Archive for June, 2009
Measuring your value and become more effective
Posted by: | CommentsYesterday I discussed creating a Value Stream Map to discover the value and opportunities you had in your marketing process. Many companies stop, right there. However, the value cannot be determined till it has been quantified. This is where the use of Six Sigma can be utilized so effectively. If we accept the Current Value Stream as correct, we can progress to the measure stage in DMAIC. A Process Map is usually constructed at this stage. Process Mapping is much more specific than a Value Stream Map and should be created for every product or service defined in the Value Stream.
The Purpose of a Process Map:
- Graphical representation of how the process is performed.
- Identify process steps that are non value added.
- Identify data collection points.
- Created for each service. (Ex -Webinar)
- Created for every project and continuously updated.
- Provides a step by step guide for brainstorming and improvement.
A Basic Process map should include:
- Value added and non-value steps.
- Process owners of each step
- Time for each step.
- Defect rate for each step.
A Real Process Map should include:
- All of the Basic Steps
- Input and outputs of each process step (X’s and Y’s).
- Current requirements of each X and Y.
- Defect rate associated with each X and Y.
Creation of a Process Map
- Assemble Team
- Scope the project/process being mapped. Focus only on a particular service/product such as the example of a Webinar above.
- Identify all steps to perform this process and note if this step is value added or non value added.
- Identify the inputs (X’s) and outputs (Y’s) of each process step.
- Capture current specifications, process owners and materials for each X and Y identified.
- Identify and document all data collection points within the project scope.
I have included this process for a single step in the diagram below for a graphic understanding of the process. Don’t get hung up
on the X, Y, f or the equation. Just start looking at the basic process. I find out the people that want to go to the next step will
and the ones that don’t still receive value in this exercise. They will just rely on “Tribal Knowledge” versus data.
That’s it! But what about results and what we are going to do about all this. This is simple beyond the scope of this step. In the Six Sigma Process of DMAIC, we are only at the Measure stage. The next stage is Analyze. I wonder what we will do next.
Lean Marketing Assessment
Posted by: | CommentsMarketing should be effective, efficient, and innovating, while focusing on understanding the customer’s needs. If we keep these thoughts in mind, we will only produce materials of value to a customer and only give the material to the customer when he needs it versus a constant barrage of information. The lean marketing assessment will provide a baseline upon which you can improve and most importantly provide a reference on what to do.
Many companies are now critically evaluating their processes to determine their marketing effectiveness in bringing their message to their customers. Marketing techniques of yesterday are being replaced by more efficient methods of engaging their customers and as a result greatly minimizing costs.
Lean manufacturing is a whole-systems approach that creates a culture in which everyone in the organization continuously improves processes and production. It is a system focused on and driven by customers, both internal and external.
Now ask yourself this question , Is your marketing giving you a sustainable advantage over your competition?
A Lean Marketing Assessment is the first place to start. Join us for an online workshop this Wednesday at 11 a.m.
If you going to improve something, improve it!
Posted by: | CommentsWhy waste everyone’s time?
Some may have been thinking that we have been wasting our time. But changing the process without the data is cause for failure. You have heard it time and time again, JUST DO IT! We have been trained that way, action is accomplishment. But the wrong action may accomplish little or drive you deeper into a hole. Without the data from the previous steps, you will not be able to make as effective and dramatic improvements that you desire. Seek 200% procees improvements and cost reductions of half!
If you have Defined, Measured and Analyzed, if nothing else you are one smart cookie. More importantly, if your team has survived, this is the stage they will come back together and the excitement can be re-kindled. Let’s put it all into action: In the Improved stage, we must find and implement solutions that will eliminate the cause of problems. We typically go through a five step process.
1. Generate ideas.
2. Refine ideas.
3. Select a solution
4. Test.
5. Implement
I have a tendency to use two different tools at this point: One being an impact/effort matrix and the other being a tree diagram. As we are generating ideas are refining ideas. If we can place the ideas in impact/effort matrix it simplifies the solution process. So, after we are done brainstorming using the famous posted notes method, just post the notes into their appropriate squares, as we see fit. You may even segment them in the squares themselves as your reviewing them. Ask yourself is this easier to do than this? Or will this have minimum impact from a customer standpoint. It is even great to have an online focus group of customers, operations, sales, etc., that are willing to participate and pick which solutions will have the greatest impact.
So let’s say we have narrowed our solutions but we have 2 or 3 really good ideas but have difficulty deciding on which one to test. A tree diagram is what I use. The reason I wait to this stage is that I did not want to limit any ideas at the beginning. Using the tree diagram allows me to expand on each idea and drill down on how difficult it will be to implement and the exact strategies and tactics and even resources that may be needed.
Testing follows a project planning guideline that is somewhat beyond the scope of this blog post, but what it is a mini-project in itself with one more important ingredient. Ask yourself two questions: Did we get the results we wanted and did we follow the procedures outline? Don’t fall in love with your idea that you compromise the results.
After the testing, we are actually ready to implement, except we have to put some controls in for stability of the process! Don’t settle for routine improvements. If you want your creative juices to flow, push yourself to eliminate and make radical improvement of 200% or more. Seek cost reductions of half or more. Go for it!
