We all have learned the value of continuous improvement and appreciate the discipline of applying lean principles to map out existing processes and remove waste. But in some cases, companies stop too soon and fail to explore more innovative opportunities.
Lean Meets Innovation
The key question to ask is: "What is the job a customer wants to get done?" Then we can identify the "ideal innovation" for the job, the process with only the value-creating steps in it, which will be our sole reference.
Once the ideal innovation is identified, we can work backwards to create the best practical solution.
The ideal innovation should provide all the benefits from getting the job done while minimizing all the harm and cost associated with it. In our example, the ideal innovation would be to eliminate the check-in and checkout process and achieve the needs behind it.
Is it really possible to build a hotel check-in process that consists of nothing but "identify myself" and "receive my room key"? It's not only possible but already happening.
On your next trip to Amsterdam, stop by the CitizenM. You will see guests using their credit card at a terminal to access their reservation information and then receiving a room key from the terminal.
Similar to the electronic check-in at airports, there are still hotel staff members available if guests need help. But otherwise, this ideal innovation creates a waste-free process.
