The Customer Experience is the process.

Where do your processes start and end?
Procure to Pay? Enquiry to Invoice? If so you are in the wrong place.

Where does the process really start, and end. It certainly isn’t contained by our functional specialist silo’s. You have to go out to the customer need and finish with the successful delivery.

How do you define process start and end? Is that really complete?

First Steps into Outside-In Thinking Part 4b) – Sustained Focus and Reduced Complexity

Outside-In is more than a series of tools and techniques to view and improve our business. It is designed as ‘practical thinking’ or a ‘business attitude’ to be orientated to as much of the business that the practitioner or management requires. If implemented to the greatest degree then a company may design and represent its organisation charts around the customer with the customer as the driving central theme. It may represent performance measures using Outside-In measures as its KPIs.

The thinking does not prevent other techniques to be used in analysing and improving our business but it does ensure Successful Outcome is maintained as a central theme even when CEO’s, boards and senior managers change. If focus is only maintained at a tools and techniques level they tend to be pigeon holed into a specific silo and more likely to become forgotten or ignored as the latest panacea for change raises its head.

Taking the Complexity out of how we view our business

One of the issues that change practitioners face is that of the underlying complexity of the business we are trying to improve or change.

How many changes to the way we do business seem obvious once we have identified what they are but somehow eluded us when we are looking at our businesses as a ‘haystack’ of processes?

When we move from high level management representations to process detail, a much more complex picture emerges which we have defined on the basis on that’s what we do. But if we look at that process again from the customer viewpoint then the process is very different. Outside-In shows that the way we traditionally view process is an illusion and prevents us from viewing business in a way to enable significant change.

Viewing what we do from the perspective of the customer enables us to think of performance change initiatives that would never been possible if we had studied our business from the traditional left to right top to bottom basis inherited from the industrial change.

First Steps into Outside-In Thinking Part 4a) – The Successful Customer Outcome

There are a number of key supporting themes – the first is “Exclusive focus on Successful Customer Outcome (SCO)”

The approach, distilled from global leading companies, is Customer Expectation Management

Method (CEMMethod), has a set of principles and philosophy that ensures everything you do is aligned to and improves the SCO. CEMM helps an organization bring their processes, systems, strategy and people into ‘outside-in’ alignment.

Every company in business will have an SCO to a degree – they have to otherwise customers would not buy. OI is built on the philosophy that the better a company impacts its SCO the greater proportion of available business its going to win as a result. Further applying the thinking takes you to places (ie business opportunities) that competition has never been able to exploit and perhaps never thought about.

Apple are producing apps that people never thought they needed whereas Nokia who have built what they believe is technology superiority has had to re-think their approach to business amidst falling revenues and margins. Southwest are close to the era of the free flight ticket and enjoying consistent profitability whereas British Airways are going through possibly the worst business fortunes in its history.

OI is designed on the premise if a process or operation does NOT contribute to the Successful Customer Outcome – you don’t do it! On first analysis this may appear difficult to rationalise – most organisations have non-customer facing departments – how can the principle of the SCO still apply?

If you think about it, an airline is a business which are made up of the same commodity components – similar aeroplanes, customers with roughly the same wants/needs, airports with the ability to offer the same services (if they choose) – yet some operators are flying high and others are sinking towards government bailout or bankruptcy. Both SouthWest and BA will claim customer centricity but OI defines the important outcome components that are critical to business success and under this lens it becomes very clear that BA is left wanting.

First Steps into Outside-In Thinking Part 3 – What is OI in the context of the BP Group?

1. Outside-In is a philosophy and method of managing an organisation by understanding and

delivering Successful Customer Outcomes.

2. Outside-In Process optimizes value-delivery to customers. By fusing customer-driven process with customer-centric strategies, O-I creates successful customer outcomes (SCOs) – the foundation for achieving sustainable growth and profitability in an increasingly buyer-driven marketplace.(Customer ProcessOne Council, May 2010)

There are many accreditations in the process space. This BP Group community is sponsored by which in turn advocates the Certified Process Professional qualification ( ).

There are five levels of recognition:
• Certified Process Practitioner (CPP-Practitioner)
• Certified Process Professional (CPP-Professional)
• Certified Process Master (CPP-Master)
• Certified Process Advanced Master (CPP-AdvMaster) 

• Certified Process Champion (CPP-Champion) 


A significant part of that hands-on learning is focused on Outside-In and includes discussion of various methods such as CEMMethod

There is a rapidly developing cadre of people and organisations delivering Outside-In training, consultancy and advisory services with case studies, presentations and podcasts at

The Annual BP Group conferences have a strong flavour of Outside-In with notable organisations who are the pioneers of Outside-In present and delivering case studies, tutorials and workshops. Not least of which is Steve Towers book – Outside-In,
now in its fifth edition ( )

BPM, Balanced Scorecard, EA and High Performance (presentation)

At a recent performance appraisal this comment was made seriously,
“If you pay me for doing dumb things, I will get really smart at doing dumb things”.

Do you measure people with ‘dumb’ metrics – activities and outputs, or with Outside In measures of results and outcomes? If Balanced Scorecards (BSC) and Strategy Maps fail it is largely as a consequence of having dumb metrics in there – activities and outputs.

So how can we measure the right things and encourage success? Instead of people rushing to deal with a call (because all calls must be less than 2 minutes) how do we measure the meeting of a customer need – effective resolution of a query? Using the appropriate process and performance metrics within an articulated Enterprise Architecture is a good starting point. This presentation leads us to the how of that. Enjoy.

