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Understanding the Voice of your
          Customer
QFD Model
                Continuously
                                         Understand
                improve the
   ...
Why try to UNDERSTAND
• Quality Management System Requirement

• Success of your company
  – Meeting the requirements at t...
Focus
•   Obstacles
•   Simple Tools
•   Simple Applications
•   Closing Comments
•   Questions
Customer Voice- Who
•   Purchasing
•   Engineering
•   Assembly Plant
•   Product
•   Process
•   Line worker
•   You
The Requirements- What
•   Boiler Plates
•   General Statement of Work
•   Drawings and Specifications
•   Environment
•  ...
Hearing that Voice- How
•   Brain Storming
•   Focus Groups
•   Comparative Questioning
•   Systematic (Matrix) Coordinati...
Obstacles
•   Who is the Customer
•   Things are OK
•   We know more that the customer
•   Language difference- Country
• ...
Obstacles
                        • More than the
• Who is the Customer
                          organization that
      ...
Obstacles
                         • Global market 24
• Language Difference-
                           hours a day.
  Cou...
Simple listening
1. Listen with a pad and pen



2. Watch the eyes and lips



3. Ask the right types of questions.
Types of Questions.
• Live with 6 year olds
                                      Question Funnel


                      ...
The Plan
     • QFD is about Customer Research

• Develop an Interview Guide
  – Rehearsal Guide
  – What information do w...
The Plan
     Practice, Practice, Practice
 Effective probing comes with practice
– You need to feel comfortable so the cu...
Understand the words
• Language of the         • Stamper may not
  Customer.                 understand painting
         ...
My favorite term
              went to the club”
         “I

1. Going to play golf.
2. Going to exercise
3. Going drinkin...
Verify the answer.
• Use Open ended .
                                    Question Funnel
  – Information
                ...
Tools- What to do
• Organize your information

• Find the common requirements

• Matrix layout for comparison
Clarify to specific Customer Wants
                                      What kind of comment
   Question #   Current VOC ...
Affinity Process
Organize large groups of information into
  meaningful categories.
• State issue in broad terms
• Organiz...
Affinity Chart
       Sport
        Fishing                     Aquatic Mammals

tuna   swordfish      marlin        Porpo...
Application- House of Quality

• Main purpose is to help us understand what
  we must do to satisfy the customer.

• Most ...
Application- House of Quality
                   Identifies
•   What’s most important to customer
•   What we must do to d...
House of Quality Example
                Direction of Improvement
                                    Part
               ...
Interaction Road Map
Closing Comments
• Quality Tools are not new.
  – SPC at the beginning of 20th century
  – Matrix evaluation during WW II
...
What Questions do you have

           ???
Understanding The Voice Of Your Customer
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Understanding The Voice Of Your Customer

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Understanding The Voice Of Your Customer

  1. 1. Understanding the Voice of your Customer
  2. 2. QFD Model Continuously Understand improve the the VOC process Quality Deployment Translate VOC to things we can control Customer- Integrated Decision Making Verify product Formulate integrity alternative product Select best concepts product concept
  3. 3. Why try to UNDERSTAND • Quality Management System Requirement • Success of your company – Meeting the requirements at the start – No changes in direction after project is started – Expected or Improved return on program. • Do It Right From the Start and understand Why.
  4. 4. Focus • Obstacles • Simple Tools • Simple Applications • Closing Comments • Questions
  5. 5. Customer Voice- Who • Purchasing • Engineering • Assembly Plant • Product • Process • Line worker • You
  6. 6. The Requirements- What • Boiler Plates • General Statement of Work • Drawings and Specifications • Environment • Your Assembly Process • Customer Assembly Process • End user
  7. 7. Hearing that Voice- How • Brain Storming • Focus Groups • Comparative Questioning • Systematic (Matrix) Coordination • Verification • PDCA Cycle • Listening Skills
  8. 8. Obstacles • Who is the Customer • Things are OK • We know more that the customer • Language difference- Country • Language difference- Technology • Do not know how
  9. 9. Obstacles • More than the • Who is the Customer organization that writes the check. • Communicate. The • Things are OK VOC is an ongoing process. • We know more that • Our job is to get the the customer common understanding.
  10. 10. Obstacles • Global market 24 • Language Difference- hours a day. Country • You may be making • Language Difference- something they can Technology not. • Simple listening and • Do not know How documenting results
  11. 11. Simple listening 1. Listen with a pad and pen 2. Watch the eyes and lips 3. Ask the right types of questions.
  12. 12. Types of Questions. • Live with 6 year olds Question Funnel Open ended questions- Variable Data • Open ended question. – Information – May be too much – Gather information • Closed end questions – Verify Closed Ended questions- Attribute Data
  13. 13. The Plan • QFD is about Customer Research • Develop an Interview Guide – Rehearsal Guide – What information do we want to know – Develop the questions
  14. 14. The Plan Practice, Practice, Practice Effective probing comes with practice – You need to feel comfortable so the customer is comfortable – Refine questions, if necessary.
  15. 15. Understand the words • Language of the • Stamper may not Customer. understand painting terms • Assembly Shop may not understand plastic terms. • Some USA Customers • Global Customers have English as a 2nd have global terms Language.
  16. 16. My favorite term went to the club” “I 1. Going to play golf. 2. Going to exercise 3. Going drinking and dancing ?
  17. 17. Verify the answer. • Use Open ended . Question Funnel – Information Open ended questions- Variable Data – May be too much – Write all down • Use Closed end – Verify Closed Ended questions- Attribute Data
  18. 18. Tools- What to do • Organize your information • Find the common requirements • Matrix layout for comparison
  19. 19. Clarify to specific Customer Wants What kind of comment Question # Current VOC Wording (Benefit, Solution, Ideas in Context The Real Need Measure, other)? smooth contact easy Easy to hold when 33 Writes like a dream Benefit flow easy grip writing Multiple uses easy to Easy to switch for 34 Needs 4 lead types Solution + target value switch multiple uses quot;create good, expensive Looks good, how friends impression when 35 quot;Good impressionquot; Feeling feel when I loan it out. loanedquot;. • Translates Customers words into recognizable parts so the team can distinguish between “wants” and other things the customer talked about.
  20. 20. Affinity Process Organize large groups of information into meaningful categories. • State issue in broad terms • Organize response into related groups • Evaluate each header, section individually • Choose a word or phrase that captures intent and create a header card.
  21. 21. Affinity Chart Sport Fishing Aquatic Mammals tuna swordfish marlin Porpoises Whales
  22. 22. Application- House of Quality • Main purpose is to help us understand what we must do to satisfy the customer. • Most common matrix translates the VOC to Quality Characteristic (measures).
  23. 23. Application- House of Quality Identifies • What’s most important to customer • What we must do to deliver value • Impact of each Characteristic on each need • Potential bottlenecks in delivering value • Prioritization of value to Quality Characteristic
  24. 24. House of Quality Example Direction of Improvement Part Characteristics Part Characteristic 1 Part Characteristic 2 Part Characteristic 3 Part Characteristic 4 Part Characteristic 5 = 9 High (How) Importance (1-5) =3 Design = 1 Low Requirements (What) Design Criteria 1 51 Design Criteria 2 59 3 1 Design Criteria 3 4 1 Design Criteria Design Criteria 4 4 9 1 Design Criteria 5 4 1 3 3 3
  25. 25. Interaction Road Map
  26. 26. Closing Comments • Quality Tools are not new. – SPC at the beginning of 20th century – Matrix evaluation during WW II – Six Sigma ( Zero Defects) 1960’s • Repackaged because we do not use them
  27. 27. What Questions do you have ???

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