copyright © 2010 pearson education, inc. publishing as prentice hall. 5- 1 chapter 5 the voice of...
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.
5- 1
Chapter 5
The Voice of the Customer
5- 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 2
Strategic Quality PlanningThe Voice of the CustomerChapter 5
Customer Driven QualityWhat is the voice of the customer?Customer –Relationship managementThe “Gaps” approach to Service DesignSegmenting customers and markets
5- 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 3
Strategic Quality PlanningThe Voice of the CustomerChapter 5
Strategic supply chain alliances between customers and suppliersCommunicating with customersActively solicited customer feedbackPassively solicited customer-feedback approachesCRM Systems
5- 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 4
Strategic Quality PlanningThe Voice of the CustomerChapter 5
Customer Driven QualityWhat is the voice of the customer?Customer –Relationship managementThe “Gaps” approach to Service DesignSegmenting customers and markets
5- 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 5
Strategic Quality PlanningThe Voice of the CustomerCustomer Driven Quality
Proactive approach to satisfying customer needsGather data about customersProvide the products and services that satisfy the customersThe pitfalls of reactive customer-driven quality
5- 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 6
Strategic Quality PlanningThe Voice of the CustomerWhat is the voice of the customer?
Wants, opinions, perceptions and desires
Or
5- 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 7
Strategic Quality PlanningThe Voice of the CustomerWhat is the voice of the customer?
A standardized, disciplined and cyclical approach to obtaining and prioritizing
customer preferences
5- 8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 8
Strategic Quality PlanningThe Voice of the CustomerCustomer-Relationship Management
CRMS -- Customer Relationship Management SystemComplaint ResolutionFeedbackGuaranteesCorrective Action
5- 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 9
Strategic Quality PlanningThe Voice of the CustomerThe “GAPS” Approach to Service Design
Gap AnalysisThe Differences between: desired levels of performance actual levels of performance
5- 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 10
Strategic Quality PlanningThe Voice of the CustomerSegmenting Customers and Markets
Distinguish customers or markets according to common characteristics
5- 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 11
Strategic Quality PlanningThe Voice of the CustomerStrategic Supply Chain Alliances…
Between Customers and SuppliersThe competitive modelSole SourcingStrategic Partnerships
5- 12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 12
Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers
…the cost and confusion associated with trying to satisfy a diverse customer group
5- 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 13
Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers
5- 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 14
Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers
Customer RationalizationAnnuity relationshipActive data gatheringPassive data gathering
5- 15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 15
Strategic Quality PlanningThe Voice of the CustomerActively Solicited Customer-Feedback approaches
Telephone ContactFocus GroupsCustomer Service Surveys
5- 16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 16
Strategic Quality PlanningThe Voice of the CustomerActively Solicited Customer-Feedback approaches
Customer Service Surveys1. Identifying customer requirements
2. Developing and validating the instrument
3. Implementing the survey
4. Analyzing the results
5- 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 17
Strategic Quality PlanningThe Voice of the CustomerPassively Solicited Customer-Feedback approaches
Customer research cards Customer response lines Web site inquiries
5- 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 18
Strategic Quality PlanningThe Voice of the CustomerCRM Systems (CRMS)
Customer-centric activities Enterprise capabilities Customer Acquisition Sales management Customer retention and
enhancement
5- 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 19
Strategic Quality PlanningThe Voice of the CustomerSummary
Customer focus and satisfaction Gather and analyze data about
customers Active Passive
Find ways to better serve our customers
5- 20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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