HPO Change Conference

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BUSINESS STRATEGY FOCUS GROUP STRATEGIC CUSTOMER
VALUE ANALYSIS
HPO Change Conference May 30, 2002
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NAVAIR FOCUS GROUPS MANAGEMENT STRUCTURE
EXECUTIVE LEADERSHIP COUNCIL
FOCUS GROUP EXECUTIVE SECRETARIAT
AIR-00 AUGMENTATION TEAM
VADM J. DYER
Ms. S. Rhodes 301-757-7780 Mr. J.
Keen 301-757-3225
Team Lead Mr. R. Martin 301-757-6608 Admin
Asst Ms. K. Mann 301-757-6607 Jr Analyst Ms. M.
Bowles 301-757-6702 Warfighter Mr. E.
Cervantez 301-757-6718 People Ms. N.
Warren 301-757-6723 Business Strategy Ms. M.
Parks 301-757-6716 Resources/ Affordability Ms.
J. Payne 301-757-6717 Process Ms. N.
Morrison 301-757-6606 Communications Mr. E.
Riley 301-757-5136 Metrics ET Mr. M.
Meyers 301-757-7722
RADM C. Johnston ViceCdr
DR. A. SOMOROFF DepCdr
RDML Bachmann 8.0 RDML J. Godwin PEO(T) Tom
Laux PEO(A) RADM J. Chenevey PEO(W) CAPT Bill
Stedman 10.0 Ms. D. Townsend 11.0 Ms. S. Keen CIO
Mr. W. Balderson 1.0 CAPT R. Moses
2.0 RADM W. Massenburg 3.0 RDML T. Heely
4.0 RDML Bachmann 5.0 RDML S. Heilman 6.0 Ms.
P. ODell 7.0
NAVAIR ORG EFFECTIVENESS/ CHANGE MANAGEMENT
Ms. K. Rada 301-757-7946
FOCUS GROUPS

Resources/Affordability (RAFG) Ms. P. ODell Mr.
J. Wendolowski
Business Strategy (BSFG) Mr. R. Prine Dr. R.
Smiley
People (PeFG) Mr. E. Greer Ms. K. Holcomb
Warfighter (WFG) RADM W. Massenburg RADM(s) J.
Godwin
Process (PrFG) Mr. T. Laux CAPT R. Moses
SUBGROUPS
1 Strategic Customer Value Analysis
Co-leads Dr. D. McErlean, Mr. S. Williams 2
Environmental Scanning Subgroup Co-leads
Mr. R. Haines, Mr. G. Kurtz 3 Knowledge
Management Co-lead Mr. B. Balderson 4
Strategic Initiatives Subgroup Co-leads Dr.
K. Higgins and Mr. L. Burke 5 Business
Development Co-leads Mr. S. Young, Mr. T.
Clark

• 1 Manpower PersonnelCo-leads Mr. T. Florip,
  Mr. D. Nedresky
• Asset/Infrastructure StrategyCo-leads Mr. T.
  Cifone, Mr. S. Mendonca,
• Fiscal Resources Co-leads CAPT L. Whitmer,Ms.
  Patricia Fox

1 Implementation/Deployment Subgroup Co-leads
Mr. K. Leikach, Mr. D. Dawson, LCDR P. Kirchoff,
CAPT D. Milton 2 Process LibraryCo-leads Mr.
N. Paraskevas,Mr. S. Thoman, Mr. G. McKay 3
QualityCo-leads Mr. D. West, Ms. A. Abell,
Ms. J. Johnson 4 MetricsCo-lead Mr. P.
McQuaide 5 Merger Task Team Co-Lead Ms. A.
Letnaunchyn
1 ModernizationCo-leads Mr. G. Cecala, CAPT C.
Everett 2 SustainmentCo-leads Mr. R. Reckert,
CDR M. Berens 3 Education Task TeamCo-lead Mr.
B. Wilhelm
1 Campaign For PeopleCore Team Co-leads Ms. P.
Kotzen, Mr. M. Fish 2 CAO/IPT Issues Co-leads
CAPT M. Dougherty, Ms. S. Easter 3 Military
Issues Team Co-leads COL E. Conti, CAPT T.
Vandenberg 4 Quality of Work Life Issues Team
Co-leads Ms. B. Everett, CAPT J. Woolway
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LEADERSHIP FUNCTIONS

