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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.

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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.

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.

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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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