How would a service-based company conduct a gemba walk, Business Management

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How would a service-based company conduct a gemba walk

Problem

Taking in account the purpose of the "Gemba Walk" were by management visits the ground floor of the manufacturing industry to get a better understanding of the effects of Kaizen in the processes used by the company in creating a product. What about the Service Industry? It is a slightly different approach than the traditional manufacturing, so how would a Service-based company conduct a "Gemba Walk"? Where would management visit and what could be measured to improve?

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