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Adaptive Enterprise
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The book Adaptive Enterprise:Creating and Leading Sense-and-Respond Organizations is the key reference for sense and respond. On its Amazon.com page , you can browse the table of contents, index, and an extensive excerpt from Chapter 1. This download is a review of the book by Paul Gaddis that appeared in Long Range Planning .
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Making Meaning Out of Apparent Noise
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This download is perhaps the best article-length introduction to Sense and Respond. It is reprinted from Long Range Planning , Vol 37, Stephan H. Haeckel, "Making Meaning out of Apparent Noise:The Need for a New Managerial Framework," Pages 181-9. Copyright 2004, with permission from Elsevier. This issue of Long Range Planning is dedicated to articles based on presentations given at a Wharton School of Business conference on Peripheral Vision.
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S&R Whiteboard -Page 1
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This is the first page of two PDF downloads for a Whiteboard that was published in July, 2003 by CIO Insight. It is an introductory roadmap to the design and implementation phases of a Sense and Respond transformation. Reproduced here by permission of CIO Insight, a division of Ziff Davis, all rights reserved.
A more detailed roadmap to Sense and Respond implementation is available from this link, but it contains terminology and concepts that will be familiar only to those who have attended Sense and Respond classes or workshops.
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S&R Whiteboard-Page 2
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The second of two pages.
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Designing a Business From the Customer Back
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Chapter 39 in Does Marketing Need Reform? describes a post-industrial managerial competence: designing a business from the customer back. Such a design is an architecture for creating value, and is simultaneously a strategy, and a business model.
For permission to use this material, please contact M.E. Sharpe, Inc. (www.mesharpe.com) by fax at 914.273.2106 or at rights@mesharpe.com. Copyright © 2006 by M.E. Sharpe, Inc. From Does Marketing Need Reform? Fresh Perspectives on the Future, ed. Jagdish N. Sheth and Rajendra S. Sisodia (Armonk, NY: M.E. Sharpe, 2006): 317-323. All Rights Reserved. Not for Reproduction.
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Applying the S&R Model
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This is an article written by Joe Arteaga for Edge, a web-based e-magazine edited by Peter Andrews pja@us.ibm.com .
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What is a Plan?
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Whitepaper on the nature of planning in an unpredictable world.
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Beyond Forecasting
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"Beyond Demand Forecasting." Solicited article on the future of forecasting for Irv Leveson's provocative and interesting web site: "Beyond Forecasting" http://www.forecastcenter.com/ Download
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What Replaces Planning?
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"What to Do Now That You Can't Plan Anymore." Short piece on the implications of unpredictability for business planners.
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S&R Logistics - DoD
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Navy Captain Linda Lewandowski led the flagship project "Sense and Respond Logistics' in the Office of Force Transformation (OFT), a part of the Office of the Secretary of Defense. This OFTwas established by Secretary of Defense Donald Rumsfeld in early 2002 to lead the DoD transformation to Network Centric Warfare. VADM (Ret) Arthur Cebrowski was the Director of OFT from its inception to March of 2005. This download is a briefing on S&R Logistics given by Capt. Lewandowski in October of 2003. Click here for more information on OFT and its work.
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Knowledge Management in S&R Organizations
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“The Development and Application of Organizational Knowledge.” ABI Whitepaper, 1997. Discussion of: Knowledge Management in adaptive organizations; the Adaptive Loop; “Haeckel’s Hierarchy” of data, information, intelligence, knowledge, wisdom.
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Interview - IT Midia 2004
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This is an English version of an interview conducted in April, 2004 by Stela Lachtermacher, Editorial Director of IT Midia, a Brazilian management magazine. Excerpts from it were published in Brazilian business newspapers. The interview was associated with three major executive conferences sponsored by IT MIDIA, SA on the topic of Adaptive Enterprise.
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Adaptive America
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This short article was written in response to a question posed by an interviewer in October of 2001. The interviewer was interested in an assessment of the extent to which the US response to the attacks of 9-11 were consistent with S&R principles of adaptability. The last two paragraphs were updated right after the appointment of Gov. Tom Ridge as first Secretary of Homeland Security.
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NEW 12-16-05: Event-directed Architectures -- Mani Chandy
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CalTech Professor Mani Chandy gave this presentation on "Event-directed Architectures and sense-and-respond" to a Gartner Group conference on December 5, 2005. Chandy provides a lucid and even-handed description of both the benefits and potential pitfalls of these systems. In forwarding the PPT slides (which include his speaker notes), he stated that he always mentions the S&R managerial framework that is the focus of this website, and "the priority of business (as opposed to IT) issues."
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iSpheres Web Seminar
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This is a PowerPoint version of an iSpheres Web Seminar titled "Managing by Wire: Architecting Sense and Respond Organizations" that was conducted in December, 2003 by Mani Chandy and Steve Haeckel. In it, Chandy shows how iSpheres technology can be applied to enhance and accelerate role-specific Sense-Interpet-Decide-Act cyles (also known as "SIDA loops," "adaptive loops" or, in the military, "OODA loops.")
