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Management Decision: Article Information
Management Decision: Article Information
Management Decision: Article Information
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MD
44,5 Exploration of internal service
systems using lean principles
John Maleyeff
674 Rensselaer Polytechnic Institute, Hartford, Connecticut, USA
Introduction
Any organization, whether it is classified as a manufacturing, service, non-profit, or
government entity, includes a number of internal professional service units that
ultimately affect its long term performance. Each unit provides one or more services to
internal customers, or to external customers, or to both. Examples of such units include
marketing, research and development, engineering, information technology, human
resources, and consumer affairs. Regardless of the organization’s size, almost all
professional staff members deliver an internal service, as either their primary or
secondary job function. A manager or staff member whose department’s primary
customer is internal would deliver an internal service as his or her primary job
function. Examples include a product designer whose customers include
manufacturing engineers; a marketing manager whose customers include product
Management Decision designers; and a financial analyst whose customers include corporate executives. But
Vol. 44 No. 5, 2006
pp. 674-689 other personnel whose customers are external (e.g., consumers) also perform services
q Emerald Group Publishing Limited
0025-1747
for internal customers. For example, managers perform annual performance
DOI 10.1108/00251740610668914 evaluations of their staff, customer service personnel report to appropriate
departments on the types of complaints received from consumers, and manufacturing Exploration of
supervisors take part in continuous improvement efforts. internal service
The effect that these internal service systems have on the organization’s overall
performance is often difficult to quantify precisely. For example, it would be difficult to systems
measure the impact of a marketing department not identifying a potentially lucrative
opportunity to sell the company’s product since the lost opportunity may not be readily
apparent. Further, given the diverse sets of activities that take place in an internal 675
service system, their design and management would appear to be a challenge. The
term transformation has been used to describe the process that takes place when a
system converts inputs to outputs (Chase et al., 1998, p. 7). While a manufacturing
organization is strictly devoted to creating physical transformations, the
transformations that take place in service systems include physiological (e.g.,
employee assistance); exchange (e.g., company store); informational (e.g., education
and training); location (e.g., distribution); and storage (e.g., warehousing). Often,
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Lean management
The Lean management approach, developed by Taiichi Ohno (1912-1990) at Toyota
Motor Corporation in Japan, forms the basis for the Toyota Production System. In the
USA, The Machine that Changed the World (Womack et al., 1990) described how
Toyota used lean production to change the nature of automobile manufacturing. Lean
Thinking (Womack and Jones, 1996) exposed many practitioners to Lean by focusing
on the application of five fundamental concepts:
(1) specify value (from the customer’s perspective);
(2) identify value stream (i.e. understand all activities);
(3) (flow (minimize interruptions during processing);
(4) pull (all work is initiated by customer demand); and
(5) perfection (the goal is zero waste).
Emiliani et al. (2003) detail how The Wiremold Company achieved success by applying
a Lean approach throughout their organization. In the eyes of many practitioners
observing a manufacturing system, Lean would be associated with cellular
manufacturing, kanban card inventory control, fast setup times, and periodic Kaizen
events (Imai, 1986). However, Lean is successful only when the entire company
infrastructure is consistent with the goals of Lean. Examples include compensation
based on global rather than local efficiencies, a system of continuous improvement, and
a culture that supports Lean (Emiliani, 1998).
Lean principles are increasingly being applied to service companies in an effort to
improve customer service thorough the elimination of waste (Bowen and Youngdahl,
1998). Service industries where Lean has been applied include insurance (Hammer,
2004), education (Emiliani, 2004), and environmental consulting (Ball and Maleyeff,
2003). In service systems, as contrasted with manufacturing systems, the five
MD fundamental principles mentioned above (specify value, identify the value stream,
44,5 flow, pull, and perfection) do not always apply in obvious or explicit ways. For
example, many service systems, even those that are operated in a wasteful manner, are
by their nature pull systems because all work is initiated by the customer. Customers
of poorly designed or managed service systems are likely to experience long waits for
the service to be completed. Toyota’s product development process is considered by
676 many to be a model of product development effectiveness, even though it appears on
the surface to be a relatively unstructured process with seemingly ambiguous
communication that creates, for example, a disproportionately high number of
prototypes (Ward et al., 1995).
Spear and Bowen (1999) provide a conceptual framework that may be well suited for
understanding how Lean principles are generally applicable. This framework includes
four fundamental principles that would constitute a Lean approach:
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(1) all work should be highly standardized in terms of content, sequence, timing,
and outcome;
(2) every internal customer-supply contact must be direct and unambiguous;
(3) the flow of every product and service must be simple and direct; and
(4) improvements should be accomplished in a structured, scientific manner.
These principles are useful in providing guidance as to how service systems should be
structured and managed. However, they may be looked upon as representing a
conceptual framework rather than an implementation guide, thus limiting their
application.
