Voice of the customer:

Tools
Introduction
 What is covered in this course?
Introduction

Introduction Voice of the customer tools

- What is covered in this course?
- What is the purpose of this course?
Lean Six Sigma: An overview
- What is Lean Six Sigma?
- DMAIC.
- What are the benefits of LSS & the toolkit?
- Scenario to be used to explore the tools.
- Introduction to voice of the customer.
- Customer Segmentation.
- Types and sources of customer data.
- Interviews.
- Point of use observations.
- Focus groups.
- Surveys.
- Kano Analysis.
- Critical to Quality Tree.

Close out
- Review the key learnings.
- Glossary.
- Thank you.
What is the purpose of this course?
Introduction

- Lean Six Sigma is a really powerful methodology that, if applied correctly, can yield really fantastic results
within organisations.
- It can reduce waste, errors and defects whilst increasing customer satisfaction, savings and productivity.
- This course will introduce you to the key voice of the customer tools and techniques used in Lean Six Sigma.

- At the end of this course you will:

• Understand the main tools to understand the voice of your customer.
• Understand how to actually conduct each of these tools.
• Understand when these tools need deploying.
• Understand at what stage of the DMAIC framework they should be used.
• Understand the benefits of using this approach and these tools.

- Armed with this knowledge and the templates attached to each tool, you will be able to start deploying
these either within Lean Six Sigma projects or on a daily basis.
- It is also worth training this knowledge out to others within your teams / organisation to ensure the benefits
are felt more widely.
- These tools really can have a positive and lasting impact if deployed correctly!
Lean Six Sigma:
An overview
What is Lean Six
Sigma?
What is Lean Six Sigma?
Introduction

- Lean Six Sigma is a systematic approach to fixing the issues and problems that plague many organisations.
- To apply it, it is often referred to as Lean Six Sigma, but the two concepts of Lean and Six Sigma are actually
separate. Let’s investigate.

Lean
- Lean is an approach to quality that focuses on reducing waste, waiting time and saving money.
- The outcome of Lean is to deliver a process which has higher productivity and efficiency.
- With Lean, you need to think about your approach in terms of the purpose (the end product), the process
(that which leads to the end product) and people (those that create the end product).
- There are a number of tools which can be used within Lean including Kaizen, Gemba, Poke Yoke, 8 wastes etc.

Six Sigma
- Six Sigma is more data driven and analytical.
- The focus of Six Sigma is on understanding the variations in a current process, and what can be done to
reduce that variation.
- The aim of Six Sigma is to make a process effective with 99.99966% defect free (or 3.4 defects per million).
- Six Sigma’s focus when it comes to the process is to improve its performance in relation to what is critical
to the customer.
DMAIC
 DMAIC
Introduction

- Within the framework of Lean Six Sigma, if you want to launch a structured project, there is a particular model
you should follow – DMAIC.
- This structure is a great way of ensuring all of the key elements of a project are realised.
- It uses tools and techniques to try and ensure you achieve Six Sigma, or as close to it as you possibly can be.

Define Measure Analyse Improve Control

- Select the project. - Define your measures (Ys).
- Develop detailed process - Brainstorm potential - Control critical Xs.
- Plan the project. - Check data integrity.
maps. improvements. - Monitor your Ys.
- Define scope and - Check process stability.
- Identify waste, blockers, - Select chosen - Build a control plan.
objective. - Check process capability.
rework etc. improvement strategy. - Identify further
- Form the team. - Set targets for your
- Establish the root causes. - Plan and implement pilot. opportunities to improve.
- Map the process. measures.
- Identify critical Xs. - Verify your improvements. - Close the project.
- Identify customer - Measure all data to
- Map the ideal process. - Implement
requirements. understand current state.
- Conduct gap analysis. countermeasures.
- Identify prioritises.
What are the benefits?
What are the benefits of Lean Six Sigma & this toolkit?
Introduction

- The Lean Six Sigma approach yields many benefits to organisations and individuals alike. A focus on using
this approach and the tools that come with it can deliver the following:
• Reduced costs of operating.
• Reduced time spent working.
• Reduced waste in your processes.
• Reduced errors in your operations.
• Reduced customer complaints.
• Reduced employee complaints.
• Reduced staff turnover.
• Reduced risk.
• Increased savings (money and time) which can be reinvested back into the organisation.
• Increased customer satisfaction.
• Increased employee satisfaction.
• Increased value adding work vs. non value adding work.
• Increased quality of products and services.
• Increased chance of hitting SLAs and KPIs.
• Increased sight of what is happening daily.
• Plus many, MANY more!...
Scenario to be used
Scenario to be used to explore the tools
Introduction

- For the purposes of this toolkit I am going to set up a scenario that we will follow when looking at practical examples
of how to use these tools.
- This flow will enable us to maintain consistency throughout and give us the opportunity to link tools in where needed.

