Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 5 The Voice of the Customer
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 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 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 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
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 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 Strategic Quality Planning The Voice of the Customer Customer-Relationship Management CRMS -- Customer Relationship Management System Complaint Resolution Feedback Guarantees Corrective Action
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 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 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 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 Strategic Quality Planning The Voice of the Customer Communicating with Customers
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 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 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
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Strategic Quality Planning The Voice of the Customer Passively Solicited Customer-Feedback approaches Customer research cards Customer response lines Web site inquiries
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Strategic Quality Planning The Voice of the Customer CRM Systems (CRMS) Customer-centric activities Enterprise capabilities Customer Acquisition Sales management Customer retention and enhancement
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Strategic Quality Planning The Voice of the Customer Summary 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 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.