This document discusses gathering the voice of the customer (VOC) in process improvement projects. It defines VOC as the expression of customer needs and desires. There are four key steps to gathering VOC: 1) identify all customers, 2) determine customer requirements, 3) validate requirements, and 4) prioritize requirements. VOC is important because customers define what quality means for a process. Both VOC and voice of the business inputs are important to understand in process improvement.
Presentation of User Acceptance Testing (UAT)--process of DCS workers representing a cross-section of program areas and sites test the system and report issues to be rectified to the vendor for amendment.
Customer Service Process Flow PowerPoint Presentation Slides SlideTeam
Develop effective and efficient customer service strategies using content-ready Customer Service Process Flow PowerPoint Presentation Slides. Leave an impact on customer’s satisfaction and engagement. Consider this ready-to-use customer service steps PPT presentation to meet the needs of your customers. Create a plan and deploy strategies using PPT templates like customer service steps, customer service procedure, customer service process, customer service strategy standard format, customer service process for an E-commerce website, and more. Use customer service process flow PPT templates to improve KPI’s, make data-drive decisions, personalize the experience, etc. Train your employees and help them understand that providing a great service should be a priority. Enhance customer support team using customer service steps PowerPoint presentation. Reach customer service objectives with the help of ready-made customer service strategy steps PPT slides. Incorporate customer service into your business goals to ensure that organization reaches to its customer service objectives. Grab this ready-made customer service process flow PPT presentation to create and reinforce a great service culture in your organization. Our Customer Service Process Flow PowerpPoint Presentation Slides contain an element of foresight. You will display good anticipation.
Problem Solving Tools & Methods - Part 3Tony Alvarez
I've taught many workshops on basic problem solving over the years at various companies. This 3 part presentation collects tools and methods that I've found useful and that most people tend to be able to put into practice quickly. Problem solving is ground that has been covered by many people many times in the past and this presentation builds on that work, incorporates my experience and hopefully integrates it in a way that provides some new insights. This is the 3rd of a 3 part presentation.
Making the leap from "gatekeeper" to strategic business partner often requires the QA/test group to centralize and standardize the selection of test tools, the development of test processes and templates and the training of testing staff. Only then can it break the organizational silos which typically hobble testing efforts, present a consistent and credible face to their business customers and develop the specialized expertise needed to meet today's testing challenges.
Presentation of User Acceptance Testing (UAT)--process of DCS workers representing a cross-section of program areas and sites test the system and report issues to be rectified to the vendor for amendment.
Customer Service Process Flow PowerPoint Presentation Slides SlideTeam
Develop effective and efficient customer service strategies using content-ready Customer Service Process Flow PowerPoint Presentation Slides. Leave an impact on customer’s satisfaction and engagement. Consider this ready-to-use customer service steps PPT presentation to meet the needs of your customers. Create a plan and deploy strategies using PPT templates like customer service steps, customer service procedure, customer service process, customer service strategy standard format, customer service process for an E-commerce website, and more. Use customer service process flow PPT templates to improve KPI’s, make data-drive decisions, personalize the experience, etc. Train your employees and help them understand that providing a great service should be a priority. Enhance customer support team using customer service steps PowerPoint presentation. Reach customer service objectives with the help of ready-made customer service strategy steps PPT slides. Incorporate customer service into your business goals to ensure that organization reaches to its customer service objectives. Grab this ready-made customer service process flow PPT presentation to create and reinforce a great service culture in your organization. Our Customer Service Process Flow PowerpPoint Presentation Slides contain an element of foresight. You will display good anticipation.
Problem Solving Tools & Methods - Part 3Tony Alvarez
I've taught many workshops on basic problem solving over the years at various companies. This 3 part presentation collects tools and methods that I've found useful and that most people tend to be able to put into practice quickly. Problem solving is ground that has been covered by many people many times in the past and this presentation builds on that work, incorporates my experience and hopefully integrates it in a way that provides some new insights. This is the 3rd of a 3 part presentation.
