voice of the customer (part of the project preparation phase)
TRANSCRIPT
Voice of the Customer (Part of the Project Preparation Phase)
2
What has Lead up to this Point
1. Select a Process and define Project Charter2. Conduct Sponsor and Owner meeting
3. Select team members
Now we need to:
1. Develop SIPOC
2. Identify customers of the process and their needs
3. Create CT Tree
3
What is a SIPOC?
SIPOC is a high level process map that includes:
- Suppliers
- Inputs
- Process
- Outputs
- Customers Provides a clear, simplistic illustration of the process
to determine scope
4
Why use a SIPOC?
A SIPOC helps you get your arms around a process by summarizing:
- Inputs and outputs of the process
- Process boundaries or scope
- Who the stakeholders (customers and suppliers) of the process are, as well as their requirements
5
SIPOC Form Suppliers Inputs Process Outputs Customers Requirements
Template Revision Date: 06/09/11
Insert Process Step 4
Insert Process Step 1
Insert Process Step 2
Insert Process Step 3
Insert ProcessStep 5
Suppliers Inputs Process Outputs Customers Requirements
Template Revision Date: 06/09/11
Insert Process Step 4
Insert Process Step 1
Insert Process Step 2
Insert Process Step 3
Insert ProcessStep 5
6
1What is the process?
2When does theProcess start?
2When does the process end?
BoundaryBoundary
SIPOC – The Process
1) Describe the process that provides outputs to meet customer needs
2) Define the start and stop boundaries of the process
Suppliers Inputs Process Outputs Customers Requirements
Template Revision Date: 06/09/11
Insert Process Step 4
Insert Process Step 1
Insert Process Step 2
Insert Process Step 3
Insert ProcessStep 5
7
3What are the
outputs from the process?
5What does
each customer
expect from each output?
4Who is the customer of
each output?
SIPOC - Outputs
3) The deliverables of the process4) People who receive the outputs/deliverables5) Quantifiable expectations of the process outputs
8
Identifying Customers
When focusing on a process, the customers are the users of the process output
For some processes, the customers are internal
If the process touches external customers, their needs must also be identified
9
Customer Types
External customers
– Outside the company
– Those that pay for the goods & services provided
Internal customers
Employees, work groups or departments that receive the output of a process or process step
Depending on our business process, all of these could be your customers.
10
Primary and Secondary Customers
Primary customers: the outputs of the processes are ultimately designed, developed and supplied for them.
Secondary customers: receive process outputs or are impacted by the process, but are not the reason that the process exists.
Example:
Process – Buying a new car
Primary Customer – Buyer
Secondary Customer – Salesperson, Service Dept. Dealership
Focus on the needs of your Primary Customers
Suppliers Inputs Process Outputs Customers Requirements
Template Revision Date: 06/09/11
Insert Process Step 4
Insert Process Step 1
Insert Process Step 2
Insert Process Step 3
Insert ProcessStep 5
11
7Who is the
supplier of each input?
6What Inputs are
required to enable this process to
occur?
SIPOC - Inputs
6) What the process needs in order to function - What triggers the process - What gets worked on by the process
7) Who provides the inputs to the process
12
A SIPOC: Is the first view of a process at a high level Provides a common understanding of the process
scope for the project team Identifies customers and suppliers
SIPOC Summary
SIPOC is a simple tool that begins to focus your project team on the current-state process.
13
Voice of the Customer
The SIPOC helps the team identify the customers of the process and their basic requirements.
Once the customer is identified we can capture the specific requirements important to our customer.
These requirements are called the “Voice of the Customer”.
14
Why do we need the Voice of the Customer (VOC)?
A lean culture focuses on value as defined by the customer
The Voice of the Customer specifies value in specific terms (meaningful, measurable)
The Voice of the Customer guides us as we improve the process
Customer requirements provide information for other LSS tools
The Voice of the Customer is not just a project tool. We should understand the customer’s requirements for all processes.
Exercise
Lets pick a process that we all have done in the past.
Building a house Planning a trip Baking a cake Buying furniture Car maintenance
15
16
How Do I Capture the VOC?
Ask the customer directly!
Consider focus groups or surveys when multiple customers exist
Thoroughly understand and document their needs
Ask probing questions to establish meaningful and measurable requirements
Example: The customer wants output delivered in a timely manner
Probe to determine what “timely” means in specific terms
A critical mistake in any business situation is “assuming” we know what the customer wants.
17
Critical to Satisfaction Categories
Customer requirements can be characterized using the following categories:
1. Critical to Quality
It must be done right the first time
2. Critical to Delivery
It must be delivered when the customer needs it
3. Critical to Cost
It must be something the customer will pay for
4. Critical to Safety
It must not cause injury or unsafe condition
Customer requirements = Critical To’s (CTs)
18
The CT Tree
Provides a visual tool to capture the Voice of Customer (VOC)
Useful tool for project teams
Cost Safety Delivery
Quality
Critical To Satisfaction
19
Example: Building a House
Franchise Owner
Critical to Quality
Critical to Delivery
Critical to Safety
Critical to Cost
References for Subcontractor
Cable / Internet Availability
Hard surfaced Roads
Convenient Location
Low cost utilities
Taxes
Emergency Response
Availability of materials
Nearest Fire Hydrant
Key CTs – Completion date, quality of work, and cost
General contractor fees
Can be completed by _/_/_
20
VOC Summary
Understanding customer requirements is critical to running your business, measuring results and improving processes
Identify all of your customers - internal and external
Get the VOC directly from the customer
21
??
Voice of the Customer