Approach
This exploratory study reports the results of a meta-analysis applied to a number of
internal service systems, each of which was analyzed and critiqued using a Lean
viewpoint. Meta-analysis provides a means of synthesizing information contained in a
variety of credible if disparate primary sources. If effective, the analysis will result in a
generalization of information that will meet the needs of a particular audience.
However, biases may be present regarding the choice of primary sources and the lack
of control over both the primary study methodologies and the somewhat subjective
nature of the meta-analysis itself. This study eliminates the possibility of choice bias
and creates a controlled but open-ended methodology for each primary source. More
details regarding the meta-analysis technique may be found in Schulze (2004).
The internal service systems all existed within companies located in the southern
New England region of the USA during the period September 2002 to March 2005.
Each primary study was undertaken by a full-time professional employed within the
organization and was submitted as the main requirement of the graduate-level course
Service Operations Management at Rensselaer Polytechnic Institute (RPI). The
ultimate goal of the analysis was to develop knowledge to help managers of the
internal service systems make informed decisions. The focus was on common features
that could be expected in an internal service system, including structural
characteristics, wasteful practices, and typical problems. It was expected that a
specific set of objectives would be fine-tuned after a preliminary review of the primary
sources.
The limitations of the approach are evident. The systems chosen by the working Exploration of
professionals were not a random choice, or a choice designed to span the entire scope of internal service
internal service systems. While guidelines were provided for authors of the primary
projects, the guidelines were of a general nature. For example, authors were asked to systems
list wasteful activities, but not to list the most common and not to place them in
predefined categories. So, for example, obvious activities adding no value may have
been overlooked while less common wasteful activities were listed. The ability to 677
quantify correlations among responses is limited given the non-standard response
format. It is hoped that these limitations will be offset by a comprehensive qualitative
analysis approach and the relatively large number of primary sources.
(2) a review of professional literature and the generation of ideas for improvement.
While specific requirements were specified for each stage, the working professionals
performing the work were not provided with detailed instructions beyond the basic
requirements. It is the results of Phase 1 that forms the basis of the meta-analysis.
Phase 1 included the requirements listed below, of which the first and third are
particularly relevant to this effort:
(1) the development of a comprehensive process flow diagram for the current
system, with accompanying identification of value-added activities, wasteful
activities, and sources of uncertainty that affect performance;
(2) an evaluation and critique of the current method for forecasting customer
demand and a recommendation regarding the type of forecasting methodology
that should be implemented;
(3) an analysis of the strengths and weaknesses, using input from three
stakeholders customers, managers, and employees based on live interviews
or an open-ended written questionnaire;
(4) an evaluation of the current performance metrics that relate to customer
satisfaction and the recommendation of metrics that would be effective for
monitoring the various dimensions of system performance; and
(5) an evaluation and critique of the current complaint handling system and the
development of a customer satisfaction survey.
Phase 2 of the project is not important to this exploratory study, but mention of its
requirements provides an insight into the mindset of the primary authors. A literature
review helps the students view their system from a process-oriented perspective,
allowing them to find non-traditional ideas for improvement. Recently, a student was
working in a system that evaluated new business opportunities based on international
contacts (where communication took place almost entirely by electronic means). While
addressing communication in different contexts, the student was interested to learn
that literature on virtual communities (normally associated with Internet gaming)
could be a source for improvement ideas. Popular ideas for improvement include the
standardization of tasks to reduce variation, the removal of wasteful activities through
a process redesign, the implementation of enhanced customer demand forecasting, or Exploration of
the design of a customer complaint handling process. internal service
systems
Study methodology
Seventy-one primary projects were available and a preliminary screening found 61
projects that were considered to have been completed with the quality and integrity 679
sufficient for inclusion in the meta-analysis. While the internal service systems were
diverse and varied, they can be placed into the following categories:
.
Systems that provide support to human resource functions; examples included
employee orientation, talent management, inducting new employees, on-campus
recruiting, and military leave approval.
.
Systems whose primary focus is external customer service; examples included
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The preliminary screening also allowed for the development of a more detailed list of
objectives. The four main objectives were:
(1) Identification of structural similarities, that exist across internal service systems;
(2) Categorization of wasteful activities, based on a tabulation of similar wasteful
activities found in internal service systems;
(3) Tabulation of typical problems, based on a tabulation of weaknesses stated by
key stakeholders of an internal service system; and
(4) Synthesis and exploration, of the relationship among structural characteristics,
wasteful activities, and problems expected to exist in an internal service system.
The next four sections below report on the results of the four main objectives. These
sections are followed by a discussion of important management implications derived
from a Lean perspective.
Importance of information
defined by the forecasting function to mean past absolute deviations between the
forecast and actual sales. So, when sales were lower than expected, the forecasting
department handed off a high forecast error to the planners who then mistakenly
scheduled the production of higher inventory levels. During classroom discussions,
many other examples of communications breakdowns were provided.
