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Bill VoravuthAreté Partners                   Best Practice Sharing                  Cat 3: Customer                 and M...
2009                            TQA Criteria          3    3.1                  3.2                                   ...
3:3.1  13.1  23.1  23.1  33.2  13.2  23.2  33.2
Best Practices from MBNQA Winners
3:     TQA     Cat 3
MESA2006 MBNQA Winner
2009                                                                    TQA Criteria           •3.1  1HOW do you identify ...
Saint Luke’s Hospital   Customer Segmentation Process• Review customer data obtained from Listening and Learning Process (...
Saint Luke’s Hospital    Market Segmentation ProcessR                                               DE      Research and A...
Saint Luke’s Hospital    Market Segmentation ProcessP                                      QL        Environmental Analysi...
PVHS                                                        2008 MBNQA Winner PVHS determines customers and market segmen...
Cargill                                             2008 MBNQA Winner Market segments: FOOD, FEED, FERMENTATION Customer...
MBNQA                                                      Winners                            MERCY 2007 MBNQA Winner ARDE...
MBNQA        Best Practices Summary   Winners                            
2009          -   TQA Criteria      •3.1  2
Boeing2003 MBNQA Winner
Sharp HealthCare2007 MBNQA Winner
-      Sharp HealthCare    2007 MBNQA Winner
-         CAT Financial                                                           2003 MBNQA WinnerTM: Territory Manager  ...
-                 ISS    2008 MBNQA Winner
2009                                                                       TQA Criteria           • 3.1   2HOW do you use ...
-              Cargill    2008 MBNQA Winner
Cargill                                                      2008 MBNQA WinnerDirect Sales Contact     Product Requirement...
-               PVHS    2008 MBNQA Winner
PVHS                                       “                                  ”                         2008 MBNQA WinnerC...
PVHS                                                      2008 MBNQA Winner Customer Service Steering Committee (CSSC) de...
PVHS                                                    2008 MBNQA Winner Enhance Healthcare service design              ...
2009                                                                       TQA Criteria           •3.1  3                 ...
ARDEC                                                                                       2007 MBNQA WinnerMDT: Market D...
PVHS                                                                     2008 MBNQA WinnerCSSC: Customer Service Steering ...
PVHS                                                   2008 MBNQA Winner Through SDD and BSC which enable continuous  imp...
2009                                                                   TQA Criteria3.1       •  4HOW do you keep your cust...
Sharp Health Care                                                    2007 MBNQA Winner Ensuring accuracy of data, improvi...
ARDEC                                                    2007 MBNQA Winner Through our benchmarking activities, industry ...
PVHS                                                     2008 MBNQA Winner CSSC annually evaluates the organization’s lis...
2009                                                                      TQA Criteria           •3.2  1HOW do you build r...
CAT Financial2003 MBNQA Winner
Mercy Health System2007 MBNQA Winner
Mercy Health System2007 MBNQA Winner
Sharp Health Care2007 MBNQA Winner
PRO-TEC2007 MBNQA Winner
City of Coral Spring2007 MBNQA Winner
Cargill2008 MBNQA Winner
Cargill2008 MBNQA Winner
2009                                                                       TQA Criteria3.2        •  2HOW do your key acce...
CAT Financial2003 MBNQA Winner
Cargill2008 MBNQA Winner
PVHS2008 MBNQA Winner
Saint Luke’s HospitalVery Important Principles
PVHS                                                   2008 MBNQA Winner Key Contact Requirements for all access mechanis...
PVHS                                                       2008 MBNQA Winner Key Contact Requirements for all access mech...
Cargill                                                      2008 MBNQA Winner CCM customers have various access mechanis...
2009                                                                         TQA Criteria           •3.2  3               ...
Motorola2002 MBNQA Winner
PRO-TEC2007 MBNQA Winner
Iredell- Statesville2008 MBNQA Winner
Cargill2008 MBNQA Winner
Cargill                                                        2008 MBNQA Winner CCM uses a Customer Relationship Trackin...
2009                                                                     TQA Criteria           •3.2  4HOW do you keep you...
Sharp Health Care                                                      2007 MBNQA Winner As a means to continuously evalu...
Sharp Health Care2007 MBNQA Winner
PVHS                                                 2008 MBNQA WinnerPVHS evaluates approaches to building relationships ...
2009                                                                       TQA Criteria            •3.2  1                ...
