02 listening to voice of the customer
Post on 08-Aug-2018
219 Views
Preview:
TRANSCRIPT
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 1/48
Managing The Research
Capturing The Voice Of The Client
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 2/48
© 2001 ConceptFlow 2
Objectives
• Explain how ethics of research relate to effective results
• Identify the various methods of collecting client needs and
how to manage them
• Describe what work needs to be done prior to approaching
client research experts
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 3/48
© 2001 ConceptFlow
CTQ Definition And Elements CTQs Are The Translation
Of Client Needs Into QuantifiedRequirementsFor Our Product/Service
CTQs Are Critical Requirements Placed
On The Product/Service
FastService
Cycle Time
Time Client Requests ToThe Time Client
Receives RequestClient
Need
CTQ
ServiceCharacteristic
Measure
Specification/ToleranceLimit(s)
Target/
NominalValue
Six SigmaPerformance
Business
Goal
3 Days
5 Days
Begin With The End In Mind
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 4/48
© 2001 ConceptFlow 4
Gathering Client NeedsResearch Ethics
Wou ld you treat a fr iend or fam i ly
member l ike you are abou t to treat
the people in you r research?
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 5/48
© 2001 ConceptFlow
• Confidentiality - Protect individuals and small groups
• Anonymity - Avoid names and other identifiers
• Informed Consent - Disclose study intent & use of information
• Fulfilling Promises - Meet commitments about feedback,
actions, accountability
• Influence of Technique - Anticipate the need for special
safeguards
• Written Comments - Protect and respond to writers
• Practical Implications - Your ethics affect everyone’s research
Gathering Client NeedsResearch Ethics
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 6/48
© 2001 ConceptFlow
Confidentiality - Protect individuals and small
groups
• Privacy and reporting
• Old information for new purposes
• Releasing data to others
Gathering Client NeedsResearch Ethics
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 7/48© 2001 ConceptFlow
Anonymity - Avoid names and other identifiers
• Explicit lack of anonymity makes informed
consent imperative
• No secret coding
• Minimum counts
• Surprise threats to anonymity
Gathering Client NeedsResearch Ethics
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 8/48© 2001 ConceptFlow
Informed Consent - Disclose study intent &
use of information
• “Cover stories”
• Disclosing hypotheses
• Disclosing the use of data
Gathering Client NeedsResearch Ethics
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 9/48© 2001 ConceptFlow
Fulfilling Promises - Meet commitments on
feedback, actions,
accountability
• Feedback options
• Actions
• Who is accountable
Gathering Client NeedsResearch Ethics
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 10/48© 2001 ConceptFlow
• Electronic surveys
• Risks of following up
• Telephone surveys
Influence of Technique - Anticipate the need for
special safeguards
Gathering Client NeedsResearch Ethics
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 11/48© 2001 ConceptFlow
Written Comments - Protect and respond to writers
• Risks of verbatim comments
• Obligations of the reader
Gathering Client NeedsResearch Ethics
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 12/48© 2001 ConceptFlow
Every ethical compromise
threatens the accuracy and
return rate for your research…
…and for the research of
everyone else.
Gathering Client NeedsResearch Ethics
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 13/48© 2001 ConceptFlow 13
Steps In Capturing The Voice Of The Client(VOC)
• Identify The Clients
• Gather/Collect Clients’ Needs
• Translate Into CTQs
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 14/48
© 2001 ConceptFlow
Product / Service Definition
Size Of Market
Market Characteristics
Key Buying Factors
Product/Service Features
Identify Clients
Capture Client Wants, Needs And
Expectations
Translate Into CTQs
Design Process To High Priority Requirements
Market Research
Market Potential
Competitive
Analysis
Client Research Flow
Initial
Market
Research
Capturing The
Voice Of The
Client
Designing The
New Process
To Client
Requirements
}
}}
Capturing The Voice Of The ClientClient Research Flow
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 15/48
© 2001 ConceptFlow
Identifying Clients
• Whose Needs Specifically Must Be Met For This
Product/Process To Be Successful?
