1. Cascading Strategic Objectives
Harris Hill - Strategy Session 2

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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