Presentation from June 12 "Brownbag University" webinar. Utilizing Value Stream Mapping and Voice of Customer to improve your business.

1. Improving Your Business By
Combining VSM with VOC.

2. Improving Your Business By Combining
VSM with VOC.
• Introductions
• Value Stream Mapping
– What is value stream?
– Difference between process mapping and value stream
mapping.
– Benefits of value stream mapping.
– Typical maps
• Voice of Customer
– Importance of VOC
– Steps in obtaining Voice of Customer
– Results
• Bringing VOC and VSM together.
• Questions and Answers
• Brown Bag Series

3. Facilitators
Mike Pircer Dan Walker
MAP Business Solutions, Inc. River’s End Consulting
(248) 379-8344 (248) 770-2554
www.mapbizsolutions.com www.riversendconsulting.com
www.linkedin.com/in/mikepircer www.linkedin.com/in/tentmakerenterprise

4. Defining a Value Stream
What is a Value Stream?
• Actions required to bring a product or service to a
customer.
Value-added or non-value added?
Three tests:
1. It changes the shape or form.
2. The customer cares about it.
3. It needs to be done right the first time.

5. Value Stream Improvement
vs.
Process Improvement
Value Stream
Process Process Process
Customer
1 2 3
Start Finished
Product

6. Value Stream Mapping
What is Value Stream Mapping?
• PENCIL AND PAPER!!!
• Door to Door
• Prioritize Improvement Plans

7. Value Stream Mapping
Benefits of Value Stream
Mapping.
• Creates a vision of the
future.
• Enables broad participation.
• Reduces the risk of creating
“islands of excellence”.
• Helps to break down
communication barriers.
• Provides an implementation
road map.

8. Current-State Value Stream Mapping
Current-
Creating the Current-State VSM
• Form the team.
• Educate (if necessary).
• Brainstorm an initial map through:
– Team consensus
– “Value Stream Waste Walk”
• Formalize scope and preliminary objectives.
• Draft a rough-cut map.
• Gather necessary data and info.
• Create the final current-state value stream map.

9. Current-State Value Stream Mapping
Current-
A few VSM Icon Definitions

10. Latest update 02/16/09 © River’s End Consulting,

11. Can We Agree?
We are unaware of many of our customer expectations?
Our customers are unaware of many of our capabilities?
It would be nice to:
•Match our customers unknown expectations
•With our unknown capabilities
© River’s End Consulting,

12. © River’s End Consulting,

13. © River’s End Consulting,

14. We are going to ask our Stakeholders about:
• Experiences with our products and services
• Experiences with competitor products and services
© River’s End Consulting,

15. What We Will Do
1. Build a small team of internal experts
2. Identify what we already know
3. Identify what we do not know
4. Develop specific topics of conversation
5. Interview select individuals
6. Sort and analyze the interview responses
7. Develop specific solutions based on the top rated responses
© River’s End Consulting,

16. Purpose: Why interview people
To understand what requirements are critical
to maximize customer satisfaction and
eliminate wasteful processes.
© River’s End Consulting,

17. What do we already know?
Textual Analysis
(What we already know)
Functions
Resists
Airplane safety Basic Aesthetically Mechanical
Environmental
Standards functionality Pleasing soundness
Degradation
FAA 10330.45 Max payload Aircraft paint
USGR 330.5 spec 30034 standard 45.87
© River’s End Consulting,

18. Unknown, for further investigation
1 How many planes do our customers buy and use
2 Customer desire for color choices
3 How well the customer likes the graphics
4 Pay load capacity needed by the customer
5 Customer needs for additional functionality
6 Manufacturing needs for minimum scrap and over-production
7 The perception of the shareholder related to what we produce
8
9
10
© River’s End Consulting,

19. Objectives: What we want to know
1 Understand the buying habits of our customers
2 Understand the type of color choices the customer desires
Determine how well the graphics we apply meet the needs
3
of our customers
Understand the customer needs for payload capacity and
4
basic aircraft functionality
Understand the struggles manufacturing experiences
5
during aircraft construction
6 Understand the way our planes are used
7 Understand the perception of shareholder value
8
9
© River’s End Consulting,

