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Chapter 2 Soliciting
Chapter 2 Soliciting
Design Process
1.Knowtheir "customers' needs".
2.Define the problem they must solve to satisfy the needs.
3.Conceptualize the solution through synthesis, which involves the task of satisfying
several different functional requirements using a set of inputs such as product design
parameters within given constraints.
4.Perform analysis to optimize the proposed solution.
5.Check the resulting design solution to see if it meets the original customer needs.
KG22803 ENGINEERING DESIGN 19
Voice Of Customers
What is Voice of Customer?
Voice of Customer is the customer’s voice, expectations, preferences, comments,
of a product or service in discussion. It is the statement made by the customer
on a particular product or service.
Customer Identification:
Customer is the one who buys or uses your products/services and he/she is the
one who receives the process output. We broadly classify customers into two
categories:
https://www.sixsigma-institute.org/Six_Sigma_DMAIC_Process_Define_Phase_Capturing_Voice_Of_Customer_VOC.php
https://hbr.org/2002/01/turn-customer-input-into-innovation
STEPS TO TURN
CUSTOMER
INPUT INTO Step 3: Organize the outcomes.
INNOVATION
Step 4: Rate outcomes for importance
and satisfaction.
https://www.processexcellencenetwork.com/lean-six-sigma-business-performance/articles/tactical-
methods-for-collecting-voice-of-the-custo
Interviews performed in-person can have the highest cost of the three interview
forms; however, they also have the best completion rate and are the most likely
deployment vehicle capable of building trusting customer relationships, since
customers perceive this type of interaction as more personable.
KG22803 ENGINEERING DESIGN 36
VOICE OF CUSTOMER (VOC) METHODS
(3) Focus Group: A group of people are called together in one conference room
and a discussion is held on specific topics that need to be addressed. These focus
groups are excellent for identifying the CTQ (Critical to Quality), however, are
difficult to generalize.
This is where a group of 8 to 12 potential customers within the demographic
groups that the company wants to target meet in a room together and are asked
to share their perceptions, beliefs and opinions about a product or service.
Typically the group participants are free to openly talk with one another.
This data collection method is used to gain insights into the customers’ prioritization
of needs and/or to test concepts and get feedback. Focus groups are sometimes
used in addition to interviews and surveys as the last step to further investigate
and understand the Voice of the Customer for each of the company’s touch points.
NARASIMHALU, Arcot Desai and Institute of Innovation and Entrepreneurship. Innovation Rules: A Step by Step
Approach
Towards Identifying New Innovation Opportunities. (2009). 1-100. Research Collection Institute of Innovation
and Entrepreneurship.
Available at: https://ink.library.smu.edu.sg/iie_research/1
KG22803 ENGINEERING DESIGN 43
Innovations fall under two categories. The first category can be called
compelling or “must have” innovations. The second category is often
called “good to have innovations. In some sense the first category addresses
the needs and the second the wants of human society.
Innovators who can identify innovations belonging to the needs category will
have a better shot at creating a new product that could end up as a market
leader. Customers, whether consumers or businesses, are generally willing to
pay for the products and services belonging to the needs category since it
addresses a must have solution. An inventor can easily introduce such a
product or service to the market with a small advertisement budget.