1. GEMBA WALK STAGE
Before the Gemba Walk
2. BRIEF DESCRIPTION
An Empathy map is a tool used to facilitate the discussion about the needs of an internal or external customer or a group of customers. The map helps to focus the discussion on what is happening with and around the observed customer or user at the given time. Using the Empathy map, the team can visually develop and display what the customer is thinking, feeling, seeing, saying, doing and hearing. In the case of the Gemba Walk, Empathy maps could also be used to understand the feelings and emotions of employees, to identify whether the experience of an employee working on a particular process could also be improved.
3. HOW TO USE THE EMPATHY MAP IN THE GEMBA WALK
An Empathy map is a tool relying on strong observation or ethnographic background that can be used in the Gemba Walk to identify how the end customer of an observed process and the employees working on that process feel, as well as what they think, hear, see, say and do. Furthermore, leaders use this tool to gain the human aspect of the processes and identify key pain points (areas to be improved), as well as key gains (what is working really well) for employees.
4. ROLES AND ACTIVITIES
Leader: Supports the implementation of this practice and dedicates resources for mapping it. Provides access to processes and customers to be investigated
Facilitator: Facilitates the use of this tool, supports leaders, provides training
Team member: Uses the Empathy map to map the “human” side of processes, tasks and activities by employees and end customers to understand what they are really feeling and what their biggest pain points are
5. EXPECTED BENEFITS FOR THE GEMBA WALK
Provides a simple and structured approach to build empathy
Helps to better understand internal and external users/customers and processes
Creates a collaborative customer-centric or employee-centric environment
Uncovers gains and pains of the customers
6. ORGANIZATIONS THAT PERFORM EMPATHY MAPS
Airbus Defence and Space and Swisscom