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.
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.
For a decade, I supervised undergrads and grad students as they were completing writing projects: term papers, semester projects, and of course — capstone projects and thesis work. Today, I’m responsible for editing the work of (and mentoring) junior colleagues. The main lesson I’ve learned over this time is: writing is really hard for most people. So I’m here to help you.
Me, Reviewing Someone Else’s Work
If I had a dollar for every time this scenario happened, I’d… well, you get my point:
ME (reading their “final draft”): [Voice in Head] Huh? Wow, that sentence is long. OK, start it again. I don’t understand what they’re saying. What are they trying to say? This doesn’t make any sense. It could mean… no, that’s not it. Maybe they mean… nope, that can’t be it.
ME: So this sentence here, the one that says “Start by commutating and telling the story of what the purpose of the company’s quality management software is, the implementation plans and the impact to the current state of quality roles and responsibilities for everyone involved.”
THEM (laughing): Oh! Commutating isn’t a word. I meant communicating.
ME: Have you tried reading this sentence out loud?
THEM (still laughing, trying to read it): Yeah, that doesn’t really make sense.
ME: What were you trying to say?
THEM: I was trying to say “Start by explaining how quality management software will impact everyone’s roles and responsibilities.”
ME: Well, why don’t you say that?
THEM: You mean I can just say that? Don’t I need to make it sound good?
ME: You did just make it sound good when you said what you were trying to say.
What Just Happened?
By trying to “make it sound good” — it’s more likely that you’ll mess it up. People think speaking and writing are two different practices, but when you write, it’s really important that when you speak it out loud, it sounds like you’re a human talking to another human. If you wouldn’t say what you wrote to someone in your target audience in exactly the way that you wrote it, then you need to revise it to something you would say.
Why?Because people read text using the voice in their heads. It’s a speaking voice! So give it good, easy, flowing sentences to speak to itself with.
What Can You Do?
Here are two ways you can start improving your writing today:
Read your writing out loud (preferably to someone else who’s not familiar with your topic, or a collaborator). If it doesn’t sound right, it’s not right.
Use a storyboard. (What does that mean?)
There are many storyboard templates available online, but the storyboard attached to this post is geared towards developing the skills needed for technical writing. (That is, writing where it’s important to support your statements with citations that can be validated.) Not only does citing sources add credibility, but it also gives your reader more material to read if they want to go deeper.
The process is simple: start by outlining your main message. That means:
Figure out meaningful section headers that are meaningful on their own.
Within each section, write a complete phrase or sentence to describe the main point of each paragraph or small group of paragraphs
For each phrase or sentence that forms your story, cut and paste material from your references that supports your point, and list the citation (I prefer APA style) so you don’t forget it.
Read the list of section headers and main points out loud. If this story, spoken, hangs together and is logical and complete — there’s a good chance your fully written story will as well.
Not all elements of your story need citations, but many of them will.
When the storyboard is complete, what should you do next? Sometimes, I hand it to a collaborator to flesh it out. Other times, I’ll put it aside for a few days or weeks, and then pick it up later when my mind is fresh. Whatever approach you use, this will help you organize your thoughts and citations, and help you form a story line that’s complete and understandable. Hope this helps get you started!
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.
Each year, the second Thursday of November day is set aside to reflect on the way quality management can contribute to our work and our lives. Led by the Chartered Quality Institute (CQI) in the United Kingdom, World Quality Day provides a forum to reflect on how we implement more effective processes and systems that positively impact KPIs and business results — and celebrate outcomes and new insights.
This year’s theme is “Quality: A Question of Trust”.
We usually think of quality as an operations function. The quality system (whether we have quality management software implemented or not) helps us keep track of the health and effectiveness of our manufacturing, production, or service processes. Often, we do this to obtain ISO 9001:2015 certification, or achieve outcomes that are essential to how the public perceives us, like reducing scrap, rework, and customer complaints.
But the quality system encompasses all the ways we organize our business — ensuring that people, processes, software, and machines are aligned to meet strategic and operational goals. For example, QMS validation (which is a critical for quality management in the pharmaceutical industry), helps ensure that production equipment is continuously qualified to meet performance standards, and trust is not broken. Intelex partner Glemser Technologies explains in more detail in The Definitive Guide to Validating Your QMS in the Cloud. This extends to managing supplier relationships — building trust to cultivate rich partnerships in the business ecosystem out of agreements to work together.
This also extends to building and cultivating trust-based relationships with our colleagues, partners, and customers…
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.