define phase- voice of customer
DESCRIPTION
Voice of customer is part of Define phase on Six SigmaTRANSCRIPT
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Voice Of Customer
Yudha satya Perdana ©
Yudha Satya Perdana
VOICE OF CUSTOMER
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Voice Of Customer
Yudha satya Perdana ©Who Am I?
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Voice Of Customer
• Certified Six Sigma Black Belt (ASQ)• Certified Six Sigma Green Belt (Motorola University)• Lean Expert Practitioner (Expert Ratings)• Certified TPM Facilitator (IMPACT Ltd.)
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(IMPACT Ltd.)• Author and presenter in any national/international seminars
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Voice Of Customer
Yudha satya Perdana ©
All of those not making me become a superman,Who can solve all of your problem
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Voice Of Customer
I’m here not trying to dump you with ton of
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dump you with ton of lessons till you death
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Voice Of CustomerBut I’m here to wake you up
I want you to know that understand what our customer want is more
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want is more important than unit sold…
Learn, Inspire, Act
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Voice Of Customer
Yudha satya Perdana ©
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Voice Of Customer
We’ll learn about
1. Who is customer2. What is Voice of Customer (VOC)
3. How to translate VOC into
Yudha satya Perdana ©
3. How to translate VOC into Critical to Quality (CTQ’s)
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Voice Of Customer
Voice of Customer Process
TranslateIssues/needs
to CTQ’s
Gather customer
issues/needs
Develop VOCResearch Plan
Knowing the customer
Why we need to know?
Identify research method
Collect VOCOrganize customer
Translate needs into requirements (CTQs)
Yudha satya Perdana ©
know?Review charter and SIPOCDefine CustomerSegment Customer
methodDevelop research plan Develop VOC Questions
Organize customer issues into needs
requirements (CTQs) Set specification limit
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Voice Of Customer
“in every single industry
there is now overcapacity
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overcapacityof production”
sir martin sorrell, chief executive WPP
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Voice Of Customer
We’re living in
Yudha satya Perdana ©
We’re living inHyperCompetitiveMarket
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Voice Of Customer
Yudha satya Perdana ©And free flow information
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Voice Of Customer
Yudha satya Perdana ©
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Voice Of Customer
Our customer has more referencesThey have more choiceThey have higher expectationThey become demanding
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They become demanding
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Voice Of Customer
“
“ It is our customers who determine whether or not our products and services and our work output are considered quality or not. Therefore being focused on the customer’s
Yudha satya Perdana ©
“”
being focused on the customer’s wants, need, and expectation is a central focus of Six Sigma
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Voice Of Customer
PerceivedService
Customer
Much Better than expected
As expected
Delighted
Satisfied
Loyal
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ExpectedService
CustomerSatisfaction
Worse/Different than expected
Satisfied
Dissatisfied
Vulnerable
Walk & Talk
Customer satisfaction Law
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Voice Of Customer
Yudha satya Perdana ©Let’s learn SIPOC with Ronald
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Voice Of Customer
ExternalCustomer
OutputProcessProcessInputSupplier
Are groups The product/ The step by step Raw material Those who
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Are groups or individuals external to the organization who receive or are affected by our products and services
The product/ services that we created
The step by step sequences of process in transforming raw material into product
Raw material /Product component
Those who deliver raw material to us
Internal customer
Customer process chain
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Voice Of Customer We do customer segmentation
So, we could focus on prioritized customer
Segmentation could be based on revenue, size, etc
Yudha satya Perdana ©Customer segmentation
etc
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Voice Of Customer
1. Understand why we need to focus on our customer
2. SIPOC and process chain3. Type of customer
Yudha satya Perdana ©Summary of section
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Voice Of Customer
Voice of Customer Process
TranslateIssues/needs
to CTQ’s
Gather customer
issues/needs
Develop VOCResearch Plan
Knowing the customer
Review charter and SIPOC
Identify research method
Collect VOCOrganize customer
Translate needs into requirements (CTQs)
Yudha satya Perdana ©
SIPOCDefine CustomerSegment Customer
methodDevelop research plan Develop VOC Questions
Organize customer issues into needs
requirements (CTQs) Set specification limit
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Voice Of CustomerThe single most important thing to remember about any enterprise is that there are no result inside its wall. The result of a business is a satisfied
customer������������
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Voice Of Customer
Have you really understand your customer?
Yudha satya Perdana ©
customer?
