26 • e Process Mind
Although not a universal rule, the rst two types of processes ( logistics
and transactional) can be made more eective by becoming continuously
more reliable, like an automated teller machine (ATM) that works the same
99.9% of the time. e more reliable the process, the more predictable the
desired outcome (i.e., customer fulllment). In these cases, the enterprise
should be making, selling, shipping, and servicing an existing customer
base with the highest degree of reliability possible. e goal of such a pro-
cess is to remove any variance that would impede a consistent outcome.
For example, it is critical in providing customer value with ATMs that the
machines are stocked with cash and read your PIN number every t