After all the hard work of the previous stages, it goes without saying but you must improve on the root cause of the problems not something else. It sounds silly to say, but the people that were good at doing all the detective work in the previous two steps are not necessarily the problem solvers in the organization. Roles may shift and different agendas may creep into this stage. This is important if this shift takes place stay on task and work on the root cause.

All solutions are not equal. Typically, without too much analysis you can weed through them and narrow the good ones down to several ones that address the root cause. The remaining ones should be systematically eliminated or ranked in order of feasibility to include perceived effectiveness, ease of implementation, within budget constraints, and the ability to measure. What good is a solution if it cannot be measured on how effective it is? Another criterion that I recommend is the ability to pilot test. A sampling of your solution can be a very effective way of deciding between two seemingly equal solutions. Especially, if one requires a substantial investment. A solution matrix is a very simple and visual tool for comparison. Several other tools that can be used our Tree Diagrams and Design of Experiments (DOE).

This is also the stage that I develop a future state map using the Value Stream Mapping Tool.

Marketers are just at the stage of get someone to evaluate or try the product. They are thinking download for thirty days, use this sample, and attend this webinar and other ways of evaluation. My thinking is that after you have accomplished the other three stages of the funnel; you are ready to demonstrate that you solve ROOOT CAUSE. Can you? Most jobs are lost at this stage because of a lack of clarity. You solution must be crystal clear and be without a question on how you will solve the prospects’ problem and deliver that solution. It is also imperative that you turn your solution into dollars. What is the ROI you are contributing?

Related Posts:

The Marketing Funnel using Six Sigma DMAIC Methodology
Following the Customer’s Need in Your Value Stream Map
Ever hear of the Term Value Stream Marketing?

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!

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