Beruflich Dokumente
Kultur Dokumente
Customer Focus
Customer Focus - Agenda
Lower Upper
Spec. Spec.
•Reduce Variation in our Limit Limit
processes
OR
Lower Upper
Spec. Spec.
Change the specification! Limit Limit
Customer Focus
Define
Measure
Identify
Opportunity Analyse
Identify
Output Improve
Measures
Identify
Critical Inputs
Control
Or Process Optimise
Steps The
Process Control
The
Process
Define - Identify Customer Requirements
Process Map - SIPOC
• To assist in identifying the Customers and their
Requirements, develop a SIPOC (Suppliers-
Inputs-Process-Outputs-Customers) process map:
• What are the start and finish points as defined by the
project scope?
• Who are the suppliers and what are their inputs to the
process (what do the suppliers provide to the start of
the process)?
• Who are the customers and what are the outputs of the
process (what do the customers receive from the
process)?
• What are the key process steps between the start and
finish points (at this stage “macro” level)?
SIPOC Example – Order Fulfilment
Receive order
Correct No Customers:
weight? Sales
Yes Shipping
Transfer to Goods Out End customer
Define - Identify Customer Requirements
Most Least
useful 1. End Users heard
e.g. consumer, user, receiver
2. Intermediate customers
e.g. retailer, distribution
Excitement
. . (Unspoken)
Performance
Requirements
TIME (Spoken)
X
Basics
(Unspoken)
.. ..
Establishing Requirements
Our company
Competitor A
Competitor B
Customer Competitive Assessment
Requirements Customer assessment
Customer Complaints
Importance Weight
1
2
3
4
5
Good service 1
Customer service requirements
Friendly 2 3.0 5
Ea sy to underst and
Helpf ul
3
4
5.0
4.0 53
Importance weight
Quick Response 5 5.0 126
Good Inf ormation 6
Several Numbers in one c all 7 1.0 2
Numbers n ot give n too quickly 8 2.0
Strengths
Strategy - Short term, advertise strengths. Long term
retain, unless costing too much
Weaknesses
Strategy - Short term, interim fix if necessary. Long term,
improve, consider copying competition
Opportunities
Strategy - Short term? Long term, identify ways to exploit.
Threats
What will change with time e.g., new competition, legislation,
fashion etc.
Planned Quality
Target
Our company
Competitor A
Competitor B
Customer Competitive Assessment
Customer Complaints
Importance Weight
Planned
1
2
3
4
5
Good service 1 Quality
Customer service requirements
Friendly 2 3.0 5
Ea sy to underst and 3 5.0
Helpf ul 4 4.0 53
Quick Response 5 5.0 126
Good Inf ormation 6
Several Numbers in one c all 7 1.0 2
Relationship Matrix
HOW
WHAT
WEAK RELATIONSHIP
MEDIUM RELATIONSHIP
STRONG RELATIONSHIP
Correlation matrix
Strong Positive
Positive
Negative Negative
Strong Negative Correlation
HOWS
Technical Importance Rating
HOW
WHAT
5
3
2
1
5
2
4
2
=1
HOW MUCH
=3
=9 51 89 9 13 21 25 21 18
(5 x 9) + (2 x 3) = 51
Service Planning Matrix
CORRELATION
MATRIX
HOW
IMPORTANCE
CUSTOMER
WHAT RELATIONSHIP COMPETITIVE
MATRIX ASSESSMENT
HOW MUCH
COMPANY
COMPETITIVE
ASSESSMENT
IMPORTANCE
Analysing & Diagnosing the Service Planning Matrix
• Service Strengths
• Service Weaknesses
• Service Opportunities (Sales Points)
• Planned Quality
• Blank, Weak Rows
• Blank, Weak Columns
• Conflicts in Customer vs Company Survey
• No jumping to solutions
• Resolve Negative Correlations
• Finalise Targets
Example – Directory Enquiries
Registration of database
Information restriction
Number of repititions
Number of operators
Rate number s given
17 System parameters
Correct grammar
Politeness
7 Performance
Help desk
Re la tionship
11 Information
Stro ng
Med iu m
Weak
10
12
14
15
16
18
19
20
2
3
4
5
6
8
9
Good serv ice 1
Customer service requirements
Friendly 2 3.0
V alue f or money 11
Cheap 12 5.0
Satisf ac tory a nsw er 13 5.0
Company Requirements 14
Minimum running cos ts 15 5.0
Security of inf orma tion 16 4.0
Legal Requirements 17
Data prot ection act 18 5.0
Importance Weight
N.B. In practice it would be dangerous for us to assume that we know what the customer
wants! In a real application, we would establish this working directly with the
customers.
Customer Focus- Summary