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TURNING CUSTOMER
VOICES INTO SERVICE
FEATURES
An Overview of Defining Internal Customer Needs and
Creating High Value Solu...
Purpose: To learn the cross-functional needs for managing and sharing
critical business information
Why?
Similar informati...
How?
We conducted 16 exploratory interviews to capture user
requirements that will drive the design of the solution, creat...
Initial Results: Of all selected comments, 28% focused on Updates, 25%
focused on Information Management, and 16% focused ...
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Voice of the customer requirements overview

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Sample of overview of using customer voices to generate product and service requirements

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Voice of the customer requirements overview

  1. 1. TURNING CUSTOMER VOICES INTO SERVICE FEATURES An Overview of Defining Internal Customer Needs and Creating High Value Solutions Michael Dattilio
  2. 2. Purpose: To learn the cross-functional needs for managing and sharing critical business information Why? Similar information stored in various locations • Desktops • Email folders • Intranet (WebEx site) • Public “S” drive • SharePoint sites • Newsletter archives • Paper files Purpose – The Scope of What We Will Explore When one document changes, it may not be reviewed or communicated properly, creating inaccurate information. When it is communicated, we waste time (collectively) updating the various locations. Note – The purpose is not about technology, i.e. “functional needs that SharePoint needs to provide”. It’s about unmet user needs, some of which may be able to be met with different technology or process changes.
  3. 3. How? We conducted 16 exploratory interviews to capture user requirements that will drive the design of the solution, creating buy-in from the stakeholders and improving the adoption rate. Who? • Business Consulting Group • Business Systems Analysis • Techpubs • Lender/Marketer Services • Compliance • Business Development • Document Management • Quality Management • Closing • Volume Processing • Manual Review • Credit Resolution Group • Borrower Services • Telesales We interviewed Analysts, Team Leaders, Supervisors, Managers, Directors and Vice Presidents representing the following departments: Conducting Interviews Interview Matrix and Question Guide Interview guide is not the same as a questionnaire. Use probing methods to find unmet needs.
  4. 4. Initial Results: Of all selected comments, 28% focused on Updates, 25% focused on Information Management, and 16% focused on Usability. We extracted 43 functional requirement statements from comments. Comment Interview # Key Items Requirement Statement(s) Probably set up like library online. More simplified than SOP’s. Able to search for most recent policy by topic or group. We need the info and it would be interesting for employees. 2 Simplicity of documents (user-friendly). Ability to see info from other departments or groups. Many ways to locate info. Online availability. Employee interest. 1) The system contains relevant information represented in a simple manner. 2) The system allows users multiple ways to locate information. Today, I have to bounce from person to person to get the information I need. 3 Efficiency, single-source, completeness, contains all work-related info 3) The system contains content from all departments. 4) The system serves as a single-source for information. Just like the CSRLink. Each access level would pertain to the person’s job, so Priority Service wouldn’t see mail drop information and I wouldn’t see Financial Aid Officer contacts…For example, GMAC is not my client, so I would not want to see it there. I'd like to be able to filter my own view. 3 Customizable, tailored to needs of functional area. 5) The system provides users with the ability to customize their view. 6) The user interface is driven by the access level of the employee. We need an FAQ like for Customer Lifecycle so everyone can post questions, we can post answers and everyone can view it. Everyone has the same questions. Any system designed has to be designed with the end user in mind. It has to be easy to use, easy to look at, and easy to find. 5 post & respond to questions, system needs to be displayed prominently, multiple people can update, multiple access levels, interactive 7) The system allows for interaction between content owners and users. 8) The system (or UI) is easily located by all employees. We need to give people tests rather than just a check box to say they’ve read it. Just something simple, a couple of questions. Don’t want to run into people needing to take it multiple times because they keep failing. Just want to be sure people really read it. 5 tracking/reporting/testing capability 9) The system allows content owners the ability to measure comprehension. 