It can be difficult to focus on strategy when your organization has to comply with standards and regulations. Tracking and auditing can be tedious! If you’re a medical device manufacturer, you may need to maintain ISO 13485 compliance to participate in the supply chain. At the same time, you’ve got to meet all the requirements of 21 CFR 820. You’ve also got to remember other regulations that govern production and postmarket. (To read more about the challenges, check out Wienholt’s 2016 post.) There’s a lot to keep track of!
I have not shared all the commonalities of or differences between ISO 9001:2015 and the Baldrige Excellence Framework. Instead, I have tried to show the organizational possibilities of building on conformity assessment to establish a holistic approach for achieving excellence in every dimension of organizational performance today, with a look to the strategic imperatives and opportunities for the future. Baldrige helps an organization take this journey with a focus on process (55% of the scoring rubric) and results (45% of the rubric), recognizing that great processes are only valuable if they yield the complete set of results that lead to organizational sustainability… I encourage organizations that have not gone beyond conformity to take the next step in securing your future.
Engagement is a goal for many organizations. In the January 2018 issue of Forbes, it’s described as a hallmark of successful business, a cultural cornerstone that reduces the risk of turnover while enhancing product quality, process quality, and customer satisfaction. Unfortunately, the same story also cites a Gallup poll from 2017 that found only 32% of workers are engaged — “involved in, enthusiastic about and committed to their work and workplace.” The majority are disengaged, a problem that management consultant and bestselling author Tom Peters has also noted.
When developing strategies for engagement, though, it’s important to remember that engagement, too, can go wrong. Enthusiasm for sports teams or political parties can become so driven by passion that judgment is clouded, and intense engagement in online social groups communities of practice can devolve into anger and name calling. Trolls on Twitter, for example, are highly engaged — but this is clearly not the kind of behavior organizations would ideally like to model or promote.
Cult members are also typically highly committed and engaged — in the most extreme cases, this engagement can be life-or-death. Heaven’s Gate in 1997, and Jim Jones’ Peoples Temple in Guyana in 1978, are two of the more tragic examples.
Journeying through western Wyoming in August 2011. Image Credit: me.
Achilles was that guy in Greek mythology whose mother, when he was born, wanted to protect him soooo much that she held him by the heel and dipped him in the power-giving waters of the River Styx — making him bullet proof (and much more; no bullets then), except at the heel, because for some reason she didn’t think about just dunking him a few inches deeper. Maybe she didn’t want to get her hand wet? Who knows. (In the research literature this is called perverse unintended consequences — it happens in business too. You try to make an improvement or protect against a particular hazard and oops, you made it worse.)
Customer Journey Maps (CJM)
I’ve been reading a lot about the Customer Journey Maps (CJM) technique used in marketing (see Folstad & Kvale (2018) for a fantastic and comprehensive review). It formalizes the very good suggestion that when you’re trying to figure out how to engage with prospects, you should put yourself in their shoes. Empathize with them. Figure out what they need, and when they need it. Then, identify how your company can not only meet them there — but connect with them in a compelling way.
Align the organization… get executive commitment for the customer experience (CX) strategy, get organizational adoption of the customer-centric focus, provide a line of sight to the customer for employees, and help employees understand how they impact the experience.”
But like Achilles, Customer Journey Mapping has a vulnerable spot that can wipe out all its potential benefits. (Fortunately, success lies in the way your organization wields the tool… so there’s a remedy.)
The Achilles Heel of CJM
Here’s the problem: creating a journey map does indeed ensure that you focus on the customer, but does not ensure that you’re focusing on that customer’s experience. Diagnosing Voice of the Customer (VoC) is hard [long explanation; shorter explanation], and there are tons of ways to do it! Through journey mapping, you may accidentally be focusing on your company’s experience of that customer throughout the stages of the journey.
Diagnosing the Symptoms
How can you tell? Here’s a non-exhaustive list of ways to diagnose the symptoms, based on recent research and observing companies who do this since about 2009 (please add in the comments if you’ve observed any other ones):
Do you ever hear “How can we move the customer from [this stage] to [the next stage]?”
… or “How do we get more customers to join us [at this stage of the journey]?”
… or maybe “How can we get customers to [take this action] [at this stage of the journey]?”
