The document discusses the importance of understanding the voice of the customer (VOC). It covers collecting customer issues and needs, organizing them, translating needs into measurable requirements called Critical to Quality (CTQs), and setting specification limits. Key points include developing a VOC research plan, using methods like surveys and interviews to collect qualitative customer data, organizing customer issues into needs, prioritizing needs using tools like Kano analysis, and identifying CTQs and specification limits. The overall goal is to translate the customer's voice into actionable requirements to meet and exceed their expectations.

1. Voice Of Customer
VOICE OF CUSTOMER
Yudha Satya Perdana
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2. Voice Of Customer
Yudha satya Perdana ©
Who Am I?

3. Voice Of Customer
• Certified Six Sigma Black
Belt (ASQ)
• Certified Six Sigma Green
Belt (Motorola University)
• Lean Expert Practitioner
(Expert Ratings)
• Certified TPM Facilitator
(IMPACT Ltd.)
• Author and presenter in
any national/international
seminars
Yudha satya Perdana ©

4. Voice Of Customer
All of those not making me become a superman,
Who can solve all of your problem
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5. Voice Of Customer
I’m here not trying to
dump you with ton of
lessons till you death
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6. Voice Of Customer
But I’m here to wake
you up
I want you to know
that understand
what our customer
want is more
important than unit
sold…
Learn, Inspire, Act
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7. Voice Of Customer
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8. Voice Of Customer
We’ll learn about
1. Who is customer
2. What is Voice of Customer
(VOC)
3. How to translate VOC into
Critical to Quality (CTQ’s)
Yudha satya Perdana ©

9. Voice Of Customer
Voice of Customer Process
Gather Translate
Knowing Develop VOC
customer Issues/needs
the customer Research Plan
issues/needs to CTQ’s
Why we need to Identify research Collect VOC Translate needs into
know? method Organize customer requirements (CTQs)
Review charter and Develop research issues into needs Set specification
SIPOC plan limit
Define Customer Develop VOC
Segment Customer Questions
Yudha satya Perdana ©

10. Voice Of Customer
“in every single
industry
there is now
overcapacity
of production”
sir martin sorrell, chief executive WPP
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11. Voice Of Customer
We’re living in
Hyper
Competitive
Market
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12. Voice Of Customer
And free flow information
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13. Voice Of Customer
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14. Voice Of Customer
Our customer has more references
They have more choice
They have higher expectation
They become demanding
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15. Voice Of Customer
“ It is our customers who determine
whether or not our products and
services and our work output are
considered quality or not. Therefore
“
being focused on the customer’s
wants, need, and expectation is a
central focus of Six Sigma
”
Yudha satya Perdana ©

16. Voice Of Customer
Much Better than expected
Delighted
Loyal
Perceived
Service As expected
Customer Satisfied
Satisfaction
Vulnerable
Expected
Service
Worse/Different than expected
Dissatisfied
Walk & Talk
Customer satisfaction Law
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17. Voice Of Customer
Let’s learn SIPOC with Ronald
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18. Voice Of Customer
Supplier Input Process Output External
Customer
Those who Raw material The step by step The product/ Are groups
deliver raw / sequences of services that or individuals
material to Product process in we created external to
the
us component transforming raw organization
material into who receive
product or are
affected by
our products
and services
Internal customer
Customer process chain
Yudha satya Perdana ©

19. Voice Of Customer We do customer
segmentation
So, we could
focus on
prioritized
customer
Segmentation
could be based
on revenue, size,
etc
Customer segmentation
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20. Voice Of Customer
1. Understand why we need to focus on
our customer
2. SIPOC and process chain
3. Type of customer
Summary of section
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21. Voice Of Customer
Voice of Customer Process
Gather Translate
Knowing Develop VOC
customer Issues/needs
the customer Research Plan
issues/needs to CTQ’s
Review charter and Identify research Collect VOC Translate needs into
SIPOC method Organize customer requirements (CTQs)
Define Customer Develop research issues into needs Set specification
Segment Customer plan limit
Develop VOC
Questions
Yudha satya Perdana ©