10) The system provides tracking capability to content owners. (what would appear on the page (1st page)) What’s new from each functional area. Here’s everything that’s been updated. Like My Yahoo – configure it (customizable). List of the ten latest updated items. Sign-offs, information on who owns what. Takes a lot of time to find this out. Takes time because we can’t search one place. Integrate PRU stuff. Cap Markets and Structural Guarantee: No one contacted them for feedback on requirements. 10 single-source, easy & efficient navigation, customizable, info. broken out by functional area, enterprise wide tool 11) The system clearly identifies content owners. 12) The system identifies updated information. 13) The system provides efficient methods for sign- offs/updates. 14) The system is used by all employees in FM. We need to have all information in one place. I would like it divided by client, to have variable access levels, and to have all the information I need there (including 3.3’s, contacts, mail drop information. I’d also like to be able to adjust it for myself, such as to show my clients. 3 All information in one place, variable access, self-adjustment/customizability 15) The system allows the user interface to be customized on both a department and individual level. Our best resources for information are usually group internal, with the information found in people’s heads. 3 group internal information source, people's heads 16) System allows for easy documentation. 17) System provides mechanism for measuring the amount of information that is documented versus the amount of information that is not documented. Getting the information we need, in the format we need, and in a timely manner does not always happen. We need all the information, need easy access to it, and need it in enough time to prepare or train or plan. One time we got information at the last minute and a vendor bent over backwards to accommodate us, and the actual volume fell far short of what was projected 4 format requirements, timeliness, easy access, information requirement 18) New or updated information is available in a timely manner. 19) Information is formatted in a standard manner as designed by users. So hard to figure out how to accept invites. Click your red shoes together two times. So counter-intuitive. Overly complicated. [on intranet] 8 intuitive/not complicated 20) Minimum effort required for user input. Requirements: need to update based on impact. Charge-off change from $200 to $400. Now Capstone needs to be retested in a subsequent phase. Delays process because we can’t get it on the first release. 10 retesting/inefficiency/delay 21) The information contained in the system is kept current/up-to- date/accurate. TIPS is a good resource to communicate a message in a standard way, but the problem is it is not “referencable”, so it is not a good resource. It takes me about ½ hour to find things I remember being in it, and CS Reps can’t do that/don’t have the time. Sometimes, there is difficulty finding things. We need the ability to go in and search 11 referencing of information, speed of location, ease of location, searchable 22) The system allows information to be located quickly. 23) Information can be located and referenced easily using the system. 24) The system allows users to search for information. CS is missing one place to check policy. Right now they have CSIR, old Training manuals, Supervisors/TL’s/other reps, but no place to get a standard answer. Often when a question is raised, instructs the questioner to ask 3-4 others (usually another manager, Christine, Greg), and says that if they all agree with his answer, it can be used. 11 one place, single or standard answer, ease of location of information 25) The system provides standard, agreed upon answers to questions. With the customer surveys, a big customer complaint was inconsistent answers across the loan process and multiple calls. Lack of a standard answer location is part of the problem. 11 consistent answers/information, one location 26) The system enables consistent answers for communicating with borrowers throughout the loan process. We need to find a way to share best practices and eliminate worst practices 4 share best practices; eliminate worst practices 27) The system allows for communication of what has worked and what has not worked. An archive of all the stuff we already have. We shouldn’t throw anything process or policy related away, never know when we might need to reference it. Data on budgets and volume is good to have too. 5 archive; save; reference 28) The system has the ability to archive and easily retrieve documents and historical information. Result Analysis and Prioritization Next Steps - Prioritization: Once requirement statements have been scrubbed, we deploy a validation survey to a larger population of Operations. How Important Is It Not at All Somewhat Very Extremely or Would It Be If: Important Important Important Important Important Education supports wellness activities proactively 1 2 3 4 5 6 7 8 9 Pharmacists educate patients based on specific patient needs 1 2 3 4 5 6 7 8 9 Physicians access accurate comparative costs of drugs quickly 1 2 3 4 5 6 7 8 9 From this point, we can define technology project scope and create roadmaps.

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