Managing Quality Integrating the Supply Chain - 4th Edition
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Transcript Managing Quality Integrating the Supply Chain - 4th Edition
Chapter 5
The Voice of the
Customer
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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.
5- 2
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.
5- 3
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.
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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 customerdriven quality
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
5- 5
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.
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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.
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Strategic Quality Planning
The Voice of the Customer
Customer-Relationship Management
CRMS -- Customer Relationship
Management System
Complaint
Resolution
Feedback
Guarantees
Corrective
Copyright
Action
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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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.
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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.
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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.
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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.
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Strategic Quality Planning
The Voice of the Customer
Communicating with Customers
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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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.
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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.
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Strategic Quality Planning
The Voice of the Customer
Actively Solicited Customer-Feedback approaches
Customer Service Surveys
1.
2.
3.
4.
Copyright
Identifying customer requirements
Developing and validating the
instrument
Implementing the survey
Analyzing the results
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Passively Solicited Customer-Feedback approaches
Copyright
Customer research cards
Customer response lines
Web site inquiries
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
CRM Systems (CRMS)
Copyright
Customer-centric activities
Enterprise capabilities
Customer Acquisition
Sales management
Customer retention and
enhancement
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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Strategic Quality Planning
The Voice of the Customer
Summary
Customer focus and satisfaction
Gather and analyze data about
customers
Copyright
Active
Passive
Find ways to better serve our
customers
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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recording, or otherwise, without the prior written permission of the publisher.
Printed in the United States of America.
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
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