Flevy Management Insights Case Study
E-commerce Platform RACI Realignment Initiative


Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in RACI to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

TLDR A mid-sized e-commerce firm in health and wellness struggled with unclear roles due to an ineffective RACI matrix, causing project delays and lower customer satisfaction. By redefining the RACI framework, the company reduced project delays by 22% and increased employee satisfaction with role clarity by 30%, underscoring the value of clear accountability for operational efficiency and team collaboration.

Reading time: 7 minutes

Consider this scenario: A mid-sized e-commerce company specializing in health and wellness products is facing challenges with its Responsibility Assignment Matrix (RACI) leading to unclear roles and responsibilities.

With a rapidly expanding product range and entry into new markets, the organization's cross-functional teams are experiencing coordination issues, resulting in project delays and decreased customer satisfaction. The company aims to redefine its RACI framework to enhance clarity, efficiency, and accountability within its teams.



The initial assessment of the e-commerce firm's situation suggests that the root cause of their challenges may stem from an outdated RACI framework that has not scaled with the business. Another hypothesis is that there is misalignment between the RACI chart and the current business processes or a lack of understanding and adherence to the defined roles and responsibilities.

Strategic Analysis and Execution Methodology

A structured RACI realignment process will be critical to address the organization's challenges. This process will not only clarify roles and responsibilities but also ensure alignment with strategic objectives, leading to improved operational efficiency and team collaboration. The methodology, commonly adopted by leading consulting firms, consists of the following phases:

  1. Assessment and Data Collection: Review current RACI charts, conduct stakeholder interviews, and gather feedback on role clarity and process effectiveness. Key questions include: Are roles and responsibilities clearly defined and understood? Where do the bottlenecks occur?
  2. Analysis and Identification of Gaps: Analyze the collected data to identify gaps between current RACI definitions and actual operations. Key activities include mapping processes and assessing the alignment with strategic goals.
  3. RACI Redesign: Develop a revised RACI framework that aligns with the company's growth trajectory and operational realities. Key analyses involve determining the optimal level of detail and integration with other management systems.
  4. Validation and Buy-in: Validate the redesigned RACI framework with key stakeholders to ensure it meets business needs and achieves buy-in across the organization.
  5. Implementation and Communication: Roll out the new RACI framework with comprehensive communication and training programs. Monitor adoption and provide support to address any issues.

For effective implementation, take a look at these RACI best practices:

RACI Stakeholder Analysis and Intuitive Project Plan Toolkit (Excel workbook)
COBIT 2019 Decision Matrix and RACI Chart (Excel workbook and supporting PDF)
RACI Method (34-slide PowerPoint deck)
RACI Charting & Analysis (24-slide PowerPoint deck)
COBIT 2019 Implementation Phase RACI Matrix (Excel workbook and supporting PDF)
View additional RACI best practices

Are you familiar with Flevy? We are you shortcut to immediate value.
Flevy provides business best practices—the same as those produced by top-tier consulting firms and used by Fortune 100 companies. Our best practice business frameworks, financial models, and templates are of the same caliber as those produced by top-tier management consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture. Most were developed by seasoned executives and consultants with 20+ years of experience.

Trusted by over 10,000+ Client Organizations
Since 2012, we have provided best practices to over 10,000 businesses and organizations of all sizes, from startups and small businesses to the Fortune 100, in over 130 countries.
AT&T GE Cisco Intel IBM Coke Dell Toyota HP Nike Samsung Microsoft Astrazeneca JP Morgan KPMG Walgreens Walmart 3M Kaiser Oracle SAP Google E&Y Volvo Bosch Merck Fedex Shell Amgen Eli Lilly Roche AIG Abbott Amazon PwC T-Mobile Broadcom Bayer Pearson Titleist ConEd Pfizer NTT Data Schwab

RACI Implementation Challenges & Considerations

The methodology outlined will prompt executives to inquire about the sustainability of the changes, the impact on company culture, and how success will be measured. It is essential to anticipate these concerns and address them proactively.

Successful implementation of the RACI framework is expected to lead to a 20% reduction in project delays and a 15% improvement in cross-functional team collaboration, as per industry benchmarks. However, achieving these outcomes will require careful management of potential challenges such as resistance to change and miscommunication during the rollout.

Key Performance Indicators (KPIs) for the implementation will include the percentage of projects delivered on time, employee satisfaction with role clarity, and the number of process-related issues reported. These metrics are important because they directly reflect the effectiveness of the RACI realignment in improving operational efficiency and team dynamics.

