We had a customer ask us this week about obtaining “ASO certification”. Here, in a nutshell, is what we said in reply:

“We’re unfamiliar with ‘ASO’ certification (one of my cohorts “googled” the acronym and didn’t think any of the results fit, so we assumed they meant “ISO” - if we’re wrong, we’ll hear about it). However, if a company wants to obtain ‘ISO’ certification, it has to do the following:

1. Develop a quality management system (QMS);
2. Implement the QMS and collect data;
3. Review the data collected and use it to drive improvement;
4. After several cycles of the QMS, you should have an indication of whether it’s working. When you’re sure it is…
5. Apply for a certification audit.  Your country’s ISO member body should have information on certifying bodies, registrars, etc.;
6. A few weeks after you’ve been through the audit, the certication auditor will tell you if you passed (or if you didn’t, where you were weak and need improvement). If you passed, ring the bell! Have a party! Tell all your friends (Facebook and real), family, and business associates! Your Quality Management System is now ISO certified! And…
7. In the event you didn’t pass, make the necessary changes (at the bare minimum) and reapply for a certification audit.

One thing we didn’t tell the customer initially is, “Don’t have unrealistic expectations.” Developing and utilizing the QMS — as well as the subsequent audit — are going to take time and effort.

If you’re doing it purely for marketing’s sake, if you think you can knock out a QMS and pass a certification audit in a matter of months…you’re in for a load of grief. You’ll never get a solid QMS under you AND you’ll never make deadlines, because they’re unrealistic.

If you build a QMS because you want to provide your customers with the best everything — if customers are the reason for everything you do, including the QMS – you’ll take the time you need to get it right, you won’t set unrealistic goals and deadlines, and you won’t drive yourself crazy trying to figure out why you never meet expectations.

OK, so they’re not really easy steps…but the concept itself isn’t at all complicated. Each of the steps above is broken down into successively smaller pieces (things, activities, people, etc.) but if you start with the “big picture” and keep the big picture handy, you’ll do fine. Refer to it continually as you build. That’s where a lot of companies go wrong — they focus on just one part of the whole story as if that were the whole story, like the blind men and the elephant.

Keep your perspective. Remember — you’re in it for the long haul.  Best of luck in your QMS journey, and let us know if you’d like our help.

Let’s face facts. Most companies are never going to be innovators, and that’s fine. Most would rather lead their respective categories, anyway, and they lead by doing most of the important things — all coming under the heading of “customer needs and wants” — consistently better than their competitors.

What are the important things? Give your customers what they want (which varies from one customer to the next but can be lumped into one category, “value”). Give it to them when they want it and don’t make excuses.

Value translates to “quality”, which you can give a customer from the outset if you’re lucky. Anyone can get it right at least once but what most of us call “quality” comes about only through establishing consistency in a process. And consistency can only be determined over time.

So, how do you ensure consistency? Keep working at the process. Keep refining it. Implement “best practices”.  This will, at best, let you “keep up with the Joneses” (and Toyodas and Fords, etc.).

What if keeping up isn’t good enough? Yes, the silver medal is nice but wouldn’t gold…or platinum…be even better? How do you get ahead of the pack? How do you differentiate yourself in a way that really matters?

Well, what’s the difference between a company that successfully meets or exceeds most stated customer requirements — again, not a bad place to be — and companies that go beyond the known and measurable? The difference is marked by a willingness not to be defined — or confined — by conventional thinking. Innovators don’t think a subject to death: they act decisively.

Of course, they get it wrong a lot of the time but they don’t fret about their mistakes. They learn from them, and they keep moving.

Sure, “mistake-proofing” has its rewards. Mistake-proofed organizations are more certain, they’re more measurable, and they’re often profitable. Innovative companies aren’t afraid of mistakes, because they know that’s how we learn best, as companies and as individuals.

In fact, it’s when we get into a “rut” of consistency that we often lose our gift for innovating. Consistency is not necessarily better than creativity, and vice versa. Consistency and creativity need not be mutually exclusive, either…so we’d like to think. After all, innovation and change can go hand in hand. What do you think?

Can innovation and “best practices” coexist?

