Nailing the value chain of your business [thoughts post Laser Eye op]

Posted: March 19, 2010 in Uncategorized
Tags: , , ,

This post has been inspired by my experience yesterday where I farewelled my 20 years of frustration as an intensely short sighted chick in a 60 minute laser eye surgery session. [give it a few months and I can safely endorse the Vision Eye Institute as the place to go to for vision correction in Sydney, Australia!].

Apart from the free Valium dose, free Illy coffee and a chirpy Opthamologist being overzealous with keeping my spirits up, what really amazed me was their commitment to process control: making sure that every interaction you have, whether it is with humans, the LASIK machine or the recovery chair, is timed and executed to the required standards.

This explains why the Institute is so successful: they’ve nailed their core value chain, the essence of what keeps their service reputable and high quality. Each activity is created and structured with precision and purpose, and because of the risky nature of their service (to correct eyesight), there is no room for error. Most importantly, the essence of the procedure has a huge impact on the customer (life changing!), so making sure they are well informed and comfortable the whole way was of critical importance. So that’s what the Valium was for..

The same rigour needs to be applied to any business wanting to sustain their position in the market. Identifying the product or service you want to sell and pinpointing the bits you need to be good at (capabilities) in order to make your product /service stand out. In this example, the VES dedicates efforts on R&D with advancing laser eye technologies and sharing these advancements with the public, building on the brand reputation that a customer like myself would look for.

And just for entertainment, here’s a snippet of what I looked like straight after the procedure – eek, it’s Femme de Cyclops (X-men fans will concur!).

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Comments
  1. Iggy Pintado says:

    Pardon the pun, but you “nailed” the issues on core value chains but also on “moments of truth” for business.

    If they had not got it right, at best, you wouldn’t have been so generous of your praise in this post. At worst, you wouldn’t have been able to write this post!

    Great stuff.

  2. Hi Denise,
    Nice Xmen look indeed. Thanks for sharing your experience and observations of how good service focuses on the most important aspects being done to perfection. And also for sharing a personal experience which I also enjoyed reading about. ‘intensely short sighted’ who knew, shame on me for missing that one.
    All the best with your new sharply focused world ahead of you.

  3. paulalexgray says:

    Hi Denise,

    Great post. Identifying what features or capabilities an organisation can really add value in not only helps in providing the best possible experience for customers, but also can be used to identify the best places to differentiate against competitors.

    paul

  4. Hey Denise,

    Good post. I think this kind of thinking is very important…it’s all got to be about the user, and following that user value chain through. Mapping out each step of the process, the time taken at each step and even the expectations of each user at each point is such a valuable process to go through.

    Josh Porter, at Bokardo, has a heap of great slidedecks with this sort of thinking in mind, mainly for the web. But the thinking can very easily be applied in ‘brick and mortar’ world.

    http://www.slideshare.net/bokardo

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