Align Organizational Structure with Performance Goals

Customer focus combined with proper alignment of vision with strategy, structure, people and processes is the best way to outperform and outlast your competition. When these critical components are in harmony, results are astounding. To sharpen your competitive edge, look at what keeps you from getting results you deserve.

Whether you are a group of one or many, the way you structure your organization can make the critical difference between simply satisfied and overwhelmingly loyal customers. That significantly affects revenue and profit.

Alignment
The best thing for yourself, your organization and those you serve is a regular check up. The org chart is a great place to start. One of my long-time, favorite book recommendations is Michael Gerber's The E- Myth Revisited. Gerber popularized the phrase, "work on your business, not in it." Although written over a decade ago, the concepts are still strong, the message straightforward, and the lessons on systematizing your business are practical and applicable.

Whether it's been a few years or you've never read it, try reading it twice within a couple of weeks. The repetition will add to the value.

Questions to Ask Yourself and Your Team

• Are the right people in place to answer customer questions?
• What is the response time for customer inquiries?
• Are we flexible or burdened with bureaucracy and lengthy approval processes?
• Is it easy or difficult to place an order?
• Are invoices correct and easy to understand?
• How do we react when we make a mistake?
• Do departments work together smoothly or is there a silo mentality?
• Are there measurements in place to determine if customer needs are being met?
• What functions and activities add ZERO VALUE to the customer?
• Are front line employees and contract service providers equipped to resolve client issues quickly?

BOTTOM LINE: DOES YOUR STRUCTURE ALLOW YOU TO DO THE RIGHT THINGS RIGHT? When the answer is no, it's an opportunity to increase revenues, customer loyalty and profit. The better you understand customer needs, wants, and expectations, the greater your ability to structure your organization to create a true competitive advantage.