Strategic Management: The Reason behind a Strategy

Many of the efforts that go on in organizations are just castles built into the thin air, and even if some of the architectures are wonderful, without a foundation they tend to crash under their own weight. For example, the investment in a modern BI solution, in an ERP or CRM system, seldom meets an organization’s expectations, and what’s even more unfortunate is that the potential introduced by the investments is only to a small degree harnessed, while the same old problems continue to exist, typically in new contexts.

An architect more likely would ask himself: What would be that foundation needed to support a castle or the whole settlement the castle belongs to? From what needs to be made? How should it be structured? How often needs to be reconsolidated and when? Who will participate in its building and its maintenance? What it still needed to make the infrastructure self-reliant? What other architects do? What’s best practice in the field? Many questions for which the architect needs to find optimal answers.

The strength of an edifice lies in its foundation. Its main purpose is to provide a solid, durable, self-reliant and maintainable structure on which the edifice can be anchored, that can support the current and future load of the edifice, and that keeps the edifice standing in face of calamities. It must therefore address the core challenges faced by the edifice during its lifetime. When one has a group of edifices holding together as a settlement, there’s needed a foundation to support the whole settlement and not only one edifice. Moreover, the foundation needs to be customized to address environment’s characteristics and owners’ plans for further development.

The foundation on which modern organizations build their edifice is a strategy rooted in organizations’ reason of existence (the mission), wishes of becoming (the vision), beliefs (the core values) and fundamental truths (the principles). A strategy, a term borrowed from military, is a set of coordinated and sustainable actions following a set of well-defined goals, actions devised into a plan and designed to create value and overcome an organization’s challenges. Through its character a strategy is the perfect tool for addressing holistically the problems, opportunities, strengths and weaknesses existing in an organization, of aligning the objectives toward the same goals, of providing transparency and common understanding into the status quo and the road ahead.

Having defined a strategy will not make things happen by themselves, one needs also the capabilities of executing the strategy as a whole, one needs clear roles with responsibilities and proper authority. In addition, the strategy needs to be adapted in time to serve its purpose. This might mean changing the level of detail, changing the strategy when opportunities or threats were identified, when goals become obsolete. To make this possible is needed to define several processes to support the strategy through its whole lifecycle and a set of metrics to make the progress visible.

There are organizations that make it without having a written strategy, some go with the inertia provided by the adoption of tools, with the experience of individual workers that through their cooperation provide the improvement needed. In a higher or lower degree there’s a strategy fragmented in each individual or group, however the strategies don’t necessarily converge. The problem with such approaches is that the results are often suboptimal, especially because they are fragmented efforts, more likely with different contradictory goals.

As any other tool a strategy has a potential power that when adequately harnessed can help organizations achieve their (strategic) goals, though it depends on each organization to harness that potential.

Strategic Management: Customers (Just the Quotes)

"A business process is a collection of activities that takes one or more kinds of input and creates an output that is of value to the customer. A business process has a goal and is affected by events occurring in the external world or in other processes." (James A Champy & Michael M Hammer, "Reengineering the Corporation", 1993)

"Reengineering posits a radical new principle: that the design of work must be based not on hierarchical management and the specialization of labor but on end-to-end processes and the creation of value for the customer." (James A Champy & Michael M Hammer, "Reengineering the Corporation", 1993)

"This is what systems thinking is all about: the idea of building an organization in which each piece, and partial solution of the organization has the fit, alignment, and integrity with your overall organization as a system, and its outcome of serving the customer." (Stephen G Haines, "The Systems Thinking Approach to Strategic Planning and Management", 2000)

"In business, as in game theory and chess, all great strategies start with a vision of the future. In one sense, the recipe is simple: it should include a sense of where the organization should go, what customers are likely to pay for, and how the organization can offer a unique product or service that customers will buy. The devil, of course, lies in the details." (David B Yoffie & Michael A Cusumano, "Strategy Rules", 2015)

"Thinking strategically is the fun part of business. Great strategists think big thoughts about the purpose of their enterprises, the long-run visions for their firms, the big bets they plan to make, and the products, platforms, and ecosystems they hope to build. But it is not enough to think big thoughts. To become a great strategist, you must turn your vision and high-level ideas into tactics, actions, and organizations that reach the customer and fend off the competition." (David B Yoffie & Michael A Cusumano, "Strategy Rules", 2015)