Making the leap from "gatekeeper" to strategic business partner often requires the QA/test group to centralize and standardize the selection of test tools, the development of test processes and templates and the training of testing staff. Only then can it break the organizational silos which typically hobble testing efforts, present a consistent and credible face to their business customers and develop the specialized expertise needed to meet today's testing challenges.
Automation Benefits Showing 5 Benefit Options With Reduction Of Cost And ErrorsSlideTeam
Presenting this set of slides with name - Automation Benefits Showing 5 Benefit Options With Reduction Of Cost And Errors. This is a five stage process. The stages in this process are Automation Benefits, Automation Advantages, Quality Assurance. https://bit.ly/3A0Wprh
Value Stream Mapping in Office and ServiceTKMG, Inc.
Recorded webinar: http://slidesha.re/1bvM6J6
Subscribe: http://www.ksmartin.com/subscribe
To purchase the book: http://bit.ly/VSMbk
Being lean isn’t just reserved for Manufacturing processes - information-intensive operations such as Service and Knowledge processes have the ability to be lean too – let us show you how! Get the scoop on applying Value Stream Mapping, a critical tool in Lean transformation, in Office and Service environments.
What's covered:
- The key differences between Manufacturing and Office/Service Value Stream Maps
- The process of Value Stream Mapping in Office and Service environments
- Common wastes in Office and Service environments and goals for future state planning
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A presentation on the Introduction, Purpose, History & Origin, Concept, Principles, Methods, Types & Implementation of Poka-Yoke [Mistake Proofing] in any manufacturing or service setting.
With the higher penetration of smartphone usage and more retail competitions in the industry, the usage of coupon get popular for the This survey is conducted to understand coupon using situation in Vietnam.
All respondents were 572 people, male and female, 16-39, HCM and Hanoi.
Recently we’ve shown you the basics of User Acceptance Testing (UAT). Let’s recap: User Acceptance Testing is, basically, the process of verifying that an installed solution works for the user. This might sound easy enough but, in practice, it isn’t.
To make getting into User Acceptance Testing a little easier, we’ve broken the process down into smaller chunks. Check out which 5 types of User Acceptance Testing you have to consider in order to be more successful.
Operational Excellence: Getting the most out of your Lean and Six Sigma programsWilson Perumal and Company
Operational Excellence is more important now than ever. Your customers demand it! However, evidence shows that traditional approaches to achieving Operational Excellence are not delivering the expected results. In this presentation delivered at the APICS Houston Professional Development Meeting on May 15, 2015, Chris Seifert, Manager at Wilson Perumal & Company, explains why traditional approaches to Operational Excellence are failing, and provides strategies you can use to make Lean and Six Sigma relevant in today's complex world.
-68% use mobile communication service.
-Viettel 62%, MobiFone 22.5%, Vinaphone 13%
-Viettel has the second to none popularity in other areas except Ho Chi Minh where the competition with MobiFone is tougher.
-90% of users prepay, and most of post-paid users are full-time employment.
-MobiFone had the highest satisfaction score in all categories. Viettel is stronger in all area except HCMC than in only HCMC.
"You can download this product from SlideTeam.net"
Showcase the ways of performance improvement with our creatively designed Operational Excellence Powerpoint Presentation Slides. This business operational excellence framework presentation deck covers various professionally designed templates such as company history of operational excellence capabilities, evaluate the existing operational gaps, design an evaluation process, ensure continuous improvement, implementing regional operations, analytics of achieving operational excellence, monitor performance, etc. Furthermore, to cover all the important concepts our designers have included additional templates e.g. meet our team, mission and vision, timeline, target, thank you, area and bar chart, etc. Establish the most effective organization structure with the help of the organization process excellence PPT visuals. The operation management ppt slides have all visually appealing graphics with in-depth researched content. Apart from this with the support of our PPT, you can portray various concepts like strategy deployment, performance management, continuous improvement, organizational excellence, process excellence, leadership people and culture, etc. Download business plan operation strategy PowerPoint templates for the smooth operation of business processes. Create an extraordinary business experience. Drive the elation with our Operational Excellence Powerpoint Presentation Slides. https://bit.ly/3bjZ4ll
Project Quality Management Plan Checklist PowerPoint Presentation SlidesSlideTeam
When you are looking for a project quality management plan checklist Powerpoint presentation then don't settle for the second best. Leave it up to the graphic designers of SlideTeam. We have crafted a complete pre designed slide presentation to portray various concepts of project quality management. Using this quality management plan PPT example you can not only share insights about timeline of project management, but can also cast spotlight on the quality control checklist. Going further, Powerpoint presentation slides used in this PowerPoint deck helps to depict critical analysis of current status as well as also talks about future plans. Apart from this, with help of this PPT sample file you can also define the set of activities planned initially to accomplish quality in the project being executed. To make it more simple we have included creative slide templates like evolution of quality management, 8 principles of quality management, benefits of customer focus, process approach, continual improvement and many more like these. So, what are you waiting for? Just click to download our readymade project quality plan PPT model.Jockey for advantage with our Project Quality Management Plan Checklist Powerpoint Presentation Slides. Implement your ideas before anyone else.
