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.

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

6. CTQ’s of Customer
Quality
Improvements

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

13. Identify Value
www.businessmodelgeneration.com

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

21. Lean Marketing Game

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

24. Setting the 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!

31. Business901
The Game!

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
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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