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From Lean Facilitation to Increased Engagement
Data & Communications Subcommittee Progress Report
Team Leads: Nika Degg & Jennifer Miller
Team Members: Jenna Mignano, Nicole Sevrey, Dennis Rudat, Beth Rupprecht
Michigan Farm Bureau is looking to better understand, evaluate, and streamline their communications processes in order to provide greater value to members. To accomplish its goal, MBF has undertaken a multi-phase approach to understand, evaluate and improve communications in order to help achieve greater member engagement.
Completed & In Progress
Phase 1. Conduct Discovery, Inventory All Communications (Completed Fall 2019)
Successful lean facilitation and process mapping requires the collection of a great deal of information, the engagement of involved stakeholders, and an understanding of the role of communications as a service and product within the organization. This phase included a survey of all staff involved and an in- depth evaluation
of organizational practices, resource allocations and
communication products.
RESULTS: Phase 1 provided the raw materials and internal assessment necessary to move forward with an impactful lean facilitation. The inventory of communications products was eye opening for staff.
Phase 2. Lean Facilitation & Value Stream Mapping
(Completed September 2019)
The Data & Communications Subcommittee participated in a full- day lean facilitation in the fall of 2019. Together they applied Lean principals to the expansive list of Farm Bureau communications, evaluating their purpose, creation and deployment. The
staff worked to define value, map existing realities, identify opportunities to eliminate waste, design a future vision, and solidify recommendations for action. Throughout the discussion, staff found more common ground than expected and appear ready
to stand as collaborative partners in pursuit of a future in which communications are conceived based on value and member-driven purpose, targeted to self-identified and segmented membership groups, using an integrated technology platform that allows members to designate and control communication channels, frequency and content interests.
RESULTS: Phase 2 provided not only a future state map, but also several short-term recommendations. Most importantly, the team members were able to identify larger gaps and challenges that can be formalized with member input and addressed over a longer period of time.
Phase 3. Formalize Plan & Implementation Strategy
(In-Progress, expected completion Summer 2020)
The solutions identified during the lean facilitation and value stream mapping event require a formalized plan outlining owners, tactics and deadlines. This summary report will fully develop each recommendation into an actional function with detailing of steps, impact and staff necessary.
RESULTS: Phase 3 will provide an implementation matrix to formalize owners, outcomes and deadlines for each change or solution.
Communications Value Defined
• Timely information
• Messages with personal impact
• Targeted or customized content
• Convey broader member value and ROI
• Consistent and identifiable branding
• Core and/or mission relevant
• Opportunity for member feedback or dialogue • Transferable and actionable
What is Lean process?
The lean process is a method for creating a more effective business by eliminating wasteful practices and improving efficiency. More widely referred to as “lean,” the lean process focuses on improving products and services based on what customers want and value.
Future State Design
• Personal – member dashboard or portal
• Custom – frequency, interest areas
• In-Person – farm visits, agent calls
• Data-driven based on member elections
• Online application and payment options
• Cross-marketed
• Mobile
• Segmented/targeted
• Cobranded = 1 brand for whole state
• One digital publication with both news and
promotion filtered to member interests