IKEA Group & SSD Global, Inc. Don Jensen Lean Six Sigma Project September 15, 2010 SSD Global, Inc. Personal Information Name: Don Jensen Address: 2451 43RD ST Allegan MI 49010 Phone: 616-450-6502 Email: bajetson@yahoo.com Certification Goal: Green Belt Project Information Project Title: IKEA Group Date Started: 08/21/10 Date Completed: 09/09/10 Company Name: IKEA Group Company Address: Student Project Project Sponsor/Champion: Don Jensen Phone: 616-450-6502 Email: bajetson@yahoo.com Executive Summary: Six Sigma Project The specific problem that was found for process improvement was that of a bad online customer experience. On August 14, 2010 I tried to purchase a “Sultan Herand” king-size mattress online. When I proceeded to the “Online Shopping Cart” red letters appeared that stated “NOT BUYABLE”. Granted, not everyone would consider this a bad shopping experience, but some would. It’s not just the “NOT BUYABLE” message, but also the fact that the customer is not told anything online; no online message such as “item is discontinued”, or to call customer service, or to have an online method to place a backorder for the item. This is a simulated project (canned) and nothing in this project is to reflect the actual IKEA Company. I am simulating that the IKEA Group has granted a project charter to begin for online out-of-stock items. The IKEA Group was very helpful with all of their existing online and phone systems. I left a message with one corporate employee (Kenneth) and he returned the call (08/17/10) explaining that he could not give me any specific corporate information, but that I could use all of the public information that IKEA does put out on the internet. Asking Kenneth about the IKEA store concept and he replied “IKEA is the store”. In conducting this project, many calls were made to IKEA Customer Service Representatives and I found them to be very helpful and informative. If a customer calls them they can answer almost any question and explain services that are not advertised. In the Project Charter I proposed having the process improvement online in four major languages. I am simulating that IKEA has denied the full scope of the project, the section pertaining to having the improvement in four languages. IKEA is only approving the existing North American languages already in service with their North America Online 1 SSD Global, Inc. Catalog; English, French Canadian, and Spanish. IKEA is not approving the addition of a Chinese language to the online catalog. The project scope is to improve the online shopping experience concerning out of stock and discontinued items by enhancing the online shopping cart with a process improvement. Taking backorders online or explaining why this message appeared and how to place a backorder, or how to call a customer service representative. This is accomplished through the addition of Web Text and Message Boxes to the existing Online Shopping Cart. These ordering (input) and informational (output) statements will be in the existing languages that are currently represented by the North American Region. This work request (to have the online catalog enhanced) is then submitted to the WebHosting Department for implementation. Also, the addition of a monitor (counter) will be placed by the Web Hosting Department (IT) after the back order is placed. This is to count the backorder, (considered a sale) item number, item description, date, and the dollar (currency) amount. The project scope is contingent with the original project charter scope and objectives which state that this project must be approved as “Feasible” (capable) by the Web-Hosting Department to be implemented with “Work Requests Only” (project must be done with Web-Hosting Department only). This process will be aided by having Bob Host (Director of Web-Hosting) on the Process Improvement Team. Within the Define Phase, Bob gave support for the project, but also stated that some project deliverables may change from the original project charter due time and resource constraints. This project is based on having the improvements made by using existing company “Work Requests” to have the process improved. This method is available to many companies and does not incur actual project costs. Define is the major project phase of the DMAIC process. Finding a process to improve in this type of project is difficult. The IKEA Company is a private company and does not have annual business reports as a publicly held company does. In Defining the problem statement in the Define phase is a milestone; actually finding a process to improve. All of the other phases follow the process map (process problem) discovered in the Define phase. The key learning segment was process improvement. Project conclusions showed that a process improvement can improve the overall customer experience (prevent a bad customer experience) and that it can improve sales by offering information and the option to place an online backorder. Project recommendations are to continue using the Customer Service Representatives in the backordering process, and they can monitor if the backorder came from the online catalog. Overall, this is a step in the right direction, meaning that this process improvement allows the monitoring for future project improvements (data collection). Prior to this project there was no data collection for the number of backorders originating from the online catalog. The continuance of this projects Histogram could possibly turn into an upward bell curve and give evidence to pursue further online sales projects. Actions taken were to go ahead with the project based on conservative estimates for ROI. The sampling used was the combined population of the United States and Canada (343,304,632). The formula is 343,304,632 (.000015) = 5,149. 