Activity 3 Achieving Excellence in the Things That Really Matter Value Chain Analysis is a three-step process: 1. Activity Analysis: First, you identify the activities you undertake to deliver your product or service. 2. Value Analysis: Second, for each activity, you think through what you would do to add the greatest value for your customer. 3. Evaluation and Planning: Thirdly, you evaluate whether it is worth making changes, and then plan for action. We follow these through one by one: 1. Activity Analysis The first step is to brainstorm the activities that you, your team undertakes that in some way contribute towards your customer's experience. Tip: If you carry out the brainstorming behind the Activity Analysis and Value Analysis with your team, you'll almost certainly get a richer answer than if you do it on your own. You may also find that your team is more likely to buy into any conclusions you draw from the exercise. After all, the conclusions will be as much theirs as yours. 2. Value Analysis Now, for each activity you've identified, list the "Value Factors" - the things that your customers value in the way that each activity is conducted. For example, if you're thinking about a telephone order-taking process, your customer will value a quick answer to their call; a polite manner; efficient taking of order details; fast and knowledgeable answering of questions; and an efficient and quick resolution to any problems that arise. If you're thinking about delivery of a professional service, your customer will most likely value on accurate and correct solution: a solution based on completely up-to-date information; a solution that is clearly expressed and easily actionable; and so on.