"We need indicators of overall performance that need only be reviewed on a monthly or bimonthly basis. These measures need to tell the story about whether the organization is being steered in the right direction at the right speed, whether the customers and staff are happy, and whether we are acting in a responsible way by being environmentally friendly. These measures are called key result indicators (KRIs)." (David Parmenter, "Key Performance Indicators: Developing, implementing, and using winning KPIs" 3rd Ed., 2015)

"A clear, thoughtful mission statement, developed collaboratively with and shared with managers, employees, and often customers, provides a shared sense of purpose, direction, and opportunity." (Philip Kotler & Kevin L Keller, "Marketing Management" 15th Ed., 2016) 

"Evidence is freely available which demonstrates a gap between what the company thinks is important to customers and what customers actually deem to be the most important when it comes to making their choices. The failure to understand what is really important leads to customers receiving a sub-optimal experience and the company sub-optimising its commercial position." (Alan Pennington, "The Customer Experience Book", 2016)

"Data from the customer interactions is the lifeblood for any organisation to view, understand and optimise the customer experience both remotely and on the front line! In the same way that customer experience experts understand that it’s the little things that count, it’s the small data that can make all the difference." (Alan Pennington, "The Customer Experience Book", 2016)

"[…] deliver a customer experience where the customer sees real value from how you use the data that they share with you and they will keep interacting/sharing that data and their consent for you to use it!" (Alan Pennington, "The Customer Experience Book", 2016)

"Somebody once told me, 'Manage the top line, and the bottom line will follow.' What's the top line? It's things like, why are we doing this in the first place? What's our strategy? What are customers saying? How responsive are we? Do we have the best products and the best people? Those are the kind of questions you have to focus on." (Steve Jobs, "Motivating Thoughts of Steve Jobs", 2016)

"The bad news is that companies tend to focus on three out of the four elements of the balanced scorecard and emphasis is skewed away from the customer component, which is the least understood and believed by many to be the least quantifiable." (Alan Pennington, "The Customer Experience Book", 2016)

Data Management: Data Quality (Part I: Information Systems' Perspective)

Data Management Series

One LinkedIn user brought to attention the fact that according to top IT managers the top two reasons why CRM investments fail is: (1) managing resistance within the organization; (2) bad data quality.

The two reasons are common not only to CRM or BI solutions but also to other Information Systems, though from the two data quality has usually the biggest impact. Especially in ERP systems the data quality continues to be a problem and here are a few reasons:

• Processes span different functions and/or roles, each of them maintaining the data they are interested in, without any agreement or coordination on the ownership. The lack of ownership is in general management’s fault.
• Within an enterprise many systems arrive to be integrated, the quality of the data depending on the quality and scope of the integrations, whether they were addressed fully or only superficially. Few integrations are stable and properly designed. If stability can be obtained in time, scope is seldom changed as it involves further investments, and thus the remaining data need to be maintained manually, respectively the issues need to be troubleshooted or let accumulate in the backlog.
• There are systems which are not integrated but use the same data, users needing to duplicate their effort, so they often focus on their immediate needs. Moreover, the lack of mappings between systems makes data analysis and review difficult. 
• The lack of knowledge about the systems used in terms of processes, procedures, best practices, policies, etc. Users usually try to do their best based on the knowledge they have, and despite their best intent, the systems arrive to be misused just to get things done. 
• Basic or inexistent validation for data entry in each important entry point (UI, integration interfaces, bulk upload functionality), system permissiveness (allowing workarounds), stability and reliability (bugs/defects).
• Inexistence of data quality control mechanisms or quality methodologies, respectively a Data and/or Quality Management strategy. If the data quality is not kept under review, it can easily decrease over time. 
• The lack of a data culture and processes that support data quality.
• People lack consistency and/or the self-discipline to follow the processes and update the data as the processes requires it and not only the data to move to the next or final step. Therefore, the gap between reality and the one presented by the system is considerable.
• People are not motivated to improve data quality even if they may recognize the importance of doing that.

Data quality is usually ignored in BI projects, and this is because few are the ones that go and search for the causes, making it easier to blame the BI solution or the technical team than to do something. This is one of the reasons for which users are reticent in using a BI solution, to which add up solution’s flexibility and the degree up to which the solution satisfies users’ needs. On the other side BI solutions are often abused, including also reports which have OLTP characteristics or of providing too much unstructured or inadequate content that needs to be further reworked.

