An IT Call Center has the goal to increase its customer satisfaction rating.
It is not likely that leaders would know WHAT to improve without knowing the issues that
customers are experiencing. Therefore, we must gather the customer’s needs or requirements.
Obtaining customer feedback, such as “I want the correct answer to my questions or issues”
and “I don’t want to be transferred around” could lead to a defined requirement of “get needed
information” which is measured by the number of transfers and service times.
Focusing on a metric that has a direct relationship with the customer’s definition of satisfaction
will have a significant impact on the customer satisfaction rating. This can only be accomplished
by obtaining the Voice of the Customer.
Lesson 2.2: Voice of the Customer
Topic 2.2.1: Customer Identification and Data
Types of Customers
Importance of Customer Feedback
VOC Data Collection Methods Overview
IMPORTANCE OF CUSTOMERS
WHO IS A CUS TOMER
Decides to
purchase
Gets Customer
Pays
affected
Consumes
CUSTOMERS
T YPES OF CUS TOMERS
Internal customer – A person within the business system who is affected by the product or the
service while it is being developed
When the needs of the internal customers, especially the employees’ needs, are met, they are more
! likely to maintain higher standards of quality and improve the productivity of the product or service.
CUSTOMER
INTERN AL CUS TOMER - NEEDS
Provision of company
newsletters, projects,
storyboards, etc.
Internal Customer
Activities
Affects
directly
the quality
impact
of the end
the final
product
customer
CUSTOMERS
EXTERN AL CUS TOMERS - DEFINITION
External customers are not a part of an organization but are impacted by it. They are the source of
revenue for a business system.
External
Customers
End users
Intermediate
customers
Types
CUSTOMER FEEDBACK
IMPOR TANCE
Internal Customers
Undertake
Focus on
High level of job additional roles Improved team
High level of motivation delivering their
satisfaction and bonding
responsibilities
responsibilities
External Customers
Requirements Improved
Customer
Solution to problems Better product are effectively customer
satisfaction
met service
VOICE OF THE CUSTOMER (VOC)
PERCEIVED VALUE
Value is the output the customer expects versus the cost to achieve that expectation.
FUNCTION
VALUE = ----------------
COST
VOC DATA COLLECTION
DATA COLLECTION PLAN
Purpose of Data
Collection Exercise
VOC DATA COLLECTION PLAN SAMPLE
S TEPS IN THE VOC DATA COLLECTION PROCESS
• VOC Method
• Information Required
• Method of Analysis
VOC DATA COLLECTION PLAN SAMPLE
S TEPS IN THE VOC DATA COLLECTION PROCESS
• Date
• Time
• Frequency
VOC DATA COLLECTION PLAN SAMPLE
S TEPS IN THE VOC DATA COLLECTION PROCESS
• Which customers
• Location
VOC DATA COLLECTION PLAN SAMPLE
S TEPS IN THE VOC DATA COLLECTION PROCESS
• Data Collection
Method
• Description
VOC DATA COLLECTION PLAN SAMPLE
S TEPS IN THE VOC DATA COLLECTION PROCESS
Reactive Proactive
Data Data
Sources Warranty claims, Sources
Questionnaires,
product returns,
focus groups, and
customer
interviews
complaints
Information is
Information comes
gathered from the
whether action is
customer after
taken or not
contact is initiated
Requires targeted
Used to address
customer contact to
immediate needs of
obtain information
customers
related to the project
REACTIVE DATA SOURCES
CUS TOMER COMPLAINT VS. EXPEDITED SERVICE REQUES T
Dissatisfied Customer is
Customer in a hurry
Expedited
Customer Service
Complaint Request
Customer Customer
Product timelines to Timeline is
needs are
needs be not met
not well
improvement recalculated
identified
PROACTIVE DATA SOURCE - QUESTIONNAIRE
S TEPS IN THE PROCESS
Time
Points to Scan
be Budget and
covered Report
Demography
PROACTIVE DATA SOURCE - QUESTIONNAIRE
ADVANTAGES AND DISADVANTAGES
Advantages
• Low cost
• 70% – 90% high phone response rate
• Faster results
• Analysis of mail questionnaires requires few
trained resources
Disadvantages
Lack of clarity
• 20% – 30% mail response
• Phone surveys: interviewer may influence the
interviewee
PROACTIVE DATA SOURCE - QUESTIONNAIRE
TELEPHONE SURVEY v s. WEB SURVEY
Cost
Clarification
Open-ended
Number of
respondents
Data quality
More Time Analysis Time Less Time
PROACTIVE DATA SOURCE - QUESTIONNAIRE
SAMPLE SURVEY
FOCUS GROUP
S TEPS TO CONDUCT A FOCUS GROUP
Conducting
Preparatory stage Planning stage Compilation
Session
FOCUS GROUP
S TEPS TO CONDUCT A FOCUS GROUP
Conducting
Preparatory stage Planning stage Compilation
Session
● Identify scope of
focus group
● Analyze the
problem that needs
to be addressed
FOCUS GROUP
S TEPS TO CONDUCT A FOCUS GROUP
Conducting
Preparatory stage Planning stage Compilation
Session
● Finalize session,
venue, and time
● Arrange a means
for transcription
● Advertise session
details
● Arrange for
refreshments
FOCUS GROUP
S TEPS TO CONDUCT A FOCUS GROUP
Conducting
Preparatory stage Planning stage Compilation
Session
● Facilitate
introductions
● State the agenda
and transcription
factor
● Record the session
● Retreat to an
observatory
FOCUS GROUP
S TEPS TO CONDUCT A FOCUS GROUP
Conducting