• Are All Clients Equally Important?
• Are There Other Potential Key Clients?
Your
Service
Process
Supplier
Supplier
Client
Client
Your Organization
InternalClients
Internal
Clients
INPUT OUTPUT
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 16/48
© 2001 ConceptFlow
Identifying ClientsSegmentation
• Once you have identified all of your clients, segmenting them into logical groups
is best in order to focus your client research
• Determine Logical Client Segments (Region, Type Of Business, Size, etc.)
• Write A Definition Of Each Client Segment
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 17/48
© 2001 ConceptFlow
Identifying ClientsCommon Segmentations
•Revenue (High, Medium, Low)
•Size of Deal (Large, Medium, Small)
•Geographic ( Market region)
•Industry (Investment, Loan)
•Client Loyalists or Terrorists
•How the Service or Product is Used
Id tif i Cli t
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 18/48
© 2001 ConceptFlow 18
Identifying ClientsSegmentation Example
Avid Partners
“Murphy Brown”
• Information-driven
• High interest in healthcare info• Perceive themselves as “partners” in
healthcare decisions
• Highest users of specialty care
• Lack loyalty to specific doctors, willing to
change
• More likely to be female, younger than average
• Half are college graduates
Loyal Patients“ Angela Lansbury ”
No-Timers
“Keanu Reeves”
• Relationship-driven, loyal to doctors
• Not interested in being involved with
healthcare decisions
• Interested in fitness and exercise
• Uninvolved non-consumer
• Strongly opposed to spending own
funds on healthcare
• No interest in fitness, wellness or
nutrition
• Will pay more for high-quality healthcare
• Visit PCP more often than other patients
• More likely to be female
• Oldest group on average, least likely to have
children at home
• Do not trust doctors, not loyal to them
• Lowest users of all types of healthcare
• Least likely to have health insurance coverage
• Younger than other groups, morel likely male
Fix-em’s
“Roseanne”
Autopilots“Tom Brokaw”
• More likely to have children at home
• Concerned about the healthcare of
others than their own
• Not interested in fitness or exercise
• Not loyal to a specific doctor
• Have little time to deal with their own stress or
weight
• Greatest users of emergency care
• Relatively young, lower-income
• Many are mothers
• Schedule-driven
• Self-directed managers of their own
healthcare
• Take responsibility for scheduling
regular check-ups and physicals
• More likely to be male• Highly educated with high incomes
• Healthcare is not avoided, nor is it something
that gets unnecessary attention
• Moderate users of routine care
• Low users of other types of care
• Likely to remain loyal to one doctor is a good
relationship is established
Source: Endresen Research
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 19/48
© 2001 ConceptFlow
Steps In Capturing The Voice Of The Client(VOC)
• Identify The Clients
• Gather/Collect Clients’ Needs
• Translate Into CTQs
G th i Cli t N d
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 20/48
© 2001 ConceptFlow
Gathering Client NeedsClient Research Methods
InterviewTypically used to learn about a particular
segment. This method is very effective when
we discover new client segments and do not
have a hypothesis as to their needs.
Focus GroupPrimarily used to gather a collective point of view from several clients at the same time to
test if a certain hypothesis concerning their
needs is true.
SurveyOften used to measure client needs and
priorities on a scale large enough to draw
statistically valid information to base business
decisions upon.
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 21/48
© 2001 ConceptFlow 21
Gathering Client NeedsInterviews
Typically used to learn about a particular segment. This method is
very effective when we discover new client segments and do not
have a hypothesis as to their needs.