5. Breakpoints – The Five Steps for Reducing Costs

The Five Steps for Reducing Costs
Describe your Target – The target is the “area” we are seeking to improve. Most often this would be thought of in terms of a “process” but there is no restriction on how we define the target areas we are working on.

Identify Break Points – For the target area, all of the Break Points that exist need to be identified. They also need to be described well enough that we (and others) can easily recognize them at any time.

Describe your Actions – Describing your actions is the way you clearly identify the steps you could take to eliminate causes of work. By identifying Actions and the number of Break Points each Action will eliminate, the benefit from each Action becomes clear.

Do the Cost and Benefit Assessment – The Cost and Benefit assessment adds several items that are important in helping us build our Cost Reduction Plan. What we need to know is: How Much? How Long? How Beneficial?

Build your Cost Reduction Plan – Using the Cost and Benefit assessment we can now build our Cost Reduction Plan. We do this by choosing which Actions are to be taken, and the order they are taken in.

Let’s explore these Steps in more detail:

Step 1 – Describe your Target Area,

ideally in terms that are understandable to others in your organization. Your Target Area will often be a “process,” as this is one of the most common terms used in describing the work people do.

Step 2 – Identify Break Points.

For the target area, identify each of the Break Points that exist within it, then record them in a descriptive enough way that others (and you if you come back later) will immediately know what you mean.

Note – This may initially present a challenge as it is not something we commonly have done in the past. Persevere and do your best to identify the Break Points in your target area and enough information will be available for you to build your cost reduction plan.

PEX and BP Group Certified Process Professional (CPP) May 2-3, London

Just around the corner is PEX Europe in two weeks time.

In association with IQPC and the PEX network we are running a two day Certified Process Programme (CPP). Now in its 7th year the CPP qualification has spread far and wide with more than 25,000 certified across 92 countries. Places are in high demand so if you would like to attend book here and the PEX team will help get you in the room on Thursday 2nd and Friday 3rd May.

Upcoming BP Group Certified Process Professional (CPP) opportunities

Thinking about investing in your future? Needing to extend your Professional scope?
Here’s the next 20+ Open classes delivered by the BP Group and the Certified Process Professional (CPP) program:

Country Event Starts Level Duration (days)
USA San Francisco, USA, CPP Professional®, Masters® April 2013 Apr 8, 2013 1-2-3-4-5 5
India Kolkata Certified Process Professional Masters®, April 2013 Apr 8, 2013 1-2-3-4-5 5
Canada TORONTO, Canada BP Group CPP Professional®, CPP Masters®, April 2013 Apr 8, 2013 1-2-3-4-5 5
USA Chicago, USA, CPP Professional®, Masters® April 2013 Apr 15, 2013 1-2-3-4-5 5
USA Atlanta USA, CPP Professional®, Masters® April 2013 Apr 22, 2013 1-2-3-4-5 5
Kenya Nairobi, Kenya – CPP Professional®, Masters® April 2013 Apr 22, 2013 1-2-3-4-5 5
Australia SYDNEY – Advanced Masters® & CPP Champion®, 22 April 2013 Apr 22, 2013 1-2-3-4-5 5
India PUNE Certified Process Professional Masters®, April 2013 Apr 22, 2013 1-2-3-4-5 5
USA NEW YORK CPP Professional®, Masters® April 2013 Apr 29, 2013 1-2-3-4-5 5
South Africa CAPE TOWN, CPP Professional®, Masters® May 2013 May 6, 2013 1-2-3-4-5 5
South America Sao Paulo, Brazil – CPP Professional®, Masters® May 2013 May 13, 2013 1-2-3-4-5 5
China Beijing, China CPP Professional®, Masters® May 2013 May 20, 2013 1-2-3-4-5 5
Malaysia Kuala Lumpur CPP Professional®, Masters® MAY 2013 May 20, 2013 1-2-3-4-5 5
South America Buenos Aires – CPP Professional®, Masters® May 2013 May 20, 2013 1-2-3-4-5 5
China Hong Kong, China CPP Professional®, Masters® May 2013 May 27, 2013 1-2-3-4-5 5
UK LONDON, UK CPP Professional®, Masters® June 2013 Jun 3, 2013 1-2-3-4-5 5
UAE DUBAI, UAE CPP Professional® & CPP Masters® & CPP Champion®, June 2013 Jun 16, 2013 6-7-8 4
Australia Brisbane CPP Professional® & CPP Masters®, July 2013 Jul 29, 2013 1-2-3-4-5 5
Australia SYDNEY, CPP Professional®, Masters®, August 2013 Aug 5, 2013 1-2-3-4-5 5
Singapore Singapore CPP Professional®, Masters® September 2013 Sep 2, 2013 1-2-3-4-5 5
Malaysia Kuala Lumpur CPP Professional®, Masters® Sept 2013 Sep 9, 2013 1-2-3-4-5 5
Philipines Jakarta CPP Professional®, Masters® September 2013 Sep 16, 2013 1-2-3-4-5 5
Australia BRISBANE CPP Advanced Masters® & CPP Champion®, September 2013 Sep 16, 2013 6-7-8 4
Japan TOKYO CPP Professional®, Masters® September 2013 Sep 23, 2013 1-2-3-4-5 5
South Africa CAPE TOWN, CPP Advanced Masters® & CPP Champion®, 23-26 September 2013 Sep 23, 2013 6-7-8 4

Recent Video Resources for BPM Professionals

Business Process Management – what is it?

Moments of Truth – what are they?

Breakpoints and Business Rules?

Successful Customer Outcomes (SCO’s) 

Voice of Customer?  

Latest CPP program – Levels 1-8

Linked In (Over 10,000 members now)  BP Group overall 85,000
Certified Process Professionals 25,000+