Automation Benefits Showing 5 Benefit Options With Reduction Of Cost And ErrorsSlideTeam
Presenting this set of slides with name - Automation Benefits Showing 5 Benefit Options With Reduction Of Cost And Errors. This is a five stage process. The stages in this process are Automation Benefits, Automation Advantages, Quality Assurance. https://bit.ly/3A0Wprh
Value Stream Mapping in Office and ServiceTKMG, Inc.
Recorded webinar: http://slidesha.re/1bvM6J6
Subscribe: http://www.ksmartin.com/subscribe
To purchase the book: http://bit.ly/VSMbk
Being lean isn’t just reserved for Manufacturing processes - information-intensive operations such as Service and Knowledge processes have the ability to be lean too – let us show you how! Get the scoop on applying Value Stream Mapping, a critical tool in Lean transformation, in Office and Service environments.
What's covered:
- The key differences between Manufacturing and Office/Service Value Stream Maps
- The process of Value Stream Mapping in Office and Service environments
- Common wastes in Office and Service environments and goals for future state planning
- Digitally capturing, sharing, and storing Value Stream Maps
Poka Yoke - Fundamentals by Praneet SurtiPraneet Surti
A presentation on the Introduction, Purpose, History & Origin, Concept, Principles, Methods, Types & Implementation of Poka-Yoke [Mistake Proofing] in any manufacturing or service setting.
With the higher penetration of smartphone usage and more retail competitions in the industry, the usage of coupon get popular for the This survey is conducted to understand coupon using situation in Vietnam.
All respondents were 572 people, male and female, 16-39, HCM and Hanoi.
Recently we’ve shown you the basics of User Acceptance Testing (UAT). Let’s recap: User Acceptance Testing is, basically, the process of verifying that an installed solution works for the user. This might sound easy enough but, in practice, it isn’t.
To make getting into User Acceptance Testing a little easier, we’ve broken the process down into smaller chunks. Check out which 5 types of User Acceptance Testing you have to consider in order to be more successful.
Operational Excellence: Getting the most out of your Lean and Six Sigma programsWilson Perumal and Company
Operational Excellence is more important now than ever. Your customers demand it! However, evidence shows that traditional approaches to achieving Operational Excellence are not delivering the expected results. In this presentation delivered at the APICS Houston Professional Development Meeting on May 15, 2015, Chris Seifert, Manager at Wilson Perumal & Company, explains why traditional approaches to Operational Excellence are failing, and provides strategies you can use to make Lean and Six Sigma relevant in today's complex world.
-68% use mobile communication service.
-Viettel 62%, MobiFone 22.5%, Vinaphone 13%
-Viettel has the second to none popularity in other areas except Ho Chi Minh where the competition with MobiFone is tougher.
-90% of users prepay, and most of post-paid users are full-time employment.
-MobiFone had the highest satisfaction score in all categories. Viettel is stronger in all area except HCMC than in only HCMC.
