This example tells you much about the demise of many – see http://bit.ly/drVHa – with the quote from CIO Update “A process is a process is a process, whether it is the manufacturing floor or airline passenger check-in. And what worked for manufacturing in Detroit years ago is also working for British Airways.” (as a matter of fact it isn’t)
This typifies the inside-out thinking which does not acknowledge anywhere near sufficiently the Successful Customer Outcome. It might have worked in the 70’s and 80’s but it just isn’t sufficient anymore.
There’s an active discussion underway on the BP Group LinkedIn community – join it here http://bit.ly/eHSEz
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The article about American Airlines late arrival and subsequent conversion to Outside-In BPM raised many questions, not least is how ‘others’ are doing. What about those established BPM companies and their standing? Hence this piece of research which compares brand value with business model maturity.
The more mature the business model the more it is outside-in with increasing alignment to achieving successful customer outcomes.
So we went to an authoritative reference for a respected breakdown of performance. That source Millward Brown Optimor produces an annual survey and this is the latest one.
We have combined the BP Group Outside-in analysis and the results suggest a clear trend.