1. The Voice of the Customer
Chapter 5
The Voice of the Customer

2. Strategic Quality Planning The Voice of the Customer Chapter 5
Customer Driven Quality
Customer –Relationship management
The “Gaps” approach to Service Design
Segmenting Customers and Markets
Strategic Supply Chain Alliances between Customers and suppliers
The Role of the Customer in Supply Chain
Communicating Downstream
Actively Solicited Customer-Feedback Approaches
Passively Solicited Customer-Feedback Approaches
Managing Customer Retention and Loyalty
Customer-Relationship Management Systems

3. Strategic Quality Planning The Voice of the Customer
Customers
Internal Customers
External Customers or End Users

4. 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 customer-driven quality

5. Strategic Quality Planning The Voice of the Customer Customer Driven Quality
Reactive customer-driven quality model

6. Strategic Quality Planning The Voice of the Customer Customer-Relationship Management
CRM -- Customer Relationship Management
Complaint Resolution
Feedback
Guarantees
Corrective Action

7. Strategic Quality Planning The Voice of the Customer The “GAPS” Approach to Service Design
The Differences between desired levels of performance and actual levels of performance
Gap Analysis
The formal means for identifying and correcting these gaps

8. Strategic Quality Planning The Voice of the Customer The “GAPS” Approach to Service Design
Service Quality Model Gaps

9. Strategic Quality Planning The Voice of the Customer The “GAPS” Approach to Service Design
Gaps Model

10. Strategic Quality Planning The Voice of the Customer Segmenting Customers and Markets
To Segment Markets means to distinguish customers or markets according to common characteristics

11. Strategic Quality Planning The Voice of the Customer Strategic Supply Chain Alliances Between Customers and Suppliers
Strategic Supply Chain Alliances Between Customers and Suppliers
A competitive model
Single Sourcing
Strategic Alliances

12. The goal of Supply Chain Management is Customer Satisfaction
Strategic Quality Planning The Voice of the Customer The Role of the Customer in the Supply Chain
The goal of Supply Chain Management is Customer Satisfaction

13. Strategic Quality Planning The Voice of the Customer The Role of the Customer in the Supply Chain
Segmenting the Supply Chain to define Customers

14. Strategic Quality Planning The Voice of the Customer Communicating Downstream
Customer rationalization
Annuity relationship
Active data gathering
Passive data gathering

15. Strategic Quality Planning The Voice of the Customer Actively Solicited Customer-Feedback approaches
Telephone Contact
Focus Groups
Customer Service Surveys

16. Strategic Quality Planning The Voice of the Customer Actively Solicited Customer-Feedback approaches
Telephone Contact
Soft data
Biased
Difficult

17. Strategic Quality Planning The Voice of the Customer Actively Solicited Customer-Feedback approaches
Focus Groups
Address a single topic or group of topics
Draw individuals with similar characteristics and demographics
Focus Group Steps

18. Strategic Quality Planning The Voice of the Customer Actively Solicited Customer-Feedback approaches
Customer Service Surveys
Identifying customer requirements
Developing and validating the instrument
Implementing the survey
Analyzing the results

19. Strategic Quality Planning The Voice of the Customer Passively Solicited Customer-Feedback approaches
Customer- initiated contact
Result in lower ratings in quality than active collections
Pizzeria Complaint Card

20. Strategic Quality Planning The Voice of the Customer Passively Solicited Customer-Feedback approaches
Customer research cards
Customer response lines
Web site inquiries

21. Strategic Quality Planning The Voice of the Customer Managing Customer Retention and Loyalty
Indicator of customer satisfaction
Percentage of customers who return for more service
Customer Loyalty
Instilled by offering a specialized service not available by competitors
Intangible aspect

22. Strategic Quality Planning The Voice of the Customer CRM Systems (CRMS)
Customer-centric activities
Enterprise capabilities
Customer Acquisition
Sales management
Customer retention and enhancement

23. Strategic Quality Planning The Voice of the Customer Summary
Customer Driven Quality
Customer –Relationship management
The “Gaps” approach to Service Design
Segmenting Customers and Markets
Strategic Supply Chain Alliances between Customers and suppliers
The Role of the Customer in Supply Chain
Communicating Downstream
Actively Solicited Customer-Feedback Approaches
Passively Solicited Customer-Feedback Approaches
Managing Customer Retention and Loyalty
Customer-Relationship Management Systems

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Printed in the United States of America.