"You can download this product from SlideTeam.net"
Showcase the ways of performance improvement with our creatively designed Operational Excellence Powerpoint Presentation Slides. This business operational excellence framework presentation deck covers various professionally designed templates such as company history of operational excellence capabilities, evaluate the existing operational gaps, design an evaluation process, ensure continuous improvement, implementing regional operations, analytics of achieving operational excellence, monitor performance, etc. Furthermore, to cover all the important concepts our designers have included additional templates e.g. meet our team, mission and vision, timeline, target, thank you, area and bar chart, etc. Establish the most effective organization structure with the help of the organization process excellence PPT visuals. The operation management ppt slides have all visually appealing graphics with in-depth researched content. Apart from this with the support of our PPT, you can portray various concepts like strategy deployment, performance management, continuous improvement, organizational excellence, process excellence, leadership people and culture, etc. Download business plan operation strategy PowerPoint templates for the smooth operation of business processes. Create an extraordinary business experience. Drive the elation with our Operational Excellence Powerpoint Presentation Slides. https://bit.ly/3bjZ4ll
Project Quality Management Plan Checklist PowerPoint Presentation SlidesSlideTeam
When you are looking for a project quality management plan checklist Powerpoint presentation then don't settle for the second best. Leave it up to the graphic designers of SlideTeam. We have crafted a complete pre designed slide presentation to portray various concepts of project quality management. Using this quality management plan PPT example you can not only share insights about timeline of project management, but can also cast spotlight on the quality control checklist. Going further, Powerpoint presentation slides used in this PowerPoint deck helps to depict critical analysis of current status as well as also talks about future plans. Apart from this, with help of this PPT sample file you can also define the set of activities planned initially to accomplish quality in the project being executed. To make it more simple we have included creative slide templates like evolution of quality management, 8 principles of quality management, benefits of customer focus, process approach, continual improvement and many more like these. So, what are you waiting for? Just click to download our readymade project quality plan PPT model.Jockey for advantage with our Project Quality Management Plan Checklist Powerpoint Presentation Slides. Implement your ideas before anyone else.
Textalytics - Voice of the Customer - Sentiment Analysis Symposium 2014Sngular Meaning
Presentation about "Voice of the Customer in the Financial Servce Industry" delivered by Textalytics/Daedalus at the Sentiment Analysis Symposium 2014 (NYC)
Textalytics is now MeaningCloud http://www.meaningcloud.com/
Identification of all areas contributing to problems and determining scope of projects are challenges for many organizations. A method to improve the outcomes can help reduce risk - find out how!
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The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
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For more information, visit-www.vavaclasses.com
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Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
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National Guard
Black Belt Training
Module 13
Voice of the Customer
(VOC)
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CPI Roadmap – Define
8-STEP PROCESS
6. See
1.Validate 2. Identify 3. Set 4. Determine 5. Develop 7. Confirm 8. Standardize
Counter-
the Performance Improvement Root Counter- Results Successful
Measures
Problem Gaps Targets Cause Measures & Process Processes
Through
Define Measure Analyze Improve Control
ACTIVITIES TOOLS
• Identify Problem •Project Charter
• Validate Problem Statement •Project Selection Tools
• Establish Strategic Alignment •Value Stream Map
• Gather Voice of the Customer & Business •Various Financial Analysis
• Create Goal Statement •Effective Meeting Skills
• Validate Business Case •Stakeholder Analysis
• Determine Project Scope •Communication Plan
• Select and Launch Team •SIPOC Map
• Develop Project Timeline •High-Level Process Map
• Create Communication Plan •Project Management Tools
• Prepare High-Level Process Map / SIPOC •VOC and Kano Analysis
• Complete Define Tollgate •RACI and Quad Charts
•Strategic Alignment
2
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Learning Objectives
Know the source and type of process/service
requirements
Know why Voice of the Customer is important
Apply the four steps for gathering Voice of the
Customer
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Process Output Requirements
Where do process output requirements come from?