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Voice Of Customer
Yudha satya Perdana ©What marketing envisioned
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Voice Of Customer
Yudha satya Perdana ©What engineering design
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Voice Of Customer
Yudha satya Perdana ©What was installed
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Voice Of Customer
Yudha satya Perdana ©This is exactly what your customer want
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Voice Of Customer
Yudha satya Perdana ©
Have you heard your Customer’s voice?
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Why Clients Quit
• ....... Die
• .......Move Away
• ....... Develop Other Friendships• ....... Develop Other Friendships
• ....... Competitive Reasons
• ....... Dissatisfied With Product
• ....... Think the supplier doesn’t care
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Why Clients Quit
• 1% Die
• 3% Move Away
• 5% Develop Other Friendships• 5% Develop Other Friendships
• 9% Competitive Reasons
• 14% Dissatisfied With Product
• 68% Think the supplier doesn’t care
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Voice Of Customer
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Yudha satya Perdana ©Research method to collect VOC
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Voice Of Customer
Issue
Needs
Issue
Yudha satya Perdana ©The Funnel Effect of VOC
Needs
Requirements
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Voice Of Customer
Yudha satya Perdana ©Develop research plan
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Voice Of Customer
• Define the objective of the survey• Draft questions to meet objective• Order questions properly (funnel)• Use mix open and close ended questions
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• Use mix open and close ended questions• Test the questions with small sample of
customer to knowing bias
Develop VOC Question
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Voice Of Customer
Voice of Customer Process
TranslateIssues/needs
to CTQ’s
Gather customer
issues/needs
Develop VOCResearch Plan
Knowing the customer
Review charter and SIPOC
Identify research method
Collect VOCOrganize customer
Translate needs into requirements (CTQs)
Yudha satya Perdana ©
SIPOCDefine CustomerSegment Customer
methodDevelop research plan Develop VOC Questions
Organize customer issues into needs
requirements (CTQs) Set specification limit
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Voice Of Customer
• Qualitative data is different, it requires translation
• Customer data can be overwhelming• Different voices heard at the same time
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• Different voices heard at the same time• Customer difficult to express requirement• Bias by collector
Challenge in Collecting VOC
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Voice Of Customer
Yudha satya Perdana ©Organize Customer issue into needs
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Voice Of Customer
1. Know how develop VOC research plan
2. Method to collect data around customer requirement
3. How to organize and analyze data
Yudha satya Perdana ©Summary of section
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Voice Of Customer
Voice of Customer Process
TranslateIssues/needs
to CTQ’s
Gather customer
issues/needs
Develop VOCResearch Plan
Knowing the customer
Review charter and SIPOC
Identify research method
Collect VOCOrganize customer
Translate needs into requirements (CTQs)
Gather customer
issues/needs
Knowing the customer
Yudha satya Perdana ©
SIPOCDefine CustomerSegment Customer
methodDevelop research plan Develop VOC Questions
Organize customer issues into needs
requirements (CTQs) Set specification limit
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Voice Of Customer
“”
“ CTQ is the term for measurable and quantifiable customer requirement
Yudha satya Perdana ©
”
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Voice Of Customer
Yudha satya Perdana ©What matter to customer
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Voice Of Customer
+
satisfaction
Service Service
- +
Primary satisfier
Delighter
Primary satisfier
Delighter
Yudha satya Perdana ©Prioritizing customer needs - Kano
-
dissatisfaction
Service dysfunctional
Service Fully functional
Must be
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Voice Of Customer
Must be and primary satisfier is our first and second priority
Yudha satya Perdana ©Translating Must-be into CTQ
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Voice Of Customer
Once CTQ have been identified and documented, develop specification limit
Yudha satya Perdana ©Developing Specification Limit
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Voice Of Customer
Another sample
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Voice Of Customer
1. How to translate customer needs into measurable, actionable customer requirement
2. Tool for analyzing and prioritizing customer requirements
3. How to identify customer specification limit
Yudha satya Perdana ©Summary of section
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Voice Of Customer
Because of Because of Because of Because of CustomerCustomerCustomerCustomer, we , we , we , we ExistExistExistExist !!!!
• Because the customer has a need, we have a job to do.
• Because the customer has a choice, we must be the better choice.
• Because the customer has sensibilities, we must be considerate.
• Because the customer has an urgency, we must be quick.
Yudha satya Perdana ©
• Because the customer is unique, we must be flexible.
• Because the customer has high expectations, we must excel (do extremely well).
• Because the customer has influence, we strive for more referrals....
• Because of the customer, we exist!