Does your customer journey address differences in customer personas, or do you have a one-size-fits-all map? Rosenbaum et al (2016) says “We contend that most customer journey maps are critically flawed. They assume all customers of a particular organization experience the same organizational touchpoints and view these touchpoints as equally important.”
Do you systematically gather, analyze, and interpret data about what your current customers are experiencing, or do you just kind of guess or rely on your “experience”? (Hint: subconscious biases are always in play, and you’ll never know they’re there because they are subconscious).
Do you systematically gather, analyze, and interpret data about what your prospects would benefit from experiencing with/through you, or do you just kind of guess or rely on your “experience”?
Do you focus on ease of use over utility? (Just like perfect is the enemy of perfectly OK, easy can be the enemy of possible if you’re not careful. This often shows up in the journey mapping process.)
Like I mentioned earlier, this is definitely not a comprehensive list.
What’s the solution? ASK. Ask your customer what they need. Find out about their pain points. Ask them what would make it easier for them to do their job. Finally, ask them if you’re getting it right! And even though I said “customer” — I do mean you should ask more than one of them, because needs and interests vary from person to person and industry to industry. Just interacting with one customer isn’t going to cut it.
Ask early, ask often! (As people learn and evolve, their needs change.)
Improving the Method
How can we improve the quality of customer journey mapping? Share your insights and lessons learned! CJM is a promising technique for helping organizations align around empathetic value propositions, but just like agile methods, it’s got to be applied strategically and deliberately… and then checked on a continuous basis to make sure the map is in tune with reality.
A 棗 from http://www.momat.go.jp/cg/exhibition/masterpiece2018/ — I saw this one in person!!
Several weeks ago we went to an art exhibit about “tea caddies” at theTokyo Museum of Modern Art. Although it might seem silly, these kitchen containers are a fixture of Japanese culture. In Japan, drinking green tea is a cornerstone of daily life.
It was about 2 in the afternoon, and we had checked out of our hotel at 11. Wandering through the center of the city, we stumbled upon the museum. Since we didn’t have to meet our friends for several more hours, we decided to check it out.
Confession: I’m not a huge fan of art museums. Caveat: I usually enjoy them to some degree or another when I end up in them. But I didn’t think tea caddies could possibly be useful to me. I was wrong!
When to Write SOPs
One of the features of the exhibit was a Book of Standard Operating Procedures. It described how to createa new lacquered tea caddy from paper. (Unfortunately, photography was prohibited for this piece in particular.) The book was open, laying flat, showing a grid of characters on the right hand side. The grid described a particular process step in great detail. On the left page, a picture of a craftsman performing that step was attached. The card describing the book of SOPs explained that each of the 18 process steps was described using exactly the same format. This decision was made to ensure that the book would help accomplish certain things:
Improve Production Quality. Even masters sometimes need to follow instructions, or to be reminded about an old lesson learned, especially if the process is one you only do occasionally. SOPs promote consistency over time, and from person to person.
Train New Artists. Even though learning the craft is done under the supervision of a skilled worker, it’s impossible to remember every detail (unless you have an eidetic memory, which most of us don’t have). The SOP serves as a guide during the learning process.
Enable Continuous Improvement. The SOP is the base from which adjustments and performance improvements are grown. It provides “version control” so you can monitor progress and examine the evolution of work over time.
Make Space for Creativity. It might be surprising, but having guidance for a particular task or process in the form of an SOP reduces cognitive load, making it easier for a person to recognize opportunities for improvement. In addition, deviations aren’t always prohibited (although in high-reliability organizations, or industries that are highly regulated, you might want to check before being too creative). The art is contributed by the person, not the process.
When Not to Write SOPs
Over the past couple decades, when I’ve asked people to write up SOPs for a given process, I’ve often run into pushback. The most common reasons are “But I know how to do this!” and “It’s too complicated to describe!” The first reason suggests that the person is threatened by the prospect of someone else doing (and possibly taking over) that process, and the second is just an excuse. Maybe.
Because sometimes, the pushback can be legitimate. Not all processes need SOPs. For example, I wouldn’t write up an SOP for the creative process of writing a blog post, or for a new research project (that no one has ever done before) culminating in the publication of a new research article. In general, processes that vary significantly each time they’re run, or processes that require doing something that no one has ever done before — don’t lend themselves well to SOPs.