* * * * * * *

For More On This Subject…

• “How to Kill Innovation: Keep Asking Questions”, by Scott Anthony, HBR Blog Network (25 Feb 2010) - http://blogs.hbr.org/anthony/2010/02/want_to_kill_innovation_keep_a.html
• “Does Repeat Collaboration Really Kill Creativity?”, by Andrew O’Connell, HBR Blog Network (1 Mar 2010) - http://blogs.hbr.org/research/2010/03/if-repeat-collaboration-kills.html

Thanks to recent reports across all media (ex., “Toyota’s Slow Awakening to a Deadly Problem“, 1 Feb 2010), we’re beginning to see the enormous scope of the acceleration error that has prompted the recall of millions of Toyota vehicles.

Toyota, a company long considered a paragon of lean manufacturing virtue (hence, its assuming the mantle of “World’s Largest Car Maker” from GM), appears to have a serious defect in many of its highest-selling products. “Unintended acceleration” has resulted in hundreds of accidents (reported so far) and the loss of untold lives. In the last two weeks, Toyota shut down the production lines of some of its most popular vehicles to address the situation.

Could it be, as some have suggested, that Toyota has been “hoist with (its) own petard”? Or, to put it another way, was Toyota done in by the very system designed to make it efficient and prosperous?

Just today (1 Feb 2010), Toyota “officially” announced it had found a way to correct the problem (one that goes beyond replacing or doctoring floor mats), but many people aren’t satisfied the manufacturing giant has found the real solution. And even if it has, it will be a long, long time before Toyota recovers from the damage it has done to its reputation.

Questions abound, including “Why didn’t Toyota conduct a thorough investigation when it first learned of the problem (back in 2007?)”, “Why did the company stay with the ‘floor mat’ explanation for so long?”, and “Why didn’t safety bodies (like the NHTSA) do more when they realized there was a problem?”

Toyota’s TPS system appears to be in need of a corrective action — the question is, “Where?” Is the problem in manufacturing only? Customer service? Marketing? Design & development? Outsourcing? Or, did Toyota get too big for its own good?

Toyota’s not the only organization incriminated in this scenario. The National Highway Traffic Safety Administration doesn’t come out of this situation unbloodied and unbowed. There are allegations that it could have and should have done more to keep the defect, whatever its root cause, from getting out of control.

In a half-hearted defense of NHTSA, they appear to have been ahead of many of their counterparts around the globe. Recalls in Europe and elsewhere followed the recalls in the US. Furthermore, every government body is hurting. There isn’t anything they don’t need — the authority to inspect and recall, or enforce laws; more people; more training; and a degree of autonomy, so they’re not called on the carpet (truly, no pun intended) for doing their job.

No amount of corrective action, though, can begin to make up for the people who’ve already lost their lives. (Interesting how in a situation like this, we tend to say, “Lives were lost needlessly“, when the opposite is true. Too many times, lives have to be lost — often in numbers — before action is taken.)

Lessons we might take from this at this “early” stage? One: corporate management is increasingly susceptible to hubris as a company grows.   Maybe Toyota was afflicted with the same disease financial services caught — we haven’t seen a problem in so long, they must all be licked. Not that corporate “attitude” is the root cause of Toyota’s problem, or even a proximate cause, but the “floor mat” story should have given us all pause to reflect.

Two: nothing can completely take the place of testing and inspection. We have safety standards, regulations, etc., in place in the aerospace and food businesses. For better or worse, more is on the way. Why not make the automotive world jump similar hurdles (i.e., make safety mandatory)?

Three: the best designed, most rigorous systems eventually come apart when they’re not paid attention. CAPAs, like anything else in your Quality Management System, have to be applied continually in order for your company and your system to improve. Toyota has said it in so many ways: “Satisfactory” isn’t.

So, what happened? Your ideas?

(P.S. - Not like Toyota needed more bad news, but now they have a braking problem on the newest Prius. What do you think of that?)

This week, I responded to an e-mail from a Bizmanualz reader who asked the simple question: How do we get to best practices faster? They wanted to know how best to use our products and services to address feedback from their sales department — that their processes are too long and, therefore, hamper sales. Bizmanualz will engage to whatever extent suits a customer’s need and budget. There are three options to choose from:

1. Buy whatever of our published products that you think you need or that we might recommend;
2. Start with our introductory process optimization services (outlined below); or
3. Buy the CEO series and contact me to buy two days of training to help you get started on your own.

