Deregulation and increasing competition are highlighting inefficient ways of working and raising customer expectations for service. For many suppliers this is threatening because it exposes serious weaknesses in their customer service processes. The SWOT analysis provides a strong business focus to the start of the project. This avoids early ring fencing. External opportunities and threats provide the benchmark for assessing performance.
Strengths are relevant only if they match opportunities.
It identifies that the net effect of all the company's activities in this area is a fairly disastrous customer perception. It does not prejudge the causes a 'benefit seeking' assessment . The SWOT analysis focuses attention on realising opportunities and countering threats. These are the most likely areas of benefit delivery. Given the concern often expressed over returns from IT investments, a benefit seeking methodology is particularly attractive.