customer satisfaction
DESCRIPTION
Customer SatisfactionTRANSCRIPT
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Voice of the CustomerVoice of the Customer22 Best Practices22 Best Practices
Barry JohnsonKnowledge Engineers
ke@ topher.net or 972.414.9301
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Process and Outcomes
• Outline a systematic VOC process. • Address the full customer relationship cycle
before, during, and after to integrate key VOC listening posts.
• Present 30+ best-practices you can – benchmark against and – use to address the most important gaps in your
current process or to create a better process. • Working understanding of how the Baldrige
Criteria can be used to create a systematic VOC process.
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Barry Johnson
• BA, MBA• USAF / USAFA Asst. Professor of Management• Entrepreneur, Consultant• Baldrige Examiner• ASQ-Certified Six Sigma-Lean Black Belt• Manager, eBaldrige• GrandDad GB in 2001. BB in 2003. Working on MBB.
• Has applied “excellence” methodologies in 98 organizations over the last 15 years.
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Ground Rules
• The right people are in the room.• We will begin and end on time.• Everyone will be heard (be brief).• Disagreement is tolerated.• This is Texas. Leave your firearms outside.
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1. Identify customers, customer groups, and market segments.
NISH Customer & Market Focus Model• 3 Customer Groups
– Federal government, – NPAs/CRPs, – People with Severe Disabilities
• Segmentation method differs for each Group– Agency, Product v Service, Value Proposition– Type Product or Service, Size, Value Proposition– Skills, Developmental Needs, Value Proposition
Customer & Market Focus Best PracticesUNDERSTAND MARKETS AND CUSTOMERS
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Customer & Market Focus Best Practices
2. Determine which customer groups and segments to pursue with current and future products and services.
UNDERSTAND MARKETS AND CUSTOMERS
NISH Customer & Market Focus Model• Products• Services
• Custodial/Janitorial• Grounds Maintenance• Commissary• Facilities Support
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3. Include customers of competitors and other potential customers and markets.
Customer & Market Focus Best PracticesUNDERSTAND MARKETS AND CUSTOMERS
NISH Customer & Market Focus Model• 8(a)• HUBZone• Service Disabled Veteran-owned
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LISTEN TO THE VOICE OF THE CUSTOMER
5. Tailor listening and learning methods to customers, customer groups, and segments.
NISH Customer & Market Focus Model• FED: Database services, Focus Groups• CRP: Surveys (Written & Phone & Web)• PWSD: Interviews, Focus Groups
Customer & Market Focus Best Practices
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6. Use relevant information and feedback from current and former CUSTOMERS, including:– marketing and sales information, – CUSTOMER loyalty and retention data, – CUSTOMER referrals, – win/loss ANALYSIS, and – complaint data;
• to – plan P&S and marketing, – Improve WORK SYSTEM and work PROCESS, and – develop new business opportunities.
USE VOC INFORMATION & FEEDBACKCustomer & Market Focus Best Practices
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7. Use VOC information and feedback …– To become more CUSTOMER-focused, – To better satisfy CUSTOMER needs and
desires, and – To identify opportunities for
INNOVATION?
USE VOC INFORMATION & FEEDBACKCustomer & Market Focus Best Practices
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8. Build relationships – to acquire customers, – to meet and exceed their expectations, – to increase loyalty and repeat business,
and – to gain positive referrals?
BUILD RELATIONSHIPSCustomer & Market Focus Best Practices
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GIVE CUSTOMERS ACCESS
9. Create mechanisms to enable customers – to seek information, – conduct business, and – make complaints.
Customer & Market Focus Best Practices
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USE CUSTOMER CONTRACT REQUIREMENTS
10.Determine key customer contact requirements for each mode of access.
Customer & Market Focus Best Practices
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11.Ensure that contact requirements are deployed to all people and processes involved in the customer response chain.
USE CUSTOMER CONTRACT REQUIREMENTSCustomer & Market Focus Best Practices
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12.Manage customer complaints.
COMPLAINT MANAGEMENT SYSTEMCustomer & Market Focus Best Practices
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13.Ensure that complaints are resolved effectively and promptly.
COMPLAINT MANAGEMENT SYSTEMCustomer & Market Focus Best Practices
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14.Minimize customer dissatisfaction and, as appropriate, loss of repeat business and referrals.
COMPLAINT MANAGEMENT SYSTEMCustomer & Market Focus Best Practices
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15.Aggregate and analyze complaints for use in improvement throughout your organization and by partners.
COMPLAINT MANAGEMENT SYSTEMCustomer & Market Focus Best Practices
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16.Determine CUSTOMER satisfaction, dissatisfaction, and loyalty.
DETERMINE SATISFACTIONCustomer & Market Focus Best Practices
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17.Differ determination methods by among CUSTOMER groups.
DETERMINE SATISFACTIONCustomer & Market Focus Best Practices
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18.Ensure that your measurements capture actionable information for use in: – exceeding your CUSTOMERS’
expectations.– securing your CUSTOMERS’ future
business and gaining positive referrals.
DETERMINE SATISFACTIONCustomer & Market Focus Best Practices
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19.Use CUSTOMER satisfaction and dissatisfaction information to improve.
DETERMINE SATISFACTIONCustomer & Market Focus Best Practices
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20.Follow up with customers on the quality of products, services, and transactions to receive prompt and actionable feedback.
FOLLOW UPCustomer & Market Focus Best Practices
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21.Obtain and use information on your customers’ satisfaction relative to:– their satisfaction with your competitors.– customer satisfaction levels of other
organizations providing similar products or services, and/or
– industry BENCHMARKS.
KNOW RELATIVE SATISFACTIONCustomer & Market Focus Best Practices
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22.Keep your processes current with business needs and directions, including changes in your marketplace:• VOC listening and learning methods• Building relationships and access
methods• Determining satisfaction
KEEP PROCESSES CURRENTCustomer & Market Focus Best Practices
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Barry Johnson
Email [email protected] 972.414.9301Fax 972.414.5831
Session Code: BE-T130 Session Name: Customer Satisfaction