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Sunday, September 02, 2007

Primary Colours of Customer Value

Customer value is back as the basis for success!

Customer value is based on Needs. Needs are complex - phew! so what is this complexity, the above article tells us - four regions from where this complexity is emerging (a) Functional Needs (b) Emotional Value (c) Symbolic value (d) Cost value.

Prof. Mohanbir Sawhney's paper - Fundamentals of customer value I keep on revisiting.

It defines three dimensions of customer value - Functional, Emotional and Cost. In a way these are the three key dimensions as emotion and symbolic are sort of linked.

The problem is much more complex as for a particular class of customers it is extremely difficult how the three key dimensions play out. It is because of one dimension that people get a service or product - I think it is really a combination of all three - in a way that Red Blue and Yellow form the three primary colours - these three dimensions of customer value need to be combined in such a way that the colour needed by a particular customer is delivered to her as per her needs! Thats a great challenge!

Lean Inventive System Thinking - A Framework for Software Development in GIXBang

The rapid explosion of Global complexity calls for new ways of solving problems and making decisions. Continuously increasing complexity in the modern day systems call for radically different measures to ensure high levels of productivity. Couple this with increasing distance between user requirements of what they really need versus what they want, the challenges are increased manifolds. Since Information Technology is central to the modern world, it is but obvious that approaches to create, design and develop IT systems need to respond to the complexity explosion. The current approaches to software construction and delivery are finding exceedingly difficult to meet these challenges. Further the problems of software design are compounded due to non-physical nature of software systems, where intuition, experience and judgment of experts plays more important role than quantitative and measurable metrics of the traditional engineering world.

The existing methods based on the normative or descriptive approaches for making decisions leaves lot of decision makers and problem solvers on their own despite making claims to the contrary. The problem solver finds him alone in a complex web of decision dependencies and fuzzy end of decision complexity. I have been experimenting with some of the techniques and methods for solving real life problems in Information Technology (IT) service delivery. These techniques are organized as a framework for collective problem solving using three key thinking dimensions – these are Lean Thinking, Inventive or Design thinking and Systems thinking. The framework called LIST framework has already proved its worth in many real life case studies in improving overall productivity, reducing cycle time, designing relevant solutions needed by customers and minimizing stress on the employees. The framework has some of the known LIST techniques such as Design Structure Matrix (DSM), Analytic Hierarchy Process (AHP), TRIZ, Set-based concurrent engineering (SBCE) and Value Stream Mapping (VSM). There are some of the new techniques developed by me, such as System Complexity Estimator (SCE), System Change Impact Model (SCIM) and Project Cacophony are also included as part of the framework. LIST for Software Development is the need of the hour!

Enterprises in the GIX Bang World - Key Questions?

Questions: In the GIXBang world how do we perform following tasks…


•Business Strategy Formulation & Tracking
•Product Strategy Formulation and Tracking
•IT Strategy
•New Product Development
•Opportunity Finding - for an Idea/Product
•Patent Portfolio Management
•Technological Alternatives to a Patent
•Decision Making
•Outsourcing/Off shoring
•Project Management
•Innovation Management
•Problem Solving
•Process Improvement/Re-Engineering
•Performance and Reliability Improvements

How and What …

•Make work visual
•Let learning lead
•Employees empowered
•Ideas and work to flow
•Multiple Kaizens
•Focused R&D
•Customer Value Imbibed

Create Frameworks for ...

•DECISION ENGINEERING
•IDEA CRAFTING
•CUSTOMER VALUE
•BRAINSTORMING
•PRODUCTIVITY IMPROVEMENT
•PATENT PORTFOLIO MANAGEMENT
•SET-BASED CONCURRENT ENGINEERING
•LEAN OFFSHORE-OUTSOURCING MODEL (LOOM)
•PERFORMANCE ROBUSTNESS INNOVATION DEPENDABILITY ENGG
•IT VALUE

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