Boeing2003 MBNQA Winner
CAT Financial2003 MBNQA Winner
MESA2006 MBNQA Winner
PRO-TEC2007 MBNQA Winner
Mercy Health System2007 MBNQA Winner
2009                                                                        TQA Criteria          •3.2  2 HOW do you follo...
2009                                                                         TQA Criteria           •3.2  3HOW do you obta...
CAT Financial2003 MBNQA Winner
PVHS2008 MBNQA Winner
2009                                                                         TQA Criteria           •3.2  3HOW do you obta...
2009                                                                    TQA Criteria          •3.2  4HOW do you keep your ...
ARDEC2007 MBNQA Winner
PVHS2008 MBNQA Winner
Sharp Health Care2007 MBNQA Winner
Sharp Health Care2007 MBNQA Winner
THANK YOUQUESTIONS & ANSWERS
Backup
-          AVI-TECH    2008 SQA Winner
-              HDB    2008 SQA Winner
ST Engineering2007 SQA Winner
Singapore Police Force    2007 SQA Winner
Singapore Police Force    2007 SQA Winner
AVI-TECH 2008 SQA WinnerST Engineering 2007 SQAWinner
ST Engineering2007 SQA Winner
HDB2008 SQA Winner
Baxter2008 SQA Winner
ST Engineering2007 SQA Winner
HDB2008 SQA Winner
HDB2008 SQA Winner
ST Engineering2007 SQA Winner
HDB2008 SQA Winner
Cat 3 customer focus criteria and best practices vc best
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Cat 3 customer focus criteria and best practices vc best

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Cat 3 customer focus criteria and best practices vc best

  1. 1. Bill VoravuthAreté Partners Best Practice Sharing Cat 3: Customer and Market Focus
  2. 2. 2009 TQA Criteria 3 3.1 3.2      
  3. 3. 3:3.1 13.1 23.1 23.1 33.2 13.2 23.2 33.2
  4. 4. Best Practices from MBNQA Winners
  5. 5. 3: TQA Cat 3
  6. 6. MESA2006 MBNQA Winner
  7. 7. 2009 TQA Criteria •3.1 1HOW do you identify customers, customer groups, and market segments?HOW do you determine which customers, customer groups, and marketsegments to pursue for current and future products and services?HOW do you include customers of competitors and other potential customersand markets in this determination?
  8. 8. Saint Luke’s Hospital Customer Segmentation Process• Review customer data obtained from Listening and Learning Process (LLP)
  9. 9. Saint Luke’s Hospital Market Segmentation ProcessR DE Research and Analysis Department SurveysS A PAE External Data Internal Data T AOCA A FocusR Listening / Learning StrategiesC GroupsH External Formal Informal S DatabasePR Qualitative & Quantitative Research Tools O Internal DatabaseO UC NurseLineE R ComplaintS C ManagementS ENVIRONMENTAL ANALYSIS DOCUMENT E Other
  10. 10. Saint Luke’s Hospital Market Segmentation ProcessP QL Environmental Analysis U DifferentA E NeedsN SLH Leadership SLHS Leadership S Emerging?NI TN Leadership Retreats I O DifferentG N Key Satisfiers Determination is MadeP S Emerging?RO Segmentation of Customers AC Different SE Segmentation KS and Value?S E D
  11. 11. PVHS 2008 MBNQA Winner PVHS determines customers and market segments through Step 2 & 3 of Strategy Development & Deployment Process From analysis of  Healthcare service utilization  Market share  Outmigration data  PVHS and competitor volume projections Two key customers: Patients and the Community Patients segmented into Inpatient, Outpatient, and Emergency Department (ED) based on location of care Community segmented into Primary and Secondary Service Areas based on geography and service utilization PVHS defines its market areas by geography [P.2a(1)], based on a detailed analysis of zip code-based service utilization data that incorporates customers of competitors and other potential customers
  12. 12. Cargill 2008 MBNQA Winner Market segments: FOOD, FEED, FERMENTATION Customers segmented by 10 Product Lines Product Line Leader determines target customers Uses Customer Segmentation Matrix as tool All customers, current or potential, are evaluated periodically using these attributes  Sweetener Portfolio  Corporate Culture  Complexity  Financial For each attribute, a ranking of low (0) to high (5) is assigned for each individual customer Pursue customers with high ranking scores
  13. 13. MBNQA Winners MERCY 2007 MBNQA Winner ARDEC 2007 MBNQA WinnerPRO-TEC 2007 MBNQA Winner
  14. 14. MBNQA Best Practices Summary Winners       
  15. 15. 2009 - TQA Criteria •3.1 2
  16. 16. Boeing2003 MBNQA Winner
  17. 17. Sharp HealthCare2007 MBNQA Winner
  18. 18. - Sharp HealthCare 2007 MBNQA Winner
  19. 19. - CAT Financial 2003 MBNQA WinnerTM: Territory Manager MC: Merchandising Consultant
  20. 20. - ISS 2008 MBNQA Winner
  21. 21. 2009 TQA Criteria • 3.1 2HOW do you use the voice of the customer to determine key customerrequirements, needs, and changing expectations (including product and servicefeatures) and their relative importance to customers’ purchasing or relationshipdecisions? HOW do your listening methods vary for different customers, customergroups, or market segments? HOW do you use relevant information and feedbackfrom current and former customers, including marketing and sales information,customer loyalty and retention data, customer referrals, win/loss analysis, andcomplaint data for purposes of planning products and services, marketing, makingwork system and work process improvements, and developing new businessopportunities?