To Explore Issues With Clients During Client Research
•At The Beginning: To Learn What Is Important To Clients, Which
Supports The Development of Hypotheses About Client Values
•In The Middle: To Clarify Points Or To Better Understand Why A
Particular Issue Is Important to Clients
•At The End: To Clarify Finding, To Get Ideas And Suggestions,
Or To Test Ideas With Clients
Purpose
When It Can Be Used
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 22/48
© 2001 ConceptFlow 22
Gathering Client NeedsInterviews
Advantages Challenges
• Very focused
• Excellent for clarification &
definition of terms• Can be conducted
telephonically or in person
• Flexibility
• High response rate• Provides better complexity
• Time consuming
• More costly to conduct
• Can be influenced byinterviewer bias
• Typically smaller samples
• Positive response bias
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 23/48
© 2001 ConceptFlow 23
Gathering Client NeedsInterviews
• Loaded Questions
• Ambiguous QuestionWording
• Leading Questions
• Over-Specificity/Over-
Generalization
• Unstated Criteria
• Example Containment
Bias Warnings
•Question Sequence
•Non-Random Sample
•Unclear Concepts, Definitions
And Vocabulary
•Questionnaire Sequence AndFlow
•Interviewer Bias (especiallywhen there are multiple
interviewers)
Gathering Client Needs
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 24/48
© 2001 ConceptFlow
Gathering Client NeedsClient Research Methods
InterviewTypically used to learn about a particular
segment. This method is very effective when
we discover new client segments and do not
have a hypothesis as to their needs.
Focus GroupPrimarily used to gather a collective point of view from several clients at the same time to
test if a certain hypothesis concerning their
needs is true.
SurveyOften used to measure client needs and
priorities on a scale large enough to draw
statistically valid information to base business
decisions upon.
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 25/48
© 2001 ConceptFlow 25
Gathering Client NeedsFocus Groups
PURPOSEPrimarily used to gather a collective point of view from severalclients at the same time to test if a certain hypothesisconcerning their needs is true.
USES• To Clarify And Define Client Needs
• Gain Insights Into The Prioritization
Of Needs
• To Test Concepts And Get Feedback
• Sometimes As A Next Step After Client Interviews
Or A preliminary Step In A Survey Process
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 26/48
© 2001 ConceptFlow 26
Gathering Client NeedsFocus Group Definition and Characteristics
A Carefully Planned Discussion Designed To Obtain Perceptions On A
Defined Area Of Interest In A Non-Threatening Environment
• Typically Composed Of 7 To 13 Participants Who Share CharacteristicsThat Relate To The Focus Group Topic
• Typical Focus Group Study Has A Minimum Of 3 Focus Groups To Avoid
Sampling Bias
• A Focus Group Will Last From 2 To 4 Hours
• Participants Will Be Asked To Thoroughly Discuss Very Few Topics
• Often Only Three Questions Will Be Asked During The Focus Group
• Usually An Incentive Is Offered To The Participants
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 27/48
© 2001 ConceptFlow 27
Gathering Client NeedsFocus Group Process
Planning The Focus Group Session• Determine what you want out of the session
• Establish who the participants should be
• Develop the questions to be asked
• Plan the agenda and flow of the session• Select group locations and schedule
• Estimate resources Needed
• Test the questions
• Finalize questions and session flowLead The Focus Group
Analyze The Findings
Gathering Client Needs
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 28/48
© 2001 ConceptFlow 28
Gathering Client NeedsFocus Group Advantages & Challenges
Advantages Challenges
• Very focused
• Excellent for clarification &definition of terms
• Can be conducted with
various segments
• Flexibility• High response rate
• Time consuming
• Moderate cost• Can be influenced by
moderator bias
• Typically smaller samples
• Group can be influencedby dominant personalities
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 29/48
© 2001 ConceptFlow 29
Gathering Client NeedsFocus Groups
Bias Warning
• Loaded Questions
• Ambiguous QuestionWording
• Leading Questions
• Over-Specificity/Over-
Generalization
• Unstated Criteria
• Example Containment
•Question Sequence
•Non-Random Sample
•Unclear Concepts, Definitions
And Vocabulary
•Question Sequence And Flow•Moderator Bias (especiallywhen there are multiplemoderators)
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 30/48
© 2001 ConceptFlow 30
Gathering Client NeedsClient Research Methods
InterviewTypically used to learn about a particular
segment. This method is very effective when
we discover new client segments and do not
have a hypothesis as to their needs.