Scenario
A customer contact department within a large, global insurance firm.
The department has been facing a number of problems recently including:
- Wasteful processes.
- Errors, issues and defects.
- Increased customer complaints.
- Increased staff turnover.
- SLAs and KPIs being missed.
- Accuracy reduction.

- The tools we are going to explore in this toolkit will be able to address such issues.
- Please note: Even those these tools are Lean Six Sigma based, you can utilise them in a range of projects.
Voice of the customer
tools
Introduction to voice of the customer
Voice of the customer

- Capturing the voice of the customer is a super critical step when running any project. The customer is the one,
often, who will be impacted by any changes or projects initiated by the organisation.
- There are many ways in which the voice of the customer can be captured:
• Direct engagement (Surveys, interviews, focus groups).
• Organic engagement (Feedback on the interactions between your company and theirs).
• Sales performance (which products do customers like and dislike).
• Referrals and retention.
- Regardless of the nature of data collection, the purposes behind each one of these are generally consistent:
• To understand what your customers actually care about.
• To understand what your customers want to see out of your products and services going forward.
• To understand why your customers are behaving in the way they are when it comes to engagement with your
organisation and your products / services.
• To set goals and priorities consistent with the needs of the customer.
• To put customer satisfaction at the heart of your response.
- The data gathered from such activities is critical to ensure your products and services continue to evolve to meet
changing customer needs and that any issues that arise can be swiftly dealt with.
- Not knowing what your customer is thinking or wants is a fatal error!
 Customer
segmentation
Customer segmentation
Voice of the customer

Name: Customer segmentation

When to use the tool: If running a project, you should look to use his tool in the define phase mainly. You are trying to
understand who your customers are and break them down into segments of a population – therefore you cannot
leave this until later.
Purpose of the tool: To identify and focus on the subgroups of customers who generate the greatest value / return on
your products and services. If looking to improve one particular offering, knowing exactly who is purchasing this will
help ensure you actually improve this to a standard they will continue to want.
Preferred outcome / effect: A detailed understanding of who your customers are per offering and the demographic
make up of them (age, gender, families / individual, economic status, geographical location etc.)
Data to use: The demographics of your customers as detailed above.
Customer segmentation
Voice of the customer

How to use customer segmentation

1) Firstly, identify the product or service you are looking at.

2) Think through who are the customers who are purchasing or in receipt of that product or service.
3) Identify the segmentation characteristics that you think may influence the way in which individuals respond to
your products or services. This could be economic characteristics (such as profit, loyalty, company size),
descriptive characteristics (such as the customers physical location, demographics) or attitudinal (the price, the
value and the service given).
4) Develop profiles of the segments you will seek out for your projects. For example, are you looking at high volume
sales or low volume sales? Are you looking at customers / purchases in the north or in the south?
5) When reaching out to your customers to understand this further, make sure all segments are adequately
represented.
6) Once you have done all of this, you can then document the results. These can be done so either in a chart or
graphical form, depending on the purpose of the results.
 Customer
segmentation:
Demonstration
Customer segmentation
Voice of the customer

Customer Internal or external? Segments Priority

First time buyer High

Homeowner External Re-mortgaging High
Interest only mortgage High
Property in full ownership Low
Living in rental property Low
Renter External
Own a rental property High

Product / Service Customers Potential segments

Top tier product

Buildings insurance Homeowner Mid tier product
Basic tier product
Homeowner Inner city residents
Contents insurance
Renter Suburban residents
Rural residents
Landlords insurance Landlord Landlords
Types and sources of
customer data
Types and sources of customer data
Voice of the customer

Name: Types and sources of customer data

When to use the tool: If running a project, you will want to use this approach during the define and measure stages.
Here you want to understand the source of your customer data and how to generate any data if required. Whilst not
technically a tool, it is an approach that needs to be thought through.
Purpose of the tool: To give you the time and space to think through the approaches you need to take to get the data
you need and understand the type of customer you are handling.
Preferred outcome / effect: A clear understanding of what data sources exist and the type of customers you need to
approach for your projects.
Data to use: Any data that comes from interactions with the customers, whether that be organic communication
(customer contact points), planned communication (such as surveys) or data around sales of products.
Types and sources of customer data
Voice of the customer

