Chapter 1: 0 To 10 Relationship Management - A Storyboard Perspective
Six principles and five themes underpin 0 to 10RM and, when combined into a single picture, they form the 0 to 10RM storyboard. The 0 to 10RM storyboard (shown in figure 1.1, overleaf) provides the canvas upon which to take a journey; a framework for telling stories; a set of engagement tools to simplify complexity; and a way to proactively manage and improve business relationships. This chapter gives an overview of the 0 to 10RM storyboard, leading to a more detailed analysis and understanding in the subsequent chapters.
I remember some years ago as an operations manager being frustrated at the lack of progress in implementing improvements in safety, reliability and productivity in a manufacturing plant. These improvements were critical for the ongoing viability and competitive advantage of the business. For unknown reasons there was significant resistance from the operations and maintenance teams. Bewildered, I approached Ian, one of the lead maintenance fitters, whom I had known for years and respected. I asked Ian, ‘How is it that the operations and maintenance teams don’t understand the importance of safety, reliability and productivity improvement for the sustainability of the business?’ His response caught me by surprise, ‘We know what you want and understand the importance of these things to the business. We also know how to deliver the benefits you are looking for but we’re not going to do it’. ‘Why not?’ I asked, even more bewildered. ‘We simply don’t trust management to do the right thing by us when the improvements are delivered’, he said. Then added, ‘Many of us fear our jobs will be in jeopardy if the business improvements are made’.
A classic win–lose scenario. There was no trust and it had to be built. It was 12 months before annualised salary replaced the need for overtime and breakthrough, collaborative work practices were implemented. That simple conversation with Ian was a catalyst for fundamental change in the relationship between employees and management. His fear concerning job security turned out to be unfounded. A win–lose turned into a win–win.
Figure 1.1: the 0 to 10RM storyboard simplified
On another occasion, as a key account manager, I was attempting to convince a large strategic customer of the mutual benefits that could be achieved if they used our telemetry-based inventory management system, which was similar in principle to the technology used in modern business process outsourcing. It was slick technology in those days that would allow for the remote reading of customer silo levels; the numbers would then be transferred electronically to our manufacturing facility and automatically linked into our production schedules. We, as the supplier, would then control deliveries to the customer and drive efficiencies into our production process and their logistics and procurement systems. Simple, cost-effective and value-adding. A no-brainer in sales parlance. At least that is what I thought. The customer rejected the proposal outright, not only the first time but the second and third times. I raised the matter. The reason for the thumbs down was not the technology. It was that the customer didn’t trust us with the management of a critical raw material and the associated, competitively sensitive, forecast data. They also wanted to continue to protect this information from us to trade us off against other suppliers for lower prices. Our relationship was simply not at a level that allowed the real benefits of such an arrangement to be mutually exploited. It took a year to implement the telemetry system with all its associated benefits. It took another two years for a true strategic partnership to be established around trust, transparency, shared risk, common goals and mutual benefit.
The underlying ideas in both stories are that people and trust are the basis of all relationships. Dig a little deeper and you will find an underpinning set of basic principles and a common suite of models and tools that can be used to manage the relationship improvement journey. These principles and tools are explored in detail in the following chapters.
Relationships are those human associations, connections or interactions that have a goal or purpose, and few people would argue the importance of effective, productive, successful and enjoyable relationships in business and in life generally. After all, life, liberty and the pursuit of happiness are founded on good relationships with others. So why are some relationships fragile and forever in crisis, while other relationships seem to go from strength to strength and are lasting, robust and mutually rewarding?
Relationship management is important because relationships — good, bad or indifferent — are central to the way business is managed. Better relationships result in better business and a better quality of life; this in turn makes our world a better place. Specifically, better business relationships will positively impact the six key result areas of (1) financial success; (2) customer/stakeholder satisfaction; (3) sustainable competitive advantage; (4) best practice; (5) innovation; and (6) attitude.
While key people in the organisation are clearly critical assets, the irony is that high performance relationships must be enduring and successful beyond the individuals. Succession planning, the creation of new roles, the introduction of new management, the reality of employee turnover, the promotion of high achievers, mergers and acquisitions, and dealing with ever-changing market conditions will ensure there is a continual flow of people in and out of business relationships. Cultures, strategies, structures, processes and people that positively support the development and delivery of relationship value must be enduring and adaptive well beyond the first handshake.
The desired future state of relationships is the aspirational end point or major milestone we seek. It represents success through goals achieved along a journey undertaken. Different relationships may involve different products and services, different people and personalities, around different strategies and objectives. Each of these variables is dependent on or impacted by timing, location and environment. It is entirely appropriate that we aspire to and plan for those desired future states that are better than or provide more compelling alternatives to the current states. The need or desire for continuous improvement is integral to the human condition. Simply put, you can’t achieve your goals unless you know where you are going and you have a plan to get there. It is, therefore, critical to begin the relationship improvement journey with the end in mind.
Even a status quo desired future state requires some degree of maintenance, flexibility and improvement to sustain a competitive position against the inevitable tides of market forces.
There can be no greater joy than completing a journey that turns a dream into reality. Envisioning desired future states requires the setting of goals. Achieving these goals provides us with success and a sense of achievement, a glimpse of the next horizon to be reached, and the will and commitment to take up the challenge with confidence and passion. Storytelling will bring these journeys to life and allow learning and knowledge to be passed on.
0 to 10RM — a storyboard perspective
The 0 to 10RM storyboard is as simple as A, B, C. That is:
A — Framework and key components of the relationship
B — People and change
C — Journey management
The 0 to 10RM storyboard presents a universal and value-adding set of principles, models and practical tools built up over almost 30 years of front-line experience. The 0 to 10RM principles, models and tools can be applied to all business relationships — large, medium or small — at all levels, and in both the public and private sectors. With the globalisation of markets now a reality, the world has never seemed so small, the marketplace so competitive, change more rapid and the pressure to perform so intense. Relationships have never been more important.
The 0 to 10RM storyboard (figure 1.1 on page 2) comprises three parts (A, B and C) presenting the six principles and five themes that make up the complete 0 to 10RM methodology and approach. The storyboard represents 0 to 10RM on a single page. All the details, applications and tools evolve from this single diagram. If you have any questions, want to engage a story or a conversation about the past, present or future, or implement a plan around rescuing, improving or transforming relationships, then the storyboard is an invaluable tool.
Principles are those self-evident and fundamental truths that are immutable and non-negotiable:
1 You can’t be all things to all...