Stage 1

1. Stage 1: Assess
Step 2: Talk and Build Relationships with
Customers
2.2-1

2. STEP 2: TALK TO CUSTOMERS
Getting the Voice of the Customers (VOC)
2.2-2

3. The Assess Steps
Get
Organized
Talk with
Customers
Walk the
Process
Identify
Priority
Improvement
Areas
• CI Project Template • VOC
• Affinity Diagram
• Defining the Metric
• SIPOC
• Process Mapping
• Activity Chart
• Deployment Chart
• Data Collection Plan
• Histogram, Pareto,
and Line Chart
2.2-3

4. CONTINUOUS IMPROVEMENT
ME!!!
Building Process
Capability
Strengthening Quality
Relationships
Begins with…..
2.2-4

5. Theme 1
Need 1 Need 2
Theme 2
Need 3 Need 4
Need 5
Theme 3
Need 6
Need 7
Getting Value from VOC
Data

6. Theme 1
Need 1 Need 2
Theme 2
Need 3 Need 4
Need 5
Theme 3
Need 6
Need 7
Statements written on
individual cards or notes Notes are clustered
based on intuition, not
logic
Title notes identify
themes
OK to have
clusters of
one note
Can be several
layers of
clustering
Affinity Diagram Features & How
to Create
1. Gather ideas from interview
transcripts, questionnaires,
etc.
2. Transfer verbatim quotes
onto index cards or self-stick
notes
3. Group the cards to find the
“affinity”
4. Label the groups of cards
5. Optional: group the clusters

7. Affinity Diagram Uses
• Helping grasp very large or complex issues
• Encouraging breakthrough thinking
• Finding patterns in mountains of data
• Gathering large amounts of language data
• Organizing ideas, issues, opinions

8. The “Right”
Room
Ease of handling
“Stuff
• Should Have
Information about
Local Entertainment
• Should Be Able to
Give Me Directions
to Local Businesses
• Be Able to Tell Me
About the Hotel
Services
• Tell Me Where My
Convention/Meeting
is Located
• Give Me Advice on
Good Restaurants
Check-in Experience
• Clerk Should be
Friendly
• Clerk Should Be
Able to Resolve
Problems Quickly
• Check-in Location
Should be Obvious
• Recognize Me If
I’ve Been Here
Before
• Clerk Should Be
Courteous
• Treat Me Special If I
am a Frequent
Stayer
• Keep My Personal
Data Private
• Get My Room Key
Quickly
• Get the Room I
Reserved
• Tell Me How to Get
to My Room
• Room Key Needs to
Work
• Make Sure I Get My
“Miles”
• Don’t Want to Carry
Luggage a Long
Way
• Get Help With My
Luggage If I Need It
• Park My Car If I
Need It
Available
Information
Example: Hotel Check-in Process Affinity Diagram

9. Workshop 11: Affinitize the
Customer Needs
• Use an affinity diagram to group the
customer needs you generated previously
TIME: 10 MINS.

10. Quality
Product or service features, attributes, dimensions,
characteristics relating to the function of the product or
service, reliability, availability, taste, effectiveness—also
freedom from defects, rework, or scrap
Cost
Delivery
Service & Safety
Corporate
Responsibility
Prices to consumer (initial plus life-cycle), repair costs,
purchase price, financing terms, depreciation, residual value
Lead times, delivery time, turnaround times, set-up times,
cycle times, delays
Service requirements, after purchase reliability, parts
availability, service, warranties, maintainability, consumer
required maintenance, product liability, product/service safety
Ethical business conduct, environmental impact, regulatory
and legal compliance
Responding to VOC: Critical
to Quality

11. Translating VOC into Metrics
need
I want
Measure
Measure
Measure
Measure
Measure
Measure

12. WE
2.2-12

13. FUTURE STATE
BACKGROUND
CURRENT STATE
PROBLEM ANALYSIS
IMPLEMENTATION PLAN
LESSONS LEARNED
TEST RESULTS
PROJECT TITLE
STAGE1:ASSESS
STAGE2:ANALYZESTAGE3:ACT
STAGE2:ANALYZE
CI Project Template
2.2-13