RACI KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


Efficiency is doing better what is already being done.
     – Peter Drucker

  • On-time Project Delivery Rate
  • Employee Role Clarity Satisfaction Score
  • Number of Process-Related Issues Reported

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

Learn more about Flevy KPI Library KPI Management Performance Management Balanced Scorecard

Implementation Insights

During the implementation process, it became evident that continuous engagement and communication are critical for the successful adoption of the new RACI framework. Insights from McKinsey highlight that companies with effective change management and communication strategies are 3.5 times more likely to outperform their peers. Regular check-ins and feedback loops helped to ensure that the RACI changes were well-understood and embedded into daily operations.

RACI Deliverables

  • Revised RACI Framework (Excel)
  • Stakeholder Engagement Plan (PowerPoint)
  • Implementation Roadmap (PowerPoint)
  • Training Materials and Guidelines (Word)
  • Post-Implementation Review Report (Word)

Explore more RACI deliverables

RACI Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in RACI. These resources below were developed by management consulting firms and RACI subject matter experts.

RACI Case Studies

One notable case study involves a Fortune 500 retailer that redefined its RACI framework to support an omnichannel strategy. The realignment resulted in a 30% increase in project delivery efficiency and a significant boost in cross-departmental collaboration.

Another example is a global technology firm that streamlined its RACI matrix as part of a larger digital transformation initiative. This led to a 25% improvement in time-to-market for new product features and a marked increase in employee engagement scores.

Explore additional related case studies

Ensuring Long-Term Sustainability of RACI Changes

Sustainability of the RACI framework is a crucial concern for any organization looking to implement long-lasting change. It is essential to integrate the RACI framework into the company's ongoing strategic review processes to ensure it remains relevant as the business evolves. This integration will involve regular assessments of the RACI framework in conjunction with annual strategic planning cycles, ensuring that the defined roles and responsibilities are still in alignment with the company's objectives and market conditions.

According to BCG, companies that regularly review and adapt their management frameworks are 1.5 times more likely to report above-average financial performance. This statistic underscores the importance of a dynamic approach to the RACI framework, one that considers it a living document rather than a one-time fix.

Impact on Organizational Culture

The impact of RACI realignment on organizational culture cannot be understated. A clearly defined RACI framework can foster a culture of accountability and clarity, reducing ambiguity and the potential for conflict. However, for the RACI framework to be truly effective, it must be embraced by the organization's culture, with leaders demonstrating commitment to the defined roles and responsibilities. This commitment, in turn, encourages employees to take ownership of their roles and collaborate more effectively with their peers.

Deloitte's insights reveal that organizations with a strong sense of accountability and clear governance are 2.5 times more likely to experience above-average revenue growth. This correlation should motivate companies to not only implement a RACI framework but also to nurture a culture that supports its principles.

Measuring Success of the RACI Framework

Measuring the success of the RACI framework implementation is critical to understanding its impact on the organization. While the KPIs outlined earlier provide a quantitative measure of success, qualitative feedback from employees and stakeholders is equally important. Surveys, interviews, and focus groups can help gather insights into how the RACI changes are perceived and whether they are contributing to a more effective work environment. This feedback can then be used to make iterative improvements to the RACI framework.

Accenture's research indicates that companies that employ comprehensive measurement strategies that include both quantitative and qualitative data are 3 times more successful in achieving their change management goals. This approach ensures that the RACI framework's effectiveness is fully captured and understood.

Addressing Resistance to Change

Resistance to change is an inherent challenge in any organizational transformation, including RACI realignment. To mitigate this resistance, it is critical to engage with employees at all levels early and often throughout the process. Transparency about the reasons for the change, the benefits it will bring, and the support available to employees can help alleviate concerns and foster a more receptive environment.

A study by McKinsey found that change programs that included comprehensive communication and employee involvement had a 75% success rate, compared to a 33% success rate for those that did not. This statistic highlights the importance of a proactive and inclusive approach to managing resistance during RACI realignment efforts.

Additional Resources Relevant to RACI

Here are additional best practices relevant to RACI from the Flevy Marketplace.

Did you know?
The average daily rate of a McKinsey consultant is $6,625 (not including expenses). The average price of a Flevy document is $65.

Key Findings and Results

Here is a summary of the key results of this case study:

  • Reduced project delays by 22%, surpassing the initial goal of a 20% reduction, through the implementation of the revised RACI framework.
  • Improved cross-functional team collaboration by 18%, slightly above the anticipated 15% improvement, as evidenced by the post-implementation survey.
  • Increased employee satisfaction with role clarity by 30%, as measured by the Employee Role Clarity Satisfaction Score.
  • Decreased the number of process-related issues reported by 40%, indicating a significant enhancement in operational efficiency.
  • Successfully integrated the RACI framework into the company’s strategic review processes, ensuring its relevance and sustainability.

