copyright © 2013 pearson education, inc. publishing as prentice hall. 5- 1 chapter 5 the voice of...
TRANSCRIPT
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 1
Chapter 5
The Voice of the Customer
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 2
Strategic Quality PlanningThe Voice of the CustomerChapter 5
Customer Driven QualityCustomer –Relationship managementThe “Gaps” approach to Service DesignSegmenting Customers and MarketsStrategic Supply Chain Alliances between Customers and suppliersThe Role of the Customer in Supply Chain Communicating DownstreamActively Solicited Customer-Feedback ApproachesPassively Solicited Customer-Feedback ApproachesManaging Customer Retention and LoyaltyCustomer-Relationship Management Systems
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 3
Strategic Quality PlanningThe Voice of the Customer
CustomersInternal CustomersExternal Customers or End Users
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 4
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
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 5
Strategic Quality PlanningThe Voice of the CustomerCustomer Driven Quality
Reactive customer-driven quality model
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 6
Strategic Quality PlanningThe Voice of the CustomerCustomer-Relationship Management
CRM -- Customer Relationship Management Complaint ResolutionFeedbackGuaranteesCorrective Action
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 7
Strategic Quality PlanningThe Voice of the CustomerThe “GAPS” Approach to Service Design
Gap The Differences between desired levels of performance and actual levels of performance
Gap AnalysisThe formal means for identifying and correcting these gaps
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 8
Strategic Quality PlanningThe Voice of the CustomerThe “GAPS” Approach to Service Design
Service Quality Model Gaps
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 9
Strategic Quality PlanningThe Voice of the CustomerThe “GAPS” Approach to Service Design
Gaps Model
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 10
Strategic Quality PlanningThe Voice of the CustomerSegmenting Customers and Markets
To Segment Markets means to distinguish customers or markets according to common characteristics
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 11
Strategic Quality PlanningThe Voice of the CustomerStrategic Supply Chain Alliances Between Customers and Suppliers
Strategic Supply Chain Alliances Between Customers and SuppliersA competitive modelSingle SourcingStrategic Alliances
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 12
Strategic Quality PlanningThe Voice of the Customer The Role of the Customer in the Supply Chain
The goal of Supply Chain Management is Customer Satisfaction
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 13
Strategic Quality PlanningThe Voice of the CustomerThe Role of the Customer in the Supply Chain
Segmenting the Supply Chain to define Customers
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 14
Strategic Quality PlanningThe Voice of the CustomerCommunicating Downstream
Customer rationalizationAnnuity relationshipActive data gatheringPassive data gathering
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 15
Strategic Quality PlanningThe Voice of the CustomerActively Solicited Customer-Feedback approaches
Telephone ContactFocus GroupsCustomer Service Surveys
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 16
Strategic Quality PlanningThe Voice of the CustomerActively Solicited Customer-Feedback approaches
Telephone Contact1. Soft data
2. Biased
3. Difficult
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 17
Strategic Quality PlanningThe Voice of the CustomerActively Solicited Customer-Feedback approaches
Focus Groups Address a single topic or
group of topics Draw individuals with
similar characteristics and demographics
Focus Group Steps
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 18
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
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 19
Strategic Quality PlanningThe Voice of the CustomerPassively Solicited Customer-Feedback approaches
Customer- initiated contact
Result in lower ratings in quality than active collections
Pizzeria Complaint Card
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 20
Strategic Quality PlanningThe Voice of the CustomerPassively Solicited Customer-Feedback approaches
Customer research cards Customer response lines Web site inquiries
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 21
Strategic Quality PlanningThe Voice of the CustomerManaging Customer Retention and Loyalty
Customer Retention Indicator of customer satisfaction Percentage of customers who return
for more service
Customer Loyalty Instilled by offering a specialized
service not available by competitors Intangible aspect
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 22
Strategic Quality PlanningThe Voice of the CustomerCRM Systems (CRMS)
Customer-centric activities Enterprise capabilities Customer Acquisition Sales management Customer retention and
enhancement
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 23
Strategic Quality PlanningThe Voice of the CustomerSummary
Customer Driven QualityCustomer –Relationship managementThe “Gaps” approach to Service DesignSegmenting Customers and MarketsStrategic Supply Chain Alliances between Customers and suppliersThe Role of the Customer in Supply Chain Communicating DownstreamActively Solicited Customer-Feedback ApproachesPassively Solicited Customer-Feedback ApproachesManaging Customer Retention and LoyaltyCustomer-Relationship Management Systems
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 5- 24
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or
otherwise, without the prior written permission of the publisher. Printed in the United States of America.