No one-size-fits-all solution
The common characteristics provide a generally applicable framework for
approaching internal service system analysis and improvement. But the wide
variety of tasks that take place would preclude the application of specific Lean
techniques in a cookbook fashion. Therefore, any approach to the management and
improvement of an internal service system must be application-specific and be based
on a conceptually-based fundamental understanding of Lean. The framework
mentioned earlier and attributed to Spear and Bowen (1999), summarized briefly as:
standardize tasks, create unambiguous connections, institute direct flows of
information, and apply a structured improvement methodology, would appear to be
appropriate. But application of these fundamentals requires improvement project team
members to be educated in Lean principles prior to their attempting to make
fundamental changes to how an internal service is structured or managed. And the
team leader needs to be particularly cognizant of the subtleties that the application of
Lean to an internal service system would entail.
.
overproduction (in order to create economies of scale).
While connections can be made between these categories of waste and those found in
internal service systems, many of the categories would be much less important in a
service system. The terminology used in service systems would also be inconsistent
with terms used typically in manufacturing. For example, while “defects” would
certainly occur in service systems, they would typically be referred to as “mistakes” or
“errors.” While “inventory” would be wasteful in any system, internal service systems
typically cannot inventory their service using excess capacity (e.g., a system that
generates customer quotations cannot begin working on a specific quotation prior to a
RFP being received into the department). Similarly, “overproduction” (analogous to
providing a service above the immediate needs of a customer due to a need to create
economies of scale) does not typically happen in internal service systems.
The effort made here to tabulate and categorize wasteful activities in internal
service systems is complicated by the open-ended nature of the primary analyses. That
is, no checklist of standard names or terms was provided to the primary authors as a
guide. The procedure for classification consisted of creating the exhaustive list of
specific wasteful activities mentioned in each of the primary analyses, tabulating how
often each specific activity was repeated across the analyses, then combining the
resulting list into similar categories. As a result, seven categories were created and
listed in Table II. The list is provided in no particular order. In the remainder of this
section, each category is described along with a brief definition and examples.
Categories of waste
A Delays
B Mistakes
C Reviews
D Movements
E Duplication
F Processing inefficiencies Table II.
G Resource inefficiencies Categories of waste
MD (1) Delays include time wasted either directly in queue (e.g., paperwork placed in an
44,5 in-box) or waiting for information to be transmitted (e.g., an individual waiting
several days before responding to a voice-mail message).
(2) Reviews include activities that inspect completed or partially completed work
for errors or omissions. Examples include confirming that standard accounting
procedures are used, checking technical accuracy of an analysis, or creating a
684 presentation to obtain management approval before proceeding to the next
phase of a project.
(3) Mistakes include errors or omissions that, if found internally, cause work to be
redone or, if found by customers, also cause work to be redone but can result in
loss of reputation or customer defections. A secondary result of mistakes is the
disruption of normal activities that cause delay in other work activities.
(4) Duplication includes activities that are done elsewhere in the system or can be
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done more easily in another part of the system. Alternatively, an activity may
be performed more than once. For example, duplication occurs when the same
data are entered onto a form at two difference locations in the system.
(5) Movement includes the physical transport of information, personnel, or
equipment that is unnecessary. Examples include traveling to attend a meeting
to find the root cause of a mistake, or mailing reports to a customer.
(6) Processing inefficiencies includes the ineffective use of a resource in performing
a specific task. For example, generating reports without a standard template
can cause personnel to “reinvent the wheel” every time a report is generated.
(7) Resource inefficiencies includes the management of personnel, equipment,
materials, or capital in ways that are wasteful. Examples would be creating a
work schedule that did not coincide with customer demand or holding meetings
that do not result in enhanced value for customers.
Management implications
Regarding the management of an internal service function, the analysis of the primary
research projects makes it clear that managers must appreciate three important points:
(1) it is likely that the main service provided is information;
(2) it is likely that cross-functional coordination is required; and
(3) it is likely that people play a critical role in the system’s performance.
It is easy to overlook the first point and focus, for example, on document control rather Exploration of
than the controlling the information contained (and not contained) on existing internal service
documents. Overlooking the second point may result in change recommendations that
are not effective or cannot be implemented. Regarding the third point, management systems
must understand the key role played by employees and provide the support needed for
them to achieve the goals of the system. The establishment of cross-functional Kaizen
teams, mentioned earlier, would be an effective approach to improving an internal 687
service system.
In the Kaizen team improvement efforts, the results discussed earlier can form the
basis of improvement activities. Since individual service providers play such a primary
and direct role in servicing customers, issues such as the manner in which tasks are
performed, how information is communicated, and how the service provider reacts to
atypical circumstances will impact ultimate customer satisfaction. The granting of
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