Aligning Purpose, Value and the Customer

Published: 23rd November, 2019
Customer alignment

A Fundamental in Business

A fundamental issue that we’re asked to deal with, regarding the development of the people and businesses of our clients, is aligning the purpose of the organisation, (placed at the top of the Big Picture board), with the value that they provide to the customer, (whom are always placed at the centre). Customer alignment, as it’s often called, is a key consideration for all businesses, and requires linking these three key elements of business together. To do so, is to ensure the relationship between the business purpose, the value delivered to the customer, and how that value is delivered to the customer, are in sync.

To do this, we give the team (stood around the Big Picture board at the front of the room) some familiarity with how the the board is laid out (mapping their organisation) and then we’ll provide an opportunity, using a pen and the Big Picture symbols, to lay out how they see the current alignment of the business’s purpose, the value it delivers and how it’s delivered to the customer.

In true Big Picture fashion, encouraging a conversation where there is no right or wrong answer is essential for the process. Employees join together, connected, with a clear, shared goal of defining the purpose, the value added to the customer (at the centre of the Big Picture board), and identification of the customer of the left hand side.

With a rich understanding of these three elements, how they’re connected, and the journey the elements must take across the organisation and its various business areas, engagement is generated, and employees are developed, with a new strong connectivity to, and knowledge of, the business.

Alignment is an Enabler

Engagement between Your People in and around the Business

For the development of the people within the business, it’s essential that they are working closely together with a shared understanding of their role within a successful business. They’ll be more motivated to keep at it, even through the tough moments; your workforce will turn over less, since employees won’t need to leave their values at home when they head to work, and your customers will remain loyal. So many birds, one stone.

Integrity of a Successful Business Model

For the development of the business, it’s essential to direct focus to these essential anchors (value, purpose and customer) for clarity, and ultimately, a successful business. Your purpose will also serve at a litmus test for all your business decisions, enabling you to make smart, prompt, and more confident choices. The value delivered by the business will be embodied in the products and services you provide. The customer will be interwoven right across the business (from left-to-right on the Big Picture board) in full view of the business’s purpose and the value. As a result. the development of the business will stay within the alignment set and agreed upon among its teams.

What we can help you with

Big Picture naturally generates extremely high engagement levels as you provide your people with the tools they require to share useful truths about the business. With light-touch delivery it means you can involve large group sizes, of up-to 20, with no drop off in engagement levels. This results in the highest Engagement levels we have ever seen for People and Business Development.

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The stuff we care about is all over our YouTube channel @YourBigPic. You can have a go yourself by printing and writing on the one-pager here for a business YOU care about. I would love to take you through a taster of Big Picture in a Discovery Webinar you can sign-up for here.

And thanks for reading!