The Voice of the Customer The Voice of the Customer Pertemuan 9-10 Matakuliah: Perancangan Manajemen...

The Voice of the CustomerThe Voice of the Customer Pertemuan 9-10

Matakuliah : Perancangan Manajemen MutuTahun : 2009

Bina Nusantara University 3©2004 Prentice-Hall©2004 Prentice-Hall

S. Thomas Foster, Jr.S. Thomas Foster, Jr.Boise State UniversityBoise State University

PowerPointPowerPoint prepared byprepared byDave MageeDave Magee

University of KentuckyUniversity of KentuckyLexington Community CollegeLexington Community College

Chapter 5Chapter 5

The Voice of the CustomerThe Voice of the Customer

Bina Nusantara University 4

Chapter Overview

• Customer-Driven Quality• What Is the Voice of the Customer?• Customer-Relationship Management• The “Gap” Approach to Service Design• Segmenting Customers and Markets• Strategic Alliances between Customers and

Suppliers• Communicating with Customers


Chapter Overview

• Actively Solicited (asked) Customer Feedback Approaches

• Passively Solicited Customer Feedback Approaches

• Managing Customer Retention(keeping in mind) and Loyalty

• Customer Relationship Management (CRM) Systems

• A Word on Excellent Design


Customer Defined

• A customer is the receiver of goods or services.– Typically, this involves an economic transaction in which

something of value has changed hands.• Internal customers

– Employees receiving goods or services from within the same firm.

• External customers– Bill-paying receivers of work.– The ultimate people we are trying to satisfy.

• End user– Another term that describes customers.


Customer-Driven Quality

• Customer-Driven Approach– Customer driven quality represents a proactive approach

to satisfying customer needs that is based on gathering data about our customers to learn their needs and preferences and then providing products and services that satisfy the customer.



• The Pitfalls of Reactive Customer-Driven Quality– One of the difficulties in satisfying customer requirements

is that in a dynamic environment customer needs are constantly changing.

– Problems occur when customer requirements increase at a faster rate than quality and service improvement. This places the firm in reactive mode and may signal the need for major process and service redesign.



0 t T

Time

Quality

Region of complacency

Region of dissatisfaction

Customer expectations

Supplier performance

Reactive Customer-Driven Quality Model

Figure 5.1


What is the Voice of the Customer?

• The Voice of the Customer– The voice of the customer represents the wants, opinions,

perceptions, and desires of the customer.

• Quality Function Deployment (QFD) – “House of quality,”– Translates customer wants into a finished product design.


Customer-Relationship Management

• Customer-Relationship Management– This view of the customer asserts that he or she is a valued

asset to be managed. – The tangibles meet the intangibles to provide a satisfying

experience for the customer.

• Four important design aspects – Complaint resolution– Feedback– Guarantees– Corrective action or recovery



Complaintresolution

Complaintresolution

FeedbackFeedback

GuaranteesGuarantees

Correctiveaction

Correctiveaction

CustomerRelationshipManagement

CustomerRelationshipManagement

Figure 5.2

Components of a Customer-Relationship Management Process



• Complaint Resolution– Complaint resolution is an important part of the quality

management system. – Three common types of complaints

• regulatory complaints• employee complaints• customer complaints.

– The complaint-resolution process involves the transformation of a negative situation in one in which the complainant is restored to the state existing prior to the occurrence of the problem.

– Complaint-recovery process



Complaint Resolution (or recovery) Process

Apologize to the customer

(contrition)

Apologize to the customer

(contrition)

Compensate people for

losses

Compensate people for

losses

Make it easy for the

complainant to resolve his or her problem

Make it easy for the

complainant to resolve his or her problem



• Feedback– There are two main types of feedback

• feedback to the customer• feedback to the firm as a basis for process improvements

– Feedback to the firm should occur on a consistent basis with a process to monitor changes resulting from the process improvement.

– Some customer data is solicited and other data is provided without solicitation (talep).



• Guarantees– A guarantee outlines the customer’s rights.– The guarantee is both a design and an economic issue that

must be addressed by all companies before the first sale occurs.

• To be effective, a guarantee should be:– Unconditional– Meaningful– Understandable– Communicable– Painless to invoke



To be effective, guarantees should be:

UnconditionalUnconditionalUnconditionalUnconditional

Painless to invokePainless to invokePainless to invokePainless to invoke

MeaningfulMeaningfulMeaningfulMeaningful

UnderstandableUnderstandableUnderstandableUnderstandable

CommunicableCommunicableCommunicableCommunicable



• Corrective Action– When a service or product failure occurs, the failure is

documented and the problem is resolved in a way that it never happens again.

– Corporate teams or committees should be in place to regularly review complaints and to improve processes so the problems don’t recur.


