Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience by Wright Travis & Snook Chris J

Author:Wright, Travis & Snook, Chris J. [Wright, Travis]
Language: eng
Format: epub
ISBN: 9781119291701
Publisher: Wiley
Published: 2017-01-06T05:00:00+00:00

The EMF has been influenced by a DNA strand that comes from a deep admiration by both of us for the Japanese philosophy of Kaizen, which was made most famous in the late 1980s by the Toyota Production System. Kaizen was the precursor to the widespread adoption of the lean-manufacturing movement and continues to inspire innovation today, as the last decade has seen an immense amount of use and press around the lean startup, lean design, and lean everything movements.

The Kaizen process has been known as the Deming Cycle, the plan-do-check-act (PDCA) cycle, and the Shewhart Cycle, but regardless of vernacular, centers around the interplay of these four tenets: Plan, Do, Check, Act. Kaizen is a philosophy for constant and never-ending improvement.

In the Success Layer (Figure 7.1 ), we have chosen to simplify that a step further into a slightly modified and customer-centric model of Learn. Plan. Do. We have ordered it this way because, as you read earlier in this book, the first guiding principle of the EMF is that direct customer knowledge drives tactics. While you are executing you will need to prioritize learning from your customer and your macroforces environment in real time, because the business environment today is shifting and evolving so quickly. When insights arise, they arrive from this learning- and customer-focused feedback loop. From there, we have shown you how to plan in the Vision Layer, and now we will discuss the key components of successful execution to round out the surface layer of the EMF, which allows you to deliver optimal reliability and ongoing innovation around your customer experience.

Figure 7.1 The Success Layer: Execution

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