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Voice of the Customer - What Does Value Really Mean?
In the previous article we explored how to craft a strong problem statement. But here's another critical question: how to you know which problems are...
We mapped our process and we’ve found waste everywhere, maybe we even have some ideas about what to do about it. Now we need to decide how we will know if we're improving and that lies in measuring the right things.
Organizations are often drowning in data but starving for insight. They measure everything—and understand nothing: metrics, metrics, everywhere, but not a drop to drink.
The problem isn't with measurement itself—it's measuring things that don't connect to customer value or business results. Worse, tracking the wrong metrics drives the wrong behaviors.
Consider the (probably) apocryphal story of the Soviet nail factory, measures become targets, and when the number of nails is measured, the factory output millions of tiny, but useless nails. When the measure was switched to the weight of nails, the workers made one giant, but useless nail. The metric drove the behavior—but neither met the customer need.
We need to understand the four categories of measurement. Each category can tell you something different about your process:
| MEASURE TYPE | WHAT IT TELLS YOU | EXAMPLE | WHEN TO USE |
|---|---|---|---|
|
Input Measures
|
Resources going into the process
|
Number of staff, budget allocated, raw materials available, hours scheduled, equipment capacitycontent here.
|
Resource planning; understanding constraints; calculating capacity
|
|
Process Measures
|
How well the process is performing internally
|
Processing time, error rates, setup time, % Complete and Accurate
|
Daily management; identifying bottlenecks; detecting problems early |
|
Output Measures
|
What the process produces
|
Units produced, orders completed, patients treated, transactions processed, projects finished
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Tracking productivity; measuring throughput; understanding volume
|
|
Outcome Measures
|
Impact on customers and business
|
Customer satisfaction, revenue growth, market share, patient outcomes, on-time delivery, customer retention |
Strategic decisions; validating that outputs create value; ROI
|
The Critical Insight: Most organizations obsess over output measures (how much we produced) while ignoring outcome measures (did it matter to customers?). Meanwhile, they neglect process measures (how efficiently we produce) which actually give you the power to improve.
Here are some core metrics every Lean practitioner should understand:
1. Metric: Processing Time (PT)
Definition: The time work is actively being worked on (hands-on time, value-added time)
Formula/Example: Typically measured in minutes or hours
Why It Matters: Your baseline for how long work should take if nothing goes wrong
Measure Type: Process
2. Metric: (Total) Elapsed Time (ET)
Definition: Total elapsed time from customer request to delivery, including all waiting and delays
Formula/Example: Typically measured in days or weeks
Why It Matters: What the customer experiences. The gap between lead time and cycle time reveals wasted waiting time
Measure Type: Process / Outcome
3. Metric: Process Efficiency / Flow Efficiency
Definition: The ratio of processing time to elapsed time, expressed as a percentage
Formula/Example: Efficiency = (Processing Time ÷ Elapsed Time) × 100
Example: Work takes 2 hours (PT) but requires 5 days to complete (PT = 40 hrs)
Efficiency = (2 ÷ 40) × 100 = 5%
Why It Matters: Reveals how much of your lead time is value-added vs. waste. This single metric captures improvement opportunity
Measure Type: Process
4. Metric: Percentage Complete and Accurate (CA)
Definition: Percentage of work that passes through without requiring rework or correction
Formula/Example: %CA = (Units Passing First Time ÷ Total Units) × 100
Example: 85 of 100 orders correct first time %CA = 85%
Why It Matters: Low %CA means doing work twice (or more!). Below 90% indicates quality issues, and opportunity for improvement
Measure Type: Input / Process
5. Metric: Work in Progress (WIP)
Definition: Number of items currently being worked on but not yet completed
Formula/Example: Count of items in process
Why It Matters: High WIP indicates bottlenecks and longer elapsed time. WIP is "trapped" work that hasn't created customer value. Reducing WIP improves flow
Measure Type: Process
Here's the most important principle: Measure what matters, not what's easy.
It's tempting to measure what you can count easily—number of reports generated, number of meetings held, hours worked. But none of these tell you whether you're creating value.
Ask yourself: "If this metric improved by 50%, would customers notice? Would they care?" If the answer is no, question whether you should measure it at all.
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