Focus GroupPrimarily used to gather a collective point of view from several clients at the same time to
test if a certain hypothesis concerning their
needs is true.
SurveyOften used to measure client needs and
priorities on a scale large enough to draw
statistically valid information to base business
decisions upon.
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 31/48
© 2001 ConceptFlow 31
Gathering Client NeedsSurveys
• To Efficiently Gather A Considerable Amount Of
Information From A Large Population• To Measure As Is Conditions And Drivers
• To Measure Change And Causality
Purpose
Often used to measure client needs and priorities on a scale
large enough to draw statistically valid information to base
business decisions upon.
Uses
Gathering Client Needs
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 32/48
© 2001 ConceptFlow 32
Gathering Client NeedsTypes of Surveys & Effectiveness
Characteristic Mail PhonePhone
AutomatedCall Back
In-PersonGroup
SessionsWritten
Electronic
Data CollectionCosts
Low Moderate Moderate High Moderate Low
Time Required To
CollectHigh Low Medium High Medium Low
Response Data Moderate High Moderate High High High
Interviewer Bias None Moderate None High Low None
AcceptableLength Of Survey Long
Short
(Maximum15 Minutes)
Medium
Medium
(Maximum 45Minutes)
Long
Short (One
ScreenOr Page)
Ability To ObtainOpen-EndedResponses
Low Low Low High High Medium
Perceived Anonymity
High Low High Low Moderate None
Use the method(s) that fit your particular situation
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 33/48
© 2001 ConceptFlow 33
Gathering Client NeedsSurvey Advantages & Challenges
Advantages Challenges
• No interviewer/moderator
bias• Quantitative data validated
by larger sample sizes
• Relatively low cost
• Time consuming in development
and return (can be 12 weeks beforeresults are seen)
• Typically low response rates (20-
30% is normal)
•Accuracy of client data base
• Limits on number of questions in
order to achieve higher response
rates
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 34/48
© 2001 ConceptFlow 34
Gathering Client NeedsSurvey Bias Warning
• Loaded Questions
• Ambiguous Question Wording• Leading Questions
• Over-Specificity/Over-Generalization
• Unstated Criteria
• Expected Response Pattern
•Example Containment
•Question Sequence•Non-Random Sample
•Non-Response Error
•Unclear Concepts, Definitions And Vocabulary
•Questionnaire Sequence AndFlow
G th i Cli t N d
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 35/48
© 2001 ConceptFlow
What are your objectives?
Is a survey the best method?
What types of people do you want to survey?
How do you want to group the results?
How accurate do you want the results to be?
What do you want to ask?
How are you going to analyze the information?
How are you going to collect the information?
How will you get a good return rate?
Gathering Client NeedsSurvey Planning Checklist
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 36/48
© 2001 ConceptFlow
Who is going to be the sponsor?
Who will get the information? when?
What results are you going to feed back?
How are you going to feed back results?
How accurate do you want the results to be?
How will participants be involved?
Do you plan to do this again?
What are the risks?
What are the mega-issues?
Gathering Client NeedsSurvey Planning Checklist (continued)
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 37/48
© 2001 ConceptFlow 37
Gathering Client NeedsSurvey Task Plan and Timeline (Example)
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 38/48
© 2001 ConceptFlow 38
Gathering Client NeedsSurvey Task Plan and Timeline (Example)
(Continued Pg 2)
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 39/48
© 2001 ConceptFlow
• No surprises!
