AQADA help successful, ambitious organisations, facing new strategic challenges, to raise performance and realign to overcome, and take advantage of, changing market dynamics. What we do for commercial organisations: Improve profitability, by enhancing and aligning the service offering to customers Focus area: the service dimension: Improving all the vital one-to-one “touch points” where employees and services have direct contact with customers' that have direct impact on the organisations reputation and profit

1. Julian Knott
Managing Director, AQADA Ltd
julianknott@aqada.co.uk || tel 07930 -400721
Changing the way people think about business

2. AQADA
Arabic: a bond; an unbreakable commitment; a knot
– connecting and joining together in unison; a
contract in good faith and honesty

3. AQADA help successful, ambitious organisations, facing new
strategic challenges, to raise performance and realign to
overcome, and take advantage of, changing market dynamics.

4. AQADA is a performance and change management company
that focuses on your organisation's service dimension - the
contact points which, logically, offer the greatest opportunity to
fulfil customers needs, enhance reputation, create value and
generate profit for your organisation.

5. AQADA: Performance and Change Management Company
 What we do for you:
 For commercial businesses: improve your organisations profitability, in
the post recession environment, by enhancing and aligning your service
offering to customers
 For charities: prepare your organisation for the contemporary competitive
environment and enhance services to beneficiaries while protecting your
values and ethos
 Track record:
 Proven success: in the services sector (commercial B2B / service (call)
centres / retail / e-business and on-line / franchise / charity and social
enterprise / local government)
 AQADA performance management framework: is relevant and will be
successful in any industry

6. What is the is the service dimension and
why is it so important to your business?
Service dimension: personal interaction; all the vital one-to-one , “touch points”
where employees and services have direct contact with customers / beneficiaries /
the community
 Direct impact: in a world-class organisation service is perfectly aligned - the
glue that brings together and synthesises marketing and operational effectiveness
 Tipping point: the moment truth - culmination of your organisational promises
regarding product quality, marketing and on-line activity
 Values and value coincide: it constantly reinforces a positive image in your
customers’ / beneficiaries minds built on the reality of satisfaction and fulfilment
 Sustainable profit: progressive and cumulative effect directly linked to
perceived value - therefore to price, margins and profit

7. Yet - the service dimension is rarely considered
holistically, provided with the investment of a marketing
campaign or aligned in a performance / change
programme the way operational efficiency would be

8. AQADA services
 Advisory
 Straightforward consultancy
 Alignment
 Cultural, operational and behavioural change
 Actioning:
 Actuation of new initiative / modernisation / programme
management

9. Service dimension
defines an
organisation
Do things right
Do the right things
and........
the right thing to do

10. AQADA - our methodology:
 Modernise your organisation’s service dimension:
 the spectrum of services covering culture and values; delivery and support;
experience and differentiation
 Create a cohesive service surround:
 working with your management team, using a 9 point framework to
enhance your products and services to improve loyalty, enhance value and
increase margins
 Build your service foundation:
 proven management models and toolkit that connects and integrates your
service strategy to your strategic objectives / Customer care and CRM /
operations / sales and marketing / partnerships / on-line and social media
 Identify, understand and optimise your service value chain:
 commercial disciplines , monthly business reviews and performance
improvement plans , dovetailing with a management dashboard to
establish measurable outcomes and outputs

11. A new marketplace dynamic has been created by social and geo-political
change, rapid on-line innovation, globalisation and the economic recession
====================================================
Customers: compare multiple products through Social media and interactive
on-line. In an instant access, commoditised market, differentiation is difficult
Clients : demand value through professional procurement, hard bargaining,
tender processes and demand proven value for money
====================================================
Charities need to swiftly adapt and adopt commercial principles while
maintaining their ethos and objectives
Commercial organisations need to absorb and reflect Charity values and
community / cultural dimensions

12. Service - an art, a skill, a science, an attitude, an experience
Commercial principles underpinning our services
 Out-standing service: and continuous evolution, establishes a brand
reputation which allows an organisation to significantly improve sustainable
profit margins.
 Value and values count: what your company stands for, is as important as
what it does. Openness, sincerity and caring attitudes win Customers and
keep employees
 Service dimension: gives any organisation-wide change programme
context and a focus that people can relate to, beyond financial goals.
 Connection and engagement: of leadership / employees / Clients and
Customers / stakeholder community makes an organisation more effective
and efficient.

13. Service - an art, a skill, a science, an attitude, an experience
Commercial principles underpinning our services:
 Unique market “footprint”: your service dimension creates an event and a
customer experience that establishes long -term loyalty, far beyond price
 Straightforward communication: makes an organisation easier to do
business with and builds loyalty
 Creativity and innovation: springs from culture, team spirit, motivation
and environment as much as from ability and competence
 Service inter-linkages create value: The “science” brings together a
flexible framework, harmonising and fine tuning the dynamics, mechanics,
aesthetics, humanistics and bio-energetics of service delivery and fulfilment
which will reap considerable strategic and financial benefits.

14. AQADA – flexible framework
CRM
and Market
Service Operational Business Leadership People Community
customer Values resonance
Delivery Integrity development interaction
care
:
 AQADA align the sub-sections with a series of proven models ; measure success
and outcomes through a management dashboard of Clients own KPI’s and surveys

15. In today’s marketplace, rigid, formulaic consultancy focussed only on efficiency
fails to create differential or spark employee enthusiasm
Intense marketing campaigns focused on brand and product image have time
limited effect and fail to resonate with Clients or Customers
On-line interactive and social media connectivity simply allows a “voice” in the
market place
====================================================
A service dimension brings sustainable differentiation – more than a USP. It
creates organisational DNA - dynamic culture, behaviours and attitudes project a
vibrant, powerful message
It develops an image beyond brand equity and resonance. It builds trust,
integrity, standing and reputation which are inextricably linked to profitability

16. AQADA - framework
1. FACTS
•Identify
business 2.EVALUATION 3.SOLUTION 4. COMMUNICATION 5.ACTION
need •Options • Strategies •Presentation •Implementation
•Define •Recommendation •Priorities •Leadership / ownership • Build and drive
opportunity
•Design •Restructure / realign performance
/ challenge
•Breakdown
elements
AQADA tailor a realignment programme, specifically for you, to
help you anticipate challenges ahead of time, respond and
continuously evolve into the organisation you want to be

17. Way forward – your options
We can enhance a specific area or transform your full service
The choice is yours:
1. Organisational health check
 Evaluation of service dimension
2. Straight-forward, business consultancy
 Advisory services
3. Performance management
 Monthly business review / performance improvement programme
4. Performance development plan
 Controllability resides with your management team
5. Service dimension – change management
 Flexible transformation and transition – bespoke to your needs

18. Great product and great operation creates a platform,
Great marketing attracts a customer once,
Great customer service keeps them for life.

19. Arabic: a bond; an unbreakable commitment; a knot – connecting and
joining together in unison; a contract in good faith and honesty