Customers (Voice of the Customer – VOC)
Business (Voice of the Business – VOB)
Stakeholders
Regulations
Suppliers
Others
Process/Service
Supplier Customer External
Product/
A B C Service Those who receive/use the
product/service outside your
Supplier Consumer organization
Internal
Stakeholders “The Next Process is Your Those who may be affected
Bystander by production use of the
Those who have some “stake” in Customer”
the product/service process product/service (e.g.
success or failure pollution)
Management
Dealers
Shareholder
Regulatory Agency
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VOC vs. VOB
Voice of the customer involves understanding both upstream and
downstream process requirements
Often referred to as VOC and VOB
Performance Needs (VOC): Define how the process must perform
downstream (Examples: Cycle time, defect free, low cost)
These primarily come from our Customers
Do not be confused by ‘features’ asked for by our Customers. Features are often,
though not always, just solutions to Performance Needs. Validate the need for the
feature or, better yet, gather the base need. Avoid solutions until the Improve phase.
Business Requirements (VOB): Define limitations involved with
performing the process upstream of the output (Examples: Capital
expenditure limits, space limitations, supplier capability)
These primarily come from the business and suppliers
Both are important – Performance needs define how the revised
process must perform within the framework of the business
requirements 5
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VOC vs. VOB
Voice of the Business (VOB) is often best obtained from the
Process Owner
Tends to be very specific. Example: Lead time of 2 hrs, labor efficiency of
85% of standard
Very little need to validate this information
Voice of the Customer (VOC) is obtained from the downstream
customer, the direct recipient of the process/service. This can be
internal (Process Partner) or external.
When obtained from an internal Process Partner, it tends to be very
specific, but might need to be validated with information from the ultimate
external customer (as external requirements flow backwards through the
broader process steps)
When obtained from an ultimate external customer, the needs must often
be translated into something meaningful for the process/service developer
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A Customer Is...
Any person or organization that receives a product or
service (Output) from our work activities (Process)
Supplier Process Customer
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What Is “Voice of the Customer”?
―Voice of the Customer‖ (VOC) is the expression of
customer needs and desires
May be specific – ―I need delivery on Tuesday‖
May be ambiguous – ―Deliver faster‖
Can be compared to internal data (―Voice of the
Business‖) to assess our current process performance
or process capability
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Customers Define “Quality” ...
Flexibility
Who are your & Options
customers?
Timeliness Accuracy
What do the
customers related Customer
to your process
care about? Ease
Aesthetics
of Use
Cost
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Primary Performance Need Categories
Product or Service Features, Attributes, Dimensions,
Characteristics Relating to the Function of the Product or
Quality Service, Reliability, Availability, Taste, Effectiveness - Also
Freedom from Defects, Rework or Scrap (Derived Primarily
from the Customer - VOC)
Process Cost Efficiency, Costs to Consumer (Initial Plus Life
Cost Cycle), Repair Costs, etc. (Derived Primarily from the
Business - VOB)
Lead Times, Delivery Times, Turnaround Times, Setup Times,
Speed Cycle Times, Delays (Derived equally from the Customer
or the Business – VOC/VOB)
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The Kano Model
Kano model helps us categorize and prioritize performance
features of a product or service into three types
Dissatisfiers (Must haves): fulfills a basic customer requirement
(assumes they will be present) BASIC NEEDS
Satisfiers (More is better): fulfills a performance requirement
(the more you provide the more satisfied the customer)
PERFORMANCE NEEDS
Delighters: features that provide a ―wow‖ factor (really delight
the customer) EXCITEMENT NEEDS
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The Kano Model
Excitement Need
Delighted
Customer Satisfaction
Performance Need
Dissatisfied
Basic Need
Missing Present
Feature
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Steps to Gathering VOC
1. Identify and Segment Customers
2. Gather VOC
3. Analyze VOC
4. Determine Primary Y
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Step 1. Who Is the Customer?
What is a customer?
Defined as: ―Any person or organization that receives
a product or service (Output) from our work activities
(Process)‖
Types of ―customers‖:
End-User – Personally uses (consumes) the product. Product does not go
on in the same form
Broker – Transfers product or product given to another in same form
Fixer – Corrects or repairs product, often after end-user receipt
Customers can often be logically aggregated into
groups or segments
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Internal vs. External
External Customers
Those persons or organizations
which purchase your products or
services.
Internal Customers
Whomever is a user of your
process output is an internal
customer.
Regulatory Agencies
Internal and external
organizations which develop
requirements for the safety and
protection of the customer
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Customer Identification
Internal External
Who are the Customers?
