True Voice of the Customer
I have been fortunate to help strengthen the Kaizen culture of one of the largest furniture retailers in South Central Florida. They have been using Lean and Kaizen for more than 15 years and I have been facilitating many Kaizen events focused on improving operations performance and internal operations experience. A recent event focused directly on the end use customer.
The goal of the Kaizen event was to reduce “Day of Delivery” damage. This is the damage that occurs to either the furniture as it is being delivered to the customers’ home or to the customer’s home during delivery. This is a very critical topic. Anything that creates damage during delivery will be a negative experience for everyone involved: The customer, delivery technician, customer service representative, dispatch, and operations. Our goal was to reduce damage by 50% or more. A challenging goal, but attainable.
On day one, after training the team around Lean principles and aligning around our Kaizen goals, we took the first virtual Gemba walk I have ever participated in. We watched videos of customer deliveries and saw many instances where damage could occur, most notably in these areas: taking the furniture off the truck, getting it through the doorway, and over the home’s threshold.
The team got to work, designing the simplest, most effective way to solve the three critical problems. They came up with these three improvements:
Place a mat on the ground to protect the furniture from the street, driveway, or any other damaging surface.
Place a blanket on the door jamb, to keep the furniture and doorway from being scraped as it goes through the doorway.
Place a mat on the threshold of the house, to protect the bottom of the furniture and the threshold.
It seemed so simple. Now we were determined to develop standard work in a way that could be easily replicated across the hundreds of delivery drivers. We practiced our new ideas at the distribution center and received a lot of feedback. Most of the feedback was negative until the person tried the procedure. Then, they were convinced it would be easy and benefit the customer experience.
We were convinced we had something impactful. Now it was time to take our ideas on the road. We planned some local deliveries to allow team members to try out the new procedures at customer homes. I stayed at the corporate office and waited impatiently to hear what happened.
The first team came back after 3 hours. They tested out the mat idea at two customer homes. They said that without asking, both customers remarked how much the delivery technicians cared for the furniture they were delivering and about made sure that their home wasn’t damaged during delivery. A success!
The next team had more trouble – in delivery. Their delivery truck broke down on the way to the first home. The truck had to return to the distribution center. The team didn’t give up. They got another truck and made two deliveries themselves. When they placed the blanket over the door jamb, the first customer asked them what they were doing, as they had never seen anyone else take such great care for their home before. The second customer mirrored the comments of the first. The team came back with grins a mile wide. They got confirmation their efforts would pay off with direct customer feedback.
The rest of the Kaizen was spent strengthening the standard work and training plan so it could be rolled out to every delivery technician in the entire network within a month. The report out to management was very well attended. I am sure that the positive customer impact will be felt in the organization for many years to come.