‘The company has to get its own processes right first’.
In the context of Outside-In this is clearly a major mistake. As the
Southwest Airlines and Apple examples demonstrate you fix the internal processes by understanding and acting on “the Customer Experience is the process”. In doing so everything changes internally to better align to successful customer outcomes. That reduces complexity, removes costs, improves service and grows revenue.
Now if you brief is ‘in the box’ and does not yet extend to the Customer Experience the approach should be around optimization through understanding the causes of work moments of truth, breakpoints and business rules. Even though this is at best sub optimization (recall the US banks Customer query process) it will take you to a much better place with significant performance improvements as you highlight and eradicate the ‘dumb stuff’.
Often times this has to be the starting point as, by definition, the way inside-out works is by the sub division of labor. You can only see theimmediate walls around you and looking beyond maybe beyond your brief. Do not lose heart. Go with Optimization (and if necessary stealth) as you
introduce through existing projects the concepts of moments of truth, breakpoints and business rules. You will catch the eye of those responsible for the numbers as the changes you introduce go way beyond the traditional expectations.
From the desk of James Dodkins.