April 6, 2005
Excerpts: Failure to Operationalize
What does it mean to implement a customer strategy? How does it impact on the shipping department or accounts receivable? An operational plan is frequently missing. How do we change and align a company around the customer? What changes are even required? Most of the available experience and research focuses on the starting point of the process, perhaps on designing some new messaging or positioning, but very little is done in the form of a full operational plan to implement an organization-wide customer strategy.
Lack of an operational plan means that strategy objectives are not fully disseminated in company policy or employee behavior. As a result, the organization does not live its strategy, but rather treats it as a nice poster on the walla mission statement meant to inspire but not to be executed.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.