Get coaching and personal service with our process review (option #2). Current pricing is shown in our shopping cart. Contact me for this service:

Review your current process. What are you doing now, and what do you want to improve? Here, we clarify your current work process so that we can measure improvement.

Compare your current process to Bizmanualz best-practice processes. No need to re-create processes when we already have them. We will update your processes to our best practices, saving you the trouble and expense of doing it yourself. Streamlined process maps are simple to understand and easy to implement.

Define the goals of your improvement and provide a roadmap for implementing change. Some example improvement goals:

1. Simplify the process so that they will be used by employees;
2. Increase the number of sales leads from the level identified in the current state; and/or
3. Increase the number of leads converting to sales or other desirable actions, such as signing up for a newsletter, obtaining a sample product, or requesting contact.

When you employ Bizmanualz to lead your improvement project, we customize a process for you from our extensive library of best-practice processes. Best practices are included. This saves you time and money on research and development. Our approach is to identify incremental improvements that involve and can be sustained by your current staff. Improvements are realistic, achievable, and sustainable so they’re achieved consistently and benefits add up fast.

Process Implementation Phase

I’ve described the process review engagement where the scope and pace of improvement is set.  Implementing the improvements is the next phase.

In the follow-on process implementation phase, Bizmanualz processes are delivered in all the formats — with the checklists and forms — that your people will use to follow through and practice the improvement. For the do-it-yourself-er, most of the process map formats and examples discussed here are described in a recent Bizmanualz article and commentary series, starting with “What is a Process Map?“.

A Bizmanualz quality consultant, with supporting quality engineers, writers, and communications professionals, will customize maps, job aids, and other tools for your project.  Read about the types of process maps and other tools we deliver on our site. The do-it-yourself-er can also read about project management tools and use them to manage their own project.

Anyone can comb through our manuals-product web site and select individual policies, procedures, and forms manuals or they can choose collections such as the CEO Company Policies and Procedures set.  Most CEO Series customers will benefit from a day or two of training and review, where we’ll introduce your employees to the books and tools in the CEO series and show them how to get started.

Contact me, Dan Davison, for more information about training to use the CEO series product.  Do you have comments? How can we help? Please write to me directly, or leave your comments below.

Thank you.

In a blog post I recently read, the writer said that in America, when someone says “our policy is…”, the policy is stated and adhered to but in his country, “not so much”. He went on to say that the cultural signals are different between the two countries.

The writer goes on to suggest that in his homeland, they seem to operate on the premise that if most people are told, “We can’t do that…it’s against our policy”, they will not question the assertion and will just walk away. But, if you argue forcefully and with conviction, they will comply. In America, you don’t have to argue - they do what they say.

I’m happy he’s satisfied with the way things are here. I would argue, though, based on my many and varied experiences, that policy as written and policy as executed are two distinct branches on the same tree here, there, and everywhere else. And the wrong branch is dying.

I’ll give you an example: I once did business with a certain purveyor of wireless products and services before I became an employee. Once I became an employee, I naturally enjoyed a sizeable discount on everything wireless.  The service wasn’t that great but for the price, I felt I could bear some pain. A few years down the road, the company ”rightsized” and I became an ex-employee.

The way to gain a good reputation is to endeavor to be what you desire to appear.
Socrates

At the end of my wireless contract, I looked at what the now ex-employer wanted to charge me for its goods and services (retail prices had gone up quite a bit).  I asked at a local office if my being a steady-paying customer for over eight years counted for something. What would they do to keep a good customer?

They said they were powerless to do anything - it was driven “by corporate”. I asked them to check with A/R and even offered to get my credit report to show I was a customer worth hanging onto. They wouldn’t deal, though.

I decided to take it to the corporate office. Sure enough, they were as indifferent to my “plight” as the local office. They said, ”If we do it for you, we have to do it for everybody.”

Their stated policy is to “give customers exceptional service” but what their actions say is “…as long as it doesn’t cost us up front.”  Their implicit policy is to treat customer service (or customer satisfaction) as a necessary evil.

