VSM adoption is gaining momentum as demonstrated by enterprise practitioners presenting how they use VSM practices and tools at Flowtopia 2023. This series will dive into first-hand VSM stories from our exceptional speakers from BECU, Deutsche Telekom, Netflix, Parchment, Shutterstock, Telstra, and Unum.
Let's start with Dionysos Svoronos, project and change manager at Deutsche Telekom, sharing their story and focusing on the Identify step of their VSM implementation journey:
The VSM Implementation Roadmap
From Customer Need to Value Delivery: A Look into Deutsche Telekom Europe
When one delves into the world of digital transformation, it often brings forward narratives of systematic approaches, methodologies, and success stories. As an experienced project and change manager, I share two compelling case studies that underscored the company’s efforts in leveraging value stream management and its broader implications for organizational change.
A Centralized Digital Vision with Global Implications
Deutsche Telekom Europe is a centralized system that develops and distributes digital products and services for eight national companies. We initiated value stream management two years ago and would like to share these two use cases:
Case Study 1: The Magenta Advantage Initiative
The Magenta Advantage initiative sought to boost brand awareness and improve customer experience by collaborating with external vendors. This ambitious project was not without its challenges. Key among them was a lack of clarity regarding roles and misalignment of vision and needs. By identifying and addressing gaps in their processes, the company effectively utilized value streams to streamline discussions across functional teams.
While the implementation was primarily practical, it aimed at ensuring a cohesive team. The primary achievement? The company successfully reduced the lead time for delivering offers from external partners to end customers.
Case Study 2: Empowering Project Managers
In another strategic move, Deutsche Telekom decided to delegate authority and leadership within the community of project managers, aiming to prove their value beyond mere documentation. The process began with the identification of the community's customer and then understanding their needs. Competitive analysis and other methods provided insights that culminated in a business backlog of improvement ideas.
The real innovation was the democratic approach adopted. Experienced professionals volunteered, formed teams, and were given full freedom in their operations, bound only by the core values of the organization. The results were astounding, with the creation of innovative project management products that catered to the future needs of the company.
The Individual Perspective in Value Stream
The two case studies, though different in their nature, highlighted the importance of viewing value streams not just as organizational tools but also as reflective methodologies for individual growth. The message is clear: whether it’s about performing a task, moving the business forward, or influencing change, it’s crucial to understand one's role within the value stream.
In conclusion, while methodologies and frameworks are essential for systematic progress, the human touch, effective communication, and building genuine teamwork are equally paramount. For those intrigued by these insights, watching the entire speech promises a deeper understanding of this intricate dance between discipline, value, and human connection. Don't miss out on this enriching experience.
VSM QUOTE:
"In the forthcoming chapters of our VSM odyssey, we aspire to be more than mere map-readers; we aim to be cartographers, charting a dynamic, adaptable, and value-driven path for our entire organization. This vision is brought into sharp focus through our collaboration with the VSM Consortium, which not only brings real-life value streams to the forefront but also introduces fresh, innovative methodologies, sparking discussions from which we have captured invaluable insights."
Quotes:
- "Success isn't just about managing people; it's about understanding and managing the value we bring."
- "Remain relevant, adaptable, and always strive for continuous improvement."
- "Through visualizing the flow and agreeing on the foundations, we transitioned from a conflict which was personal to a conflict of what problem we currently have."
- "Even if we don't have the authority to make changes... At the end of the day, there is self-reflective power in identifying and connecting our actions to the value flow."
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