Cascading Strategic Objectives Sample Integrated Strategy Map Vision

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 Strategic Results Customer Intimacy 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 • Net Profit • Operating Costs • Revenue in target Decrease Operating Costs Increase Profitability Increase Revenue Improve Clarity of Offering Improve End User Experience Internal Processes Improve Offering Selection Improve Integrated Service • Implement new financial • % Market Share • ↑ 3% per year • Competitive end user Index • % Customer Satisfaction Index • ↑ 5% increase in • New products as • 12% this year • Create improved offering Improve Ease of Use for End Users • ↑ 5% per year • Hook into ‘Improve the • > 90% every • Training programme for new • Employee Improve Telecoms Network Customer Focus development plans • Technology training index • Network Efficiency Index Improve Technology - Integrity - Quality Initiatives • ↑ 5% per year • ↓ 3% per year • ↑ 12% per year % of sales • Brand awareness score • End User experience score Organizational Capacity Improve Knowledge and Skills Targets accounting system • Simplify billing operations markets Customer Improve Market Perception Productivity gains through use of new technology driving lower operational cost Measures Strategic Objectives and Strategy Map Financial Operational Effectiveness - Helpful - index next period then stabilize requirements market studies for new UK regions • “Improve the Offering” two year programme selection process Offering’ programme reporting period offerings and user interface • 95% in place • Product and marketing • 90% efficient • 2 year ‘Renew the Network’ • 99. 99% Uptime • Technology improvement training programme staged plan and roll-out Community programme - Efficient

Tier 1 Strategy Map The number one mobile communications supplier of choice in the United Kingdom Financial Increase Revenue Per User Increase Profit Decrease Operating Costs Customer Improve Clarity of Offering Internal Processes Improve Market Perception Improve End User Experience Improve Offering Selection Improve Integrated Services Improve Ease of use for End Users Improve Knowledge and Skills Improve our Telecoms Network Improve 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 Revenue Per User Increase Profit Decrease Operating Costs Customer Improve End User Experience Improve Clarity of Offering Internal Processes Improve Selection Tools for Sales Improve Website Interface Organizational Capacity Improve Tool Selection Skills Improve Code Writing Skills Improve Interface 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 Revenue Per User Increase Profit Customer Improve Clarity of Offering Internal Processes Improve Market Perception Improve Offering Selection Improve Integrated Services Improve Knowledge and Skills Improve our Telecomms Network Organizational Capacity Improve 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 Revenue Per User Increase Profit Decrease Operating Costs Customer Improve Clarity of Offering Internal Processes Improve Offering Selection Improve Department Alignment Improve Cross Departmen t Support Improve Recruitment Process Improve Training Programme Improve Onboarding 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 Revenue Per User Increase Profit Decrease Operating Costs Customer Improve Market Perception Internal Processes Improve Integrated Services Organizational Capacity Improve our Telecoms Network Improve End User Experience Improve Change 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 Revenue Per User Increase Profit Decrease Operating Costs Customer Improve Market Perception Internal Processes Improve Integrated Billing Services Improve End User Experience Improve Ease of use for End Users Organizational Capacity Improve Billing Technology