Program Focused or Client Focused
by Greg Surtman
Do you have a Program focused OR Client focused business unit? Or perhaps you have characteristics of both? We are seeing a national trend for colleges to become more Client focused and wanted to dedicate this article to understanding the characteristics of both approaches so that you can be more intentional about moving your business unit forward in 2013.
Characteristics of a Program Focused business unit
- Structure is aligned around Program budget units
- Most important process is new program development
- Measures include: # of total programs, # of new programs, & market share
- Power goes to the people who develop and manage programs
- Highest reward is working to develop the next most challenging program
- Manage creative people through challenges with a deadline
- Transaction oriented
- Divergent thinking: How many different ways can we sell this program? Open Enrollment, Contract, Grant initiative, etc.?
- On the side of the seller in a transaction
- New program culture: open to new ideas and experimentation
Characteristics of a Client Focused business unit
- Structure is built around Client segments and teams
- Most important processes are client relationship management & solution development
- Measures include: share of most valuable clients, client satisfaction, & client retention
- Power goes to the people with in-depth knowledge of clients’ business
- Highest rewards to relationship managers who understand client business issues
- Manage creative people with challenges of systems integration and solution development
- Relationship oriented
- Convergent thinking: Do we have what meets this clients specific need? If not, how can we build it?
- On the side of the client in a transaction
- Relationship management culture: searching for more client needs to satisfy
We at Contract Training Edge understand the dynamics of transforming a college business unit to a Client focused culture. As more pressure is put on your business unit to be in the black, changes from the status quo may be necessary to achieve different results.
Happy Selling, my friends…