In our work we often find that functional departments within the same organization have different starting points and different reasons for making prioritizations. They don’t value different offerings and customer groups in the same way and they sometimes set conflicting targets. This makes the task of offering a consistent, positive customer experience challenging.
If the organization is able to agree on a common perspective and a common direction, it will sharpen its focus. Having such a sharpened focus enables the organization to unite in order to define, and above all, deliver, a clear differentiation in the market. This is the route to growth, which can mean different thing for different organizations – e.g. increased revenues and profit, increased market shares, increased number of members.