20. Value Stream
External Internal CFT Internal MFG Competitor End User Influencers
Supplier Design, Fabrication, Baker Stream Mfg Cust A FAA, USGR
Paper mfg, Manufacturing Assembly, Cust B
Stamp mfg, tape Engineering, Decorating and
Stakeholder mfg Finance, Finishing
Matrix Purchasing, Quality
Customer
Non-Traditional Segmentation
Shareholder
Manufacturing
Supplier
© River’s End Consulting,

21. To understand what requirements are critical to maximize
Purpose:
customer satisfaction and eliminate wasteful processes.
1 2 3 4 5 6 7
Determine Understand the Understand the
Understand the Understand Understand the
how well the customer needs struggles
Understand the type of color the way our perception
Objectives: buying habits of choices the
graphics we for payload Manufacturing
planes are shareholder
apply meet capacity and experiences value
our customers customer desires used
the needs of basic aircraft during aircraft
the customer functionality construction
What How do you What is your
What is the range Tell me about use the impression of
What determines How do you additional
of payload your experience planes you our cash flow?
Question 1 the quantity of choose the color graphic
capacity you building the
planes you buy? of your plane? choices do you buy from us?
need? planes.
desire?
How do you Tell me about Tell me your
What kind of your business view of how the
Tell me about How well do our decide on the What type of
difficulties do you use of the
Question 2 your experience plane colors meet type of cargo do you
experience doing planes.
industry is
with our company. your needs? graphics you haul? doing in
your job? general
use?
How do you see
What other
an improved
Question 3 companies do you
process for
buy from and why?
manufacturing?
Tell me your view
Question 4 of how the industry
is doing in general
© River’s End Consulting,

22. Interviewee/Objectives: ____________ Date: ________
Questions Interview Team (________)
What determines the quantity of planes you buy? (Who do you
1
buy from other than us?)
2 Tell me about your experience with our company
3 Tell me your view of how the industry is doing in general
4 How well do our plane colors meet your needs?
5 What type of cargo do you haul?
6 What additional graphic choices do you desire?
7 What is your overall impression of our quality?
8
© River’s End Consulting,

23. The Interview
One interview facilitator
One to two note takers
Write Verbatim Notes
Very conversational
© River’s End Consulting,

26. Future-State Value Stream Mapping
Future-
Creating the Future-State VSM
• Voice of Process Review (VOP)
– Review the current-state map with the team and
draw improvement loops.
• Voice of Customer Review (VOC)
• Determining improvement ideas.
– Brainstorm ideas.
– Identify resources needed and time required to
implement.
– Set realistic goals.
• Draw future-state map.
• Communicate.

27. Questions and Answers
Mike Pircer Dan Walker
MAP Business Solutions, Inc. River’s End Consulting
(248) 379-8344 (248) 770-2554
www.mapbizsolutions.com www.riversendconsulting.com
www.linkedin.com/in/mikepircer www.linkedin.com/in/tentmakerenterprise

28. Brown Bag Webinar Series
Friday, June 26 (11:30am – 12:15pm)
VSM – How To Create a Current State Map
Friday, July 10 (11:30am – 12:15pm)
VOC – How To Set Up a Proper VOC Project
Friday, July 24 (11:30am – 12:15pm)
VOC/VSM – Group discussion

29. Recommended References
Books Websites
• Learning to See, Mike Rother and John • The Lean Enterprise Institute (eVSM
Shook software can be purchased from this
site)
• Value Stream Management for the Lean www.lean.org
Office, Don Tapping and Tom Shuker
Training:
• Voices into Choices, Gary Burchill and • cpd.engin.umich.edu: University of
Christina Hepner Brodie Michigan Lean Certification Program.
• Synchronous Management, • www.villanovau.com: Villanova
Mokshagundam Srikanth and Michael University Lean Six Sigma
Umble Certification Program
• Throughput Accounting, Thomas
Corbett