Mapping the Journey


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Many organizations try to build their first marketing value streams from an organizational perspective. I encourage breaking down your value stream into your product/market segment. Seldom will your organizations products or the markets they compete in be so clear-cut that you can have one simple value stream.

Customer Journey Canvas from the book, This is Service Design Thinking

Value Streams differ from the more traditional approaches found in other Value Stream Mapping Processes. Its primary focus is not the discovery of waste but of process improvement with a very specific strategic intent, delivery of superior value for the execution of an organization’s value proposition. This means that the focus of the analysis must be on those Value Streams and processes within those Value Streams that have the most substantial impact on the most important value drivers. These are the drivers that customers are telling you create value.

The video was a little fuzzy, this is the slide deck that was used.

This is an excerpt from the Lean Service Design Program

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.


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