Customer Vision Shaper Module

The Customer Framework (TCF) SCHEMA Vision Shaper Module stimulates and drives the thinking of senior stakeholders in setting a meaningful and actionable vision for Customer Centricity in the organisation. It addresses the gap that often exists between the inevitable but very broad ‘Customer’ imperative in the organisation’s top five focus areas and the detailed plans needed to change processes, behaviours and systems.

The approach is based on 20 dimensions of Customer Centricity developed to focus managers on the balance that the organisation needs to achieve between concepts such a ‘delighting’ customers and providing ‘just enough’ to keep them loyal; and between a market share/volume imperative and an ethos of only targeting attractive customers.

Inputs are sought from stakeholders in terms of where they believe the organisation is currently positioned and where they believe it needs to be. This ensures that all relevant personal opinions have been heard; identifying any key areas of misalignment. The follow-up workshop session and post-workshop conflict resolution is then focused where it is most needed.

The output is a commonly agreed and interpreted statement across the 20 dimensions of the vision state for Customer Centricity, sometimes with a small number of areas for further conflict resolution work or investigation. It will also indicate the size of the change needed from the current capability level to the vision capability.

Even if the SCHEMA Vision Shaper module is used as a stand-alone approach it provides complete clarity of what the core stakeholder group want Customer Centricity to look like in their organisation. If combined with other SCHEMA modules it provides a valuable additional input to the nature and prioritization of recommendations made in the Assessor Benchmarker and informs the nature of capability uplift that can be assumed in the Value Estimator.