  22. 22. - Cargill 2008 MBNQA Winner
  23. 23. Cargill 2008 MBNQA WinnerDirect Sales Contact Product Requirement Production PlanCustomer Service Service Requirement Planning of ServiceRepresentative Contact Delivery Requirement Marketing PlanTechnical Service Competitive Factors New Business PlanR&D ContactExpert Panel Strategic Directions Strategic PlanCustomer Audit Future Requirement Sales Strategy Relative Importance New Product Plan of Purchasing Decision
  24. 24. - PVHS 2008 MBNQA Winner
  25. 25. PVHS “ ” 2008 MBNQA WinnerCSSC: Customer Service Steering Committee BSC: Balanced Score Card SDD: Strategy Development & Deployment
  26. 26. PVHS 2008 MBNQA Winner Customer Service Steering Committee (CSSC) determine key customer requirements for Patients and Community via the Avatar patient satisfaction survey and community health survey, with verification from other VOC information Monthly, CSSC reviews VOC information such as:  Avatar patient satisfaction, dissatisfaction, loyalty, and retention data from former patients  Avatar priority matrix, which ranks patient survey items by their relative importance to customers’ healthcare purchasing or relationship decisions  Complaints and compliments from current and former patients  Market data related to healthcare service utilization, consumer preferences/loyalty, and community health needs This review enables the organization to identify changing expectations
  27. 27. PVHS 2008 MBNQA Winner Enhance Healthcare service design [6.1a(2)] Business Decision Support Process [6.1a(2)] Strategy Development & Deployment Process [2.1a(1)] Evaluation and Improvement of key access mechanisms [3.2a(4)] Evaluation and Improvement of work systems & processes [6.2b]
  28. 28. 2009 TQA Criteria •3.1 3 “ ”HOW do you use voice-of-the-customer information and feedback to becomemore customer-focused, to better satisfy customer needs and desires, and toidentify opportunities for innovation?
  29. 29. ARDEC 2007 MBNQA WinnerMDT: Market Development Team APO: ARDEC Project Officer IPT: Integrated Product Team
  30. 30. PVHS 2008 MBNQA WinnerCSSC: Customer Service Steering Committee BSC: Balanced Score CardSDD: Strategy Development & Deployment
  31. 31. PVHS 2008 MBNQA Winner Through SDD and BSC which enable continuous improvements and enhancing of services offerings, align and monitor progress via KPIs deployment Customer Focused Improvement Initiative
  32. 32. 2009 TQA Criteria3.1 • 4HOW do you keep your customer and market listening and learning methodscurrent with business needs and directions, including changes in yourmarketplace?
  33. 33. Sharp Health Care 2007 MBNQA Winner Ensuring accuracy of data, improving efficiency, cross- validating data sources Comparing past predictions to actual performance Validating against industry benchmarks Conducting annual Executive Steering assessments of key strategic challenges Performing industry analyses and out migration studies by the Strategic Planning Department Analyses are made available to employees via presentations, administrative teams, and Sharp’s Strategic Planning Intranet
  34. 34. ARDEC 2007 MBNQA Winner Through our benchmarking activities, industry conferences and Enterprise Excellence initiatives Through continuous contact with our customers specifically asking about the development of new channels of communication which enable us to build new relationships at all levels of the customer organization to enhance our understanding of their needs Through updating our customer account list quarterly to ensure capture new customer data including any keep personnel changes in our customers’ organizations
  35. 35. PVHS 2008 MBNQA Winner CSSC annually evaluates the organization’s listening and learning methods relative to best practices, Avatar feedback, new technology, environmental changes, and new healthcare service offerings The committee identifies, prioritizes, and implements improvement opportunities PVHS has increased the frequency of its consumer awareness survey
  36. 36. 2009 TQA Criteria •3.2 1HOW do you build relationships to acquire customers, to meet and exceed theirexpectations, to increase loyalty and repeat business, and to gain positivereferrals?
