Voice of the Customer

TOPPAZZINI & LEE CONSULTING

VOICE OF THE CUSTOMER Do Better by Your Customers

White Paper by Toppazzini and Lee Consulting

Table of Contents

Introduction ...................................................................................................................................... 3 General Approach ........................................................................................................................... 3 1. 2. 3. 4. 5. Customer Satisfaction Survey ........................................................................................... 4 Follow up Client Interviews ................................................................................................ 5 Analysis of Client Interactions .......................................................................................... 6 Best Practices, Benchmarks and Industry Research ................................................ 7 Kano Model............................................................................................................................... 7

Conclusion ......................................................................................................................................... 8

Introduction

Many organizations fail to identify the Voice of the Customer (VOC) and, as result are not able to reach their true potential. In the Lean Six Sigma Framework, i.e. DMAIC (Define, Measure, Analyze, Improve, and Control), assessing VOC is one of the foremost critical activities. This white paper describes a process that can be used to ascertain the voice of the customer and prioritize which factors are critically important to client satisfaction and which are not.

General Approach

Figure 1 provides a high level description of the approach used to obtain a deep understanding of customer requirements. The process describes a 5 step process for identifying the VOC starting from conducting a customer satisfactions survey and ending with...