Primary
(Directly receive output)
Secondary
(Indirectly receive output)
Indirect
(Set regulatory requirements)
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Identify Your Customer Segments
Transactional
Frequency House Other
Size of Customer
Cost Senate DoE Transactional
Demand Volume
DoD FDA
Descriptive
Geographic
Demographic
Geographic
Product feature
Industry
Attitudinal
Cost
# of customers
Value
Service Service
Month
Price Service
17
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Customer Segmentation
Customer segmentation is vital for analyzing VOC data
Are all customers of equal importance?
If customers are not segmented, it might prove impossible to get a
single ―voice,‖ and the multiple voices may lead in opposite directions
Customers should be segmented or grouped according to their similar
need for products and services
Identify and focus on the most important segments
The Greatest Importance Can Come From a
Small Portion of Your Customer Base
Customers (count) Total Importance 18
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Step 2. Collecting VOC Data
Getting ―unbiased‖ VOC data is… Direct Methods
Never easy or fast • Focus groups
Key to CPI methodology • Interviews
Crucial to interpreting your existing VOC data • Be a customer
Applying VOC to projects: Indirect Methods
• Surveys
Projects will each obtain VOC as part of their
• Customer observation
Define and Measure phases
• Market research
CPI will test our assumptions about customer
• Customer complaints
needs and behavior
The perception of who our customer is might
change as we understand more about our
customer base and processes
The goal is to obtain the right information to establish good design
requirements - so that process performance will satisfy your customers
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Collecting VOC Data
Typical Existing VOC Data Sources
Customer satisfaction survey responses
Call center logs
Customer interface personnel
Interagency memos and agreements
Other VOC Data Sources
Industry surveys / research
Focus groups
Compare to other states
Interviews / specific surveys
Trade shows / conventions
Pilot testing of product / service
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Information Already Available
Customers are already providing much information
about products and services:
Complaints Web Page Hits
Compliments Problem or Service Hot
Contract Cancellations Lines
Comment Cards Media
Customer Defections/ Others in Your
Acquisitions Organization
How do you get customer feedback?
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Other Sources of Available Data
Additional sources of relevant customer/industry
information are likely available
Some possible information you might have:
Market research reports
Completed customer surveys or evaluations
Industry reports (Benchmarking)
Available literature
Competitor assessments
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Customer Needs Example
Example: Defining customer wants and needs for a Loan Process
Primary Secondary
• Willing to answer questions
Friendly Staff
• Treats me nicely
• Knows loan procedure
Knowledgeable
• Knows market
Staff
• Understands my situation
• Money when I need it
Speed
• Application is fast to fill out
• Doesn‘t make mistakes
Accuracy
• Gives me the right rate 23
Introduction to Voice of the Customer (VOC) UNCLASSIFIED / FOUO
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Interviews
Purpose
Learn about a specific customer‘s point of view on service
issues, product/service attributes, and performance
indicators/measures
Interviews are useful at several points during the
process of gathering customer needs
At the beginning: to learn what is important to customers
In the middle: to clarify points or to better understand why a
particular issue is important to customers
At the end: to clarify findings, to get ideas and suggestions, or
to test ideas with customers
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Types of Interviews
Types of Interviews Characteristics of Information Needed
• Unique perspectives
Individual
• Senior-level participation
• Input from large-volume customer
• Information from customers with similar product and
Group service needs
• Mid- to lower-level participation
• Information from many people from a single segment
• Input from customers who are widely dispersed
geographically
Telephone/Mail • Information on basic or simple issues
• Quick turnaround of information collection
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Focus Groups
Purpose
Organize information from the collective point of view of a group of
customers that represents a segment
Uses
To clarify and define customer needs
To gain insights into the prioritization of needs
To test concepts and get feedback
Sometimes as a next step after customer interviews or a preliminary
step in a survey process
Typically composed of 7 to 13 participants who share
characteristics that relate to the focus group topic
Participants will be asked to thoroughly discuss very few
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Focus Group Process
Plan the focus group session
Determine why you are conducting the study
Determine who the participants should be
Write the research questions—keep the list short
Draft the structure and flow of the session
Select focus group location and schedule groups
Develop a plan and estimate resources needed
Test the questions
Finalize the questions and the flow of the session
Lead the focus group
Analyze the focus group findings
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Focus Groups Summary
Strengths
Accommodate face-to-face free flowing dialogue between
small groups of customers
They are typically video recorded to spread the information
more broadly within the company
Concerns
Moderately expensive
Short sessions might not allow for clarification or ‗deep dives‘
Number of participants is limited
The ‗Loudest Voice‘ can bias interpretations
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Surveys
Purpose
Measure the importance of performance against an attribute or
customer characteristic
Uses
To efficiently gather a considerable amount of information from a
large population
To measure ‗as is‘ conditions and drivers
To measure change and causality
Dissimilar populations may require different surveys
Budget time to include:
