Chapter 5

The Voice of the

Customer

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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.

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 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.

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 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.

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 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
customer-driven quality

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.

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 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.

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 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.

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 Strategic Quality Planning
The Voice of the Customer
Customer-Relationship Management

CRMS -- Customer
Relationship Management
System
Complaint Resolution
Feedback
Guarantees
Corrective Action

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.

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 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.

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 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.

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 Strategic Quality Planning
The Voice of the Customer
Strategic Supply Chain Alliances…

Between Customers and

Suppliers
The competitive model
Sole Sourcing
Strategic Partnerships

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 Strategic Quality Planning
The Voice of the Customer
Communicating with Customers

…the cost and confusion

associated with trying to
satisfy a diverse customer
group

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 Strategic Quality Planning
The Voice of the Customer
Communicating with Customers

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall.

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 Strategic Quality Planning
The Voice of the Customer
Communicating with Customers

Customer Rationalization
Annuity relationship
Active data gathering
Passive data gathering

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 Strategic Quality Planning
The Voice of the Customer
Actively Solicited Customer-Feedback approaches

Telephone Contact
Focus Groups
Customer Service
Surveys

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 Strategic Quality Planning
The Voice of the Customer
Actively Solicited Customer-Feedback approaches

Customer Service
Surveys
1. Identifying customer
requirements
2. Developing and validating
the instrument
3. Implementing the survey
4. Analyzing the results
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 Strategic Quality Planning
The Voice of the Customer
Passively Solicited Customer-Feedback approaches

 Customer research
cards
 Customer response
lines
 Web site inquiries

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 Strategic Quality Planning
The Voice of the Customer
CRM Systems (CRMS)

 Customer-centric activities
 Enterprise capabilities
 Customer Acquisition
 Sales management
 Customer retention and
enhancement

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 Strategic Quality Planning
The Voice of the Customer
Summary

 Customer focus and

satisfaction
 Gather and analyze data
about customers
 Active
 Passive
 Find ways to better serve
our customers

Copyright © 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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