2 SSD Global, Inc. Conservatively assuming that this number (5,149) times one dollar would produce $5,149 in net sales per month contributed from backordering items in the online catalog. Don Jensen (Director of Online Sales) team leader and champion is working with four other Directors - Customer Service, Warehousing, Web-Hosting and Accounting. They are allowed two hours a day for one week to go through the DMAIC. They can prepare and do research the night before and after normal work hours (ask questions etc...). Monday, taking off with the approved project charter and the High Level Process Map showing the existing process with that occurs within the online shopping cart. The team agrees on the Prioritized list of CTQ’s. The team believes that they are representing the voice of the customer. Before going into the Measure Phase they discuss why they had no established method for monitoring the loss sales due to the old system. This is the pattern that was followed when conducting this simulated project. Tuesday was Measure, Wednesday was Analyze, Thursday was Improve and Friday was Control. Financial benefits were recognized as well as creating a basis for monitoring future online sales process improvements. Monitoring or counting processes added by the Web-Hosting Department can be added in the future with minimal equipment improvements. This process improvement will make it easier to make future online process improvements, since this has already been discussed by the simulated project team. This is a good way of advertising online and a good way to get people to call customer service, which can answer almost any question. Also, this is a good tool to expand sales into Central America and possibly start a store in Mexico. As a result of this project the team has voted unanimously to place a message the normal (non backordering) process notifying all online customers of the Bulk Shipping Discount. This allows any customer to backorder items up to one thousand pounds combined weight and have them shipped all at once for $300; depending on some variables. Lean Six Sigma Project DEFINE PHASE Cost of Poor Quality Statement We define “a bad customer experience” from the August 14, 2010 online shopping test of trying to buy an item online and receiving the message “NOT BUYABLE” in red letters without any explanation or option to place a backorder. This is an example of waste, the loss of a sale. We would consider a backorder as a sale. Also, this is the potential loss of a customer for a very long time because they tried to order an item and received a message “NOT BUYABLE”. This is what started the prioritized list of CTQ’s. 3 SSD Global, Inc. Customer Satisfaction (Voice of the Customer) The VOC was validated by the process improvement monitoring step that shows (counts) the actual backorders that are placed for out-of-stock online items. It was thought to have an actual online customer questionnaire that would act as the VOC, but this would be a time constraint having to wait for the tabulation of the questionnaire would take months and the decision was made that not having any customer information or backordering options provided immediately was a COPQ. Our team is using the prioritized list of CTQ’s as the VOC. We think that we are speaking for the customer. Financial Benefits Assessment We tried to be very conservative with the ROI formula for this process improvement. Formula: U.S. and Canada population x .000015 x $1 = $5,149 ((343,304,632(.000015)) ($1) = $5,149 $5,149 monthly net sales from online backordering The IKEA employee cost for this project is not calculated because having process improvement meetings and then submitting the minimal (IT) work requests through an actual company “work order” is a common event for most companies. The WBS (Work Breakdown Sheet) for the project is presented in two phases: Corporate Plan: One week of corporate meetings with five directors. One meeting lasts two hours and each meetings topic is one of the DMAIC phases. The total hours for this are fifty hours. If a dollar amount were needed for this phase it could be calculated as fifty hours x $30 and would equal $1500. Web-Hosting Plan: Two weeks of technical work is to be done to implement the project. This department is also responsible for installing a fail-proof methodology for the new process along with pilot-testing of this new process. Two technicians are given three hours per day for two weeks, this equals sixty hours. If a dollar amount were needed for this phase it could be calculated as sixty hours x $24 and would equal $1440. Tools Application Define phase tools application: Prioritized list of CTQ’s: Stop current system/process Inform/educate