The article about American Airlines late arrival and subsequent conversion to Outside-In BPM raised many questions, not least is how 'others' are doing. What about those established BPM companies and their standing? Hence this piece of research which compares brand value with business model maturity.
The more mature the business model the more it is outside-in with increasing alignment to achieving successful customer outcomes.
So we went to an authoritative reference for a respected breakdown of performance. That source Millward Brown Optimor produces an annual survey and this is the latest one.
We have combined the BP Group Outside-in analysis and the results suggest a clear trend.