Product performance data Customer contact points Research

How are the current products performing in
terms of sales?
What are the levels of returns / refunds?
Customer referrals
Lost contracts / gained contracts
Customer complaints Direct research – interviews, surveys, focus
Customer compliments groups, observations
Volume in contact centres & theme of calls Indirect research – market trends
Colleague – customer interaction feedback

Type of contact Benefits / output of chosen contact

Interviews (face to face) Specific perspectives, ability to explore all lines of questioning, in-depth understanding of customer experience, if you
want to see the reaction of the interviewee

Focus groups Good source of a lot of information in one sitting, similar customers with similar needs, can have participation from
more people at more levels
Telephone interviews Geographical spread not an issue, quick turnaround for information, a lot of information can be collected at one time,
can be done by ordinary workers with a script, can be done at end of customer call
Surveys Quantifiable results, information from potentially thousands of customers, builds on results of other methods
Interviews
Interviews
Voice of the customer

Name: Interviews, face to face interviews or telephone interviews

When to use the tool: When running a project, interviews can be used throughout. At the define and measure stages
to understand what is important to your customer and their current experience of your company. During the analyse
phase to understand their experience deeper and what they would want from future products or services. During the
improve and control phases to understand what improvements could be made, when they’re made how they have
been received and what more could be done in future projects.
Purpose of the tool: To learn about the points of view and experiences of specific customers relating to specific
services or products.
Preferred outcome / effect: A well rounded picture of the experience of those customers interacting with specific
products or services.
Data to use: The information that comes out of the interviews will be the main source of data. To pre-empt what
needs to be asked and the purpose of the interviews, customer data around sales performance, complaints and
satisfaction can be utilised.
Interviews
Voice of the customer

How to conduct interviews

1) Ensure you are clear with yourself and those you are seeking to interview what the purpose of these interviews
are – what is the proposed outcome? What are you going to do with the collected data?
2) Prepare your questions. Work out how open or closed ended you want these to be. Do you want to give them the
option of choosing pre-set answers, or do you want to just let the conversation flow?
3) Decide whether or not the interviews will be face to face or via the telephone.
4) Decide how many people you want to be conducting the interviews, and how many people you want to interview
(your sample size).
5) To refine your questions, conduct a couple of practice interviews within your company. Test the approach.
6) Contact your chosen customers and arrange your interviews.
7) Let the customer know how you plan to collect the information from them (written, recording etc.) and where this
information is going to go, how confidential it is and what it will be used for.
8) Conduct the interviews.
9) Once complete, conduct your data analysis to understand what approaches you may need to take going
forward to improve your customer offerings.
10) As with any tool – learn from the experience. Make sure you learn what went right and what didn’t go
so right and learn from this.
Interviews
Voice of the customer

Hints and tips

- Try not to ask leading questions, make sure your questions are
straightforward and to the point. You do not want to get “bad
data” but making the interviewee feel as though they need to
answer your questions in the way you want.
- Ensure you follow up the interview(s) with feedback on where the
data is going and what is being done using the data. This will
increase the chance of them saying yes to future interviews.
- Try and have the same people conducting the interviews and the
same approaches adopted to avoid any differences impacting the
answers you get. The scenarios should match.
- Keep the interviewees focused on what the aim is. Often, they
can go off on a tangent. Remind them constantly of the purpose.
- If going for a qualitative response (which is the most common aim
for interviews) keep the questions open ended.
Point of use
observation
Point of use observation
Voice of the customer

Name: Point of use observation

When to use the tool: If running a project, use this tool during the define or measure stage to ensure you know early
on what the customer wants, needs and what they are currently getting / experiencing. This will act as the data
required to use in the coming stages.
Purpose of the tool: To enable you to physically watch how your customer uses and interacts with your product or
service or how they interact with your company at the key points of contact.
Preferred outcome / effect: To understand in detail how the customer is interacting with your products and your
company at the main points of contact between the two. This gives you the information you need to ultimately
improve those experiences.
Data to use: The information that is generated from watching the customer during their interactions.
Point of use observation
Voice of the customer

