Phase 2: Diagnosis
Key
activities in this phase include scoping and modeling the current
process and activities, and establishing targets for the new
process. Some of the questions answered in this phase are: what is
the process all about; what does it take to get the process done;
what is needed from the new design; why does the current design not
perform better; and what opportunities exist for redefining the
output of the process.
Reengineering Training
and Education
One of the areas
overlooked by most companies engaged in reengineering is training
the teams early in the process. Workshops have to conducted with the
senior executives to create the awareness and to help them get
prepared for the long journey ahead. Right level of expectations
will also be set at the executive level. The reengineering teams
will have to be trained on the methodology for
reengineering. There is no substitute for this early learning at all
levels.
Scoping the Process
Most
companies must consider reengineering the core business process that
has the greatest potential for delivering significant competitive
advantage. While prioritization of the process itself should be done
in the earlier phase, the scoping of this process must be a major
activity in this phase. Companies that get started with
reengineering activities without fully scoping the process end up
fighting scope issues through all remaining phases. The scope of the
process has to be developed very carefully. First, a clear vision of
the end-state has to be identified along with the definition of the
value to be created. This has to be then balanced with the breadth
of functions and the capacity of the organization to sustain the
effort. The boundaries for selected process must be clearly defined.
If process limits are not clearly defined, you can end up with
analyses that are never completed, or a reengineering process that
requires such far-reaching and complex changes that it simply cannot
be implemented.6
Current Process
Analysis
Before
designing the new process, we need to understand what's wrong with
the current process. The team needs to identify the value-adding
steps associated with the current process and understand the
problems related to performance of these activities. Current
performance measurements have to be identified and related to
inherent process limitations.
Current
processes have to be examined from a customer's point of view. It is
important to keep a high level perspective and not get bogged down
in details. One of the major mistakes in reengineering is spending
far too much time on analysis of current processes. Dr. Hammer says
people get stuck in up-front analysis very often, because they don't
know how to proceed through a reengineering effort.1
There
usually is a great deal of resistance in most companies to perform a
current state analysis. This is usually perceived as a non
value-added activity. Such analyses would have been done many times
under various initiatives, most recently perhaps with the TQM
projects. Even in such cases, one would find that the analyses
performed with prior initiatives to be more narrow in scope,
typically at a functional level. It will be therefore worthwhile to
map the process at a high level, characterizing it from a customer's
perspective.
Phase 3: Redesign
This is
the phase team members seem to enjoy the most. Details of the new
process are identified, tested and prototyped during this phase.
Team members are usually encouraged to
"think-out-of-the-box" and start the design with a blank
sheet of paper. Starting from scratch, companies can plan and build
the new infrastructure required to realize the new design. This new
infrastructure should include programs like comprehensive training
and skill-development plans, performance measurement systems that
track how well the organization is meeting its targets and how
employees should be rewarded based on
those objectives;
communication programs that help employees understand why and how
their behavior must change; IT development plans that capture the
benefits of new technology; and finally, pilots that test and
redefine the redesign as well as its implementation.7
To be Continued
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