Develop the survey
Perform data analysis
Integrate results 29
Introduction to Voice of the Customer (VOC) UNCLASSIFIED / FOUO
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Exercise: VOC Class Survey
1. Using the Kirkpatrick Evaluation model, what type of learning assessment would you prefer?
a. Level One
b. Level Two
c. Level Three
d. Level Four
2. On a scale of 1-3, please rate these CPI tools:
a. TOC
b. QFD
c. DOE
d. C&E
3. Is the room temperature and classroom set-up acceptable?
4. What is your estimation of the appropriateness of the frequency and duration of periodic
cessations for students physical and mental accommodations?
5. Don‘t you agree that this NG CPI black belt class is the best classes you‘ve ever taken?
Thank you.
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VOC Survey Checklist
Explain the purpose of the survey and how the results will be used.
Include clear instructions.
Keep the survey short.
Allow adequate time for completion.
Include a mix of both open-ended and close-ended questions.
- Close-ended responses are easier to quantify and record.
- Open-ended questions allow respondents more freedom of expression.
Avoid questions that are too broad. Ask for feedback on specific items or areas of particular interest.
Avoid slang and jargon.
Avoid complex and ambiguous phrasing. Do not use double-negatives.
Avoid leading questions.
Don‘t ask for feedback on more than one item in the same question. Ask separate questions for each
item.
Balance positive and negative questions. If you ask what they like best, then also ask what they liked
least.
Define the measurement scale used and make sure the measurement scale matches the question.
Pre-test the survey to see if it elicits the type of feedback you really want.
Collect appropriate demographic information, as needed, to sort and analyze survey data.
Always thank the respondents for completing the survey
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Use a Combination of Techniques
Telephone Interviews to Focus Groups to Obtain Survey to Verify
Identify Baseline Issues Deeper Understanding and Quantify
and Opinions
Increasing Level of Knowledge about our Customer
• How much certainty do you need?
• How much certainty can you afford?
• How much certainty can you risk?
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Ask The Right Questions
Ask, ―A satisfying [product/output] is one which has
what?‖ to find features – often only nice-to-haves
Ask ―A satisfying [product/output] is one which is
what?‖ to find functions – getting closer to required
customer outcomes
Ask ―A satisfying [product/output] is one which
results in what?‖ to find customer required outcomes
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Step 3: Analyzing VOC
Voice of After Clarifying, Customer
the Customer the Key Issue Is... Requirements
―I hate filling out this The form takes too The form takes less
form!‖ long to fill out than five minutes to
complete
Good customer requirements:
Are specific and measurable (and the method of measurement is specific)
Are related directly to an attribute of the product or service
Do not have alternatives and do not bias the design toward a particular
approach or technology
Are complete and unambiguous
Describe the "what," not the "how"
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Translate VOC to Requirements
Voice of Customer Input Key Customer Issue Customer Requirement
Actual Customer Statements The Real Customer Concerns, The Specific, Precise and
and Comments Values or Expectations Measurable Characteristic
• ―This mower should be easy to • Wants the mower to start • Mower starts within two pulls on
start‖ quickly and painlessly the cord
• ―The cord shouldn‘t be too hard • Mower starts with an effortless
to pull‖ pull on the cord
• ―I want to talk to the right • Wants to talk to the right • No additional menu items on
person and don‘t want to wait person quickly voice system
on hold too long‖ • Customer reaches correct
person the first time within 30
seconds
• ―This software package doesn‘t • The software does what the • Every design feature needed is
do squat‖ vendor said it would do built into the package
• The software is fully operational
on the customer‘s existing
system
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Organizing VOC Input
Making sense of qualitative data is an iterative
process
It involves interpretation and prioritization
Often requires follow-up with additional research
Useful tools:
Affinity Analysis
