This document introduces a Lean Marketing game that maps the customer experience using a board and cards. The game helps identify customer value, map the customer journey, and establish key touchpoints. Players arrange cards representing the customer experience, on-stage and back-stage actions, and support processes in order to visualize the value stream. The goal is to document interactions, determine necessary support, and discuss improvements. This game is part of a 28-day Lean Marketing program that connects learning to implementation through recorded webinars, workbooks, and live sessions playing the game.
6. Seek PerfectionIn Lean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and Updated by Womack and Jones, the authors introduced the five core concepts.
7. The Experience Economy by B. Joseph Pine and James H. Gilmore introduced work as a Theater & Every Business a Stage
10. This is the board. Simple but it could take up a wall Line of Interaction Line of Visibility Line of Internal Interaction
11. There is a deck of cards for each progression of economic value and value Intelligence The Experience Economy by B. Joseph Pine and James H. Gilmore
12. Each Deck has 4 Categories Audience Customer Actions Actors Your Company's Engagement Team Environment Visible to Customers Back Stage Support not seen by Customers
13. On 1 side is an actual example Audience Customer engages with outside sales on particular project need. Actors Sales discusses opportunity seeking understanding of present situation, next steps of process. Recommends available resources customer can draw from. Environment Web Portal is created for customer with needed files uploaded and internal contacts that may be needed. Back Stage Purchasing updates pricing and availability of external support required. IT assures web portal is functioning.
17. Pick where you are at in the market place for a particular Product(Service)/Market! For example you may be selling services! Choose
18. Separate your cards and place on Board! Audience Customer Actions Actors Your Company's Engagement Team Environment Visible to Customers Back Stage Support not seen by Customers
19. Decide which happens before purchase and after purchase and by who! Customer Experiences (Actions) Line of Interaction On Stage Actions Line of Visibility Back Stage Actions Line of Internal Interaction Support Processes
20. The result looks something like this! Customer Experiences (Actions) Line of Interaction On Stage Actions Line of Visibility Back Stage Actions Line of Internal Interaction Support Processes
21. Put in order and post reaction to each customer experience. Not every experience requires a reaction. Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes
26. and creating self-organizing teams Sales Service Service IT Marketing Sales Sales Acctng Service Sales Service IT Purchasing Marketing IT Vendor Partner Vendor Consultant
27. For all of the Lean waste zealots out there Why are you doing these?
28. Flip the cards over and start Customer Experiences (Actions) On Stage Actions Back Stage Actions Support Processes
41. Lean Marketing House 28 Day Program Connecting Learning to Implementation! Recorded Webinars for you to watch at your leisure Workbooks with each webinar Social Learning Web Community After Program Assistance on Web Community Weekly email support Live Sessions dedicated to Playing the Lean Marketing Game
42. Resources Used Books:This is Service Design Thinking: Basics - Tools - CasesLean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and UpdatedThe Experience Economy: Work Is Theater & Every Business a Stage Websites: Business901” http://business901.com Sign Up for the Next Session of the Lean Marketing House Limited Space
45. Podcast with Celebrated Authors, Industry Practitioners and Leading Thought LeadersOur Mission is to bring Continuous Improvement to Sales and Marketing. Thanks for taking the time to view the presentation. Business901 Copyright 2011