I was recently reading a business article about how a retailer managed to increase productivity solely by training its staff on customer service, particularly the concept of the 'internal customer', putting mandatory service standards in place for the department to meet its service targets (which by the way were very different to its financial targets).
They basically process involved the process owners (or workers as the article described) listing all of the internal departments they interacted with such as purchasing, sale & marketing etc, then using a flip chart and a marker they listed all of the attributes they would look for if they were in the shoes of their internal customer.
So, here we have a business looking to make process improvements using VOC (Voice of Customer) data to streamline their business, could this be described as Lean? In a word, no.
There are several clues in the text as to why this is certainly not a lean approach, firstly they have involved a number of different departments, and have used basic empathy to identity the other departments requirements (guesswork), in addition they have not looked at any cross functional process (or the value stream as a whole), rather the interaction between each company department.
In addition they have curiously defined the customer as 'anyone they interact with', surely as disciples of the Lean tradition, many of us are reeling at the thought of this; I am often asked how should a business determine who the customer is and in writing this I am reminded of the parable of the Good Samaritan found in the Gospel of Luke, chapter 10, verses 25–37:
"…he asked Jesus, "And who is my neighbour?" [after explaining the parable of the Good Samaritan Jesus asked the man;]
"Which of these three do you think was a neighbour to the man who fell into the hands of robbers?" The expert in the law replied, "The one who had mercy on him." Jesus told him, "Go and do likewise."
I would argue, that your customer is whoever pays for the goods or service.
This could include a wholesaler, as retailer and a consumer in a manufacturing example. Equally this could apply to a financial institution, an intermediary and the end customer and in instances where the value stream from origin to end user is more complicated then VOC data may be required from each of the customer groups.
So is it wrong to think of other business functions as internal customers? Not necessarily, but the concept of a customer tends to be perceived as a one way relationship; lean methodologies usually require a partnership approach if they are to realise any tangible, lasting benefits.
By all accounts this approach worked very well for the firm and seemed to have a positive motivational effect on the workers, which in turn has improved productivity, however the approach chosen is not lean as this does not serve the true customer.
The lesson here is to not underestimate the importance of your people, this is also an intrinsic principle of lean, Toyota themselves claim to achieve outstanding results, from ordinary people, operating perfect processes. In addition you need to make sure you are always aware of who your customer's really are….