Below is the outline I use for a guideline to create a Value Stream Map and to mimic a customer’s buying process. I have written many times and have an eBook (Mirror Marketing) on the subject that you should Mirror your customers buying process in developing your marketing strategy and tactics. I choose this flow diagram for several reasons. The Six Sigma tools involved in the DMAIC process complements the steps of the buying process. The Involve, Influence, Interaction, Intimacy and Commit stages are central to the patterns you must create during the customers buying process.
Most businesses are very consistent when they are making a purchase decision and practically any purchase is taken through a process. Below is the process most customers will go through and you can see how it correlates to my standard outline above.
Many people might not consider the Awareness stage but I believe that is critical in today’s marketing. Seldom does a purchase occur today simply starting when a buyer realizes or recognizes they have a need for the product. Most business decisions are still purchased from someone they already are aware of or there is a direct connection to them even if it is only a Google Search.
Your Value Steam Map should mimic your customers buying patterns and provide/supply the information that enables them to make a decision. That decision typically supports or creates the action to move to the next stage, not necessarily to buy. You may find out interacting with one value stream that they need only to attend a webinar to support the transition from evaluation to purchase. While in another channel it may require that the webinar is attended during the research phase and a free trial is needed before a purchase is made.
Buyers will buy different through different channels and it your tactics may have be different or in different order depending on the value stream. For example, a value stream may be created for a dealer network, direct sales, internet sales, parts, etc.
The Customer’s decision making process also will vary in length and the number of decision makers. Typically, it is safe to say the higher the cost of the product the longer the time it takes, the more material reviewed and the greater number of people involved in the process. Price will also affect what purchase method is used (P.O., Online, In-person, etc.). These all our critical factors in determining your value stream and ultimately in how you manage your value stream.
The key to successful implementation of Value Stream Marketing is getting this right. You typically understand your your marketing/sales channels but the level or how deep you go into the process is the difficulty. There is no right answer. Drew Locher of Change Management Associates in his podcast and also in the eBooks created from them gave a great definition on this particular subject.
Related Information:
Value Stream Mapping
Six Sigma Marketing
Lean eBooks
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