Internal process perspective
Contenido
Un hecho crucial señalado por Kaplan y Norton es que la naturaleza de la propuesta de valor determina el tipo de proceso interno en el que hay que enfocarse.
La correspondencia aproximada entre la propuesta de valor primaria y la perspectiva primaria del proceso interno es la siguiente:.
• - La mejor compra corresponde a la perspectiva de gestión de las operaciones.
• - Las soluciones llave en mano corresponden a la perspectiva de gestión del cliente.
• - Liderazgo de producto e innovación corresponde a la perspectiva de innovación.
Operations management process
There are four main classes of processes:
• - Develop and sustain relationships with suppliers.
• - Produce products and services.
• - Distribute and deliver products and services to customers.
• - Manage risks.
The effort that must be made to reduce the delivery time perceived by the customer, from when the order is placed until delivery at their door, and not only reduce the manufacturing time.
Customer management process
As mentioned above, the customer management process has the following four components:.
• - Customer selection: Determination of the customer segment.
• - Customer acquisition.
• - Customer retention").
• - Customer development.
Ideally, a company would want to classify customers based on the nature of the relationships they seek with the company.
The classification can be based on the following parameters:.
• - Intensity of use.
• - Advantages sought.
• - Loyalty.
• - Attitude.
In practice, when customers are dispersed over a large consumer market, the following indicators are used:.
• - Demographic factors.
• - Geographic factors.
• - Lifestyle factors.
Based on this classification, the company can decide on target segments and on segments it does not want to cultivate.
Customer retention is important because retaining a customer has a higher return on investment than acquiring a new customer.
Customer development involves customer participation, helping to create a feeling of belonging.
Innovation Process
There are four important processes:
• - Identify opportunities for new products and services.
• - Manage a research and development portfolio.
• - Design and develop new products and services.
• - Place new products and services on the market.
The design and development of new projects consists of the following stages:
• - Conceptual development.
• - Product planning.
• - Detailed product and process engineering.
The product development process has been compared by many authors to a funnel. In the initial stages, the project has maximum flexibility. As it develops, it becomes narrower and narrower as alternatives are ruled out.
Social and regulatory process
In the era of environmental awareness, companies are trying to understand the externalities of their activities. This is important in two ways:
• - Companies need to comply with laws and regulations.
• - Companies prefer a good reputation of friend of the environment and friend of people that attracts customers' favor.
There are four dimensions to social and regulatory processes:
• - Environment: Issues such as energy and resource consumption, and emissions to air, water and soil.
• - Safety and health: Safety hazards to employees.
• - Employment practices: Diversity of employees.
• - Investment in the community: This is discussed later.
Many large corporations have established foundations whereby money is systematically directed toward established organizations in the community.
Porter and Kramer have proposed the theory that companies should invest in order to improve their competitive context.
Both identify four elements of a competitive context that companies can influence with philanthropic activities:
• - Entry conditions factor: Improves the source of trained workers, scientific and technological institutions, and good physical infrastructure.
• - Demand conditions: Training of people to convert them into possible target segments of the organization's goods and services.
• - Rules of competition and rivalry: High-performance companies can make donations to organizations that help maintain the rule of law and prevent theft of their intellectual properties by unscrupulous rivals.
• - Related or supporting industries: Companies can invest in suppliers and infrastructure that support the industry in which they compete.