Chap 5 Amended

Chapter 5
The Voice of the

Customer
By
Dr. Nezar AL-Samhi
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

5- 1
Strategic Quality Planning
The Voice of the Customer
Chapter 5
Customer Driven Quality

Customer –Relationship management
The “Gaps” approach to Service Design
Segmenting Customers and Markets
Strategic Supply Chain Alliances between Customers and suppliers
The Role of the Customer in Supply Chain
Communicating Downstream
Actively Solicited Customer-Feedback Approaches
Passively Solicited Customer-Feedback Approaches
Managing Customer Retention and Loyalty
Customer-Relationship Management Systems

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The voice of the customer is defined as the

customer’s feedback about their experiences
with and expectations for your products and
services.
Customers
Internal Customers
External Customers or End Users
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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
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Customer Driven Quality
Reactive customer-driven quality model

5- 5
Customer-Relationship Management
CRM -- Customer Relationship Management

Complaint Resolution
Feedback
Guarantees
Corrective Action

5- 6
The “GAPS” Approach to Service Design
Gap
The Differences between desired levels of
performance and actual levels of
performance.
Gap Analysis
The formal means for identifying and
correcting these gaps
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Service Quality
Model Gaps

5- 8
Gaps Model

5- 9
Segmenting Customers and Markets
To Segment Markets means to

distinguish customers or markets
according to common characteristics.

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Strategic Supply Chain Alliances Between Customers and Suppliers
Strategic Supply Chain Alliances Between

Customers and Suppliers
A competitive model.
Single Sourcing.
Strategic Alliances.

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The Role of the Customer in the Supply Chain
The goal of Supply Chain Management is

Customer Satisfaction.

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The Role of the Customer in the Supply Chain
Segmenting the Supply Chain to define Customers

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Communicating Downstream
Customer rationalization.
Annuity relationship.
…………………………………
Active data gathering.
Passive data gathering.

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Actively Solicited Customer-Feedback approaches
Telephone Contact
Focus Groups
Customer Service Surveys

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Telephone Contact
Hard data implies that data is directly measurable, factual and
indisputable.
Soft data that has been collected from qualitative observations and
quantified.
1. Soft data
2. Biased
3. Difficult
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Focus Groups Focus Group Steps
 Address a single topic or

group of topics
 Draw individuals with
similar characteristics
and demographics

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Customer Service Surveys

1. Identifying customer requirements
2. Developing and validating the instrument
3. Implementing the survey.
4. Analyzing the results.
5. Analyzing the results

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Passively Solicited Customer-Feedback approaches
Pizzeria Complaint Card

 Customer- initiated
contact
 Result in lower
ratings in quality
than active
collections

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Passively Solicited Customer-Feedback approaches
 Customer research cards

 Customer response lines
 Web site inquiries

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Managing Customer Retention and Loyalty
 Customer Retention
 Indicator of customer satisfaction
 Percentage of customers who return for
more service
 Customer Loyalty
 Instilled by offering a specialized service
not available by competitors
 Intangible aspect

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CRM Systems (CRMS)
 Customer-centric activities
 Enterprise capabilities
 Customer Acquisition
 Sales management
 Customer retention and enhancement

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval 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.

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Chapter 5

The Voice of the

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Customer Driven Quality

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

The voice of the customer is defined as the

Proactive approach to satisfying

Reactive customer-driven quality model

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

CRM -- Customer Relationship Management

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

To Segment Markets means to

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Strategic Supply Chain Alliances Between

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

The goal of Supply Chain Management is

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Focus Groups Focus Group Steps

 Address a single topic or

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Customer Service Surveys

5. Analyzing the results

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Pizzeria Complaint Card

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Customer research cards

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

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