While Gorney is busy rolling out the technology needed to support new initiatives,
he now knows for certain that his IT strategy is aligned with the business. And should
the tides turn unexpectedly in his industry, Gorney has the tools to recognize the
omens of change and adapt his strategy accorrdingly. For instance, he's keeping tabs on
the rate of network cable installations across the United States to determine the
effect it might have on electronic Banking.
Because of the exercise, the company now draws up a yearly set of critical
initiatives around its strategy, such as a process to identify a customer ready to
leave the Bank. Now National City is able to recognize the signs that a customer is
about to leave and can take proactive measures to retain that customer before it's too
"Scenarios help companies recognize the future as it unfolds so that they can see
the signals of change in a more timely way," says GBN's Schwartz. "It enables you to
manage risk differently. Because you understand your risks better, having recognized
unpredictabilities, you have more maneuvering room and can act with more confidence
toward the future."