Transcript Managing Quality Integrating the Supply Chain - 4th Edition

Chapter 5
The Voice of the
Customer
5- 1
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.
5- 4
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.
5- 6
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.
5- 7
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.
5- 8
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.
5- 9
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.
5- 10
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.
5- 11
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.
5- 12
Strategic Quality Planning
The Voice of the Customer
Communicating with Customers
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
5- 13
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.
5- 14
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.
5- 15
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.
5- 16
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.
5- 17
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.
5- 18
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.
5- 19
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.
Copyright
© 2010 Pearson Education, Inc. Publishing as Prentice Hall.
5- 20