How to use point of use observations

1) Be clear from the outset what the purpose of this observation is. Is it to understand the customer journey?
Customer interactions with your service? Product? People etc. Be clear what the role of this tool will be within
your project and how the information is going to be used.
2) Decide when to observe, where to observe and how you will do this (i.e. in the customer’s office).
3) Develop an observation data recording form where you plan to collect all of your observations and data.
4) If you are going to the customers place of work, ensure you let them know when you are going to be there, for
how long, who and what you’ll be observing and what you will need.
5) For those who you want to go and do the observations (if you yourself or just you) make sure you train those
people to ensure you all follow the same techniques and procedures.
6) Conduct the observation as planned.
7) When complete, analyse your data and pull the findings into actionable insights that can lead to changes to how
your customers interact with your product, service or people.
8) Ensure you follow up with your customers to thank them for their participation and let them know the outcome of
your findings if this is appropriate.
Point of use observation
Voice of the customer

Hints and tips

- Make sure not only your customer but the staff working within
that company know why you are there. People can get weary
about strangers coming in to watch – so be honest.
- Make sure you have targeted a specific interaction based on data.
For an intrusive method such as this one, you don’t want to just
go and “see what is going on”. It will need to be based on real life
feedback (often negative) to get you in to your customer.
- Ask for feedback from staff working at your customer. How do
they see your company? What concerns do they have? What has
their experience been like? The more data the better!
- Weigh up every experience or comment. Someone may say “oh
yeah, this happens all of the time with you guys”. I would look at
the data! Often it is the case that it happens rarely, but the
person who made the comment over egged the issue.
Focus groups
Focus groups
Voice of the customer

Name: Focus groups or customer workshops

When to use the tool: If running a project, use this tool during the define stage to ensure you know early on what the
customer wants, needs and what they are currently getting / experiencing. The tool can also be used in the improve
phase to try and prioritise the needs and get feedback on the proposed changes.
Purpose of the tool: To get feedback from a variety of customers who have used specific products or services of yours.
The group format of this tool should help generate ideas which others can respond to, ideas they may not have
considered previously.
Preferred outcome / effect: A detailed understanding of how the customer feels about the current, proposed or new
offerings from the company. This information will enable you to go away, improve the product and deliver greater
customer satisfaction.
Data to use: The data generated from the focus group itself. You could also take in data around customer complaints
and feedback on certain products.
Focus groups
Voice of the customer

How to use focus groups

1) Identify the outcome you want to see from this focus group – what is the purpose of this activity?
2) Identify the target group you want to include in your focus group. Make sure they tick the boxes you want ticking
and will be able to discuss the products / services you want discussing.
3) Identify how many people you want to be in the focus group. The average ranges from 7 to 13. You need to take
into account time and expense.
4) Identify who you want to participate. Make sure you get a range of customers with a range of experiences and
opinions of your products.
5) Develop your key questions. These will act as a steering device within the focus group. You don’t just want people
to answer this question, but also go off topic and discuss other things. All is good data that you want to collect!
6) You can now hold your focus group. Ensure someone who has experience doing this leads the group – a facilitator.
Be sure to allow everyone the chance to speak, no one to dominate and all questions to be addressed.
7) Once the session is complete, write up all of the findings into actionable insights to be presented out.
8) You can now deliver the improvements needed to your service or product.
Focus groups
Voice of the customer

Hints and tips

- To increase participation, you could offer some form of cash, prize

or discount incentive.
- Ensure to have back ups for on the day. If you have 10 attendees
scheduled and 4 do not show, having some form of back up helps
– otherwise you may need to run 2 sessions at greater cost.
- Have some form of icebreaker at the start to make sure everyone
feels comfortable with one another.
- Make sure to state at the start of the session what the objectives
are for the session – what you want the outcome to be.
- Avoid any leading questions, questions with some form of bias.
You want honest feedback, not feedback they think you want to
hear.
- Have someone scribing in the room. It can be yourself, but if you
are leading the session, you want your full attention on
controlling the room. Have a scribe OR ask if everyone is ok with
the session being recorded.
Surveys
Surveys
Voice of the customer

Name: Survey
When to use the tool: If running a project, use this tool during the define stage to ensure you know early on what the
customer wants, needs and what they are currently getting / experiencing. This will act as the data required to use in
the coming stages.
Purpose of the tool: To get quantitative data from across the spectrum of customers to understand their opinions,
reactions and needs when it comes to your products or services.
Preferred outcome / effect: A wealth of data covering all types of customer and question. The more data you have,
the better for your project stages to come.
Data to use: Data collected via the survey from your customers – their feedback.
Surveys
Voice of the customer