The time-honored maxim — that it’s cheaper to keep customers than it is to replace them — seems to have lost its meaning. Perhaps, too, the concept of “cost control” has become the top priority…to the exclusion of everything else.

What do you think? More importantly, what do you tell your customers, and what do you do?

We have heard from several customers about the need for implementing ISO in their unique organizational settings.  Based on this feedback, we are currently developing an ISO QMS implementation guide with tools applicable in different business settings, including service organizations. It will augment our existing ISO 9001 QMS Procedures Manual, and will help answer questions like  ‘How do I get started?’ and ‘How do I roll out ISO in my company?’

As a publisher and professional services firm (not a manufacturer), we have seen benefits from implementing quality methods. We have clear metrics that we measure regularly and are always looking to improve our measurements or come up with better metrics. It is our belief that an implementation guide will provide practical implementation steps to organizations that want to work on their own with little or no help from consultants.

The initial release of the implementation guide, scheduled to be released in the first quarter of 2010, will include the planning, design and implementation tools we have used for our clients–and for ourselves–to become ISO-certified. We are also adding some additional tools and explanatory materials prepared specially for the implementation kit. The tool sets incorporate knowledge amassed over almost ten years of research, use, deployment at client sites, and publication of quality policies and procedures. Check out our recent article & blog series on process maps and current series on project management for more insights into what will be included in the implementation kit.

More companies will benefit from continuous improvement

ISO has helped Bizmanualz cultivate the belief and practice of continuous improvement. By using the “Plan - Do - Check - Act” methods on which most quality systems are built, we have focused on improving underlying processes and avoiding problems in the future. Our process orientation reinforces teamwork: we’re all in this together to improve the process that will create ever-better, sustainable results not only for our customers. By releasing the tools that we ourselves use  internally and for clients, we aim to help other organizations implement quality systems with equal structural support.

The ISO implementation kit will be as easy-to-use and self-explanatory as possible. To support this goal, we are developing a test program in which we will work with selected companies to test and use our implementation kit. If your organization has immediate plans to implement or improve its ISO or related quality system, please contact us through the Bizmanualz website or by commenting below this post. We will provide the implementation product at no charge for test customers in exchange for regular phone reports and occasional access to your facility so that we can learn from your use of the product.

For now I can recommend our ISO 9001 QMS Manual. While it is written from a manufacturing perspective, the principles, as well as many of the specific policies, procedures and forms, can be generalized for a service business. And it has been recently updated to conform with the ISO 9001:2008 standard.

Are you implementing a quality program at your organization? What will be your first step? How will you get started? What do you think should be in our implementation guide? Would you like to try the guide and let us know how to make it better? Leave a comment below or contact me directly at  dan@bizmanualz.com .

Recently, the Bizmanualz sales team used a “swim lane” map to agree on the use and timing of its new sales tools.  Before that, though, we collected all of our sales presentations, product descriptions, proposals, and contracts and used them to update our sales implementation binder.  We not only created this physical “home” for the information but we duplicated it on our network.  This binder was designed to help us standardize how we talk about our services.

Even with the sales tools collected and standardized in this way, we were getting more variance than we were willing to accept in terms of the length of the sales process, final configuration of the service, and the customer’s expectations.

Looking for root causes, we determined that the sales tools we had created were being deployed at different stages in the sales process by different people.  Though we had information on when was the best time to use each tool — for example, we knew it was counterproductive to send a written proposal before confirming a shared understanding with the prospective customer, and we’d developed one-page illustrations and short slide decks to help with that – the issue of correct timing had not been adequately communicated to everyone.

Bizmanualz’ sales team worked together on this swim lane map to arrive at a consensus on when to deploy proposals and other sales tools (click graphic to enlarge).

Timing is Everything

We had not clarified when to use each tool, so in practice our sales process had not been fully implemented.  Getting the sales team in on creation of a swim lane map helped us hash out the best timing and implementation of each tool. We agreed that implementation would be based on customer behaviors that we could observe and document.

