Benchmarking studies grade competitors’ customer delivery but it is too easy for poor performers to say they are not representative. For one company we confirmed not only that the scores were robust but also highlighted some of the commercial areas where at Head Office level policies and processes needed closer examination. Some Board members were still not convinced and so a Business Review was commissioned. The feedback was delivered at the first of a number Board level work shops where it became recognised that the retailers could only perform to a level that reflected the support they were given by Head Office and the field team. The ensuing debate generated a climate for change where progressively the Board established what they needed to do: principally making key announcements to staff and retailers as well as taking steps internally to deliver a customer driven culture.

Delivery of this kind of change needs clear leadership, a senior project leader and as recognised by this Client the external stimulus delivered by aura that provided the theoretical and commercial drive to make it happen – sustainably.