the online customer Design new online process Install new online process 4 SSD Global, Inc. High Level Process Map of the current process: Customer clicks on the desired item. Customer at the online catalog. Customer taken to the Shopping Cart. Customer is given message that the item is “NOT BUYABLE” The Current Process 08/14/2010 Project Charter (see Appendix) Capability Meetings: Every team meeting is a capability meeting; we do not go onto the next phase until we vote that the phase is capable. The alignment of goals and objectives with business initiatives is a guiding principle that helps to determine the capability and feasibility of this project with regards to the project scope; considering the time and resources constraints. MEASURE PHASE Process Mapping/Process Visualization This is the process mapping of the system that was tested on 08-14-10 and 08-15-10 (with the same results). Process mapping was used; see appendices section. This was a very beneficial learning experience because it actually showed every step of the procedure; including all processes. Overall, the measurement was that of a “Bad Customer Experience” and this is listed in the COPQ. The process mapping technique used primarily in this project is the high level process map. In this project, process mapping was the key to discovering the needs for process improvement and for showing the actual process improvement. 5 SSD Global, Inc. The Vital Few The vital few X’s in measuring the old process were no informational Message Boxes for Discontinued Items, Out-of-Stock-Warehouse-Items, how to backorder items, and how to receive the Bulk Shipping Discount. All of these contributed to not making a sale (Y output). This was not a true numeric value, but the lack of inputs did determine negative value – COPQ. Data Collection Planning and Execution Data Collection occurs in the Control Phase for the new and improved process. The old process had no way of measuring how many sales were lost due to not being able to place a backorder and not being aware that backorders were available. No measure was available to determine how many potential online customers were lost by having a bad customer experience. Measurement System Analysis No MSA was performed due to not having any records or data of loss sales due to the current system (process). The Critical to Quality priority list proved substantial for changing the current process. Capability Studies The capability studies that were used in the Define Phase helped to shape the project scope by comparing some of the “desired” items to what was actually capable of providing in the future considering the constraints of time and resources. We weren’t capable of providing a complete or partial online backordering system due to the time and resource constraints that it would impose (see Appendix for Capability Studies). Process Control This is based on the CTQ priority list and the decision to improve based on the existing process map of the old system. Tools Application Process Flow Diagram (process mapping) COPQ CTQ’s Priority List 6 SSD Global, Inc. High Level Process Map of the current process for discontinued and out-of-stockwarehouse-items. This process results with the online customer within the shopping cart with red letters “NOT BUYABLE”. No options or informational messages are given to the online customer. Customer clicks on the desired item. Customer at the online catalog. Customer taken to the Shopping Cart. Customer is given message that the item is “NOT BUYABLE” The Current Process 08/14/2010 ANALYSIS PHASE List your Y = f(x) formula (Y) Backorder Sales = the Manipulation of the inputs (how well the inputs are presented or advertised within the online catalog). These X’s are based on the Cause and Effect Diagrams and the causes are considered X’s. If the causes are explained to the customer (message boxes are considered a manipulation of an X) then they can respond with a backorder (sale). The four X’s that were proven in this phase were: Discontinued Items Out-of-Stock-Warehouse-Items Backordering Bulk Shipping Discount 7 SSD Global, Inc. These four processes (objects) will be the basis for the process improvement. Discontinued Items Out-of-Stock-Warehouse-Items Backordering Bulk Shipping Discount Cause and Effect Diagram of Online Items Not Buyable: Discontinued Items Out-of-Stock-Warehouse-Items Online item “NOT BUYABLE” 8 SSD Global, Inc. Cause and Effect Diagram of Online Customers that are not being made aware of the Backorder Process: No informational Message Box. Online Customer is not aware of Backordering Option. Cause and Effect Diagram of Online Customers that are not being informed of the Bulk Shipping Discount Process: No informational Message Box. Online Customer is not aware of Bulk Shipping Discount. 