Get on the Same Page
The biggest reason to document SOPs is to literally get everyone on the same page. You’d be surprised how often people think they’re following the same process, but they’re not! An easy test for this is to have each person who participates in a process draw a flow chart showing the process steps and decisions are made on their own, and then compare all the sketches. If they’re different, work together until you’re all in agreement over what’s on one flow chart — and you’ll notice a sharp and immediate improvement in performance and communication.
When I was younger, I felt like I was pretty smart. Then I turned 23, was thrown into the fast-faced world of helping CxOs try to straighten out their wayward enterprise software implementations, and realized just how little I knew. My turning point came around 6pm on a hot, sticky, smelly evening on Staten Island in a conference room where a director named Mike Davis was yelling at a bunch of us youngster consultants. I thought he was mad at us, but in retrospect, it’s pretty clear that he just wanted something simple, and no matter how clearly he explained it, no one could hear him. Not even me, not even when I was being smart.
The customer was asking for some kind of functionality that didn’t make sense to me. It seemed excessive and unwieldy. I knew a better way to do it. So when Mike asked us to tell him, step by step, what user scenario we would be implementing… I told him THE RIGHT WAY. After about five attempts, he blew up. He didn’t want “the right way” — he wanted “the way that would work.” The way that would draw the most potential out of those people working on those processes. The way that would make people feel the most engaged, the most in control of their own destiny, the way that they were used to doing (with maybe a couple of small tweaks to lead them in a direction of greater efficiency). He knew them, and he knew that. He was being a leader.
Now I’m in my 40s and I have a much better view of everything I don’t know. (A lot of that used to be invisible to me.) It makes me both happier (for the perspective it brings) and unhappier (because I can see so many of the intellectual greenfields and curiosities that I’ll never get to spend time in — and know that more will crop up every year). I’m limited by the expiration date on this body I’m in, something that never used to cross my mind.
One of the things I’ve learned is that the best things emerge when groups of people with diverse skills (and maybe complementary interests) get together, drive out fear, and drive out preconceived notions about what’s “right” or “best”. When something amazing sprouts up, it’s not because it was your idea (or because it turned out “right”). It’s because the ground was tilled in such a way that a group of people felt comfortable bringing their own ideas into the light, making them better together, and being open to their own emergent truths.
I used to think leadership was about coming up with the BEST, RIGHT IDEA — and then pushing for it. This week, I got to see someone else pushing really hard for her “best, most right, more right than anyone else’s” idea. But it’s only hers. She’s intent on steamrolling over everyone around her to get what she wants. She’s going to be really lonely when the time comes to implement it… because even if someone starts out with her, they’ll leave when they realize there’s no creative expression in it for them, no room for them to explore their own interests and boundaries. I feel sorry for her, but I’m not in a position to point it out. Especially since she’s older than me. Hasn’t she seen this kind of thing fail before? Probably, but she’s about to try again. Maybe she thinks she didn’t push hard enough last time.
Leadership is about creating spaces where other people can find purpose and meaning. No pushing required.
Thanks to @maryconger who posted the image on Twitter earlier today. Also thanks to Mike Davis, wherever you are. If you stumble across this on the web one day, thanks for waking me up in 2000. It’s made the 18 years thereafter much more productive.
Since then, hundreds more have followed to help people understand more about quality and process improvement in theory and in practice. I started writing because I was in the middle of my PhD dissertation in the Quality Systems program at Indiana State, and I was discovering so many interesting nuggets of information that I wanted to share those with the world – particularly practitioners, who might not have lots of time (or even interest) in sifting through the research. In addition, I was using data science (and some machine learning, although at the time, it was much more difficult to implement) to explore quality-related problems, and could see the earliest signs that this new paradigm for problem solving might help fuel data-driven decision making in the workplace… if only we could make the advanced techniques easy for people in busy jobs to use and apply.
We’re not there yet, but as ASQ and other organizations recognize Quality 4.0 as a focus area, we’re much closer. As a result, I’ve made it my mission to help bring insights from research to practitioners, to make these new innovations real. If you are developing or demonstrating any new innovative techniques that relate to making people, processes, or products better, easier, faster, or less expensive — or reducing risks and building individual and organizational capabilities — let me know!
