Ebook Sense and Respond: The Journey to Customer Purpose, by Sue Barlow, Stephen Parry, Mike Faulkner
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Ebook Sense and Respond: The Journey to Customer Purpose, by Sue Barlow, Stephen Parry, Mike Faulkner
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The authors argue that lean production should be driven by the desire to achieve optimal customer service by sensing and responding to the customer. The customer is at the centre of the process and the organisation needs to respond in a holistic way so that the customer can impact on the design and delivery of products and processes. The book is based upon substantial research and practice by leading practitioners and heralds a paradigm shift in thinking on these issues.
- Sales Rank: #2275062 in Books
- Published on: 2005-08-06
- Released on: 2005-08-11
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 1.00" w x 6.00" l, 1.05 pounds
- Binding: Hardcover
- 208 pages
Review
'Sense and Respond is a key approach that overlays the supply of Managed Services. It inevitably increases value for our customers beyond that of traditional service delivery.' - Tsuneo Kato, Group VP of Global Services, Service Business Group, Fujitsu Limited
'Sense and Respond is a radical departure for the entire service sector, a dramatic shift in thinking that could revolutionise services in the same way as Six-Sigma and TQM transformed the world of production. Congratulations for this brilliant contribution - we will all benefit immeasurably.' - Roger Camrass , Director, Business Transformation Group, Fujitsu
'...this pioneering approach demonstrates just what can be achieved from being truly customer-focused. The real significance of the authors' work is that it starts by understanding what the customer is trying to achieve...customer purpose...rather than from customer satisfaction or even customer delight.' - Professor Daniel T. Jones, Chairman, Lean Enterprise Academy
'In reality, this is a culture change on a massive scale in which learning is seen as central to business success. This approach transforms thinking behind the delivery of service, knowledge and innovation in organisations.' - Dr Joel Cutcher-Gershenfeld, Senior Research Scientist, MIT Sloan School of Management
About the Author
STEPHEN PARRY has extensive experience in the areas of customer service strategy, proposition development, organisational development, business process alignment, technology introduction, change and turnaround management. Over the last nine years he has developed an innovative approach to rapidly transforming and managing service centre operations called Sense and Respond, which combines the most beneficial elements of System Thinking, Lean Service and Transformational Leadership. This approach was adopted by Fujitsu who appointed Stephen as Head of Corporate Services. In 2001 he was awarded both the European Call Centre of the Year award for Innovation and Creativity and the European Call Centre of the Year award for best people development programme. He regularly lectures at leading Business Schools including Cambridge-MIT Institute, Aston Business School and Cranfield School of Management.
SUE BARLOW has worked in the retail and distribution industry and the IT Infrastructure Services business. Her expertise is in the field of Strategic Consultancy, specialising in organisational transformation and development across all business sectors. She co-developed the leading approach called Sense and Respond which was awarded the Best Customer Service Strategy award 2003 in the National UK Business Awards and also received the 2001 European Call Centre of the Year award for Innovation and Creativity and the Best People Development Programme. She is an influential leader in the field of organisational development and change management and is a member of IMD in Lausanne, Switzerland.
MIKE FAULKNER is an experienced writer who has contributed to all forms of printed media including books, newspapers and magazines. He is a regular writer for the Institute of Professional Sales. He has designed and implemented several in-depth benchmarking studies for organisations and was instrumental in the formation of the Customer Technology Association
Most helpful customer reviews
3 of 3 people found the following review helpful.
Compelling case for the relevance of Lean Services
By Harold Shinsato
As a software developer and agile coach, I found this book compelling and eye opening. The concepts of CORE (Creation, Opportunity, Reactive, External) demand and getting customer data that focuses on what is really relevant to not just what will satisfy the customer, but what will lead to customer success (customer purpose), gives much more helpful direction in guiding an overall lean transformation. All companies eventually must deliver a service to the customer, so lean services thinking is relevant to all businesses. And given the frequent focus on metrics and KPI's in large companies (Key Performance Indicators), the authors provide clear guidance how to use metrics that give a holistic picture rather than provide fuel for wasteful actions in siloed departments.