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Partnership for a Drug Free America
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An early implementation of S&R by the Partnership for a Drug Free America is described in this overview
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Links
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Here are several links to articles and papers on the subject of Sense and Respond. As permissions are obtained, articles will be made available for downloading from this page.
S&R Management Links
"Managing by Wire," article by Haeckel with Richard Nolan in the Sept-Oct 1993 edition of harvard Business Review. managing by wire is the analog of "Flying by Wire" -- using technology to improve the speed and quality of individual decision-makers. Supporting role-specific Manage by Wire implementations will become a core competence of IT departments supporting S&R implementations (see related article in CIO Insight on "The Future of IT: Managing by Wire." http://www.cioinsight.com/article2/0,1397,1458171,00.asp )This link will get you to the HBR reprint site for Managing by Wire.
DEPARTMENT OF DEFENSE – OFFICE OF FORCE TRANSFORMATION Sense & Respond Logistics Project Report. This link will take you to the home page of the Office of Force Transformation. Navigate from there to the "Sense and Respond Logistics" section. http://www.oft.osd.mil/
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EXPERIENCE MANAGEMENT
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Customer Experience Management in Adaptive Enterprises
Because the connection between customer experience management and Sense & Respond may not be immediately obvious, this section of the Library begins with a short summary of the relationship between the two.
Academic researchers identified the total customer experience as the carrier of product and service values as early as 1945. But an experience is a feeling. How can a firm organize itself around the consistent production of something as intangible as that? In fact, the lack of a practical way of managing customer experiences kept them in the limbo of theory for most firms for almost a half century. The exceptions, like Walt Disney’s company, were truly exceptional, and usually ascribed to genius rather than talent in the profession of management.
For non-genius managers, improving their customers’ experiences means either making it a tactical priority for some period of time, or, alternatively, coming to the strategic realization that no company can avoid giving their customers a total, aggregate experience, even though they can avoid managing it. This, and the insight that experiences are the carriers of all other values, means that the customer experience is every firm’s de facto value proposition. And because feelings arise from emotions, it means that both the emotional and logical elements that comprise a customer experience must be systematically architected to produce a coherent and sustainable emotional effect on the customer. And finally, it means that management must see to it that the experience itself is continually adapted to changing individual preferences and circumstances.
Many current efforts to manage the customer experience follow a “bolt-on’ approach. That is, they identify the “touch points” or “moments of truth” in which a customer contact occurs—from a visit to a store or to a web site to the receipt of a bill to an exchange with a customer service representative. They then focus on how to improve the quality of the customer experience at each of these contact points.
Carbone’s approach is very different. It is customer-back, not firm-forward, and starts with research to identify, for a specific firm, the kind of experience that would in fact create a sustainable customer preference. His way of architecting an experience follows the principles of adaptive systems design – starting from a desired customer effect, and decomposing that effect into its constituent experiential components (which he calls clues). The moments of truth are therefore derived from the logic of the architecture, not taken as givens---which means that new ones are added and some are discontinued as the design is created.
Once a strategic decision is made to formalize a specific experience as a firm’s value proposition, the principles and prescriptions of Sense & Respond provide a natural way of organizing an enterprise around it: evoking that experience becomes the enterprise Reason for Being, and the Role and Accountability Design aligns all roles in the enterprise around that purpose.
Here are links and downloads to relevant literature
1. "Managing the Total Customer Experience," L. Berry, L. Carbone and S. Haeckel is available as a reprint from Sloan Managment Review at http://sloanreview.mit.edu/smr/issue/2002/spring/9/
2. Clued In, Carbone's 2004 book, is available from Amazon.com at http://www.amazon.com/gp/product/0131015508/102-1706526-1545750?v=glance&n=283155
3. "How to Lead the Customer Experience," Stephan H. Haeckel, Lewis P. Carbone, and Leonard L. Berry, Marketing Management, Jan-Feb, 2003 (Download below)
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Seminal Experience Management Article
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"Engineering Customer Experiences," Marketing Management, Winter 1994, is the original publication introducing Carbone's principles of customer experience management--and probably the first publication anywhere on experience as a managerial discipline. No digitized version of the article exists, but copies may be obtained from the magazine's publisher. This download contains only the text, not the illustrations.
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Service Experiences
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“Service Clues and Customer Assessment of the Service Experience,” Berry, L., Wall, E., and Carbone, L. (2006) Academy of Management Perspectives, Vol 20(2).
There are more than a few managers and authors for whom a good customer experience is synonymous with good customer service. But good services – like good products—are only part of the story. This article is an excellent elaboration of Carbone’s typology of clues, using examples drawn from Len Berry’s extensive experience and expertise in service to show how Customer Experience Management can significantly increase the value delivered by service providers.
(Copyright of the Academy of Management Perspectives is the property of the Academy of Management. Content may not be copied or emailed to multiple sites or posted to a list serv without the copyright holder's express written permission. However, users may print or download articles for individual use.)
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