Cascading Strategic Objectives Harris Hill - Strategy Session 2

Sample Integrated Strategy Map Vision The number one mobile communications supplier of choice in the United Kingdom We provide the best value for money mobile phone services in the United Kingdom with the greatest reach Business growth Customer Intimacy Operational Effectiveness Value prices that keep existing and attract new customers, in all of the UK regions Clarity in offering that surpasses anything in the market today, best user interface Productivity gains through use of new technology driving lower operational cost Mission Strategic Themes Strategic Results Strategic Objectives and Strategy Map Measures Targets Initiatives Financial Net Profit Operating Costs Revenue in target markets ↑ 5% per year ↓ 3% per year ↑ 12% per year Implement new financial accounting system Simplify billing operations Customer % Market Share Index % Customer Satisfaction Index ↑ 3% per year ↑ 5% increase in index next period then stabilize Competitive end user requirements market studies for new UK regions “Improve the Offering” two year programme Internal Processes New products as % of sales Brand awareness score End User experience score 12% this year > 90% every reporting period Create improved offering selection process Hook into ‘Improve the Offering’ programme Training programme for new offerings and user interface Organizational Capacity Employee development plans Technology training index Network Efficiency Index 95% in place 90% efficient 99.99% Uptime Product and marketing training programme 2 year ‘Renew the Network’ staged plan and roll-out Technology improvement programme Customer Focus - Integrity - Quality - Helpful - Community - Efficient Increase Revenue Increase Profitability Decrease Operating Costs Improve Clarity of Offering Improve Market Perception Improve End User Experience Improve Offering Selection Improve Integrated Service Improve Ease of Use for End Users Improve Knowledge and Skills Improve Telecoms Network Improve Technology

Tier 1 Strategy Map The number one mobile communications supplier of choice in the United Kingdom Financial Customer Internal Processes Organizational Capacity Increase Profit Increase Revenue Per User Decrease Operating Costs Improve Clarity of Offering Improve Market Perception Improve End User Experience Improve Offering Selection Improve Integrated Services Improve Ease of use for End Users Improve Knowledge and Skills Improve our Telecoms Network Improve Technology

Tier 2 Strategy Map – Information Technology Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: Provide the very best technology and support services to our customers Financial Customer Internal Processes Organizational Capacity Increase Profit Increase Revenue Per User Decrease Operating Costs Improve Clarity of Offering Improve End User Experience Improve Selection Tools for Sales Improve Website Interface Improve Tool Selection Skills Improve Code Writing Skills Improve Interface Technology

Tier 2 Strategy Map - Marketing Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: To improve our market perception and provide an easy to understand offering Financial Customer Internal Processes Organizational Capacity Increase Profit Increase Revenue Per User Improve Clarity of Offering Improve Market Perception Improve Offering Selection Improve Integrated Services Improve Knowledge and Skills Improve our Telecomms Network Improve Technology

Tier 2 Strategy Map – Human Resources Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: To focus on our people, recruitment and ensure alignment within the business Financial Customer Internal Processes Organizational Capacity Increase Profit Increase Revenue Per User Decrease Operating Costs Improve Clarity of Offering Improve Department Alignment Improve Offering Selection Improve Cross Department Support Improve Recruitment Process Improve Training Programme Improve Onboarding Skills

Tier 2 Strategy Map – Networks Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: To provide a robust, resilient integrated telecoms network capable of swift change Financial Customer Internal Processes Organizational Capacity Increase Profit Increase Revenue Per User Decrease Operating Costs Improve Market Perception Improve End User Experience Improve Integrated Services Improve Change Capabilities Improve our Telecoms Network

Tier 2 Strategy Map – Billing Operations Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: To provide a flexible but highly resilient automated customer billing platform Financial Customer Internal Processes Organizational Capacity Increase Profit Increase Revenue Per User Decrease Operating Costs Improve Market Perception Improve End User Experience Improve Integrated Billing Services Improve Ease of use for End Users Improve Billing Technology