The Prizes and Perils of Designing Processes for Your Customers
Sometimes it takes a personal experience to remind yourself of how important it is to understand the customer journey and experience when designing or improving processes, as Rich Seddon experienced recently.
Putting your customers at the core of your process design is a key enabler to generating positive customer sentiment, and failing to do so can be damaging. Last summer, I had surgery on my spine for a damaged disc in my neck. Working in process improvement, I often find it impossible to leave the day job behind and so found myself observing process efficiency and effectiveness at every stage of my treatment. Afterwards I reflected on what I’d experienced from a customer and process design point of view.
Process design – a story of 3 phases
In the first phase, the customer was king AND the process operated with obvious efficiency. In the second phase, chaos broke out as processes failed, and in the third phase well intentioned process “improvement” had led to the purpose of the process being forgotten, and as a consequence the customer, or patient in this case, being left behind.