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Customer-Driven Quality

By Peggy Simpson,2014-05-01 06:07
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Customer-Driven QualityCust

Customer-Driven Quality Customer-Driven Quality

     Customer-Driven Approach

     Customer driven quality represents a proactive approach to satisfying customer

    needs that is based on gathering data about our customers to learn their needs and

    preferences and then providing products and services that satisfy the customer.

Customer-Driven Quality Customer-Driven Quality

     The Pitfalls of Reactive Customer-Driven Quality

     One of the difficulties in satisfying customer requirements is that in a dynamic

    environment customer needs are constantly changing.

     Problems occur when customer requirements increase at a faster rate than quality

    and service improvement. This places the firm in reactive mode and may signal the

    need for major process and service redesign.

What is the Voice of the Customer? What is the Voice of the Customer?

     The Voice of the Customer

     The voice of the customer represents the wants, opinions, perceptions, and desires of

    the customer.

     Quality Function Deployment (QFD)

     “House of quality,”

     Translates customer wants into a finished product design.

Actively Solicited Customer Feedback Approaches Actively Solicited Customer Feedback Approaches

     Actively Solicited Customer Feedback

     Includes all supplier initiated contact with customers.

     The three most common arenas

     telephone customers

     conducting focus groups

     sending out surveys

     Types of Data

     Soft data

     Hard data

     Ordinal data

     Passively Solicited Customer Feedback Approaches Passively Solicited Customer Feedback Approaches

     Passively Solicited Customer Feedback

     Customer initiated contact, such as filling out a restaurant complaint card, calling a

    toll-free complaint line, or submitting an inquiry via a company’s Web site.

     Examples

     customer research cards

     customer response lines

     web site inquires.

Managing Customer Retention and Loyalty Managing Customer Retention and Loyalty

     Customer Retention

     Customer retention is measured as the percentage of customers that return for more

    service.

     Customer retention will increase by application of the service tools and concepts

    contained in this chapter such as tools for data gathering and analysis. Customer Loyalty

     Customer loyalty can be instilled by offering specialized service not available from

    competitors.

     This can take many forms including high customer contact or technology

    advancements.

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