How to use surveys

1) Set out the objectives behind your survey – what is its aim?
2) Determine how many people you want to take part – what is your sample size?
3) Write up all of the questions you want to ask.
4) Develop your measurement scales. Are you going to ask them to rank something 1 – 5 (quantitative) or very good
to very bad (qualitative)?
5) Design the remainder of the survey.
6) Send out the survey to a handful of colleagues to test it – does it achieve what it has set out to achieve?
7) Send out your survey through whichever medium you decide (email, post, post phone call automated etc.)
8) Ensure you highlight how you plan to ensure anonymity and keep their information safe.
9) Set a timeframe for how long they have to respond.
10) Collect all of the results and analyse the findings. These findings will be used to further improve your offerings.
Surveys
Voice of the customer

Hints and tips

- Liaise with your marketing department early on in the process as

they will be the ones sending this survey out. Get your design and
question criteria defined early to give them time to work on this.
- Make sure you include a “not applicable” option for your
questions. You do not want people answering for services or
products they don’t actually use – this creates bad data.
- It is a good idea to use a range of question types –closed, multiple
choice, sliding scale etc. This keeps the survey fresh.
- If you are happy with qualitative answers, open questions can be
used. Aim for closed only if you want quantitative answers only.
- Don’t let the survey get too long. Have a 10 – 20 question range.
- You can use surveys before your focus group or interview
sessions. This will help you understand which areas need to be
targeted for further investigation during those sessions.
- You can use them after focus groups and interviews also to act as
follow ups to quantify patterns identified in the discussions.
Kano Analysis
Kano Analysis
Voice of the customer

Name: Kano Analysis

When to use the tool: If you are running a project, you will want to use this tool during the define or measure stages
to understand the scope and importance of your project outcomes, and during the improve phase to help you
redesign the product or service now knowing what would delight your customer.
Purpose of the tool: To better understand what value your customers are placing on the key features of your products
or services. This can help you to ensure the products or services you are creating emphasise those parts the customer
actually wants and moves away from those parts the customer cares little about.
Preferred outcome / effect: A visual understanding of what the customer desires, expects and does not want to
enable you to deliver / avoid this.
Data to use: Customer satisfaction scores, customer feedback, customer survey or interview information, customer
complaints, sale volumes – any data generated by the customer.
Kano Analysis
Voice of the customer

How to use Kano Analysis

1) Collect as much VOC data as possible from all channels.

2) Identify the known or presumed customer needs and requirements.
3) For each potential need identified, ask your customer to assess how they would feel if the need was addressed
and how they would feel if the need was not addressed.
4) Give the customer four choices here: I’d like it, it is what I expect, I don’t care, I wouldn’t like it.
5) For each response you get, classify them as a dissatisfier, satisfier or delighter in a grid format / table.
6) Once you have your table, you can now plot these on a Kano Analysis diagram, showing where each of the
product features would sit (the higher the product feature, the more desired it is).
7) Now that you have the visual aid, you can start to incorporate these requirements into your product or service
development efforts.

Definitions
Dissatisfiers – These are the features your customer would expect – basic requirements. If these were
missing or not fulfilled, the customer would be extremely dissatisfied.
Satisfiers – Ordinary requirements that can affect satisfaction by their degree (cost, speed, ease of use).
Delighters – Unexpected features or characteristics of your product or service that the customer did not
expect but has excited them greatly.
Kano Analysis:
Demonstration
Kano Analysis
Voice of the customer

I’d really like it It is what I expect I don’t care I wouldn’t like it Question to customers: What do you want
/ not want from our contact centre
Instant pick up Polite service Security checks On hold for too long service?
Under 2 minute call Answer can be given Investigative questions Handed from team to team
Gift for delays Knowledgeable agents Location of agent End call with no resolution

Delighters: Unexpected Satisfiers: Standard Dissatisfiers: Basic

features that impress characteristics your requirements that, if not met,
your customers customers expect will dissatisfy your customer
 Kano Analysis
Voice of the customer
HIGH Customer Satisfaction

Gift for delays Satisfiers

< 2 minute call

Knowledgeable agents

Instant pick up
Answer can be given
Delighters
Product / process performance Product / process performance
below expectations above expectations
Polite service

