Define phase- Voice of Customer

Voice Of Customer

Yudha satya Perdana ©

Yudha Satya Perdana

VOICE OF CUSTOMER

Voice Of Customer

Yudha satya Perdana ©Who Am I?

Voice Of Customer

• Certified Six Sigma Black Belt (ASQ)• Certified Six Sigma Green Belt (Motorola University)• Lean Expert Practitioner (Expert Ratings)• Certified TPM Facilitator (IMPACT Ltd.)


(IMPACT Ltd.)• Author and presenter in any national/international seminars

Voice Of Customer


All of those not making me become a superman,Who can solve all of your problem

Voice Of Customer

I’m here not trying to dump you with ton of


dump you with ton of lessons till you death

Voice Of CustomerBut I’m here to wake you up

I want you to know that understand what our customer want is more


want is more important than unit sold…

Learn, Inspire, Act

Voice Of Customer


Voice Of Customer

We’ll learn about

1. Who is customer2. What is Voice of Customer (VOC)

3. How to translate VOC into


3. How to translate VOC into Critical to Quality (CTQ’s)

Voice Of Customer

Voice of Customer Process

TranslateIssues/needs

to CTQ’s

Gather customer

issues/needs

Develop VOCResearch Plan

Knowing the customer

Why we need to know?

Identify research method

Collect VOCOrganize customer

Translate needs into requirements (CTQs)


know?Review charter and SIPOCDefine CustomerSegment Customer

methodDevelop research plan Develop VOC Questions

Organize customer issues into needs

requirements (CTQs) Set specification limit

Voice Of Customer

“in every single industry

there is now overcapacity


overcapacityof production”

sir martin sorrell, chief executive WPP

Voice Of Customer

We’re living in


We’re living inHyperCompetitiveMarket

Voice Of Customer

Yudha satya Perdana ©And free flow information

Voice Of Customer


Voice Of Customer

Our customer has more referencesThey have more choiceThey have higher expectationThey become demanding


They become demanding

Voice Of Customer

“

“ It is our customers who determine whether or not our products and services and our work output are considered quality or not. Therefore being focused on the customer’s


“”

being focused on the customer’s wants, need, and expectation is a central focus of Six Sigma

Voice Of Customer

PerceivedService

Customer

Much Better than expected

As expected

Delighted

Satisfied

Loyal


ExpectedService

CustomerSatisfaction

Worse/Different than expected

Satisfied

Dissatisfied

Vulnerable

Walk & Talk

Customer satisfaction Law

Voice Of Customer

Yudha satya Perdana ©Let’s learn SIPOC with Ronald

Voice Of Customer

ExternalCustomer

OutputProcessProcessInputSupplier

Are groups The product/ The step by step Raw material Those who


Are groups or individuals external to the organization who receive or are affected by our products and services

The product/ services that we created

The step by step sequences of process in transforming raw material into product

Raw material /Product component

Those who deliver raw material to us

Internal customer

Customer process chain

Voice Of Customer We do customer segmentation

So, we could focus on prioritized customer

Segmentation could be based on revenue, size, etc

Yudha satya Perdana ©Customer segmentation

etc

Voice Of Customer

1. Understand why we need to focus on our customer

2. SIPOC and process chain3. Type of customer

Yudha satya Perdana ©Summary of section

Voice Of Customer



to CTQ’s

Gather customer

issues/needs



Review charter and SIPOC





SIPOCDefine CustomerSegment Customer




Voice Of CustomerThe single most important thing to remember about any enterprise is that there are no result inside its wall. The result of a business is a satisfied

customer��


Voice Of Customer

Have you really understand your customer?


customer?

Voice Of Customer

Yudha satya Perdana ©What marketing envisioned

Voice Of Customer

Yudha satya Perdana ©What engineering design

Voice Of Customer

Yudha satya Perdana ©What was installed

Voice Of Customer

Yudha satya Perdana ©This is exactly what your customer want

Voice Of Customer


Have you heard your Customer’s voice?

Why Clients Quit

• ....... Die

• .......Move Away

• ....... Develop Other Friendships• ....... Develop Other Friendships

• ....... Competitive Reasons

• ....... Dissatisfied With Product

• ....... Think the supplier doesn’t care

Why Clients Quit

• 1% Die

• 3% Move Away

• 5% Develop Other Friendships• 5% Develop Other Friendships

• 9% Competitive Reasons

• 14% Dissatisfied With Product

• 68% Think the supplier doesn’t care

Voice Of Customer

��

��

��

��

Yudha satya Perdana ©Research method to collect VOC

��

��

Voice Of Customer

Issue

Needs

Issue

Yudha satya Perdana ©The Funnel Effect of VOC

Needs

Requirements

Voice Of Customer

Yudha satya Perdana ©Develop research plan

Voice Of Customer

• Define the objective of the survey• Draft questions to meet objective• Order questions properly (funnel)• Use mix open and close ended questions


• Use mix open and close ended questions• Test the questions with small sample of

customer to knowing bias

Develop VOC Question

Voice Of Customer



to CTQ’s

Gather customer

issues/needs












Voice Of Customer

• Qualitative data is different, it requires translation

• Customer data can be overwhelming• Different voices heard at the same time


• Different voices heard at the same time• Customer difficult to express requirement• Bias by collector

Challenge in Collecting VOC

Voice Of Customer

Yudha satya Perdana ©Organize Customer issue into needs

Voice Of Customer

1. Know how develop VOC research plan

2. Method to collect data around customer requirement

3. How to organize and analyze data


Voice Of Customer



to CTQ’s

Gather customer

issues/needs







Gather customer

issues/needs







Voice Of Customer

“”

“ CTQ is the term for measurable and quantifiable customer requirement


”

Voice Of Customer

Yudha satya Perdana ©What matter to customer

Voice Of Customer

+

satisfaction

Service Service

- +

Primary satisfier

Delighter

Primary satisfier

Delighter

Yudha satya Perdana ©Prioritizing customer needs - Kano

-

dissatisfaction

Service dysfunctional

Service Fully functional

Must be

Voice Of Customer

Must be and primary satisfier is our first and second priority

Yudha satya Perdana ©Translating Must-be into CTQ

Voice Of Customer

Once CTQ have been identified and documented, develop specification limit

Yudha satya Perdana ©Developing Specification Limit

Voice Of Customer

Another sample


Voice Of Customer

1. How to translate customer needs into measurable, actionable customer requirement

2. Tool for analyzing and prioritizing customer requirements

3. How to identify customer specification limit


Voice Of Customer

Because of Because of Because of Because of CustomerCustomerCustomerCustomer, we , we , we , we ExistExistExistExist !!!!

• Because the customer has a need, we have a job to do.

• Because the customer has a choice, we must be the better choice.

• Because the customer has sensibilities, we must be considerate.

• Because the customer has an urgency, we must be quick.


• Because the customer is unique, we must be flexible.

• Because the customer has high expectations, we must excel (do extremely well).

• Because the customer has influence, we strive for more referrals....

• Because of the customer, we exist!

Business

Define phase- Voice of Customer