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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.
5- 1
Chapter 5
The Voice of the Customer
![Page 2: Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 1 Chapter 5 The Voice of the Customer](https://reader033.vdocuments.mx/reader033/viewer/2022051819/55173735550346f5558b5fde/html5/thumbnails/2.jpg)
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
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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
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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
![Page 5: Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 1 Chapter 5 The Voice of the Customer](https://reader033.vdocuments.mx/reader033/viewer/2022051819/55173735550346f5558b5fde/html5/thumbnails/5.jpg)
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
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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
![Page 7: Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 1 Chapter 5 The Voice of the Customer](https://reader033.vdocuments.mx/reader033/viewer/2022051819/55173735550346f5558b5fde/html5/thumbnails/7.jpg)
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
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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
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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
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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
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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
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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
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5- 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall. 5- 13
Strategic Quality PlanningThe Voice of the CustomerCommunicating with Customers
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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
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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
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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
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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
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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
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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
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5- 20Copyright © 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.