The Voice of the Customer:  Learning to Listen   AeA March 9, 2006 Chris & Lorraine Stiehl (619)516-2864 www.stiehlworks.c...
Let’s Play a Game... <ul><li>You own a movie theater.  </li></ul><ul><li>You go to Europe on vacation.  </li></ul><ul><li>...
Now, a variation … <ul><li>It is Friday night; you and your significant other are going to the movies.  </li></ul><ul><li>...
Why don’t the lists agree? <ul><li>Should they? Why, or why not? </li></ul><ul><li>How does this example relate to  your  ...
The owner of “Psychic Pizza” understands his customers’ needs!
AT&T Data:  You Must Be the Best to Succeed!  % Retention by Rating % Retained Satisfaction Rating
What Customers Can and Can’t Tell You <ul><li>Customers know what they want! </li></ul><ul><li>Wants and needs, not exact ...
Learning to Listen:  The $3 Million Leather Seat <ul><li>At Cadillac, we strived to have “perfect” leather </li></ul><ul><...
A Model of Customer-Driven Improvement Voice of the Customer External Measures Internal Measures Process Improvement Quali...
A Model of Customer-Driven Improvement:  The Movie Theatre Example Fresh Popcorn  Our Popcorn = OK  Other Guy = Very Fresh...
Do you have the “Voice of the Customer?” … by segment? … prioritized? … in their own words?  … an example…
If you  survey  your customers,   how do you know what to do to change the numbers... …to raise the satisfaction scores? …...
How do we make sure the products we launch have the greatest chance for success? <ul><li>Study the markets carefully; LIST...
Proprietary Research January, 2006
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Learning To Listen

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Learn how to listen to the customer, get their needs and pains and develop predictive internal metrics. Take the action that leads to the greatest impact on the customer.

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Learning To Listen

  1. 1. The Voice of the Customer: Learning to Listen AeA March 9, 2006 Chris & Lorraine Stiehl (619)516-2864 www.stiehlworks.com                                        
  2. 2. Let’s Play a Game... <ul><li>You own a movie theater. </li></ul><ul><li>You go to Europe on vacation. </li></ul><ul><li>You ask your assistant to send you a one page fax at each hotel in Europe to let you know how things are going. </li></ul><ul><li>What few pieces of information would you want on the fax? </li></ul>
  3. 3. Now, a variation … <ul><li>It is Friday night; you and your significant other are going to the movies. </li></ul><ul><li>Suppose you have agreed on a movie. </li></ul><ul><li>It is showing at two theaters that are about equi-distant from where you are, and that charge about the same price. </li></ul><ul><li>How would you decide which theater to attend? </li></ul>
  4. 4. Why don’t the lists agree? <ul><li>Should they? Why, or why not? </li></ul><ul><li>How does this example relate to your activities? Do you think like a customer ? </li></ul><ul><li>What do you use to measure the effectiveness of your activities now? </li></ul><ul><li>Do you have metrics that predict success with the voice of the customer? </li></ul>
  5. 5. The owner of “Psychic Pizza” understands his customers’ needs!
  6. 6. AT&T Data: You Must Be the Best to Succeed! % Retention by Rating % Retained Satisfaction Rating
  7. 7. What Customers Can and Can’t Tell You <ul><li>Customers know what they want! </li></ul><ul><li>Wants and needs, not exact features and solutions </li></ul><ul><li>Customers typically are not engineers, cannot set technical specs </li></ul><ul><li>“ Not designed by customers, inspired by customers” </li></ul><ul><li>Listening to customers means getting beyond the features or solutions or specifications they request to understand the needs they represent. </li></ul>
  8. 8. Learning to Listen: The $3 Million Leather Seat <ul><li>At Cadillac, we strived to have “perfect” leather </li></ul><ul><li>Our ratings did not reflect perfection </li></ul><ul><li>We conducted $25,000 worth of voice of the customer research </li></ul><ul><li>We redefined flaws as “natural markings” </li></ul><ul><li>We saved $3 million per year and received higher ratings </li></ul>
  9. 9. A Model of Customer-Driven Improvement Voice of the Customer External Measures Internal Measures Process Improvement Qualitative Research Quantitative Research Process Metrics Improvement Initiatives
  10. 10. A Model of Customer-Driven Improvement: The Movie Theatre Example Fresh Popcorn Our Popcorn = OK Other Guy = Very Fresh Number of Minutes in the Bin Make smaller batches! Save $! Throw away less! The Need The Predictive Metric Survey Results Process Improvement
  11. 11. Do you have the “Voice of the Customer?” … by segment? … prioritized? … in their own words? … an example…
  12. 12. If you survey your customers, how do you know what to do to change the numbers... …to raise the satisfaction scores? …to beat the competition?
  13. 13. How do we make sure the products we launch have the greatest chance for success? <ul><li>Study the markets carefully; LISTEN carefully; how do the companies in that market operate? How do they think? When they say, “Know my business,” what do they mean? </li></ul><ul><li>What are their wants, needs and priorities? Often it is priorities that change from market to market rather than needs; e.g., how sensitive are they to “quick delivery?” Would they typically be early adopters of new technology? </li></ul><ul><li>If we know their wants, needs and priorities, we can use the House of Quality and other techniques to optimize our product designs to have the best chance of being successful, and to identify keys areas where R&D help is needed. </li></ul>
  14. 14. Proprietary Research January, 2006

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