Voice of the Customer
  22 Best Practices
         Barry Johnson
      Knowledge Engineers
  ke@ topher.net or 972.414.9301
Process and Outcomes

• Outline a systematic VOC process.
• Address the full customer relationship cycle
  before, during,...
Barry Johnson


•   BA, MBA
•   USAF / USAFA Asst. Professor of Management
•   Entrepreneur, Consultant
•   Baldrige Exami...
Ground Rules

•   The right people are in the room.
•   We will begin and end on time.
•   Everyone will be heard (be brie...
Customer & Market Focus Best Practices
      UNDERSTAND MARKETS AND CUSTOMERS


  1. Identify customers, customer
     gro...
Customer & Market Focus Best Practices
     UNDERSTAND MARKETS AND CUSTOMERS


 2. Determine which customer groups and
   ...
Customer & Market Focus Best Practices
        UNDERSTAND MARKETS AND CUSTOMERS


 3. Include customers of competitors and...
Customer & Market Focus Best Practices
     LISTEN TO THE VOICE OF THE CUSTOMER


 5. Tailor listening and learning method...
Customer & Market Focus Best Practices
           USE VOC INFORMATION & FEEDBACK


  6. Use relevant information and
     ...
Customer & Market Focus Best Practices
      USE VOC INFORMATION & FEEDBACK


  7. Use VOC information and feedback …
    ...
Customer & Market Focus Best Practices
             BUILD RELATIONSHIPS


  8. Build relationships
     – to acquire custo...
Customer & Market Focus Best Practices
          GIVE CUSTOMERS ACCESS


  9. Create mechanisms to enable
     customers
 ...
Customer & Market Focus Best Practices
    USE CUSTOMER CONTRACT REQUIREMENTS


  10. Determine key customer contact
     ...
Customer & Market Focus Best Practices
    USE CUSTOMER CONTRACT REQUIREMENTS


  11. Ensure that contact requirements
   ...
Customer & Market Focus Best Practices
       COMPLAINT MANAGEMENT SYSTEM


  12. Manage customer complaints.
Customer & Market Focus Best Practices
       COMPLAINT MANAGEMENT SYSTEM


  13. Ensure that complaints are resolved
    ...
Customer & Market Focus Best Practices
        COMPLAINT MANAGEMENT SYSTEM


  14. Minimize customer dissatisfaction
     ...
Customer & Market Focus Best Practices
       COMPLAINT MANAGEMENT SYSTEM


  15. Aggregate and analyze complaints
      f...
Customer & Market Focus Best Practices
          DETERMINE SATISFACTION


  16. Determine CUSTOMER satisfaction,
      dis...
Customer & Market Focus Best Practices
          DETERMINE SATISFACTION


  17. Differ determination methods by
      amon...
Customer & Market Focus Best Practices
           DETERMINE SATISFACTION


  18. Ensure that your measurements
      captu...
Customer & Market Focus Best Practices
          DETERMINE SATISFACTION


  19. Use CUSTOMER satisfaction and
      dissat...
Customer & Market Focus Best Practices
                FOLLOW UP


  20. Follow up with customers on the
      quality of ...
Customer & Market Focus Best Practices
         KNOW RELATIVE SATISFACTION


  21. Obtain and use information on your
    ...
Customer & Market Focus Best Practices
           KEEP PROCESSES CURRENT


  22. Keep your processes current with
      bu...
Barry Johnson
KnowledgeEngineers
  ke@topher.net
   972.414.9301
Barry Johnson

Email             ke@topher.net
Phone             972.414.9301
Fax               972.414.5831

      Sessio...
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

  1. 1. Voice of the Customer 22 Best Practices Barry Johnson Knowledge Engineers ke@ topher.net or 972.414.9301
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 12. Customer & Market Focus Best Practices GIVE CUSTOMERS ACCESS 9. Create mechanisms to enable customers – to seek information, – conduct business, and – make complaints.
  13. 13. Customer & Market Focus Best Practices USE CUSTOMER CONTRACT REQUIREMENTS 10. Determine key customer contact requirements for each mode of access.
  14. 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. 15. Customer & Market Focus Best Practices COMPLAINT MANAGEMENT SYSTEM 12. Manage customer complaints.
  16. 16. Customer & Market Focus Best Practices COMPLAINT MANAGEMENT SYSTEM 13. Ensure that complaints are resolved effectively and promptly.
  17. 17. Customer & Market Focus Best Practices COMPLAINT MANAGEMENT SYSTEM 14. Minimize customer dissatisfaction and, as appropriate, loss of repeat business and referrals.
  18. 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. 19. Customer & Market Focus Best Practices DETERMINE SATISFACTION 16. Determine CUSTOMER satisfaction, dissatisfaction, and loyalty.
  20. 20. Customer & Market Focus Best Practices DETERMINE SATISFACTION 17. Differ determination methods by among CUSTOMER groups.
  21. 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. 22. Customer & Market Focus Best Practices DETERMINE SATISFACTION 19. Use CUSTOMER satisfaction and dissatisfaction information to improve.
  23. 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. 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. 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. 26. Barry Johnson KnowledgeEngineers ke@topher.net 972.414.9301
  27. 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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