Chapter 5
The Voice of the
Customer
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Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
Strategic Quality Planning
The Voice of the Customer
Chapter 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.
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Strategic Quality Planning
The Voice of the Customer
Chapter 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.
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Strategic Quality Planning
The Voice of the Customer
Chapter 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.
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Strategic Quality Planning
The Voice of the Customer
Customer 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 customerdriven quality
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
What is the voice of the customer?
Wants, opinions, perceptions
and desires
Or
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
What 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.
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Strategic Quality Planning
The Voice of the Customer
Customer-Relationship Management
CRMS -- Customer Relationship
Management System
Complaint
Resolution
Feedback
Guarantees
Corrective
Copyright
Action
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
The “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.
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Strategic Quality Planning
The Voice of the Customer
Segmenting Customers and Markets
Distinguish customers or
markets according to common
characteristics
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Strategic Supply Chain Alliances…
Between Customers and
Suppliers
The
competitive model
Sole Sourcing
Strategic Partnerships
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Communicating with Customers
…the cost and confusion
associated with trying to satisfy
a diverse customer group
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Communicating with Customers
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Communicating with Customers
Customer
Rationalization
Annuity relationship
Active data gathering
Passive data gathering
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Actively Solicited Customer-Feedback approaches
Telephone
Contact
Focus Groups
Customer Service Surveys
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Actively Solicited Customer-Feedback approaches
Customer Service Surveys
1.
2.
3.
4.
Copyright
Identifying customer requirements
Developing and validating the
instrument
Implementing the survey
Analyzing the results
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Passively Solicited Customer-Feedback approaches



Copyright
Customer research cards
Customer response lines
Web site inquiries
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
CRM Systems (CRMS)
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



Copyright
Customer-centric activities
Enterprise capabilities
Customer Acquisition
Sales management
Customer retention and
enhancement
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Summary
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
Customer focus and satisfaction
Gather and analyze data about
customers
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
Copyright
Active
Passive
Find ways to better serve our
customers
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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recording, or otherwise, without the prior written permission of the publisher.
Printed in the United States of America.
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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