• Absolutely no secret coding
• Ask questions that are important to clients
• Writing good questions is an art - not everyone is an
artist (get help from an expert)
• Be careful with low response rates becoming
representative of the population
Response rate = accuracy
Gathering Client NeedsSurvey Lessons Learned
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 40/48
© 2001 ConceptFlow
• Top management needs a vested interest in the results -
not just the process
• Shorter is better
• Written comments overwhelm numerical results
• Written surveys aren’t always the best way to getinformation
• Components that need surveys the most do them the
least
Gathering Client NeedsSurvey Lessons Learned
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 41/48
© 2001 ConceptFlow
• Academic purity often gets in the way of a good survey
• If models guide design, they should be invisible during
feedback-don’t use the model in presenting results tosenior management
• Sophisticated managers need simple analyses
• Communicate how survey results link to consequential
changes
• Stratified samples are usually not worth the effort
Gathering Client NeedsSurvey Lessons Learned
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 42/48
© 2001 ConceptFlow
• Decide how you’re going to use the results before you
conduct the survey
• Take visible action on one thing versus invisible action on
several things
• Historical trends have little meaning beyond two years
• No surprises!
Gathering Client NeedsSurvey Lessons Learned
Determining Client Needs
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 43/48
© 2001 ConceptFlow
Determining Client NeedsExample Of How Tools Can Be Used Together
Survey
Telephone
Interviews To
Identify BaselineIssues And
Operations
Focus Groups
To Obtain
Deeper Understanding
Survey To
Verify And
Quantify
Determining Client Needs
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 44/48
© 2001 ConceptFlow
Determining Client Needs
Client
Research
Methods
Listening
Posts
Research
Complaints
Client
Service
Reps
Sales Reps
S o
u r c e s O f C l i e n t I n f o r
m a t i o n
Key
Strong
Medium
Interviews
Focus Groups
Surveys
Observations
Existing
CompanyInformation
Industry
Experts
Secondary
Data
Data Type
Qualitative Quantitative
Verbatim
Open-Ended Questions
ClientObservations
Organizing Client Information
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 45/48
© 2001 ConceptFlow
The Fruit Of Our Labor
CTQ Definition And Elements CTQs Are The Translation
Of Client Needs Into QuantifiedRequirementsFor Our Product/Service
CTQs Are Critical Requirements Placed
On The Product/Service
Fast
Service
Cycle Time
Time Client Requests ToThe Time Client
Receives RequestClient
Need
CTQ
ServiceCharacteristic
Measure
Specification/ToleranceLimit(s)
Target/
Nominal
Value
Six SigmaPerformance
Business
Goal
3 Days
5 Days
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 46/48
© 2001 ConceptFlow 46
Steps In Capturing The Voice Of The Client(VOC)
• Identify The Clients
• Gather/Collect Clients’ Needs
• Translate Into CTQs
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 47/48
© 2001 ConceptFlow 47
What Did We Learn?
8/22/2019 02 Listening to Voice of the Customer
http://slidepdf.com/reader/full/02-listening-to-voice-of-the-customer 48/48
Trademarks and Service Marks
Six Sigma is a federally registered trademark of Motorola, Inc.
Breakthrough Strategy is a federally registered trademark of Six Sigma Academy.
VISION. FOR A MORE PERFECT WORLD is a federally registered trademark of Six Sigma Academy.
ESSENTEQ is a trademark of Six Sigma Academy.
FASTART is a trademark of Six Sigma Academy.
Breakthrough Design is a trademark of Six Sigma Academy.
Breakthrough Lean is a trademark of Six Sigma Academy.
Design with the Power of Six Sigma is a trademark of Six Sigma Academy.
Legal Lean is a trademark of Six Sigma Academy.
SSA Navigator is a trademark of Six Sigma Academy.
SigmaCALC is a trademark of ix Sigma Academy.
SigmaFlow is a trademark of Compass Partners, Inc.
SigmaTRAC is a trademark of DuPont.
MINITAB is a trademark of Minitab, Inc.
top related