Strategic Quality Planning The Voice of the Customer
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 1 Chapter 5 The Voice of the Customer
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Transcript of Strategic Quality Planning The Voice of the Customer
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.
5- 1
Chapter 5
The Voice of the
Customer
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 25- 2
Strategic Quality PlanningThe Voice of the CustomerChapter 5
Customer Driven Quality
What is the voice of the customer?
Customer –Relationship management
The “Gaps” approach to Service Design
Segmenting customers and markets
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 35- 3
Strategic Quality PlanningThe Voice of the CustomerChapter 5
Strategic supply chain alliances between
customers and suppliers
Communicating with customers
Actively solicited customer feedback
Passively solicited customer-feedback
approaches
CRM Systems
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 45- 4
Strategic Quality PlanningThe Voice of the CustomerChapter 5
Customer Driven Quality
What is the voice of the customer?
Customer –Relationship management
The “Gaps” approach to Service Design
Segmenting customers and markets
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 55- 5
Strategic Quality PlanningThe Voice of the CustomerCustomer Driven Quality
Proactive approach to satisfying
customer needs
Gather data about customers
Provide the products and services
that satisfy the customers
The pitfalls of reactive customer-
driven quality
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 65- 6
Strategic Quality PlanningThe Voice of the CustomerWhat is the voice of the customer?
Wants, opinions, perceptions
and desires
Or
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 75- 7
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
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 85- 8
Strategic Quality PlanningThe Voice of the CustomerCustomer-Relationship Management
CRMS -- Customer Relationship
Management System
Complaint Resolution
Feedback
Guarantees
Corrective Action
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 95- 9
Strategic Quality PlanningThe Voice of the CustomerThe “GAPS” Approach to Service Design
Gap Analysis
The Differences between:
desired levels of performance
actual levels of performance
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 105- 10
Strategic Quality PlanningThe Voice of the CustomerSegmenting Customers and Markets
Distinguish customers or
markets according to common
characteristics
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 115- 11
Strategic Quality PlanningThe Voice of the CustomerStrategic Supply Chain Alliances…
Between Customers and
Suppliers
The competitive model
Sole Sourcing
Strategic Partnerships
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 125- 12
Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers
…the cost and confusion
associated with trying to satisfy
a diverse customer group
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 135- 13
Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 145- 14
Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers
Customer Rationalization
Annuity relationship
Active data gathering
Passive data gathering
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 155- 15
Strategic Quality PlanningThe Voice of the CustomerActively Solicited Customer-Feedback approaches
Telephone Contact
Focus Groups
Customer Service Surveys
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 165- 16
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 © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 175- 17
Strategic Quality PlanningThe Voice of the CustomerPassively Solicited Customer-Feedback approaches
Customer research cards
Customer response lines
Web site inquiries
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 185- 18
Strategic Quality PlanningThe Voice of the CustomerCRM Systems (CRMS)
Customer-centric activities
Enterprise capabilities
Customer Acquisition
Sales management
Customer retention and
enhancement
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 195- 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
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.5- 20
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.