Dissatisfiers

Handed team to team

No resolution call

On hold too long

LOW Customer Satisfaction

Critical to Quality
Tree
Critical to Quality Tree
Voice of the customer

Name: Critical to Quality Tree or CTQ Tree

When to use the tool: If running a project, a CTQ Tree is best created during the measure or analyse phases.
Purpose of the tool: To move from the “vague state” comments of your customer about what they expect from your
service / product to actual specifics which can be measured against.
Preferred outcome / effect: The tool is there to help strengthen your ability to meet customer expectations and,
where possible, exceed them.
Data to use: To start the CTQ you will want customer data. This could come from surveys, interviews, complaints,
direct feedback etc. to establish their overall need. You will then want to use this data and data from any contract
obligations or agreements you have made with your customers to establish your CTQs.
Critical to Quality Tree
Voice of the customer

How to use Critical to Quality Trees

1) Gather together all data relevant to the specific product or service you are looking at. If the service is the contact
centre, identify all data, conversations and agreements related to that service.
2) Identify relevant statements that have been made about your company or service to be investigated. It could be
something positive – “I am happy with the quick answering of calls” – something negative – “I find the service
quite rude” – or something neutral – “I expect good quality service”.
3) Once you have identified this, think about what would drive this. What are the key drivers to ensure this does or
does not happen? What are the key drivers of a good service, for example. Try and identify at least 3, and make
sure at this point not to quantify these.
4) Now you know the drivers, establish how to ensure you meet these expectations through your CTQ’s. Here you
want to quantify what quality looks like for your customer. We can refer to these as SLAs. For example, if you want
calls to be answered quickly, you could state that 95% of all calls must be answered under 10 seconds. This is your
critical to quality measurement.
5) Measure your performance against these metrics going forward.

Please note: Good customer requirements should be specific, easily measured, related directly to a product or
service and describe what the need is, not how this need will be met.
Critical to Quality
Tree:
Demonstration
Critical to Quality Tree
Voice of the customer

Need Drivers CTQs

99% of answers correct
Knowledgeable reps 95% of questions answered without research
Research information returned in 4 minutes

Good
customer Friendly reps 100% of customers greeted by name
service 95% of customers never interrupted

Time on hold < 3 minutes

Short wait
Transfer of call < 3 minutes

General Specific
Hard to measure Easy to measure
Close out
 Review of key learnings
Close out

- Lean Six Sigma is a systematic approach to fixing the issues and problems that plague many organisations. If
delivered correctly, Lean Six Sigma can yield many significant benefits.
- Lean focused on waste reduction, Six Sigma on variation reduction – with both using the DMAIC framework.
- Putting your customer front and centre of all of your decisions when running projects is crucial, therefore having
dynamic and effective VOC tools is extremely important. Customer data is available from a wide variety of
sources, so be sure to utilise this wherever possible.
- The tools we have explored in this course address the customers from two angles. The first, understand what
the customer wants from what they say. The second, understand from what sources customer data can be
gathered in the first place.
- Customer data may be generated organically, but it can also be generated specifically for the project in hand.
- At the end of using these tools, you should be able to understand exactly what you need to do to satisfy (and if
possible, exceed) your customers expectations – leading to changes in products and services.
- This toolkit will now always be here, and I will look to expand this out over the coming time period to ensure
more tools are represented. Don’t see this as just a course you need to close off now and walk away from –
ensure you use the resources, the tools we have discussed and the approaches as a proper and effective kit.
Glossary
Close out
• Six Sigma A quantitative approach to reducing defects and
variation in a process.
• DPMO (Defects Per Million Opportunities): The metric that Six
Sigma uses to measure performance.
• BPMS (Business Process Management System): A structured
methodology to defining, measuring and controlling process
performance.
• VSM (Value Stream Mapping): A type of process mapping that
focusses on waste reduction.
• Kaizen Japanese word that represents small improvements.
• VoC Voice of Customer – customer feedback.
• VoP Voice of Process – process measures.
• Quality The totality of features and characteristics of a product or
service that bear on its ability to satisfy given needs.
• CTQ (Critical to Quality): Process metrics that help deliver
performance.
• Kano model A framework to understand and leverage customer
expectations.
• SIPOC (Supplier-Input-Process-Output-Customer): A type of high
level process mapping.
• CFD (Cross-function deployment): A type of process map that
focusses on hand-off’s across teams.
• Pareto A graph that aims to separate “vital few” from “trivial many”.
• Fishbone A team problem solving tool that aims to collect diverse
possible causes of a problem.
• Histogram A plot to highlight the distribution of data.
 Thank you for taking this course!
You have now been introduced to the world of Voice of the
Customer tools. The tools discussed in this course have been
tried and tested many times – so please look to utilise them
in your next project!

Best of luck 