My first VSM for a non-manufacturing process

I applied Lean thinking exclusively to manufacturing processes for many years of my career. I wasn’t able to stretch my thinking beyond what I could see – the production of a physical product and how it impacts the customer, business, and employees. I conducted Value Stream Mapping (VSM – a strategic planning approach based on the view of the customer) sessions for many  manufacturing facilities and we were able to identify countless opportunities to significantly improve safety, productivity, quality, and customer service. I developed a reputation for my ability to engage teams and facilitate complex sessions.

I was approached by Henry, a coworker, to see if I would be willing to use my VSM approach and apply it to his marketing department. This was an intriguing request and a risky one. He had a strong Lean background and the vision to take what he learned beyond the manufacturing arena. I told him that if he was willing to take a chance, then so was I.

I took a session plan for a manufacturing VSM session and started tinkering with it to make it apply to a non-manufacturing process. It didn’t take long to realize the approach didn’t have to change much. The challenge was to help the team visualize their process in a way that would expose the waste, pain, and opportunities for improvement.

During a typical VSM, we take a Gemba walk of the process, to go and see what’s happening and what gets in the way of delivering for the customer. For the marketing department, the process wasn’t something we could easily see. How would I deal with that, I wondered. I talked it through with Henry and we bounced many ideas back and forth.

Then one of us (I’d like to say it was me, but I really don’t remember) suggested we didn’t have to physically see the process in order to visualize it. We had the experts in the room who knew what role they played in the overall process. We could have them talk us through their part, map it on a wall, and then visualize the entire process once all the experts had their say. As long as we started with the customer and worked our way back to the beginning, we could find the waste, pain points, and opportunities.

This was a brilliant revelation. Now the true test was to try it out in a real situation. And that’s what we did. The team engaged and gave their all. We visualized the current state of the marketing process and identified many wastes, pain points, and opportunities to provide an improved customer experience.

My mind opened to the possibilities. I could now apply Lean principles and Kaizen events to any process, not just manufacturing. Through the years, I learned the benefits in non-manufacturing settings can be multiples of manufacturing processes, as most groups haven’t pursued Lean thinking in these settings. There is so much opportunity it’s almost too easy to provide a winning experience for the teams I support.

I now apply VSM visualization to any process teams are trying to improve. It generates many “a-ha” moments and I often get comments like, “I didn’t realize our process was so complex. Now, by seeing it, I know what to do about it.” I recommend using Lean and VSM when you’re improving a process. You’ll be glad you did.