This document introduces a Lean Marketing game that maps the customer experience using a board and cards. The game helps identify customer value, map the customer journey, and establish key touchpoints. Players arrange cards representing the customer experience, on-stage and back-stage actions, and support processes in order to visualize the value stream. The goal is to document interactions, determine necessary support, and discuss improvements. This game is part of a 28-day Lean Marketing program that connects learning to implementation through recorded webinars, workbooks, and live sessions playing the game.

1. Lean Marketing Game Business901

3. Map Value Stream

4. Create Flow

5. Establish Pull

6. Seek PerfectionIn Lean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and Updated by Womack and Jones, the authors introduced the five core concepts.

7. The Experience Economy by B. Joseph Pine and James H. Gilmore introduced work as a Theater & Every Business a Stage

8. Setting the Stage Business901

9. It takes more than one to play!

10. This is the board. Simple but it could take up a wall Line of Interaction Line of Visibility Line of Internal Interaction

11. 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

12. Each Deck has 4 Categories Audience Customer Actions Actors Your Company's Engagement Team Environment Visible to Customers Back Stage Support not seen by Customers

13. On 1 side is an actual example Audience Customer engages with outside sales on particular project need. Actors Sales discusses opportunity seeking understanding of present situation, next steps of process. Recommends available resources customer can draw from. Environment Web Portal is created for customer with needed files uploaded and internal contacts that may be needed. Back Stage Purchasing updates pricing and availability of external support required. IT assures web portal is functioning.

14. The other side is blank!

15. The Game! Business901

16. Identify Value Game starts with the Customer Experience

17. Pick where you are at in the market place for a particular Product(Service)/Market! For example you may be selling services! Choose

18. Separate your cards and place on Board! Audience Customer Actions Actors Your Company's Engagement Team Environment Visible to Customers Back Stage Support not seen by Customers

19. Decide which happens before purchase and after purchase and by who! Customer Experiences (Actions) Line of Interaction On Stage Actions Line of Visibility Back Stage Actions Line of Internal Interaction Support Processes

20. The result looks something like this! Customer Experiences (Actions) Line of Interaction On Stage Actions Line of Visibility Back Stage Actions Line of Internal Interaction Support Processes

21. Put in order and post reaction to each customer experience. Not every experience requires a reaction. Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes

22. You can name the columns if you would like

23. Use answer key to create discussion 4 5 1 2 3 10 9 6 7 8 15 14 12 11 13 17 20 16 18

24. Advance work includes a Kanban and limiting Work in Process

25. More advance work includes setting your budget..

26. and creating self-organizing teams Sales Service Service IT Marketing Sales Sales Acctng Service Sales Service IT Purchasing Marketing IT Vendor Partner Vendor Consultant

27. For all of the Lean waste zealots out there Why are you doing these?

28. Flip the cards over and start Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes

29. Establishing customer touch points! Customer Experiences (Actions)

30. Documenting your front stage reactions On Stage Actions

31. Determine support and environment needed Back Stage Actions

32. Determine internal and external partners and vendors Support Processes

33. Discuss and arrange in order

34. You have Mapped your Value Stream

35. This is only Scene 1, Take 1

37. Map Value Stream

38. Create Flow

39. Establish Pull

40. Seek PerfectionThere is so much more!

41. Lean Marketing House 28 Day Program Connecting Learning to Implementation! Recorded Webinars for you to watch at your leisure Workbooks with each webinar Social Learning Web Community After Program Assistance on Web Community Weekly email support Live Sessions dedicated to Playing the Lean Marketing Game

42. Resources Used Books:This is Service Design Thinking: Basics - Tools - CasesLean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and UpdatedThe Experience Economy: Work Is Theater & Every Business a Stage Websites: Business901” http://business901.com Sign Up for the Next Session of the Lean Marketing House Limited Space

44. Regular Blog Posts

45. Podcast with Celebrated Authors, Industry Practitioners and Leading Thought LeadersOur Mission is to bring Continuous Improvement to Sales and Marketing. Thanks for taking the time to view the presentation. Business901 Copyright 2011