copyright © 2010 pearson education, inc. publishing as prentice hall. 5- 1 chapter 5 the voice of...

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.

5- 1

Chapter 5

The Voice of the Customer

5- 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 2

Strategic Quality PlanningThe Voice of the CustomerChapter 5

Customer Driven QualityWhat is the voice of the customer?Customer –Relationship managementThe “Gaps” approach to Service DesignSegmenting customers and markets

5- 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 3

Strategic Quality PlanningThe Voice of the CustomerChapter 5

Strategic supply chain alliances between customers and suppliersCommunicating with customersActively solicited customer feedbackPassively solicited customer-feedback approachesCRM Systems

5- 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 4

Strategic Quality PlanningThe Voice of the CustomerChapter 5

Customer Driven QualityWhat is the voice of the customer?Customer –Relationship managementThe “Gaps” approach to Service DesignSegmenting customers and markets

5- 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 5

Strategic Quality PlanningThe Voice of the CustomerCustomer Driven Quality

Proactive approach to satisfying customer needsGather data about customersProvide the products and services that satisfy the customersThe pitfalls of reactive customer-driven quality

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Strategic Quality PlanningThe Voice of the CustomerWhat is the voice of the customer?

Wants, opinions, perceptions and desires

Or

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Strategic Quality PlanningThe Voice of the CustomerWhat is the voice of the customer?

A standardized, disciplined and cyclical approach to obtaining and prioritizing

customer preferences

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Strategic Quality PlanningThe Voice of the CustomerCustomer-Relationship Management

CRMS -- Customer Relationship Management SystemComplaint ResolutionFeedbackGuaranteesCorrective Action

5- 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 9

Strategic Quality PlanningThe Voice of the CustomerThe “GAPS” Approach to Service Design

Gap AnalysisThe Differences between: desired levels of performance actual levels of performance

5- 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 10

Strategic Quality PlanningThe Voice of the CustomerSegmenting Customers and Markets

Distinguish customers or markets according to common characteristics

5- 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 11

Strategic Quality PlanningThe Voice of the CustomerStrategic Supply Chain Alliances…

Between Customers and SuppliersThe competitive modelSole SourcingStrategic Partnerships

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Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers

…the cost and confusion associated with trying to satisfy a diverse customer group

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Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers

5- 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 14

Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers

Customer RationalizationAnnuity relationshipActive data gatheringPassive data gathering

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Strategic Quality PlanningThe Voice of the CustomerActively Solicited Customer-Feedback approaches

Telephone ContactFocus GroupsCustomer Service Surveys

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Strategic Quality PlanningThe Voice of the CustomerActively Solicited Customer-Feedback approaches

Customer Service Surveys1. Identifying customer requirements

2. Developing and validating the instrument

3. Implementing the survey

4. Analyzing the results

5- 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 17

Strategic Quality PlanningThe Voice of the CustomerPassively Solicited Customer-Feedback approaches

Customer research cards Customer response lines Web site inquiries

5- 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 18

Strategic Quality PlanningThe Voice of the CustomerCRM Systems (CRMS)

Customer-centric activities Enterprise capabilities Customer Acquisition Sales management Customer retention and

enhancement

5- 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 19

Strategic Quality PlanningThe Voice of the CustomerSummary

Customer focus and satisfaction Gather and analyze data about

customers Active Passive

Find ways to better serve our customers

5- 20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.

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