The initiative to redefine the RACI framework within the mid-sized e-commerce company specializing in health and wellness products has been markedly successful. The quantifiable improvements in project delays, cross-functional team collaboration, and employee satisfaction with role clarity demonstrate the effectiveness of the revised RACI framework in addressing the initial challenges. The significant reduction in process-related issues further underscores the enhanced operational efficiency achieved through this initiative. The success can be attributed to the structured approach to RACI realignment, including thorough assessment, gap analysis, stakeholder engagement, and continuous communication. However, while the outcomes were positive, exploring alternative strategies such as more aggressive timelines for implementation or leveraging technology for better RACI visualization could potentially have enhanced the results further.

Based on the analysis and the results achieved, it is recommended that the company continues to monitor the effectiveness of the RACI framework closely, making iterative improvements as necessary. Additionally, to build on the current success, it would be beneficial to explore the adoption of advanced collaboration tools that can further streamline cross-functional communication and project management. Finally, considering the dynamic nature of the e-commerce sector, regular training sessions should be conducted to ensure that all employees remain aligned with any updates to the RACI framework and fully understand their roles and responsibilities. These steps will help sustain the gains achieved and support continuous improvement in the organization’s operational efficiency and team dynamics.

Source: RACI Refinement Initiative for Specialty Retailer in Fashion Sector, Flevy Management Insights, 2024

Flevy is the world's largest knowledge base of best practices.


Leverage the Experience of Experts.

Find documents of the same caliber as those used by top-tier consulting firms, like McKinsey, BCG, Bain, Deloitte, Accenture.

Download Immediately and Use.

Our PowerPoint presentations, Excel workbooks, and Word documents are completely customizable, including rebrandable.

Save Time, Effort, and Money.

Save yourself and your employees countless hours. Use that time to work on more value-added and fulfilling activities.




Read Customer Testimonials




Additional Flevy Management Insights

Esports Audience Engagement Enhancement Initiative

Scenario: The organization is an international esports event organizer that has been struggling with effective task delegation and accountability across its global operations.

Read Full Case Study

RACI Redefinition for D2C Fashion Retailer in Competitive Landscape

Scenario: A direct-to-consumer fashion retailer is grappling with role ambiguity and accountability issues across its expanding operations.

Read Full Case Study

Defense Sector RACI Matrix Refinement for Enhanced Operational Efficiency

Scenario: A firm within the defense industry is grappling with the challenge of ensuring clear roles and responsibilities across various projects and operations.

Read Full Case Study

Travel Agency RACI Alignment in Luxury Segment

Scenario: A leading travel agency specializing in luxury experiences is facing challenges in defining roles and responsibilities across its operations, leading to inefficiencies and decreased employee satisfaction.

Read Full Case Study

Business Resilience Initiative for Mid-Size Retailer in E-Commerce

Scenario: A mid-size retailer, specialized in e-commerce, faces a strategic challenge in maintaining market competitiveness and operational resilience.

Read Full Case Study

RACI Matrix Refinement in Global Esports Operations

Scenario: The organization is a burgeoning force in the global esports sector, experiencing rapid expansion with the surge in online gaming and digital spectatorship.

Read Full Case Study

Resilience Through Digital Transformation for High-End Electronics Retailer

Scenario: A high-end electronics retailer is at a critical juncture, facing significant market share erosion of 20% over the past two years due to aggressive online competition and changing consumer behaviors.

Read Full Case Study

Organizational Change Initiative in Semiconductor Industry

Scenario: A semiconductor company is facing challenges in adapting to rapid technological shifts and increasing global competition.

Read Full Case Study

Organizational Alignment Improvement for a Global Tech Firm

Scenario: A multinational technology firm with a recently expanded workforce from key acquisitions is struggling to maintain its operational efficiency.

Read Full Case Study

Operational Efficiency Enhancement in Aerospace

Scenario: The organization is a mid-sized aerospace components supplier grappling with escalating production costs amidst a competitive market.

Read Full Case Study

Direct-to-Consumer Growth Strategy for Boutique Coffee Brand

Scenario: A boutique coffee brand specializing in direct-to-consumer (D2C) sales faces significant organizational change as it seeks to scale operations nationally.

Read Full Case Study

Sustainable Fishing Strategy for Aquaculture Enterprises in Asia-Pacific

Scenario: A leading aquaculture enterprise in the Asia-Pacific region is at a crucial juncture, needing to navigate through a comprehensive change management process.

Read Full Case Study

Download our FREE Strategy & Transformation Framework Templates

Download our free compilation of 50+ Strategy & Transformation slides and templates. Frameworks include McKinsey 7-S Strategy Model, Balanced Scorecard, Disruptive Innovation, BCG Experience Curve, and many more.