Our swim lane map shows us establishing a shared understanding with the customer using a visual presentation, and also gaining acceptance to configuration and price. Only then do we propose terms and conditions.  Has a shared understanding been established? What have we observed that confirms our perception? Have we received a written correspondence? Yes: issue proposal.

By mapping it out, we could visualize the implications of using the wrong tool at the wrong time. We could see that offering a formal proposal too early could throw us into a loop of confusion, delays, and revisions. By confirming expectations one step at a time, we could literally see on the map that we would be driving up customer satisfaction, one of the key metrics we use to run the company.

I got a piece of spam today from “The Warrior Sales Academy”.  Two things immediately popped into my head.  One, they’re trivializing the unpleasant but sometimes necessary things soldiers do.  (You want to be a “warrior”?  Really?)

Two, we’re not in the Dark Ages.  Conciliation is preferable to confrontation.  Collaboration trumps the “pillage and plunder” mindset.  Selling is first and foremost about establishing - then building - healthy relationships.   What value do you give them in return for the money they give you?  Are you offering greater value than your competitors?  Are you always looking to improve?

Look at the quality management system process model, as depicted in ISO 9001:2008 (figure 1).  See where the customer is?

Here, the customer is the alpha and omega of the quality management system.  Organizations that implement quality management systems ensure customer satisfaction — they meet the customer’s requirements, and then some.

Contrast the ISO process model with the warrior process model (Figure 2):

Do you really expect to get - and keep - customers when you go after them like barbarians on Rome?  Look at what clause 1.1(b) of ISO 9001 says:

“This (standard) specifies requirements for a quality management system where an organization…aims to enhance customer satisfaction through the effective application of the system, including processes for continual improvement of the system and the assurance of conformity to customer and applicable statutory and regulatory requirements.”

Seems pretty simple but as the saying goes, “If it was that simple, everyone would be doing it.”

So, what are you?  A warrior, or a builder?  If you’re not having any luck as a warrior, it’s probably time to take the ISO 9001 approach.

Getting a job done requires more than just the work.  Often times, there are inputs provided and paperwork handed over, not only before the project, but also between tasks within the project. Now, paperwork may take the form of electronic documents, or records in a database. But either way, handing off or accepting documents is often how we set the boundaries between tasks and transfer control from one party (or project step) to another.

The map used to show the flow of paperwork is one of the seven most-used process maps that we are describing in our process map series.  The document map displays visually what information you should expect to receive, and from whom. It also shows you what information you are expected to produce for someone else. For an example, let’s go back to my family vacation story. One of my usual stops before any family vacation is AAA for a TripTik. You get a custom-printed series of roadmaps showing the territory that you plan to traverse. Tall skinny pages are comb-bound into a book. The route is highlighted, usually with an orange highlighter that is easy to see in daylight and darkness.

Handing off a simple document like a highlighted road map leaves little doubt about what is intended and that control is being handed off from the navigator to the driver.

In our vacation travel example, a TripTik map page could serve as an output document from the navigator to the driver at the “provide directions” step.  Sure, after several hours on the road my wife might just tell me where to go. But she might better show me where to go. With experience, we have agreed that a highlighted TripTik removes all ambiguity between right turns and left and otherwise clarifies the navigator’s intentions.

In this small area of the swim lane map, the navigator "provide(s) directions" to the driver. The navigator is actually handing off a highlighted roadmap, or TripTik, to the driver. This hand-off shows up on the document map shown here. See the previous blog post for the full swim lane map where this example comes from.

Document Maps Help You Recognize Hand-Offs

A simple document map like this one makes it clear what documents are inputs and outputs at each process step. You can see what documents you get, and which ones you need to hand off to others.

Look at the first row labeled “Navigator.” She obtains a TripTik map and tourist brochures (received from outside the process).  The navigator executes the ‘plan route’ process step and produces a ‘highlighted route’ and ‘turn-by-turn instructions’ for the Driver. All four documents are, literally, physical documents, and thus are shown on the map.

Next, the driver uses the documents obtained from the navigator in his ‘driving’ step and produces a status report showing the current location. Notice that a parallelogram is shown instead of a document symbol, indicating that the status report is not a written document, but a spoken one in this case.

