Five Operating models WeilRossRobertson Deltas Unification Operating Model

Five Operating models Weil-Ross-Robertson

Delta’s Unification Operating Model Operational Pipeline Allocate Resources Prepare for Flight Departure Load Aircraft Pagers Video Clean/ Service Aircraft Unload Aircraft Hand Helds Electronic Events Location Business Reflexes Equip. Schedule Flight Maint. Employee Relationship Management Employee Aircraft Customer Ticket Nine Core Databases Cell Phones PDAs Desktops Laptops Skylinks Flight Arrival and Closeout Monitor Flight E V E Kiosks N T S Delta Nervous System Gate Readers Voice Flight Departure and Closeout Skymiles Reservations Personalization Travel Agent P R O E F I L Skycap Scanners Ticket Counter Digital Relationships Crown Room Reservation Systems Boarding Inflight Baggage Loyalty Programs Customer Experience Source: Adapted from Delta Air Lines documents. Used with permission. 2

P&G's Diversification Operating Model 250 Brands GBS Shared Solutions • Strong marketing and customer focus • Ownership of unique business processes • Product and service innovation and delivery • Catalogue of services—some mandatory, some optional • Marketing approach to build “brand” awareness and loyalty to GBS services • Ownership of shared solution business processes • Unit price management with guaranteed reductions over time • Scorecard of GBS performance with variable compensation • Architecture interconnecting the different solutions to be building blocks for innovation • New product development group to add new solutions • Management of outsourcing partners Source: MIT CISR Briefing by Peter Weill, Christina Soh, and Siew Kien. 3

Carlson’s Diversification Operating Model Customer Requirements Business Initiatives Loyalty Hotel Distribution CRM Enterprise Portal Security Presentation Application Data Trust IT Resilience Common Infrastructure Business Process Travel Management Middleware Data Object Platform Network Source: Carlson Company. Used with permission. 4

Met. Life’s Coordination Operating Model Application Business Logic and Data Tier Application Presentation Tier Customer Portal: Presentation Integration Sign-On Producer Sales Office Security & Licensing Rates & Calcs Entitlements Screen Entry & Validation Illustrations Search Order Entry ACORD JLife Operational Data Store Business Rules ACORD XML Integration Hub Party Management Underwriting Billing/Payment Service Underwriting & Issue ML Underwriter Forms & Requirements Marketing Navigation Sessions Suitability Call Center Claims AC OR DX Eligibility Product Admin Service Provider Partner Portals Events Service Workflow Recording Source: Adapted from Met. Life documents. Used with permission. 5

ING DIRECT’s Replication Operating Model External Services Prospect Fulfillment Statement Fulfillment Payments Checks Customer Relationship Services Reports Local/HQ/Tax Core Banking Services CIF CRM Mutual Funds Brokerage Contact History Product Info Banking Engine Credit Score Common Business Services Transactions Customers Products Services Channel Services IVR/CTI Server Imaging Server Customer Contact: Call Center, IVR, E-mail, Direct Mail E-mail Server Web Server Gateway Server Self-Service: Internet, Min. Tel, ATM, WAP, (Web. TV) Source: “ING DIRECT: The IT Challenge (B), ” D. Robertson, IMD-3 -1345, 2003. Used with permission. 6