Drive awareness and action to optimize your product launch process
By: Laurie Harbour, Partner at Wipfli LLP
All too often manufacturing is broken down into two categories — winning the work and doing the work. This creates a “business development versus production” dichotomy that can eat away at efficiency and customer satisfaction.
The reality is, product launch is one of the most important parts of your business, and yet it is not a priority for many companies. Often, it is only addressed when there is an issue — this is a missed opportunity for most.
Successful product launch is critical to initial and ongoing customer satisfaction, which is the foundation for a long-term relationship. Meeting initial expectations of time, quality and costs helps create a trusted partnership across your customer base — procurement, engineering, and quality — resulting in satisfaction.
Have you reviewed your product launch process recently? Have you used recent lessons learned to improve your launch process? Are all your customers satisfied? If you answered “no” to any of these questions, it’s time to reconsider your approach.
The importance of customer satisfaction
Customer satisfaction is dependent on meeting expectations. It is important to understand what each customer expects (because it will likely be different) and establish if those expectations are achievable before you start. However, the job does not stop there. You must manage the customer throughout the entire product launch process and communication is the key.
Advanced product quality planning checklists often fail to define the appropriate communication required both internally and externally to keep all parties informed and aligned. Communication milestones need to be established and both parties must confirm that the message is understood, the impact on the project is clear and the next steps are assigned.
For example, general project timelines don’t always reflect potential delays when specific steps are missed. More specifically, they do not clearly communicate the impact if the customer doesn’t meet their required dates to provide files, necessary responses, and approval requirements. When not communicated, their failure puts additional pressure on you to recover the lost time.
The goal is to not have any surprises and help ensure the customer understands all aspects of the product launch, everyone’s role and what is needed to achieve the deadline.
Choose your vendors carefully
Another important aspect of product launch is vendor selection and management. You must select a vendor that can deliver to your customer expectations and benefit your internal team. Price should not drive the decision.
Leaders need to determine the best fit based on the required deliverables, help ensure alignment in culture and approach to work, and emphasize communication. You can’t fix what you don’t know.
Set expectations early
A successful product launch plan isn’t an omnipresent checklist that covers every detail of the launch process. The process starts with establishing the end goal based on expectations you created in collaboration with your customer and works backward identifying the deliverables needed to achieve that goal.
Additionally, it is important to realize that the launch process has both external and internal customers and that the internal customer — production — expectations for delivery are just as important as the external customer.
Once deliverables have been identified, then determine what role should be responsible. Then build the defined deliverables into a workflow. A common approach is a gate structure where specific actions must be completed before transitioning to the next key step in the launch process. It is recommended that you limit the gates to critical events and that they run through the entire launch process — tool design approval, tool delivery and sample preparation, sample activity and pre-production trials, approval submission, approval receipt, initial production run review and lessons learned.
To achieve success the internal team must support and agree with the launch process and clearly understand the expectations and the role they play in achieving each gate.
The product launch process you develop cannot identify every possible obstacle that will be faced during the program launch. Your success depends on how you address those challenges to meet customer expectations. Those with best-in-class launch processes have learned to anticipate the obstacles, excel at creating recovery plans and can quickly pivot.
Learn from the process
The final important step in improving your product launch process is what should be the final gate – lessons learned. Once a product is in production, teams can be too busy starting a new project and miss reviewing launch performance or, more likely, they don’t want to revisit launch failures. If you want to have a top-performing organization, teams need to be honest, critical, and willing to identify failures in the process — identifying what worked and what didn’t.
Metrics should initiate the conversations — where did we fail to meet the timing and cost expectations? What did we do that worked well? Look at every aspect of the process to evaluate what should remain the same in the future and what needs to change.
Continuous improvement across your operation is essential, and the launch process is no different. Leaders need to challenge and motivate their teams to achieve a great product launch. It will improve profitability and generate repeat work.
How Wipfli can help
Successful product launches are essential for growing your business, and having the right processes in place for a smooth rollout could mean the difference between growing and falling behind. If your operations could use some optimization, count on Wipfli’s dedicated professionals to help. We can assist you in creating processes that deliver results for your business. Learn more about Wipfli’s strategy and operations services.
Please contact us if you would like additional information.
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