussed on customer retention

and repeat business

Our customer service is supported with state-ofthe-art technology to be able to answer questions
promptly and efficiently

Customer service staff are continuously trained on

our newest products, because they change so often

We track customers who have left us through our

systems
SUB TOTAL

CULTURE
Allocate 4 points per question to the three statements
1

Our people are highly motivated to avoid mistakes

Our people are highly motivated to continuously

develop new ideas

Our people are highly motivated to satisfy

customers

Our remuneration systems reward efficiency

Our remuneration systems reward creativity

Our remuneration systems reward customer

satisfaction

Product
Customer
leadership intimacy

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Operational
excellence

Our recruitment is aimed at selecting efficient

working people

Our recruitment is aimed at selecting innovative

and creative people

Our recruitment is aimed at selecting customer

oriented people

Everyone is committed to reducing costs

Everyone is committed to continuous product

improvements

Everyone is committed to customer satisfaction

Our management is a showcase of efficiency

Our management is a showcase of creativity

Our management is a showcase of customerorientation

SUB TOTAL

100)
TOTAL SCORE (

Product
Customer
leadership intimacy

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Organization strategy phase

Questionnaire answer sheet

ASPECT

Criteria

OPERATIONAL EXCELLENCE (first column)

Value proposition

Best value for money

Process

End to end optimized

Structure (organization)

Highly controlled and central planning

Management systems

Standardized and aimed at fast transactions

Culture

Rewards efficiency

PRODUCT LEADERSHIP (second column)

1

Value proposition

Best product, regardless of the price

Process

Focus on R&D and market exploitation

Structure (organization)

Ad hoc and reusability of resources

Management systems

Measuring of products success with

ability to experiment

Culture

Rewards vision and innovation

CUSTOMER INTIMACY (third column)

1

Value proposition

Best total solution, with the best relation

Process

Result oriented; customer relationship

management

Structure (organization)

Authorization closest to customer

Management systems

Aims at selected customers,with

surrounding the customer with care

Culture

Stimulates customization and relationship

with customer

Score