•  A Definition of Strategic Customer Value
  Analysis
•  An iterative process of examination and action
  by a unit or organization to determine
• Who are our customers and who could/should they
  be--that is, who is/are our (a) partners, (b)
  beneficiaries, (c) food chain, (d) other
  stakeholders?
• What do the various flavors of customers
  value--that is, what are their wants, needs, and
  expectations, both now and in the future?
• What are the customers beliefs and philosophies
  are they similar to ours or do they need to be
  managed?
• How do our customers (that is, our partners,
  beneficiaries, food chain, and other
  stakeholders) see us?
• How do we see ourselves in terms of how we think
  we meet the customers wants, needs, and
  expectation are there any differences (gaps)
  between questions 4 and 5 are they serious?
• How do the customers interact and play off each
  otheri.e., what are the politics of the
  environment?
• Are the partners and beneficiaries linked to the
  food chain what do we need to do to link them
  recognizing that we must not only be seen as
  being good by our beneficiaries but also by our
  food chain, what is our marketing plan?
• What is happening in the larger environment
  (competitors, business world, technology trends,
  demographic changes, world events, etc.)?   
• This SCVA definition is a collaborative
  definition developed by several members of the
  SPAWAR Systems CenterSan Diego
• HPO Trainer Team and Dr. Pickering and documented
  by Alan Olson on 7/28/1999.

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This SCVA matrix working document was prepared
for the NAVAIR Business Strategy Focus Group,
Strategic Customer Value Analysis Subgroup
(October 2001 ) by Mariellen Parks. The eight
questions were taken from a collaborative
definition developed by several members of the
SPAWAR Systems CenterSan Diego HPO Trainer Team
and Dr. John Pickering and documented by Alan
Olson on 7/28/1999.
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SCVA TEAM PROCESS
Beneficiaries Operators Maintainers Wings TYCOMs
HQMC CINCs
How Well Do We Know Our Customers?
Win/Lose or Collaborative? L1/2 or L3/4?
Verify with Customer Feedback/ Interviews
Analyze Gaps SWOT(C)
Food Chain OPNAV ASN RDA NAVICP DoD ONR
What they know about us?
Verify with Customer Feedback/ Interviews
Existing Data, our perceptions.
Verify with Customer Feedback/ Interviews
Verify with Customer Feedback/ Interviews
Get Well Plan SWOT(C)
Partners
Stakeholders
Plan to build/ optimize relationships
Phase 1 concentrates on Beneficiary and Food
Chains and prioritizes constituencies within
them.
SCVA Report Template
Political Map
Marketing Plan (NBSFG)
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SCVA Subgroup Working Document NAVAIR PRODUCTS
SERVICES NOTE Over The Line First Priority /
Under The Line Second Priority
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NAVAIR BSFG Strategic Customer Value Analysis
Subgroup Q2-5 from Teams Perspective using
existing customer feedback from Warfighter Focus
Group SAMPLE
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SCVA TEAM PROCESS
Questions 2 through 5 Verify with Customer
Feedback Using Interviews
Beneficiaries Operators Maintainers Wings TYCOMs
HQMC CINCs
How Well Do We Know Our Customers?
Win/Lose or Collaborative? L1/2 or L3/4?
Analyze Gaps SWOT(C)
Food Chain OPNAV ASN RDA NAVICP DoD ONR
What they know about us?
Existing Data, our perceptions.
Get Well Plan SWOT(C)
Partners
Stakeholders
Plan to build/ optimize relationships
Phase 1 concentrates on Beneficiary and Food
Chains and prioritizes constituencies within
them.
SCVA Report Template
Political Map
Marketing Plan (NBSFG)
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STRATEGIC CUSTOMER VALUE ANALYSIS DRAFT INTERVIEW
PACKAGE BENEFICIARY CHAIN

• Read Ahead document and Overview Brief
• Crib Notes for Interviewer
• Overview brief with speakers notes
• Interview Questions Data Collection Forms