22. Voice Of Customer
The single most important thing to remember
about any enterprise is that there are no result
inside its wall. The result of a business is a satisfied
customer
3HWHU 'UXFNHU
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23. Voice Of Customer
Have you really understand your
customer?
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24. Voice Of Customer
What marketing envisioned
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25. Voice Of Customer
What engineering design
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26. Voice Of Customer
What was installed
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27. Voice Of Customer
This is exactly what your customer want
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28. Voice Of Customer
Have you heard your
Customer’s voice?
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29. Why Clients Quit
• ....... Die
• ....... Move Away
• ....... Develop Other Friendships
• ....... Competitive Reasons
• ....... Dissatisfied With Product
• ....... Think the supplier doesn’t care

30. Why Clients Quit
• 1% Die
• 3% Move Away
• 5% Develop Other Friendships
• 9% Competitive Reasons
• 14% Dissatisfied With Product
• 68% Think the supplier doesn’t care

31. Voice Of Customer
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Research method to collect VOC
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32. Voice Of Customer
Issue
Issue
Needs
Requirements
The Funnel Effect of VOC
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33. Voice Of Customer
Develop research plan
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34. Voice Of Customer
• Define the objective of the survey
• Draft questions to meet objective
• Order questions properly (funnel)
• Use mix open and close ended questions
• Test the questions with small sample of
customer to knowing bias
Develop VOC Question
Yudha satya Perdana ©

35. Voice Of Customer
Voice of Customer Process
Gather Translate
Knowing Develop VOC
customer Issues/needs
the customer Research Plan
issues/needs to CTQ’s
Review charter and Identify research Collect VOC Translate needs into
SIPOC method Organize customer requirements (CTQs)
Define Customer Develop research issues into needs Set specification
Segment Customer plan limit
Develop VOC
Questions
Yudha satya Perdana ©

36. Voice Of Customer
• Qualitative data is different, it requires
translation
• Customer data can be overwhelming
• Different voices heard at the same time
• Customer difficult to express requirement
• Bias by collector
Challenge in Collecting VOC
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37. Voice Of Customer
Organize Customer issue into needs
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38. Voice Of Customer
1. Know how develop VOC research
plan
2. Method to collect data around
customer requirement
3. How to organize and analyze data
Summary of section
Yudha satya Perdana ©

39. Voice Of Customer
Voice of Customer Process
Gather Translate
Knowing Develop VOC
customer Issues/needs
the customer Research Plan
issues/needs to CTQ’s
Review charter and Identify research Collect VOC Translate needs into
SIPOC method Organize customer requirements (CTQs)
Define Customer Develop research issues into needs Set specification
Segment Customer plan limit
Develop VOC
Questions
Yudha satya Perdana ©

40. Voice Of Customer
“ “
CTQ is the term for measurable
and quantifiable customer
requirement
”
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41. Voice Of Customer
What matter to customer
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42. Voice Of Customer satisfaction
+
Primary satisfier
Delighter
- +
Service Service
dysfunctional Fully functional
Must be
-
dissatisfaction
Prioritizing customer needs - Kano
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43. Voice Of Customer
Must be and primary satisfier is our first and second priority
Translating Must-be into CTQ
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44. Voice Of Customer
Once CTQ have been identified and documented, develop
specification limit
Developing Specification Limit
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45. Voice Of Customer
Another sample
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46. Voice Of Customer
1. How to translate customer needs into
measurable, actionable customer
requirement
2. Tool for analyzing and prioritizing
customer requirements
3. How to identify customer specification
limit
Summary of section
Yudha satya Perdana ©

47. Voice Of Customer
Customer,
Because of Customer, we Exist !
• Because the customer has a need, we have a job to do.
• Because the customer has a choice, we must be the better choice.
• Because the customer has sensibilities, we must be considerate.
• Because the customer has an urgency, we must be quick.
• Because the customer is unique, we must be flexible.
• Because the customer has high expectations, we must excel (do
extremely well).
• Because the customer has influence, we strive for more referrals..
• Because of the customer, we exist!
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