Tree Diagrams
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Affinity Diagrams
The first step in getting value
from customer data is organizing Theme 1
it in a way that will reveal themes Need 1 Need 2 Theme 3
An affinity diagram is a good tool
for this purpose since it organizes
language data into related groups
Gather ideas from interview
transcripts, surveys, etc. Theme 2
Need 7
Generate customer need
statements on cards or sticky
Need 3 Need 4
Need 8
notes (in the customer‘s own
language if at all possible)
Group the cards to find the
―affinity‖ Need 5
Label the groups of cards
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Tree Diagrams
Moves team from high-level customer needs to
greater detail in order to define requirements
A tool for breaking broad process steps or
product features into greater detail
Helps organize needs by level of detail
Tree Diagram
Affinity Diagrams
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Tree Diagrams
Product/Service
Tertiary Need Customer
Requirement
Secondary Need
Customer
Requirement
Primary Need
Customer
Requirement
Customer
Requirement
The goal is to determine customer requirements
based on Voice of the Customer input
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Tree Diagrams – Key Steps
Choose need/process/product to be detailed
Ask:
―What are the components or sub-sets represented by
this need?‖
―Is this part of a larger category of
need/requirement?‖
Add detail and organize components – building
branches and/or trunk of the tree by category and
level of detail
State the requirements in measurable terms
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Tree Diagram Example: Anthony’s Pizza
Whole wheat
Crust
Unbleached flour
No cheese
Cheese Low-fat mozzarella
Customer wants
Toppings Meats
―healthy choices‖
Sauce Low-fat white cheddar
Vegetables
Additives
Other ingredients
Spices
Oil
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Exercise: Tree Diagram
You work for AAFES Garage
You have collected data from your
Pleasant Oil
customer base Change
Experience
Based on your customer inputs:
Construct a Tree Diagram
Identify Customer Requirements
Customer Inputs
• ―No oil filter leaks‖
• ―Use quality oils and filters‖
• ―I don‘t want to wait around so long‖
• ―Your friendly employees are great‖
• ―I want to pay by Master Card ‖
®
• ―Check all my fluids‖
• ―Good price – be competitive‖
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Step 4: Determine Primary Y
Critical-to-satisfaction (CTS) customer requirements
include Quality, Cost, Speed, Safety
Which is the most important to improve?
How will it be measured? What Does the Kano CTS Rank
Flight Passenger Need
Want?
Flight takes off safely Basic Safety 9
Flight takes off on time Perf Delivery 9
Ticket price is competitive Perf Cost 7
Bags are on the right plane Perf Quality 5
Fast electronic check-in Perf Delivery 3
Food service on board Wow Quality 1
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VOC / VOB Template
Critical Customer
Voice of the Key Customer Issue(s) Requirement
Customer /
What does the customer want from us? What does the customer want from us? We should summarize key issues and
We need to identify the issue(s) that translate them into specific and measurable
prevent us from satisfying our requirements
customers.
CriticalBusiness
Voice of the Key Process Issue(s)
Requirement
Business
What does the business want/need from us? What does the business want/need from We should summarize key issues and
us? We need to identify the issue(s) translate them into specific and measurable
that prevent us from meeting strategic requirements
goals/missions.
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Required Deliverable UNCLASSIFIED / FOUO
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VOC Exercise
Using all of the information developed during this
module, interview your customers (Regional Program
Managers) to determine and prioritize the VOC for
the GGA Budget process
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Takeaways
Now you should be able to:
Describe where process output requirements come
from
Describe Voice of the Business (VOB)
Describe Voice of the Customer (VOC)
Describe why VOC is important
Describe each of the four steps for gathering VOC
Use the four steps for gathering and analyzing VOC
on a process
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What other comments or questions
do you have?
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