  37. 37. CAT Financial2003 MBNQA Winner
  38. 38. Mercy Health System2007 MBNQA Winner
  39. 39. Mercy Health System2007 MBNQA Winner
  40. 40. Sharp Health Care2007 MBNQA Winner
  41. 41. PRO-TEC2007 MBNQA Winner
  42. 42. City of Coral Spring2007 MBNQA Winner
  43. 43. Cargill2008 MBNQA Winner
  44. 44. Cargill2008 MBNQA Winner
  45. 45. 2009 TQA Criteria3.2 • 2HOW do your key access mechanisms enable customers to seekinformation, conduct business, and make complaints? What are your key accessmechanisms? HOW do you determine key customer contact requirements for eachmode of customer access? HOW do you ensure that these contact requirementsare deployed to all people and processes involved in the customer response chain?
  46. 46. CAT Financial2003 MBNQA Winner
  47. 47. Cargill2008 MBNQA Winner
  48. 48. PVHS2008 MBNQA Winner
  49. 49. Saint Luke’s HospitalVery Important Principles
  50. 50. PVHS 2008 MBNQA Winner Key Contact Requirements for all access mechanisms adhered to PVHS Behavior Standards [P.1-2] ; established, deployed, and annually evaluated by the Workforce Focus Team [5.1a(1)]
  51. 51. PVHS 2008 MBNQA Winner Key Contact Requirements for all access mechanisms adhered to PVHS Behavior Standards and are deployed through:  Formal training for all managers and supervisors through the learn and Lead Program [5.1b(2)]  An acknowledgement to abide by the Behavior standards signed by all job applicants and members of the workforce  Adherence check at annual staff performance review [5.1a(3)]  Linkage of R&R program to Behavior Standards [5.1a(3)]  Senior Management Group presentation at New Employee Orientation and employee/volunteer forums  Visual displays throughout health system facilities, including computer screen savers  “How We’re Making PVHS World Class” information, distributed and posted throughout the health system  Re-engagement of staff through ”We’re Here for You” campaign [3.1a(3)]
  52. 52. Cargill 2008 MBNQA Winner CCM customers have various access mechanisms to select from based on need and expectations Sales submits a new customers to the Customer Service Reps (CSR) CSR contacts customer to verify requirement, expectations, and preferred access mechanism Customer requirements are entered into the MasterCard system The MasterCard is used to communicate expectations to all personnel involved in customer contact The MasterCard system automatically prompts the CSR to verify requirements annually Key access mechanism requirements are reviewed when customer requirements change or a new access mechanism is added or enhanced The CCM access mechanisms are reviews annually during the Annual business Planning process
  53. 53. 2009 TQA Criteria •3.2 3 (*) (*)HOW do you manage customer complaints? HOW do you ensure that complaintsare resolved effectively and promptly? HOW do you minimize customerdissatisfaction and, as appropriate, loss of repeat business and referrals? HOW arecomplaints aggregated and analyzed for use in improvement throughout yourorganization and by your partners?
  54. 54. Motorola2002 MBNQA Winner
  55. 55. PRO-TEC2007 MBNQA Winner
  56. 56. Iredell- Statesville2008 MBNQA Winner
  57. 57. Cargill2008 MBNQA Winner
  58. 58. Cargill 2008 MBNQA Winner CCM uses a Customer Relationship Tracking (CRT) for managing customer complaints The basic steps are to record the incident, investigate, identify, review and implement correction actions All incidents must be entered into the CRT system within 24 hours of notification to raise awareness of potential failure within CCM If the incident is a rejection or repeat failure requiring a Root Cause Analysis, the process must be initiated within 24 hours of notification with all non-conformances classified into customer incidents, complaints, or rejections CRT system allows deep-dive analyses to identify trends and set priorities, monitor non-conformances through a key metric called the Customer Quality Index- a weighted index based on customer incidents, complaints, rejections, and total shipments for evaluation of product lines, business units, and plant performances on a monthly basis via the CCM Scorecard
  59. 59. 2009 TQA Criteria •3.2 4HOW do you keep your approaches to building relationships and providingcustomer access current with business needs and directions?
