The "Fire, Ready, Aim" Organisation

This organisation is young and dynamic in a growing consumer market. They see marketing opportunities early and have a highly flexible matrix structure which makes it possible to deliver new propositions rapidly.

It sometimes feels that they move on to the next market opportunity before they are ready to deliver, but the "can-do" culture of the organisation means they deploy resources rapidly. Their challenge is to have information systems in place which keep pace with the rest of the organisation.

The base infrastructure is strong, but they struggle to provide the information that is needed across all customer touchpoints. The customer centricity profile highlighted the weaker areas in customer strategy around reactive and proactive customer contact strategies, which are being hindered by a poor outsource arrangement.