Preparatory stage Planning stage Compilation
Session
● Study transcription
material
● Make notes about
key customer
needs and
requirements
FOCUS GROUP
ADVANTAGES OF A FOCUS GROUP
Disadvantages of a Focus
Learning is subjective
Group
Data is qualitative
Introduction
Gather Compilation
and Greetings Feedback • After session,
• Greet in a friendly • Avoid taking notes make a list of
manner points
• Give complete
• Understand attention
interviewee’s • Gather information
background
PROACTIVE DATA SOURCE - INTERVIEW
ADVANTAGES AND DISADVANTAGES
Advantages Disadvantages
Time Consuming
Allows
visual aids
Wide range
of
information
Tackles
complex
questions
Telephone Web
Criteria / Factors Weightage Interview
Survey Survey
Respondents’ availability 12 8 8 6
Lead data 6 8 8 9
Cost involved 20 3 9 1
Time consumption (organization perspective) 5 5 10 1
Availability of time from customer (for the survey) 5 3 10 4
Response rate of the customer 15 7 5 8
Judging the quality of data 10 1 6 10
Clarification 3 7 0 10
Visualizing feature 2 0 10 10
Compiling and analyzing data 2 3 10 3
Resource requirement 10 1 10 1
Preparation time 5 7 1 9
Accessibility to customer 5 8 8 4
TOTAL 100 471 744 522
VOC QUESTIONS
TIPS FOR EFFECTIVE VOC QUES TIONS
Do not use
leading questions Ask specific and
or words direct questions
Do not use
leading questions Ask specific and
or words direct questions
Do not use
leading questions Ask specific and
or words direct questions
Do not use
leading questions Ask specific and
or words direct questions
Do not use
leading questions Ask specific and
or words direct questions
Customer feedback sheet before review Customer feedback sheet after review
● Name: ● Name:
● Gender: Male/Female ● Gender: Male/Female
● Occupation: Student/Professional ● Occupation: Student/Professional/others (Please specify)
● Were sales executive supportive? Yes/No ● Rate sales executives on the below areas: (10 high–1 low)
● Was the product delivered on assured time? o Politeness
Yes/No o Ability to understand and identify problem
● Please rate overall experience between o Quick reply to queries
1 and 10 (1 lowest and 10 highest) o Overall
● Was the product delivered on assured time? Yes/No
● Please rate overall experience between 1 and 10 (1 lowest
and 10 highest)
VOC DATA COLLECTION METHODS
KEY ELEMENT S
Direct from
primary source
b. Find out what the customer likes and does not like about the products
b. Find out what the customer likes and does not like about the products
a. Anytime
a. Anytime
AC should be Quiet work During the work Uses a ceiling fan that
In the office To focus on work
silent environment day makes a lot of noise
AC should be During the work Weather is very hot in Uses a ceiling fan that is
Office Rep Good cooling In the office
efficient day May and June not so effective in summer
AC should be
Affordability N/A N/A Limited finances N/A
economic
CRITICAL-TO-QUALITY (CTQ) FACTOR
TRANSLATING VOC TO CTQ
VOC
Critical-To- • Specific
Quality Factor and
measurable
CRITICAL-TO-QUALITY (CTQ) FACTOR
MAJOR ELEMENT S
Output characteristic
Target
Critical-to-Quality factors – Quality parameters set by the organization relating to the customers’ needs
CTQ tree – A diagram-based tool that helps develop and deliver quality products and services
Identify Identify
Identify Quality Performance
Critical Needs Drivers Requirements
CRITICAL-TO-QUALITY (CTQ) TREE
CTQ TREE EXAMPLE
CRITICAL-TO-QUALITY (CTQ)
TRANSLATION WORKSHEET EXAMPLE 1
Customer gets to
the correct person
I am always on Functionality: the first time
hold or Wants to talk to
transferred to the the right person Availability
next person immediately Add additional
items to the voice
menu
CRITICAL-TO-QUALITY (CTQ)
TRANSLATION WORKSHEET EXAMPLE 2
Customer
receives the bill
on the same date
I get invoices at Accuracy: every month Invoicing cycle
different times of Consistent
the month monthly bill time
Customer wants
the bill
consistently
CRITICAL-TO-QUALITY (CTQ)
TRANSLATION WORKSHEET EXAMPLE 3
Customer
receives
application on
I don’t receive the requested date
Time: Delivery Delivery cycle
application on
timeliness time
time
Customer wants
fast delivery
QUALITY FUNCTION DEPLOYMENT (QFD)
DEFINITION
Quality Function Deployment (QFD) – A process to understand the customers’ needs and translate them into a set
of design and manufacturing requirements while motivating businesses to focus on its customers
Quality function deployment involves four phases. The output of a phase is the input of the next phase.
Output Input
Key Parts
Product Design
Characteristics
Input Output
Key Process
Process Planning
Operations
Input
Process Control
Output
a. Survey
b. Interview
c. Focus Group
d. VOC Table
QUIZ
Which VOC data collection method is the least costly?
1
a. Web Survey
b. Interview
c. Focus Group
d. VOC Table
a. Metric
b. Target
c. Supplier characteristic
d. Specification limit
QUIZ
Which of the following is NOT an element of a developed CTQ?
2
a. Metric
b. Target
c. Supplier characteristic
d. Specification limit
a. 2
b. 3
c. 4
d. 5
QUIZ
How many phases are in Quality Function Deployment?
3
a. 2
b. 3
c. 4
d. 5