I’ve also learned a lot in the past decade, most of which I’ve spent helping undergraduate students develop and refine their data-driven decision making skills, and more recently at Intelex (provider of integrated environment, health & safety, and quality management EHSQ software to enterprises and smaller organizations). Here are some of the big lessons:
People are complex. They have multidimensional lives, and work should support and enrich those lives. Any organization that cares about performance — internally and in the market — should examine how it can create complete and meaningful experiences. This applies not only to customers, but to employees and partners and suppliers. It also applies to anyone an organization has the power and potential to impact, no matter how small.
Your data are your most valuable assets. It sounds trite, but data is becoming as valuable as warehouses, inventory, and equipment. I was involved in a project a few years ago where we digitized data that had been collected for three years — and by analyzing it, we uncovered improvement opportunities that when implemented, saved thousands of dollars a week. We would not have been able to do that if the data had remained scratched in pencil on thousands of sheets of well-worn legal paper.
Self-awareness must be cultivated. The older you get, and the more experience you gain, the more you know what you don’t know. Many of my junior colleagues (and yours) haven’t reached this point yet, and will need some help from senior colleagues to gain this awareness. At the same time, those of you who are senior have valuable lessons to learn from your junior colleagues, too! Quality improvement is grounded in personal and organizational learning, and processes should help people help each other uncover blind spots and work through them — without fear.
Most of all, I discovered that what really matters is learning. We can spend time supporting human and organizational performance, developing and refining processes that have quality baked in, and making sure that products meet all their specifications. But what’s going on under the surface is more profound: people are learning about themselves, they are learning about how to transform inputs into outputs in a way that adds value, and they are learning about each other and their environment. Our processes just encapsulate that organizational knowledge that we develop as we learn.
This article originally appeared on the Intelex Community on 9/14/2018 at https://community.intelex.com/explore/posts/why-fema-monitoring-waffle-house-weekendSometimes the most informative metrics show up in the strangest of places.Case in point: with a hurricane making landfall today in North Carolina, and the prospect for catastrophic flooding over the weekend and into next week, emergency managers are mobilizing for action – and if you’re in the path of the storm, you may be doing the same. Have you started monitoring the Waffle House Index? The US Federal Emergency Management Agency (FEMA) has.Originally devised by W. Craig Fugate, former FEMA Director, the Waffle House Index is based on the observation that the popular 24-hour breakfast chain has historically been unusually well prepared for disasters. Part of their business model is to be the spot for emergency personnel to rely on for their coffee and nourishment – a valuable role when power crews, rescue teams, and debris removal workers are working long, hard hours.To do this, they make sure all employees have disaster training and stock all their restaurants with generators, and have a reduced menu specifically to be offered in the aftermath of a disaster. Over time, this even led to a more formal partnership between the organizations. FEMA first responders are known to set up initial operations in Waffle House locations. Waffle House now reports the status of each location to FEMA after a disaster to facilitate data collection.The Waffle House Index is a red, yellow, or green marker placed on a map wherever a Waffle House location is found. Under normal conditions, the marker is green. If the restaurant has shifted into emergency operations and is offering their limited menu, the marker is yellow. If the marker is red, that means that the Waffle House is closed – either the site itself is damaged or destroyed, emergency staff can not reach the site, the emergency generators are down or out of fuel, or there is a food shortage. When FEMA sees one or more reds, they know an area is in particularly bad shape – and they’ll need to help.What can you learn about risk-based thinking from the Waffle House index? Three things: first, that you can (and should) look outside your organization for risk indicators that might help you make better (and faster) decisions, particularly when those risks are activated. Second, that you should explore crowdsourced risk data as a source of up-to-date information.And finally – if Waffle House is closed, there’s a serious problem.AdditionalReading: McKnight, B., & Linnenluecke, M. K. (2016). How firm responses to natural disasters strengthen community resilience: A stakeholder-based perspective. Organization & Environment, 29(3), 290-307.
Walter, L. (2011, July 6) What do waffles have to do with risk management? EHS Today. Available from https://www.ehstoday.com/fire_emergencyresponse/disaster-planning/waffles-risk-management-0706