Enriching the strategic planning process

Automotive company

 
 

Challenge

To ensure long term strategic planning prepared the whole company for future customer needs in a business with a 3 to 5 year product development cycle.  The strategy team was seeking to understand what customer offerings, services and relationships would be needed a decade into the future.


Luminous at work

  • Sourced, briefed and collaborated with internal and external experts in economics, demographics, culture, technology, engineering and other areas to understand the customer of the future
     

  • Worked with the strategy team to draw these inputs together and develop future scenarios from a customer perspective
     

  • Developed creative expressions of each scenario from the customers’ point-of-view on film (collaborated with a screenwriter and film director)
     

  • Identified implications for business and functional strategies
     

  • Designed and facilitated strategy sessions with a variety of teams across the business to address the scenarios


Results

  • Alternative views of future customer realities were considered in strategy development across the business
     

  • The strategy team and functional leadership teams were able to envision the future in a more emotional and visceral way (versus looking at technical forecasts and projections)
     

  • Strategies were based on a robust understanding of the potential challenges and issues faced by customers in the next decade
     

  • Identified and developed opportunities and ideas that would normally not have come to the surface