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Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
Voice Of The Customer   22 Best Practices
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Voice Of The Customer 22 Best Practices

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Voice Of The Customer 22 Best Practices

Voice Of The Customer 22 Best Practices

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  • 1. Voice of the Customer 22 Best Practices Barry Johnson Knowledge Engineers ke@ topher.net or 972.414.9301
  • 2. 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.
  • 3. 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.
  • 4. 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.
  • 5. Customer & Market Focus Best Practices UNDERSTAND MARKETS AND CUSTOMERS 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
  • 6. Customer & Market Focus Best Practices UNDERSTAND MARKETS AND CUSTOMERS 2. Determine which customer groups and segments to pursue with current and future products and services. NISH Customer & Market Focus Model • Products • Services • Custodial/Janitorial • Grounds Maintenance • Commissary • Facilities Support
  • 7. Customer & Market Focus Best Practices UNDERSTAND MARKETS AND CUSTOMERS 3. Include customers of competitors and other potential customers and markets. NISH Customer & Market Focus Model • 8(a) • HUBZone • Service Disabled Veteran-owned
  • 8. Customer & Market Focus Best Practices 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
  • 9. Customer & Market Focus Best Practices USE VOC INFORMATION & FEEDBACK 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.
  • 10. Customer & Market Focus Best Practices USE VOC INFORMATION & FEEDBACK 7. Use VOC information and feedback … – To become more CUSTOMER-focused, – To better satisfy CUSTOMER needs and desires, and – To identify opportunities for INNOVATION?
  • 11. Customer & Market Focus Best Practices BUILD RELATIONSHIPS 8. Build relationships – to acquire customers, – to meet and exceed their expectations, – to increase loyalty and repeat business, and – to gain positive referrals?
  • 12. Customer & Market Focus Best Practices GIVE CUSTOMERS ACCESS 9. Create mechanisms to enable customers – to seek information, – conduct business, and – make complaints.
  • 13. Customer & Market Focus Best Practices USE CUSTOMER CONTRACT REQUIREMENTS 10. Determine key customer contact requirements for each mode of access.
  • 14. Customer & Market Focus Best Practices USE CUSTOMER CONTRACT REQUIREMENTS 11. Ensure that contact requirements are deployed to all people and processes involved in the customer response chain.
  • 15. Customer & Market Focus Best Practices COMPLAINT MANAGEMENT SYSTEM 12. Manage customer complaints.
  • 16. Customer & Market Focus Best Practices COMPLAINT MANAGEMENT SYSTEM 13. Ensure that complaints are resolved effectively and promptly.
  • 17. Customer & Market Focus Best Practices COMPLAINT MANAGEMENT SYSTEM 14. Minimize customer dissatisfaction and, as appropriate, loss of repeat business and referrals.
  • 18. Customer & Market Focus Best Practices COMPLAINT MANAGEMENT SYSTEM 15. Aggregate and analyze complaints for use in improvement throughout your organization and by partners.
  • 19. Customer & Market Focus Best Practices DETERMINE SATISFACTION 16. Determine CUSTOMER satisfaction, dissatisfaction, and loyalty.
  • 20. Customer & Market Focus Best Practices DETERMINE SATISFACTION 17. Differ determination methods by among CUSTOMER groups.
  • 21. Customer & Market Focus Best Practices DETERMINE SATISFACTION 18. Ensure that your measurements capture actionable information for use in: – exceeding your CUSTOMERS’ expectations. – securing your CUSTOMERS’ future business and gaining positive referrals.
  • 22. Customer & Market Focus Best Practices DETERMINE SATISFACTION 19. Use CUSTOMER satisfaction and dissatisfaction information to improve.
  • 23. Customer & Market Focus Best Practices FOLLOW UP 20. Follow up with customers on the quality of products, services, and transactions to receive prompt and actionable feedback.
  • 24. Customer & Market Focus Best Practices KNOW RELATIVE SATISFACTION 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.
  • 25. Customer & Market Focus Best Practices KEEP PROCESSES CURRENT 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
  • 26. Barry Johnson KnowledgeEngineers ke@topher.net 972.414.9301
  • 27. Barry Johnson Email ke@topher.net Phone 972.414.9301 Fax 972.414.5831 Session Code: BE-T130 Session Name: Customer Satisfaction

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