Voice Of The Customer 22 Best Practices
Jan 15, 2015
Voice Of The Customer 22 Best Practices
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Voice of the CustomerVoice of the Customer22 Best Practices22 Best Practices
Barry JohnsonKnowledge Engineers
ke@ topher.net or 972.414.9301
Process and Outcomes
• Outline a systematic VOC process. • Address the full customer relationship cycle
before, during, and after to integrate key VOC listening posts.
• Present 30+ best-practices you can – benchmark against and – use to address the most important gaps in your
current process or to create a better process. • Working understanding of how the Baldrige
Criteria can be used to create a systematic VOC process.
Barry Johnson
• BA, MBA• USAF / USAFA Asst. Professor of Management• Entrepreneur, Consultant• Baldrige Examiner• ASQ-Certified Six Sigma-Lean Black Belt• Manager, eBaldrige• GrandDad GB in 2001. BB in 2003. Working on MBB.
• Has applied “excellence” methodologies in 98 organizations over the last 15 years.
Ground Rules
• The right people are in the room.• We will begin and end on time.• Everyone will be heard (be brief).• Disagreement is tolerated.• This is Texas. Leave your firearms outside.
1. Identify customers, customer groups, and market segments.
NISH Customer & Market Focus Model• 3 Customer Groups
– Federal government, – NPAs/CRPs, – People with Severe Disabilities
• Segmentation method differs for each Group– Agency, Product v Service, Value Proposition– Type Product or Service, Size, Value Proposition– Skills, Developmental Needs, Value Proposition
Customer & Market Focus Best PracticesUNDERSTAND MARKETS AND CUSTOMERS
Customer & Market Focus Best Practices
2. Determine which customer groups and segments to pursue with current and future products and services.
UNDERSTAND MARKETS AND CUSTOMERS
NISH Customer & Market Focus Model• Products• Services
• Custodial/Janitorial• Grounds Maintenance• Commissary• Facilities Support
3. Include customers of competitors and other potential customers and markets.
Customer & Market Focus Best PracticesUNDERSTAND MARKETS AND CUSTOMERS
NISH Customer & Market Focus Model• 8(a)• HUBZone• Service Disabled Veteran-owned
LISTEN TO THE VOICE OF THE CUSTOMER
5. Tailor listening and learning methods to customers, customer groups, and segments.
NISH Customer & Market Focus Model• FED: Database services, Focus Groups• CRP: Surveys (Written & Phone & Web)• PWSD: Interviews, Focus Groups
Customer & Market Focus Best Practices
6. Use relevant information and feedback from current and former CUSTOMERS, including:– marketing and sales information, – CUSTOMER loyalty and retention data, – CUSTOMER referrals, – win/loss ANALYSIS, and – complaint data;
• to – plan P&S and marketing, – Improve WORK SYSTEM and work PROCESS, and – develop new business opportunities.
USE VOC INFORMATION & FEEDBACKCustomer & Market Focus Best Practices
7. Use VOC information and feedback …– To become more CUSTOMER-focused, – To better satisfy CUSTOMER needs and
desires, and – To identify opportunities for
INNOVATION?
USE VOC INFORMATION & FEEDBACKCustomer & Market Focus Best Practices
8. Build relationships – to acquire customers, – to meet and exceed their expectations, – to increase loyalty and repeat business,
and – to gain positive referrals?
BUILD RELATIONSHIPSCustomer & Market Focus Best Practices
GIVE CUSTOMERS ACCESS
9. Create mechanisms to enable customers – to seek information, – conduct business, and – make complaints.
Customer & Market Focus Best Practices
USE CUSTOMER CONTRACT REQUIREMENTS
10.Determine key customer contact requirements for each mode of access.
Customer & Market Focus Best Practices
11.Ensure that contact requirements are deployed to all people and processes involved in the customer response chain.
USE CUSTOMER CONTRACT REQUIREMENTSCustomer & Market Focus Best Practices
12.Manage customer complaints.
COMPLAINT MANAGEMENT SYSTEMCustomer & Market Focus Best Practices
13.Ensure that complaints are resolved effectively and promptly.
COMPLAINT MANAGEMENT SYSTEMCustomer & Market Focus Best Practices
14.Minimize customer dissatisfaction and, as appropriate, loss of repeat business and referrals.
COMPLAINT MANAGEMENT SYSTEMCustomer & Market Focus Best Practices
15.Aggregate and analyze complaints for use in improvement throughout your organization and by partners.
COMPLAINT MANAGEMENT SYSTEMCustomer & Market Focus Best Practices
16.Determine CUSTOMER satisfaction, dissatisfaction, and loyalty.
DETERMINE SATISFACTIONCustomer & Market Focus Best Practices
17.Differ determination methods by among CUSTOMER groups.
DETERMINE SATISFACTIONCustomer & Market Focus Best Practices
18.Ensure that your measurements capture actionable information for use in: – exceeding your CUSTOMERS’
expectations.– securing your CUSTOMERS’ future
business and gaining positive referrals.
DETERMINE SATISFACTIONCustomer & Market Focus Best Practices
19.Use CUSTOMER satisfaction and dissatisfaction information to improve.
DETERMINE SATISFACTIONCustomer & Market Focus Best Practices
20.Follow up with customers on the quality of products, services, and transactions to receive prompt and actionable feedback.
FOLLOW UPCustomer & Market Focus Best Practices
21.Obtain and use information on your customers’ satisfaction relative to:– their satisfaction with your competitors.– customer satisfaction levels of other
organizations providing similar products or services, and/or
– industry BENCHMARKS.
KNOW RELATIVE SATISFACTIONCustomer & Market Focus Best Practices
22.Keep your processes current with business needs and directions, including changes in your marketplace:• VOC listening and learning methods• Building relationships and access
methods• Determining satisfaction
KEEP PROCESSES CURRENTCustomer & Market Focus Best Practices
Barry Johnson
Email [email protected] 972.414.9301Fax 972.414.5831
Session Code: BE-T130 Session Name: Customer Satisfaction
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