Boxwood White Paper Execution Excellence
Boxwood White Paper Execution Excellence
Boxwood White Paper Execution Excellence
excellence.
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customers.
Deliver results.
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Boxwood.
Execution excellence
Introduction
“There’s nothing wrong with 90% of strategy papers – it’s the
execution that fails.”
Andrew Jennings, Global Retail Advisor and Board Member,
formerly CEO of Karstadt, Woolworths RSA, Holt Renfrew, House of Fraser
execution of
formulation and execution of strategy. Our own experience
of working with organisations to deliver execution
strategy.
excellence echoes these statistics. In fact, we would
suggest that 60% is a conservative figure.
In this white paper, we explore why it is now even more
difficult to execute a customer proposition excellently and
consistently. We discuss how to overcome the obstacles
and deliver a consistent, profitable and differentiated
customer experience.
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Our methodology
We conducted more than 50 interviews within our global retail network, representing all sectors of retail, large and
smaller companies. We complemented the insight from these interviews with desktop research and case studies related to
execution excellence. We then added our own insight gained from many years of experience working with CEOs and their
teams on large-scale business transformation programmes. The resulting paper is intended to help leaders change how
their organisations work so they meet or exceed customer expectations every time and, most importantly, make money
while doing so!
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What’s changed?
So why has it become more difficult in the last few years to achieve execution excellence? There are a number of macro
trends that have made life harder:
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The keys to
execution excellence
So, what does all this mean for the execution of your
customer proposition? Well, when it comes to execution
excellence there are four essential elements that hold the
keys to success:
1 2 3 4
Relevant Inspirational Effective Agile change
customer leadership operating capability
proposition model
Evolving your offer and How leaders mobilise How you organise and run The ability to execute
go to market approach their people to deliver the your business to ensure change successfully in
so that it stays relevant, proposition at its best, that you are effective, today’s complex, capacity
differentiated and sticky every time efficient and profitable constrained world
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The truths
The table below summarises where old truths still apply for each element, where tried and trusted techniques are now even
more important than in the past and what new approaches are required to be successful.
Customer
value
proposition
Leadership
style
Operating
model
Change
capability
We explore the shifting emphasis in each of these elements in turn, starting with the customer value proposition.
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Customer value
proposition
The customer value proposition is why consumers buy from you. What attracts people to
your brand or offer? Why is it relevant, different and compelling? Is it just price or range,
or is there something extra that customers connect with and gives you the edge? What is a
hygiene factor that all your competitors can do and what really makes the difference?
The ability to evolve your core customer value proposition to stay relevant and attractive
to your current and future customers lies at the heart of any consumer facing business.
The speed of change required and range of tools in your armoury to achieve this goal has
increased dramatically.
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Even more true Consumer centric
In the last few years, consumer expectations have changed.
Consumers want a great product, and they want to purchase
it anytime, anywhere and on any device. In addition to that,
proposition
informed decisions about what they buy. All this drives the
value
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New truths Community centric
The issue of trust leads us on to communities. Where before
consumers placed their trust in the brand message, they
are now more likely to place their trust in communities
proposition
that was about the size of a desk diary and asked, ‘Do you
style
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Even more true Engaging
Involving your people starts with engagement. It has always
been true that every great leader needs a clear, compelling
vision and the natural progression from that, is engaging
your people to execute that vision. Engagement has been
Leadership
inside the business.” It is often said that organisations don’t change, people
change. Leaders need to focus not only on WHAT needs to
Andrew Jennings, Global Retail Advisor and Board be done, but also on the WHO. Stakeholder engagement
Member, formerly CEO of Karstadt, Woolworths RSA, results from an approach that actively utilises two-way
Holt Renfrew, House of Fraser communication channels, training that supports the desired
learning and performance management that aligns with the
desired behaviours.
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New truths Empowering
If engagement is about getting your people to care about the
vision, empowerment is about sharing accountability with
your people to implement the vision. The only way to deal
with the complexity and demands of the modern consumer
Leadership
“Make them feel good about These leaders need to strike the balance between expecting
shared accountability and ensuring everyone is delivering
their job. Make a hero of them. a consistent experience. As David Tyler, Chairman of
Give them accountability.” Sainsbury’s says, “You need consistency, you can’t have
everyone doing their own thing.”
Senator Feargal Quinn, Founder of Superquinn
To achieve consistency, capability development and
performance management is critical: people need to know
what to do, when they are meeting expectations and, more
importantly, when they are not. KPIs need to be clearly linked
to the overall vision and cascaded throughout the organisation.
A clear set of values will help to guide decisions and actions.
An empowering leader will live, breathe and guard the values
through their own actions and motivate others to do the same.
As Senator Feargal Quinn, Founder of SuperQuinn, says,
“Make them feel good about their job. Make a hero of them.
Give them accountability.”
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Operating
model
Your operating model is the combination of roles, skills, structures, processes, assets and
technologies which enable your organisation to deliver its customer value proposition. It is
the organisational construct which determines how and where work gets done. Excellent
execution requires people to translate ideas and customer strategies into what it means for
them in their area of the business. This is where the operating model comes in.
“The more complex you The key is to keep the complexity outside the organisation
and not allow it to destroy efficiency inside the organisation.
allow it to be internally, the Operating models need to be designed to cope with
harder it is to execute well.” complexity; they shouldn’t be over-simplified otherwise the
consumer will go elsewhere, where their multitude of needs
David Thatcher, Group Chief Executive of Direct Wines can be met.
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New truths Data enabled
Complexity has taken on a new twist with the explosion
of data. We are surrounded by data. Big Data includes
structured and unstructured data; structured data includes
things such as company sales reports, and unstructured
Operating
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Change
capability
An organisation’s capability – and capacity – to execute change is critical in today’s
environment. This is where the customer value proposition, leadership style and operating
model come together to deliver your end goal in a consistent and compelling manner.
Failure to execute change well is where many strategies fail. And with the world around us
changing constantly, the ability to execute change has become even more critical to success.
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Even more true Place your bets
The ‘less is more’ approach is less applicable when you
are juggling multiple consumer demands. Then, change
execution becomes less about choosing the obvious route to
change and more about using data and insight to prioritise a
capability
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New truths Agile
For some organisations, e.g. fashion retailers, this
prioritisation approach may simply be too slow. As Liz Evans
says, “The pace of change requires agility and flexibility and
the ability to respond to a shift in trends that are moving at
capability
a rate of knots.”
Change
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In summary
Companies do not usually fail because of bad strategies. They fail because of an inability to implement good ones. In the
last few years, the ability to achieve execution excellence has become even harder due to a number of macro trends
ranging from complexity to technology to trust.
We believe that there are four essential elements to execution excellence that will help you to overcome these challenges.
The emphasis within each element has shifted over time so that to be truly effective today, you need to have:
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Conclusion
One size does not fit all. The greatest strategy is one that you can implement effectively. You need to understand
what’s important to you, your people and your customers. As a leader, you now have a much larger range of tools at
your disposal to tackle the challenges in the current market. However, so does your competition and your customers’
expectations are growing exponentially. It is imperative to make a proactive decision on how to build execution capability
and capacity into your business.
Talk to Boxwood.
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Talk to
Boxwood.
15 Old Bailey
Contact for more information: London
EC4M 7EF
Matt Clark
United Kingdom
Head of Consumer
Tel +44 (0) 203 170 7240
T +44 (0)203 170 6025 Email [email protected]
E [email protected] www.boxwood.com