1. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 1 Chapter 5 The Voice of the Customer

2. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 2 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

3. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 3 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

4. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 4 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

5. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 5 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

6. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 6 Strategic Quality Planning The Voice of the Customer What is the voice of the customer? Wants, opinions, perceptions and desires Or

7. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 7 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

8. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 8 Strategic Quality Planning The Voice of the Customer Customer-Relationship Management CRMS -- Customer Relationship Management System Complaint Resolution Feedback Guarantees Corrective Action

9. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 9 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

10. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 10 Strategic Quality Planning The Voice of the Customer Segmenting Customers and Markets Distinguish customers or markets according to common characteristics

11. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 11 Strategic Quality Planning The Voice of the Customer Strategic Supply Chain Alliances… Between Customers and Suppliers The competitive model Sole Sourcing Strategic Partnerships

12. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 12 Strategic Quality Planning The Voice of the Customer Communicating with Customers …the cost and confusion associated with trying to satisfy a diverse customer group

13. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 13 Strategic Quality Planning The Voice of the Customer Communicating with Customers

14. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 14 Strategic Quality Planning The Voice of the Customer Communicating with Customers Customer Rationalization Annuity relationship Active data gathering Passive data gathering

15. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 15 Strategic Quality Planning The Voice of the Customer Actively Solicited Customer-Feedback approaches Telephone Contact Focus Groups Customer Service Surveys

16. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 16 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

17. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 17 Strategic Quality Planning The Voice of the Customer Passively Solicited Customer-Feedback approaches Customer research cards Customer response lines Web site inquiries

18. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 18 Strategic Quality Planning The Voice of the Customer CRM Systems (CRMS) Customer-centric activities Enterprise capabilities Customer Acquisition Sales management Customer retention and enhancement

19. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 19 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

20. 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.