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.

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 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.

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 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 customer-
driven quality

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?

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 Action

Copyright © 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. Identifying customer requirements
2. Developing and validating the
instrument
3. Implementing the survey
4. Analyzing the results

Copyright © 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

 Customer research cards

 Customer response lines
 Web site inquiries

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.

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 Strategic Quality Planning
The Voice of the Customer
CRM Systems (CRMS)

 Customer-centric activities
 Enterprise capabilities
 Customer Acquisition
 Sales management
 Customer retention and
enhancement

Copyright © 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
 Active
 Passive
 Find ways to better serve our
customers

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.

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 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.

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