Sense and Respond: The Journey to Customer Purpose by Sue Barlow

By Sue Barlow

The authors argue that lean creation might be pushed via the need to accomplish optimum customer support through sensing and responding to the client. the client is on the heart of the method and the association must reply in a holistic approach in order that the buyer can effect at the layout and supply of goods and approaches. The booklet relies upon enormous study and perform via best practitioners and heralds a paradigm shift in pondering on those concerns.

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The total re-evaluation of the current organisational performance in relation to customer demand can sometimes lead to the realisation that instead of investing in previously identified customer groups or services, the organisation should perhaps be considering other customers or services. This needs to be understood in context. Consider for a moment that most services being provided to customers are the result of things going wrong. This is rather like fixing tyres all the time, when in fact the cause of the problems (and thus the problem that really needs to be addressed) is bad roads.

Seeing the organisation as a system In thinking about your organisation, you need to keep in mind that not just the actions but also the interactions are important. To begin to define the reality of service provision as seen through the eyes of customers, organisations must first learn to understand their end-to-end structures as one system (Gharajedaghi, 1999). All of the organisational functions, all of the ‘corporate plumbing’ that joins them together, the environment in which the customers operate and the environment in which the organisation operates together comprise one system.

The shift in thinking from restoring value – fixing it when it has gone wrong – to thinking about continuous value creation creates infinite possibilities, limited only by imagination and by the current design of the organisational system. Commitment to identifying customer purpose How and where do organisations begin to understand the current state of their performance through the eyes of their customers? This is achieved 41 42 Sense and Respond by scrutinising all interactions and analysing them from the customer’s viewpoint.

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