Comprehensive, strategic and resource demanding changes cannot risk being implemented in an ad-hoc fashion. They need to have sufficient formal methods that reduce implementation risk, whilst avoiding the risk of stifling creativity, and in ensuring responsiveness to changes in the market place or in technology.
Managing Change is developing a SIM Methodology that includes:
Where appropriate, these will be bought-in or outsourced.
Traditional development process are at best market driven but are often product driven, especially in the case of technology based products or services. Some market driven developments are competitor driven (company X has a web site, therefore so must we) rather than consumer driven. The SIM Methodology Process shifts the emphasis towards the customer in line with the One to One Philosophy and the application of Mass Customisation.
The SIM Methodology aims to create a virtuous cycle where Customer Communications throughout the Customer Relationship Cycle directly lead to the development and creation of profitable products that meet their needs.
The SIM Methodology is not sequential and one-off (as may be implied by the diagram) but is dynamic and continuous, though it may begin in a more sequential fashion. A STEP Analysis is used to help form a SIM Vision for the company and identify appropriate Brand attributes. These may well reflect consumer lifestyles or the more recent trend to reflect behaviour, values and attitudes.
The SIM Methodology recognises the dynamic and fast moving nature of the market place, the enabling technology and the interactive delivery mechanisms. Therefore Products and Services (or their components) may be supplied by 3rd parties and/or 3rd parties may be used to deliver the Products and Services. For example, A car breakdown service may offer overnight accommodation as a component. This will be provided by one or more hotel chains. Integrated links will enable the customer help-line to find suitable accommodation, make the booking, arrange the transport, and pay the bill.
The Acquisition and Service Cycles are where the most intimate customer communications will occur. This may well have implications for existing distribution channels. For example, where an insurance company that normally uses brokers, a sales force, or IFAs, decides to open up a direct channel.
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