Data quality comes on the managers' agenda, especially during ERP implementations. Unfortunately, as soon as that happens, it also disappears, despite being warned of the consequences poor data quality might have on the implementation and further data use. An ERP implementation is supposed to be an opportunity for improving the data quality, though for many organizations it remains in this state. Once this opportunity passes, organizations need more financial and human resources to reach a fraction from the opportunity missed.

The above topics are complex and need further discussion (see [1], [2]).

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Written: Nov-2008, Last Reviewed: Mar-2024

Resources:
[1] SQL-Troubles (2010) Data Management: Data Quality - An Introduction (link)
[2] SQL-Troubles (2012) Data Migration: Data Quality’s Perspective I - A Bird’s-Eye View (link)

Business Applications: Customer Relationship Management (Definitions)

"Operational and analytic processes that focus on better understanding and servicing customers in order to maximize mutually beneficial relationships with each customer." (Ralph Kimball & Margy Ross, "The Data Warehouse Toolkit" 2nd Ed., 2002)

"a popular DSS application designed to streamline customer and/or corporate relationships." (William H Inmon, "Building the Data Warehouse", 2005)

"A database system containing information on interactions with customers." (Glenn J Myatt, "Making Sense of Data", 2006)

"The infrastructure that enables the delineation of and increase in customer value, and the correct means by which to increase customer value and motivate valuable customers to remain loyal, indeed, to buy again." (Jill Dyché & Evan Levy, Customer Data Integration, 2006)

"The tracking and management of all the organization’s interactions with its customers in order to provide better service, encourage customer loyalty, and increase the organization’s long-term profit per customer." (Steve Williams & Nancy Williams, "The Profit Impact of Business Intelligence", 2007)

"A strategy devoted to the development and management of close relationships between customers and the company. In many cases, CRM is referred to as the automation tool that helps bring about this strategy." (Steven Haines, "The Product Manager's Desk Reference", 2008)

"Software intended to help you run your sales force and customer support." (Judith Hurwitz et al, "Service Oriented Architecture For Dummies" 2nd Ed., 2009)

"The technology and processes used to capture the details of interactions with customers and analyze that data to improve customer interaction, assess customer value, and build value and further loyalty." (Tony Fisher, "The Data Asset", 2009)

"A set of technologies and business processes designed to understand a customer, improve customer experience, and optimize customer-facing business processes across marketing, sales, and servicing channels." (Alex Berson & Lawrence Dubov, "Master Data Management and Data Governance", 2010)

"Refers to the set of procedures and computer applications designed to manage and improve customer service in an enterprise. Data warehousing, with integrated data about each customer, is eminently suitable for CRM." (Paulraj Ponniah, "Data Warehousing Fundamentals for IT Professionals", 2010)

"This is a packaged solution that delivers an end-to-end solution around contacting, understanding, and serving particular customer needs." (Martin Oberhofer et al, "The Art of Enterprise Information Architecture", 2010)

"Establishing relationships with individual customers and then using that information to treat different customers differently. Customer buying profiles and churn analysis are examples of decision support activities that can affect the success of customer relationships. Effective CRM is dependent on high quality master data about individuals and organizations (customer data integration)." (DAMA International, "The DAMA Dictionary of Data Management", 2011)

"The entire process of maximizing the value proposition to the customer through all interactions, both online and traditional. Effective CRM advocates one-to-one relationships and participation of customers in related business decisions." (Linda Volonino & Efraim Turban, "Information Technology for Management" 8th Ed., 2011)

"Software designed to help you run your sales force and customer support operations." (Marcia Kaufman et al, "Big Data For Dummies", 2013)

"The management of current and future customer interactions with a business. This can include sales support, warranty and technical support activity, Internet website, marketing, and product advertising." (Kenneth A Shaw, "Integrated Management of Processes and Information", 2013)

"Customer relationship management is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support." (Keith Holdaway, "Harness Oil and Gas Big Data with Analytics", 2014)

"System that manages the customer-related data along with their past, present, and future interactions with the organization." (Hamid R Arabnia et al, "Application of Big Data for National Security", 2015)

"A set of tools, techniques, and methodologies for understanding the needs and characteristics of customers in order to better serve them." (Robert M Grant, "Contemporary Strategy Analysis" 10th Ed., 2018)