| a. Customers targeted by my organization are clearly defined in terms of whom we do and whom we do not seek to serve. |
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| b. The needs of targeted customers are defined in terms of results produced for customers rather than the products or services we provide to them. |
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| c. People in my organization, from leadership to frontline management, understand how we propose to meet the needs of targeted customers. |
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| d. Leadership has clearly positioned the organization to meet each of the needs of targeted customers better than competitors. |
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| e. The results and process quality that my organization seeks to deliver are clearly communicated to customers in ways that differentiate it from competitors. |
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| f. My organization has identified core values that are central to our operating strategy. |
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| g. My organization's operating strategy enables us deliver superior value to customers while optimizing operating costs. |
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| h. Measures of performance include non-financial elements, such as employee satisfaction and commitment and customer satisfaction and commitment. |
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| i. People in my organization are rewarded on the basis of how they perform on both non-financial elements as well as financial measures. |
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