9 SSD Global, Inc. This is based on Process Improvement: High Level Process Map of Plan “A” (non-shopping cart). This method is giving the online customer messages and text selections when on online item are out-of-stock. Text Box: This item has been discontinued, but is available at these IKEA stores near to you (this text box will also show the stores inventory of item). Message Box: To place a backorder and to learn about the Bulk Shipping Discount – Call a Customer Service Representative 1-800-434-4532 This transaction is easy to monitor and survey by the Online Sales Department using existing methods. Customer Calls Customer Service Agent takes the call – places the back order and explains how to hold the backorder for the Bulk Shipping Discount. High Level Process Map of Plan “B” (partial-shopping cart). This method is giving the online customer messages and text selections when an item is out-of-stock. Text Box: This item has been discontinued, but is available at these IKEA stores near you (text box shows the stores inventory of item). This transaction is easy to monitor an survey by the Online Sales Department. Text Box: If only backordering one item and not interested in receiving the Bulk Shipping Discount, click here to precede to the Shopping Cart and backorder online . Message Box: To place a backorder with any combination of other orders and to receive the Bulk Shipping Discount call a Customer Service Representative. 1-800-434-4532 10 Shopping Cart: Backorder one item online. The backorder is monitored from the Shopping Cart Transactions (includes the dollar amount). SSD Global, Inc. High Level Process Map of Plan “C” (total-shopping cart, total online shopping experience). This method is giving the online customer messages and text selections when an item is out-of-stock. Text Box: This item has been discontinued, but is available at these IKEA stores near you (text box shows the stores inventory of item). Bulk Backorder is monitored as a sale including the dollar amount. Text Box: Click here to place a backorder online. Shopping Cart: To backorder one item click here. Shopping Cart: Monitors the one item backorder. Shopping Cart: To backorder more than one item and /or combination of items that will qualify for the Bulk Shipping Discount click here. Special Order Form for online bulk order items. IMPROVE PHASE Alternative Solutions Considered The High Level Process Maps of Plans “A”, “B” and “C” are the potential solutions. Recommended Solution(s) See Appendix for the Capability Matrix that were used for each potential process solution. The team voted for Plan “A”. This is the easiest plan to implement and the Customer Service Department has always been capable to handle backorders and bulk shipping. Plan “A” is the only plan that complies 100% with the project scope (time and constraints). How will this be piloted? The testing occurs within the two weeks that the project is left with the Web-Hosting Department for testing and implementation. Critical testing will be given to look for any errors in the application. Also, second test will be given to double check the testing results. 11 SSD Global, Inc. Create a project plan using WBS The Work Breakdown Sheet for the entire project revolves around the plan in the Executive Summary. The first week consists of five two hour meetings with the Process Improvement Team. Every two hour meeting takes care of one of the DMAIC steps. The final process is submitted to the Web-Hosting Department for testing and implementation. Since the team members are all Directors, they have a vested interest in seeing the project work consistently well. The team continues to communicate through the control that is established for an annual review of the process. Roll out and evaluate: The following Histogram shows the dollar amount of sales directly related to the changes made to the online ordering process. The baseline net monthly increase was set at $5,000. The first month came in short, but the new process is giving a substantial ROI starting in November within the simulated Histogram. This graph is depicting late 2010 and early 2011 and the “Y” axis denotes net sales in dollars. The evaluate and correcting of the results are done by the Web-Hosting Department with supervision and directing by team member Bob Host; also Director of the Web-Hosting Department. The owner of this new process is Don Jensen Director of Online Sales and the team has formed a “Sustainability Committee” that will meet monthly to discuss and review the performance of online sales and how to improve the online shopping experience. 12 SSD Global, Inc. This informational and sales promotion idea is an improvement. This Advertisement will appear on the IKEA Home Shopping Web Page (Online Catalog - First Talk to an IKEA Customer Service Representative Today about placing backorders and our Bulk Shipping Discount. 800-434-4532 Page). CONTROL PHASE Poka-Yoke was implemented by the Web-Hosting Department to track all technical problems that could happen with the new process. This is a fail-safe set of procedures implemented by the Web-Hosting Department to keep this new process operating. Sustainability is the key to the control. Now that Online Sales and the other departments finally have some data to measure for future projects and research hopefully this will create a catalyst for other data gathering projects. Sustainability and the Plan-Do-ActCheck is something that we believe is being accomplished by the team members that will go back and direct their individual departments. A monthly “Sustainability Committee Meeting” will be planned for the first Monday of every month. We want to sustain our improvements