Last week’s article defined Organization Resource Management (ORM). Like CRM, ORM focuses on the cognitive and interpersonal skills rather than technical skills and knowledge. It encompasses a wide range of human behaviors and attitudes that include culture and values, strategy and goals, communication, teamwork, decision making, problem solving and service. Importantly, ORM starts with leadership. If effective ORM practices are in place, effective CRM is sure to follow.
Culture and Values - What are the organizational culture and the underlying values that define the organization? Not necessarily what hangs on the wall in the lobby, but what the company really stands for in the view of employees and customers. In other words, what is ‘broadcast’ as important to the organization? The answer may or may not be explicitly stated, but it is implicit in the behaviors of the leadership and demonstrated by what gets recognized and rewarded throughout the organization.
Strategy and Goals - With culture and values in place, the organization is in a position to develop its central strategy. A clear strategy is essential to defining what the organization is all about. Why are we in business? What do we offer our customer that is unique? What are our strengths and weaknesses? What are we capable of? How do we define success? These are some of the questions that must be part of the strategy discussion. The strategy need not be complex; in fact, the simpler the better. It should be compelling and, most importantly, familiar to and clearly understood by everyone in the organization.
A solid central strategy must be well executed and monitored if it is to succeed. This requires the establishment of organizational goals. At their best, visionary goals provide the path to achieving the overarching strategy. Properly developed they can guide and even motivate people to realize the strategic vision. To do this, goals must strike a balance between a number of things – aggressive and realistic, long term and short term, individual and team based. Most importantly, the goals must be shared. This can only be accomplished by including all levels of the organization in the goal-setting process.