The Gap Approach to Service Design

• The Gap– Typically, the gap refers to the differences between desired

levels of performance and actual levels of performance.– The formal means for identifying and correcting these gaps is

called gap analysis.



Managementperceptions of

consumer expectations

Managementperceptions of

consumer expectations

Translation of perceptions into

service quality specs

Translation of perceptions into

service quality specs

Service deliveryService delivery

Perceived servicePerceived service

Expected serviceExpected service

Word of mouthcommunications

Word of mouthcommunications Past experiencePast experiencePersonal needsPersonal needs

Externalcommunications

to consumers

Externalcommunications

to consumers

Gap 4Marketer

Gap 5

Gap 3

Gap 2

Gap 1

Figure 5.3



Gaps Model

Relative Importance

Poor

Good

HighLow

Customer Perceptions

Relative strength

Wasted time

Minor annoyances

IV I

III

Areas for improvement

II

Areas for improvement

II


Segmenting Customers and Markets

• Segmenting Data:

– To segment markets means to distinguish customers or markets according to common characteristics.

– Segmentation implies that data is gathered separately for each segment and analyzed separately.


Strategic Alliances Between Customers and Suppliers

• Strategic Partnerships– Increasingly, sole sourcing arrangements are developing into

strategic partnerships where the suppliers become de facto subsidiaries to their major customers.

– In these arrangements, not only are suppliers sole source providers, but also they integrate information systems and quality systems that allow close interaction at all levels.


Communicating With Customers

• Customer Rationalization– Results from agreement between marketing and operations as

to which customers add the greatest advantage and profits over time.

• Annuity Relationship– An annuity relationship is one in which the customer provides a

long-term, steady income stream to the provider.

• Gathering Data From Customers– Active data gathering – Passive data gathering


Actively Solicited Customer Feedback Approaches

• Actively Solicited Customer Feedback– Includes all supplier initiated contact with customers.

• The three most common arenas– telephone customers– conducting focus groups– sending out surveys

• Types of Data– Soft data– Hard data– Ordinal data



• Soft Data– Phone contacts, focus groups, and survey results.

• Hard Data– Hard data are measurements data such as height, weight,

volume, or speed that can be measured on a continuous scale.

• Ordinal Data– Are ranked so that one measure is higher than the next.



Different Methods of Soliciting Customer Feedback

Telephone Telephone ContactContact

Telephone Telephone ContactContact

Focus Focus GroupsGroupsFocus Focus

GroupsGroups

Customer Service Customer Service SurveysSurveys

Customer Service Customer Service SurveysSurveys



Focus Group StepsIdentify Purpose

Narrow Scope of Questions

Select Target Population

Develop Questions

Run Multiple Groups

Summarize and Develop Common Themes

Figure 5.5



Steps in Developing a Useful Survey

Identifying customer requirementsIdentifying customer requirements

Developing and validating the instrumentDeveloping and validating the instrument

Implementing the surveyImplementing the survey

Analyzing the resultsAnalyzing the results



Reliability and Validity Figure 5.8


Passively Solicited Customer Feedback Approaches

• Passively Solicited Customer Feedback– Customer initiated contact, such as filling out a restaurant

complaint card, calling a toll-free complaint line, or submitting an inquiry via a company’s Web site.

– Examples• customer research cards• customer response lines• web site inquires.


Managing Customer Retention and Loyalty

• Customer Retention (keep in mind)– Customer retention is measured as the percentage of

customers that return for more service.– Customer retention will increase by application of the

service tools and concepts contained in this chapter such as tools for data gathering and analysis.

• Customer Loyalty– Customer loyalty can be instilled by offering specialized

service not available from competitors. – This can take many forms including high customer contact

or technology advancements.


Customer Relationship Management Systems

• Customer Relationship Management Systems– Systems created to mine data including personal, internet,

process and customer preference information to improve customer service and retention.

• Manage 3 phases of CRM– Acquisition– Retention– Enhancement


Customer Relationship Management Systems

• CRM Functions by Category– Customer-centric activities– Enterprise capabilities– Customer acquisition– Sales management– Customer retention and enhancement


A Word on Excellent Design

• Not all good ideas come from customers.• Ready-Fire-Aim

– A method that focuses on getting new technology to the market and then determining how to sell the product.

• Good customer intelligence coupled with innovative research and development programs appears to be the best marriage of resources.


Discussion Questions

• Case 5-1: – Customer Quality Feedback at Apple Computer

• Case 5-2:– Chaparral Steel: Achieving Hight Quality through a

Commitment to Both External and Internal Customers

The Voice of the Customer The Voice of the Customer Pertemuan 9-10 Matakuliah: Perancangan Manajemen...

Documents

Transcript of The Voice of the Customer The Voice of the Customer Pertemuan 9-10 Matakuliah: Perancangan Manajemen...