and to help facilitate more improvements that will help to make the online catalog a true extension of the IKEA Store. The Transition Plan is to have this new process installed and operating within the online catalog within the project scope timeline. Don Jensen is the process owner and should be contacted with any concerns, problems or emergencies. The re-writing and updating of all standard operating procedures and policies will be supervised by Don Jensen and submitted to IKEA by October 1, 2010. ROI benefit is recorded monthly. Official close-out of the project will be October 1, 2010. After all of the documentation has been submitted to IKEA. 13 SSD Global, Inc. APPENDICES Capability Studies (Matrix – Evaluation) and Project Charter: Evaluation of New Process "A" - Voted on by each team member (Directors) Scores range from 1 to 2. One designates that the process will comply within the project constraints. A score of 1 also designates that it complies and is an acceptable process. Two designates that the process needs additional time and resources. Online Sales Customer Service WareHouse WebHosting Accounts Payable Time Requirements 1 1 1 1 1 Resources Needed 1 1 1 1 1 Equipment Needed 1 1 1 1 1 Training Required 1 1 1 1 1 Testing Time 1 1 1 1 1 Evaluation of New Process "B" - Voted on by each team member (Directors) Scores range from 1 to 2. One designates that the process will comply within the project constraints. A score of 1 also designates that it complies and is an acceptable process. A score of 2 designates that the process needs additional time and resources. Online Sales Customer Service WareHouse WebHosting Accounts Payable Time Requirements 1 1 1 1 2 Resources Needed 1 1 1 1 2 Equipment Needed 1 1 1 1 2 Training Required 1 1 1 1 2 Testing Time 1 1 1 1 2 14 SSD Global, Inc. Evaluation of New Process "C" - Voted on by each team member (Directors) Scores range from 1 to 2. One designates that the process will comply within the project constraints. A score of 1 also designates that it complies and is an acceptable process. Two designates that the process needs additional time and resources. Online Sales Customer Service WareHouse WebHosting Accounts Payable Time Requirements 2 2 2 2 2 Resources Needed 2 2 2 2 2 Equipment Needed 2 2 2 2 2 Training Required 2 2 2 2 2 Testing Time 2 2 2 2 2 SSD Global Student Project Charter Student Name: Don Jensen Student Program date: 08/21/2010 Student Company and position: Student Only Project Name: IKEA Group Prepared By Document Owner(s) Project/Organization Role Don Jensen Student Project Charter Version Control Version st 1 Draft Date Author Change Description 08/21/10 Don Jensen Online Orders (Cart) Process Improvement 15 SSD Global, Inc. TABLE OF CONTENTS 1 PROJECT CHARTER PURPOSE ........................................................................ 17 2 PROJECT EXECUTIVE SUMMARY .................................................................. 17 3 PROJECT OVERVIEW ......................................................................................... 17 4 PROJECT SCOPE................................................................................................... 18 4.1 GOALS AND OBJECTIVES.................................................................................. 18 4.2 DEPARTMENTAL STATEMENTS OF WORK (SOW).................................... 18 4.3 ORGANIZATIONAL IMPACTS .......................................................................... 18 4.4 PROJECT DELIVERABLES................................................................................. 19 4.5 DELIVERABLES OUT OF SCOPE ...................................................................... 19 5 PROJECT CONDITIONS ...................................................................................... 19 5.1 PROJECT ASSUMPTIONS, ISSUES, RISKS, CONSTRAINTS………............. 19 6 PROJECT REFERENCES ..................................................................................... 20 7 PROJECTED ROI…………………………………………………………………………………….. 8 PROJECT COMPLETION DATE,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 16 SSD Global, Inc. 1 PROJECT CHARTER PURPOSE The project charter defines the scope, objectives, and overall approach for the work to be completed. It is a critical element for initiating, planning, executing, controlling, and assessing the project. It should be the single point of reference on the project for project goals and objectives, scope, organization, estimates, work plan, and budget. In addition, it serves as a contract between the Project Team and the Project Sponsors, stating what will be delivered according to the budget, time constraints, risks, resources, and standards agreed upon for the project. 2 PROJECT EXECUTIVE SUMMARY Project goal: increased sales. Objectives: Process improvement of the online ordering process; making it more helpful and user friendly. Scope: Improve the online ordering process for out-of-stock items. Assumptions: Those online sales that have been lost due to current process. Risks: None foreseeable. Costs: Calculated hourly by the Web-Hosting Department and considered a standard work order (requisition for work). Timeline: One month including the pilot test (one week is accounted as slack). The Online Process Improvement team is allotted two per day for one week. The Web-Hosting Department is allotted two hours per day for two weeks. Approach: Having the Web-Hosting Department include informational messages and a method of placing back-orders while the customer is already in the Online Shopping Cart. Organization: This is the IKEA Group, a global company with Store, Catalog/Phone, and Online Sales. 