  60. 60. Sharp Health Care 2007 MBNQA Winner As a means to continuously evaluate its approach and remain agile in building relationships and providing customer/partner access, Sharp employs the following key methods:  Ad hoc focus groups  Best practice research  Consumer awareness/perception/utilization research  CRM  Discharge phone calls  Disenrollment surveys  Employer and broker relations  Managed care retention data Data from these methods are used for changes in patient/customer access and relationship building
  61. 61. Sharp Health Care2007 MBNQA Winner
  62. 62. PVHS 2008 MBNQA WinnerPVHS evaluates approaches to building relationships andproviding customer access in order to remain current withhealthcare service needs and directions:  At an annual planning retreat, the VP of Marketing and Strategic Planning Department and the Marketing Department evaluate the format and content of key customer communication tools, such as the public web site and community newsletters  The department increased the frequency of the consumer awareness survey from once every three years to once every year for valuable input in Strategic Planning and Development  During SDD Step 2, the VP of MSP works with the Director of Business Development and Outreach to identify rural areas in need of healthcare services
  63. 63. 2009 TQA Criteria •3.2 1 (*)HOW do you determine customer satisfaction, dissatisfaction, and loyalty? How dothese determination methods differ among customer groups? HOW do you ensurethat your measurements capture actionable information for use in exceeding yourcustomers’ expectations? HOW do you ensure that your measurements captureactionable information for use in securing your customers’ future business andgaining positive referrals, as appropriate? HOW do you use customer satisfactionand dissatisfaction information for improvement?
  64. 64. Boeing2003 MBNQA Winner
  65. 65. CAT Financial2003 MBNQA Winner
  66. 66. MESA2006 MBNQA Winner
  67. 67. PRO-TEC2007 MBNQA Winner
  68. 68. Mercy Health System2007 MBNQA Winner
  69. 69. 2009 TQA Criteria •3.2 2 HOW do you follow up with customers on the quality ofproducts, services, and transactions to receive prompt and actionablefeedback?
  70. 70. 2009 TQA Criteria •3.2 3HOW do you obtain and use information on your customers’ satisfaction relativeto their satisfaction with your competitors? HOW do you obtain and useinformation on your customers’ satisfaction relative to the customer satisfactionlevels of other organizations providing similar products or services, and/orindustry benchmarks?
  71. 71. CAT Financial2003 MBNQA Winner
  72. 72. PVHS2008 MBNQA Winner
  73. 73. 2009 TQA Criteria •3.2 3HOW do you obtain and use information on your customers’ satisfaction relativeto their satisfaction with your competitors? HOW do you obtain and useinformation on your customers’ satisfaction relative to the customer satisfactionlevels of other organizations providing similar products or services, and/orindustry benchmarks?
  74. 74. 2009 TQA Criteria •3.2 4HOW do you keep your approaches to determining satisfaction current withbusiness needs and directions?
  75. 75. ARDEC2007 MBNQA Winner
  76. 76. PVHS2008 MBNQA Winner
  77. 77. Sharp Health Care2007 MBNQA Winner
  78. 78. Sharp Health Care2007 MBNQA Winner
  79. 79. THANK YOUQUESTIONS & ANSWERS
  80. 80. Backup
  81. 81. - AVI-TECH 2008 SQA Winner
  82. 82. - HDB 2008 SQA Winner
  83. 83. ST Engineering2007 SQA Winner
  84. 84. Singapore Police Force 2007 SQA Winner
  85. 85. Singapore Police Force 2007 SQA Winner
  86. 86. AVI-TECH 2008 SQA WinnerST Engineering 2007 SQAWinner
  87. 87. ST Engineering2007 SQA Winner
  88. 88. HDB2008 SQA Winner
  89. 89. Baxter2008 SQA Winner
  90. 90. ST Engineering2007 SQA Winner
  91. 91. HDB2008 SQA Winner
  92. 92. HDB2008 SQA Winner
  93. 93. ST Engineering2007 SQA Winner
  94. 94. HDB2008 SQA Winner

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