The SCHEMA Model is both a statement of the scope of the Toolset and a structure for many of the reports and outputs. Its inner focus is very clear and is the driving objective behind SCHEMA. Its outer focus recognises the simplicity of the main concept behind SCHEMA - notably that there are only four value levers by which organisations can drive up their customer profitability. They can;
- WIN more new customers; a better mix of new customers, or both
- KEEP more customers; keep the most valuable customers, or both
- DEVELOP the value of customers that they have
- Reduce the COSTS of winning, keeping, servicing and developing customers
The Enabler layer of the model covers those capabilities that directly support the execution in the outer layer but do not directly deliver incremental profit in their own right. If these capabilities are absent they can typically be introduced in the organisation’s current operating year without substantial investment or cross-functional agreements needing to be reached.
The Foundation capabilities are likely to need more cross-functional co-operation, planning, investment and time in order to drive changes. It is often these fundamental changes that deliver the largest prize or set the upper limit on the prize available for lifting capabilities in the other layers.