The passengers, who don’t really own any process steps, produce a break stop request as part of a pre-defined process called “break process.” That is, the break process comes from somewhere outside of the Driving process. Here, passengers produce a spoken request for a break. Again, a parallelogram is shown, indicating that no actual written document is produced.

Document maps should show all the important written documents so that you could audit your inventory of reports for compliance purposes. The document map is not a recreation of the swim lane map. Decisions and process detail can be left out. You are showing the main steps in rough order.

Document maps come in handy in quality systems like ISO 9001, which require that certain records (like product requirements) be created and maintained. Since they show the records your process creates, documents maps remind and remind process owners to generate output documents without having to name someone as the “document police.” And if you’re in the middle of the process, document maps can tell you if you have the inputs you need to do your job.

Last week I took you along on a family vacation to the Eastern Shore of Lake Michigan near Muskegon. Yes, we got there. But it was a longer journey than it needed to be. We could have spent less time travelling, and more time vacationing in the cool climes of Lake Michigan. Responsibilities between driver and navigator could have been more clearly delineated. The hand-offs could have been better communicated to cut down on some of the indecision and waiting that occurred.  Sounds good but, So how do you do that?

This swim lane process map shows the passenger (customer) in the first lane. Their role is mostly to ask questions. In the second lane, the driver accepts requests for breaks from passengers, and route adjustments from the navigator, who is shown in the third row.

Asking, ‘how are we going to get from where we are to where we want to be,” is a question of implementation.  What are the concrete steps we have to take to get there?  Who is going to do what, and when are they going to do it? 

Using Swim Lane process maps is one way to answer some of these questions.  We like to organize Swim Lane process maps by putting the ‘START’ on the left and the ‘END’ on the right.  It’s easier to read the chart from left to right.  Organizing the Swim Lane map and other process maps in predictable ways, and not over-stuffing your maps with information eases communications, which is mainly why you create process maps: to communicate to others a process that you already know.

What’s In A Swim Lane?

Swim Lane Diagrams, as described in part I of our series on process maps, organize tasks by role.  A role gets a swim lane. You are responsible for every task, document or decision shown in your Swim Lane.  The chart above shows three swim lanes: Passenger, Driver, and Navigator.  In our swim lane maps, we always show the customer on top.  Arguably, my daughters in the back seat are the customers of the ‘drive home from camp’ process.  If it wasn’t for the customer, my wife and I might be in Cape Cod, or Colorado, or France.  But we wouldn’t be in the minivan in Michigan.  To determine who goes in the top lane of your Swim Lane map, use the “but for” test.  ‘But for my daughters, I would not be driving five hundred miles north to a very small town in Michigan.  The process would not be taking place.

How Swim Lane Maps Help

What really stands out in this Swim Lane map is that Driving and Navigation are in fact different roles.  Had we consulted a Swim Lane map before our trip, we would have clearly seen that the driver should not be attempting to navigate,  no more than the navigator should be grabbing the wheel and driving.  The roles are clearly distinct.  Swim Lane Maps visually communicate how the roles relate to and communicate with one another.

Swim Lane Maps keep you within the bounds of your role while defining hand-offs of control and information.

Customer Involvement Shows Up In A Swim Lane Map

Swim Lane Maps visually communicate the involvement of each role, the Customer role for example.  As in the example above from my family road trip, my daughters asks of the process, ‘are we there yet?’ and interrupts the process when it is, ‘time for a break.’ But my daughters are passengers, and not responsible for any process steps (rectangular boxes).  In simple processes, customers may provide information at the beginning of a process in the form of requirements, and at the end when they buy the product.  In more complex products, customer requirements may be injected more frequently. In the case of co-development or co-creation of products, customers may have responsibility for processes and therefore process steps would appear in their swim lanes.

ISO-certified organizations must gather requirements from customers. That could be shown as a requirements document which is depicted in a process map as a process step box with a wavy bottom. Customer requirements could also stand alone in separate requirements-definition process.

In a Swim Lane Map, hand-offs of control and information appear as vertical lines or arrows originating from an activity in one role and connecting to an activity in another. When my daughter asks ‘Are we there yet’ it shows up as a vertical line leading from a decision point. The answer produces different actions, which is another indicator that this role is a customer.