My only complaint about the book is that it really is too short. There are exciting hints about the importance of systems theory, coaching and mentoring, and transformational leadership, but clearly 150 pages did not leave enough space to go in more depth. It was exciting to read about how to assist an organization to face up to real customer data, look at the waste, and make changes that would have been considered "impossible" in the normal day to day political reality of many organizations. I would have loved to have heard more about this.
I'll also say that it does help to have some awareness of lean and agile concepts before diving into this book, though it's not at all necessary - it does help to digest and understand why the information is so valuable.
5 of 7 people found the following review helpful.
Disappointing
By Mr. Ross Maynard
The core message of "Sense and Respond" is that we should redesign our business processes to really focus on what the customer values. This is not a particularly new message - "voice of the customer" is a key theme in lean management - but it is a message worth exploring in depth. How do we achieve this goal ? Unfortunately, to my mind, this book doesn't answer this question. There is a diagram on page 8 which sums up the four areas for creating such customer focus. From memory these include trained, well paid and motivated staff dealing with customers and empowered to solve their problems; frequent improvement activity involving all levels; leadership development to bring about this culture change; and so on. The book then looks at each of these areas, but not in particular depth. Instead the comments made seem bland and generalised. The sections on staff development, for example, are so basic that they provide no real guidance at all. At $45 for 150 pages this makes the book expensive for such little worthwhile content. In addition the writing style is dull and uninvolving. Start your quest for customer purpose elsewhere !
2 of 3 people found the following review helpful.
Intelligent approach about customer value and thinking systems
By Kathy
An absolutely intelligent book about customer value and creating thinking systems!
Through these very difficult economic times, many organizations are throwing around buzz words of being "lean" or adopting "lean" methods. Assumptions are made if you offshore your "waste" you are saving costs. This is absolutely wrong headed thinking. Off shoring waste is not cost savings.
The questions to start to ask are; why do you have the waste in the first place? Who is your customer? What do your customers want? Why do customers want what they want? Why is it important to know the need behind your customer's demand?
The book "Sense and Respond - The Journey to Customer Purpose" can provide the insight to those questions. This book is an absolute must have for any organization which is serious about being a sustainable, relevant, and valued organization in the 21st century, and which can potentially become a leader in transforming an industry.
If your organization is serious about saving money, saving talent, unlocking the potential within the talent and most importantly holding onto and growing your customer relationships towards developing customer partnerships. It's absolutely necessary to understand that "lean" is not about tools, laying off employees or off-shoring. It is about respecting people.
Sense and Respond is based upon "Lean Principles". If you are looking for lean tools, this is not your book. This book's approach starts with the thinking. The underlying theme throughout the book is that Sense and Respond is about designing thinking systems, not systems thinking.
This book will provide the insight of powerful connection of being customer-centric and designing thinking systems, and how this can lead your organization to become a transformational leader of any given industry.
Businesses unto themselves are not successful, it's what makes them successful is the only thing that matters. What make organizations successful are customers. It is the customers who are at the heart of every organization.
The Sense and Respond approach will lay out a very compelling perspective why it is no longer sustainable for organizations to focus on internal functional goals and siloed business units. It explains why customer-centric end to end delivery works.
This book is also about showing that everyone in the organization can be a leader of transformation. Transformation is what makes an organization innovative not just in terms of "technology" but also in terms of problem solving, and becoming the trusted advisor your customer has been wanting.
This book is very deep in terms of content. There are no wasted words. Every sentence is significant and stimulates your thinking on how your organization can realistically change its approach.
On a lighter note, I have adopted the approach to put colored tabs on passages which are significant. I realized this approach does not work with this book, because every passage is significant. I am not one who highlights the entire book in fact, was my friends wanted to buy the textbooks I used, because I only highlighted the important points.
There are three different case studies which provide the evidence supporting the Sense and Respond does work.
The purpose of this review is not to convince you, but to let you find out for yourself.
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