The external customer in varying degrees is usually the driver of either a transformational or an incremental process change. A radical transformation may ensue if the customer is very unhappy with a product and may litigate because of health, safety, or environmental concerns. Or, the customer is simply unhappy with performance or product quality. Or, a company doesn’t stand out from its competition. In all these cases, a company has to change the way it does business.
It’s estimated that 90% of big businesses have transformed some or all of their processes. The result: more Brand U’s.