3 PROJECT OVERVIEW “IKEA Group” is a global company with global concerns and is also the global leader in the manufacturing and marketing of house hold furniture. The mission/vision statement for the corporation is “Create a better everyday life for the many”. The business case: A company sponsored process improvement team is looking for ways to increase Online Sales. One existing process they found that could lose customers is within the Online Shopping/Ordering Cart. If someone orders an item online and that same item happens to be out of stock at the warehouse, red letters immediately appear “Not Buyable”. The fact that there are no helpful messages or specific directions that are given to explain why the item is “Not Buyable”; this places the buyer in a dead zone and is not good quality. The buyer is told that the item is not available, but is not told why, or how to find out what to do. Sure, the knowledgeable buyer will call Customer Service (800-434-4532) and have this explained to them. Overall, this process is not increasing the online shopping experience. 17 SSD Global, Inc. It’s not explaining if the item is out of stock or discontinued and it is not taking back orders. We are trying to avoid a bad customer experience from this process and the possible loss of a new customer. We want to create more of a quality online shopping experience. 4 PROJECT SCOPE To improve the online shopping experience concerning out of stock and discontinued items by enhancing the online shopping cart with a process improvement (taking a back order online, or explaining that the item has been discontinued). This is accomplished through the addition of Web Text and Message Boxes to the existing Online Shopping Cart. Also, these ordering (input) and informational (output) statements will be in every language that is represented by North American Sales (English, French, Spanish and Chinese-Mandarin). This work request is then submitted to the Web-Hosting Department for implementation. 4.1 4.2 4.3 Goals and Objectives Goals Objectives The project will provide an improved system for handling online orders that contain out of stock or discontinued merchandise. 1. Develop a system that will improve online sales by providing the ability to place back orders and provide helpful informational messages such as “This item is discontinued, please purchase at an IKEA Store”. 2. This system must be approved as “Feasible” by the Web-Hosting Department. Departmental Statements of Work (SOW) Departmental SOW Owner/Prime Due Date/Sequence Online Process Improvement Team Don Jensen, Team Leader One Week from project start date. Web-Hosting Department Web-Hosting Director Two Weeks after receiving the work order. Organizational Impacts Organization All internal departments involved are working together to implement a change. Impact to and Participation of Organization Impacting the Organization through Process Improvement. 18 SSD Global, Inc. 4.4 Project Deliverables Milestone Deliverable 1. The Online Process Improvement Team Deliverable 1) Team and Project Charter Deliverable 2) New Online Cart System Plan Deliverable 3) Approval by the Web-Hosting Department 2. Implementation of technical changes by the Web-Hosting Department Deliverable 1) Approval of the New Online Cart System Plan Deliverable 2) Implementation of the New Online Cart System Deliverable 3) Pilot-Testing of the new system before permanent installation 3. Permanent Addition to the Online Cart 4.5 Transition Plan and the monitoring of Online Sales after the implementation to show on a Histogram the increase in Online Sales. Deliverables Out of Scope Any online process improvements outside of the “Cart” area are out of scope; as are process improvements concerning Store and Catalog/Phone Sales. 5 PROJECT CONDITIONS All project conditions are stable and ready to be started. 5.1 Project Assumptions, Issues, risks, and constraints The only assumption is that IKEA already has lost online sales due to the existing “Cart” process. We don’t foresee any constraints, risks, or issues with this process improvement. If an unforeseeable event happens, we have one week of slack allowed for such an occurrence. Status & Resolution Owner Description Company is facilitating the change. Existing process owner is the company. Foresee no issues. Don Jensen new process owner. Web-Hosting will provide the technical skills. Foresee no issues. 19 SSD Global, Inc. 6 7 PROJECT REFERENCES Milestone Deliverable The Process Improvement Team Within the Project Report Implementation of technical changes by the Web-Hosting Department. Within the Project Report Permanent addition to the Online “Cart” Within the Project Report PROJECTED RETURN ON INVESTMENT OR PROJECTED SAVINGS: $5,000/month net sales from Online Sales. This project should be completed by: September 15, 2010 20