Corporate goals: strategic initiatives

In a fiercely competitive market, Orange Netherlands (ONL) needed to differentiate itself through means other than price. To this aim the company committed to a policy of providing service which is market-driving and customer-centric in other ways. For help translating this broad vision into reality, ONL turned to Engine. Our role was to plan and facilitate a series of strategic workshops, and to clarify recommendations and actions based on their results.

Working with one group of Orange Netherlands stakeholders

The workshops took place over three weeks, and involved thirty ONL stakeholders, from the CEO to front line staff. The group explored ideas of customer-centric and market-driving behaviour in the Dutch market. Prompted by trend research, participants highlighted qualities consumers might seek and needs they might have in the near future. Away from the workshop, Engine synthesized the information into tentative service passions.

After the participants had discussed and refined the passions, they were used to generate actionable ideas - initiatives specific enough to be implemented throughout the business. We discussed the initiatives’ relative merits and feasibility before looking at what would be necessary to get the most sensible ideas off the ground.

The project produced two useful results for Orange Netherlands. First, we generated a series of board-sanctioned service passions which can be used to ensure that future decisions - large and small - support ONL’s new corporate direction. Second, we produced a prioritised action plan of pragmatic initiatives that can be implemented to bring ONL’s proposition to life in a way which resonates with the Dutch market.