Mapping the Value Stream in Lean Marketing
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The document discusses lean thinking concepts like identifying value, mapping the value stream, creating flow, establishing pull, and seeking perfection. It provides information on mapping the current and future state value streams and using metrics. Key aspects of driving market share like identifying customer segments, value gaps, and performance gaps are covered. The 5 Cs model of customer quality improvements is introduced. Finally, mapping the customer experience across the pre-purchase, purchase, and post-purchase phases is discussed.
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Mapping the Value Stream in Lean Marketing
- 1. Joe Dager – Business901
- 2. Lean Thinking • Identify Value • Map Value Stream • Create Flow • Establish Pull • Seek Perfection
- 3. Map Value Stream Current State Metrics Value Add/Non Future State Kaizen
- 4. Map Value Stream Current State Metrics Value Add/Non Future State Kaizen Identify Value Acquisition Retention Monitor 5 Cs of Driving Market Share
- 5. Map Value Stream Identify Segments Relations Opportunity Value Define Value Define Quality Acquire Value Gaps Performance Gaps Retain Loyalty Defection Monitor Measures Outline 5 Cs of Driving Market Share
- 7. Map Value Stream Identify Value Acquisition Retention Monitor 5 Cs of Driving Market Share Identify Value Acquisition Retention Monitor Identify Value Acquisition Retention Monitor Identify Value Acquisition Retention Monitor Identify Value Acquisition Retention Monitor Identify Value Acquisition Retention Monitor
- 8. Map Value Stream Awareness Evaluation Purchase Delivery After Sales
- 10. Lead
- 11. Conform
- 12. Negotiate
- 14. Beth Comstock GE
- 16. Journey of the Customer Experience Handout TISDT
- 17. Channels Customer Decision Making Process: 1. Awareness - How do we raise awareness about our products and services? 2. Evaluation - How do we help customers evaluate our Value Proposition? 3. Purchase - How do we allow customers to purchase products/services? 4. Delivery - How do we deliver a Value Proposition to customers? 5. After sales - How do we provide post-purchase customer support?
- 18. Awareness Evaluation Purchase Delivery After Sales
- 19. Access Engage Customize Connect Collaborate Advocate Awareness Evaluation Purchase Delivery After Sales Involve Influence Interact Intimacy Commit Refer
- 20. Pre-Purchase Purchase Post Purchase
- 22. In Lean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and Updated by Womack and Jones, the authors introduced the five core concepts.
- 23. The Experience Economy by B. Joseph Pine and James H. Gilmore introduced work as a Theater & Every Business a Stage
- 25. It takes more than one to play!
- 26. Pre-Purchase Purchase Post Purchase Line of Interaction Line of Visibility Line of Internal Interaction
- 27. There is a deck of cards for each progression of economic value and value Intelligence The Experience Economy by B. Joseph Pine and James H. Gilmore
- 28. Environment Visible to Customers Audience Customer Actions Back Stage Support not seen by Customers Actors Your Company's Engagement Team Each Deck has 4 Categories
- 29. Services – Information Environment Web Portal is created for customer with needed files uploaded and internal contacts that may be needed. Audience Customer engages with outside sales on particular project need. Back Stage Purchasing updates pricing and availability of external support required. IT assures web portal is functioning. Actors Sales discusses opportunity seeking understanding of present situation, next steps of process. Recommends available resources customer can draw from. On 1 side is an actual example
- 30. Services – Information The other side is blank!
- 32. Identify Value
- 33. Pick where you are at in the market place for a particular Product(Service)/Market! For example you may be selling services!
- 34. Services – Information Environment Visible to Customers Audience Customer Actions Back Stage Support not seen by Customers Actors Your Company's Engagement Team Separate your cards and place on Board!
- 35. Pre-Purchase Purchase Post Purchase Line of Interaction Line of Visibility Line of Internal Interaction Decide which happens before purchase and after purchase and by who! Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes
- 36. Pre-Purchase Purchase Post Purchase Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes Line of Interaction Line of Internal Interaction The result looks something like this!
- 37. Put in order and post reaction to each customer experience. Not every experience requires a reaction. Pre-Purchase Purchase Post Purchase Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes
- 38. You can name the columns if you would like Engage Connect Customize Collaborate Advocate
- 39. 11 9 2 13 8 4 12 10 5 7 1 3 181716 6 20 1514 Use answer key to create discussion Engage Connect Customize Collaborate Advocate
- 40. Advance work includes a Kanban and limiting Work in Process 250 150 75 75 50 Engage Connect Customize Collaborate Advocate
- 41. More advance work includes setting your budget.. $5,000 $2,000 $2,000 $1,500 $3,000 Engage Connect Customize Collaborate Advocate
- 42. Marketing Service IT IT Sales Acctng Purchasing Sales ServiceSales Consultant VendorVendor Marketing Partner Service Sales Service IT and creating self-organizing teams Engage Connect Customize Collaborate Advocate
- 43. For all of the Lean waste zealots out there Engage Connect Customize Collaborate Advocate
- 44. Flip the cards over and start Pre-Purchase Purchase Post Purchase Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes
- 45. Establishing customer touch points! Pre-Purchase Purchase Post Purchase
- 46. Documenting your front stage reactions Pre-Purchase Purchase Post Purchase On Stage Actions
- 47. Determine support and environment needed Pre-Purchase Purchase Post Purchase Back Stage Actions
- 48. Determine internal and external partners and vendors Pre-Purchase Purchase Post Purchase Support Processes
- 49. Pre-Purchase Purchase Post Purchase Access Engage Customize Connect Collaborate Advocate Discuss and arrange in order
- 50. You have Mapped your Value Stream
- 52. Beth Comstock GE
- 54. Customers require more touch points and interaction.
- 55. Journey into the Customer’s Playground
- 58. Metrics Based Process Mapping
- 60. Involve Influence Interact Intimacy Commit Refer