Cascading Strategic Objectives

Cascading Strategic Objectives

Sample Integrated Strategy Map Vision The number one mobile communications supplier of choice in the United Kingdom Mission We provide the best value for money mobile phone services in the United Kingdom with the greatest reach Strategic Themes Business growth Customer Intimacy Strategic Results Value prices that keep existing and attract new customers, in all of the UK regions Clarity in offering that surpasses anything in the market today, best user interface Increase Increase Revenue Revenue Decrease Decrease Operating Operating Costs Costs Increase Increase Profitability Profitability Customer Improve Improve Clarity Clarity of of Offering Offering Improve Improve Market Market Perception Perception Improve Improve End End User User Experience Experience Internal Processes Improve Improve Offering Offering Selection Selection Improve Improve Integrated Integrated Service Service Improve Improve Ease Ease of of Use Use for for End End Users Users Organizational Capacity Improve Improve Knowledge Knowledge and and Skills Skills Improve Improve Telecoms Telecoms Network Network Customer Focus - Improve Improve Technology Technology Integrity Productivity gains through use of new technology driving lower operational cost Measures Strategic Objectives and Strategy Map Financial Operational Effectiveness - Quality - Targets Initiatives Net Profit Operating Costs Revenue in target markets 5% per year 3% per year 12% per year Implement new financial accounting system Simplify billing operations % Market Share Index % Customer Satisfaction Index 3% per year Competitive end user requirements market studies for new UK regions “Improve the Offering” two year programme New products as % of sales Brand awareness score End User experience score 12% this year Employee development plans Technology training index Network Efficiency Index 95% in place Helpful - 5% increase in index next period then stabilize 5% per year 90% every reporting period 90% efficient 99.99% Uptime Community - Efficient Create improved offering selection process Hook into ‘Improve the Offering’ programme Training programme for new offerings and user interface Product and marketing training programme 2 year ‘Renew the Network’ staged plan and roll-out Technology improvement programme

Tier 1 Strategy Map The number one mobile communications supplier of choice in the United Kingdom Financial Increase Increase Revenue Revenue Per Per User User Increase Increase Profit Profit Decrease Decrease Operating Operating Costs Costs Customer Improve Improve Clarity Clarity of of Offering Offering Improve Improve Market Market Perception Perception Internal Processes Improve Improve End End User User Experience Experience Improve Improve Offering Offering Selection Selection Improve Improve Integrated Integrated Services Services Improve Improve Ease Ease of of use use for for End End Users Users Improve Improve Knowledge Knowledge and and Skills Skills Improve Improve our our Telecoms Telecoms Network Network Improve Improve Technology Technology Organizational Capacity

Tier 2 Strategy Map – Information Technology Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: Provide the very best technology and support services to our customers Financial Increase Increase Revenue Revenue Per Per User User Increase Increase Profit Profit Decrease Decrease Operating Operating Costs Costs Customer Improve Improve End End User User Experience Experience Improve Improve Clarity Clarity of of Offering Offering Internal Processes Improve Improve Selection Selection Tools Tools for for Sales Sales Improve Improve Website Website Interface Interface Organizational Capacity Improve Improve Tool Tool Selection Selection Skills Skills Improve Improve Code Code Writing Writing Skills Skills Improve Improve Interface Interface Technology Technology

Tier 2 Strategy Map - Marketing Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: To improve our market perception and provide an easy to understand offering Financial Increase Increase Revenue Revenue Per Per User User Increase Increase Profit Profit Customer Improve Improve Clarity Clarity of of Offering Offering Improve Improve Market Market Perception Perception Internal Processes Improve Improve Offering Offering Selection Selection Improve Improve Integrated Integrated Services Services Improve Improve Knowledge Knowledge and and Skills Skills Improve Improve our our Telecomms Telecomms Network Network Organizational Capacity Improve Improve Technology Technology

Tier 2 Strategy Map – Human Resources Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: To focus on our people, recruitment and ensure alignment within the business Financial Increase Increase Revenue Revenue Per Per User User Increase Increase Profit Profit Decrease Decrease Operating Operating Costs Costs Customer Improve Improve Clarity Clarity of of Offering Offering Internal Processes Improve Improve Offering Offering Selection Selection Improve Improve Department Department Alignment Alignment Improve Improve Cross Cross Departmen Departmen tt Support Support Improve Improve Recruitment Recruitment Process Process Improve Improve Training Training Programm Programm ee Improve Improve Onboarding Onboarding Skills Skills Organizational Capacity

Tier 2 Strategy Map – Networks Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: To provide a robust, resilient integrated telecoms network capable of swift change Financial Increase Increase Revenue Revenue Per Per User User Increase Increase Profit Profit Decrease Decrease Operating Operating Costs Costs Customer Improve Improve Market Market Perception Perception Improve Improve End End User User Experience Experience Internal Processes Improve Improve Integrated Integrated Services Services Organizational Capacity Improve Improve our our Telecoms Telecoms Network Network Improve Improve Change Change Capabilities Capabilities

Tier 2 Strategy Map – Billing Operations Company Vision: The number one mobile communications supplier of choice in the United Kingdom Department Purpose: To provide a flexible but highly resilient automated customer billing platform Financial Increase Increase Revenue Revenue Per Per User User Increase Increase Profit Profit Decrease Decrease Operating Operating Costs Costs Customer Improve Improve Market Market Perception Perception Internal Processes Improve Improve Integrated Integrated Billing Billing Services Services Improve Improve End End User User Experience Experience Improve Improve Ease Ease of of use use for for End End Users Users Organizational Capacity Improve Improve Billing Billing Technology Technology