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Chapter 4. Focusing on Customers. Key Idea Introduction. To create satisfied customers, the organization needs to identify customers’ needs, design the production and service systems to meet those needs, and measure the results as the basis for improvement.
Chapter 4

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Slide 1

Chapter 4

Focusing on

Customers

Slide 2

Key IdeaIntroduction

  • To create satisfied customers, the organization needs to

  • identify customers’ needs,

  • design the production and service systems to meet those needs, and

  • measure the results as the basis for improvement.

Slide 3

Importance of Customer Satisfaction and Loyalty

  • “Satisfaction is an attitude; loyalty is a behavior”

  • Loyal customers spend more, are willing to pay higher prices, refer new clients, and are less costly to do business with.

  • It costs five times more to find a new customer than to keep an existing one happy.

  • A firm cannot create loyal customers without first creating satisfied customers.

Slide 4

Key IdeaImportance of customer satisfaction

Customer wants and needs drive competitive advantage, and statistics show that growth in market share is strongly correlated with customer satisfaction.

Slide 5

American Customer Satisfaction Index

  • Measures customer satisfaction at national level

  • Introduced in 1994 by University of Michigan and American Society for Quality

  • Measures national index, seven industrial sectors, 40 industries, 203 companies

  • Continual decline in index from 1994 through 1998 with a small improvement into 2000 suggests that quality improvements have not kept pace with consumer expectations

Slide 6

ACSI Model of Customer Satisfaction

Customer

complaints

Perceived

quality

Perceived

value

Customer

satisfaction

Customer

expectations

Customer

loyalty

Slide 7

Key IdeaACSI

The econometric model used to produce ACSI links customer satisfaction to its determinants: customer expectations, perceived quality, and perceived value. Customer satisfaction, in turn, is linked to customer loyalty, which has an impact on profitability.

Slide 8

Customer-Driven Quality Cycle

Customer needs and expectations

(expected quality)

Identification of customer needs

Translation into product/service specifications

(design quality)

Output (actual quality)

Customer perceptions (perceived quality)

measurement and feedback

PERCEIVED QUALITY is a comparison of ACTUAL QUALITY to EXPECTED QUALITY

Slide 9

Key IdeaCreating Satisfied Customer

Many organizations still focus more on processes and products from an internal perspective, rather than taking the perspective of the external customer.

Slide 10

Leading Practices (1 of 2)

  • Define and segment key customer groups and markets

  • Understand the voice of the customer (VOC)

  • Understand linkages between VOC and design, production, and delivery

Slide 11

Leading Practices (2 of 2)

  • Build relationships through commitments, provide accessibility to people and information, set service standards, and follow-up on transactions

  • Effective complaint management processes

  • Measure customer satisfaction for improvement

Slide 12

Identifying CustomersKey Customer Groups

  • Organization level

    • consumers

    • external customers

    • employees

    • society

  • Process level

    • internal customer units or groups

  • Performer level

    • individual internal customers

Slide 13

Identifying Internal Customers

  • What products or services are produced?

  • Who uses these products and services?

  • Who do employees call, write to, or answer questions for?

  • Who supplies inputs to the process?

Slide 14

Your

Suppliers

Your

Processes

Your

Customers

Inputs

Outputs

Requirements

and feedback

Requirements

and feedback

AT&T Customer-Supplier Model

Slide 15

Key IdeaIdentifying Customers

The natural customer-supplier linkages among individuals, departments, and functions build up the “chain of customers” throughout an organization that connect every individual and function to the external customers and consumers, thus characterizing the organization’s value chain.

Slide 16

Customer Segmentation

  • Demographics

  • Geography

  • Volumes

  • Profit potential

Vital few & useful many

Slide 17

Key IdeaCustomer Segmentation

Segmentation allows a company to prioritize customer groups, for instance by considering for each group the benefits of satisfying their requirements and the consequences of failing to satisfy their requirements.

Slide 18

Understanding Customer NeedsKey Dimensions of Quality

  • Performance – primary operating characteristics

  • Features – “bells and whistles”

  • Reliability – probability of operating for specific time and conditions of use

  • Conformance – degree to which characteristics match standards

  • Durability - amount of use before deterioration or replacement

  • Serviceability – speed, courtesy, and competence of repair

  • Aesthetics – look, feel, sound, taste, smell

Slide 19

Key Dimensions of Service Quality

  • Reliability – ability to provide what was promised

  • Assurance – knowledge and courtesy of employees and ability to convey trust

  • Tangibles – physical facilities and appearance of personnel

  • Empathy – degree of caring and individual attention

  • Responsiveness – willingness to help customers and provide prompt service

Slide 20

Kano Model of Customer Needs

  • Dissatisfiers: expected requirements

  • Satisfiers: expressed requirements

  • Exciters/delighters: unexpected features

Slide 21

Key IdeaUnderstanding Customer Needs

As customers become familiar with them, exciters/delighters become satisfiers over time. Eventually, satisfiers become dissatisfiers.

Slide 22

Key IdeaGathering Customer Information

Companies use a variety of methods, or “listening posts,” to collect information about customer needs and expectations, their importance, and customer satisfaction with the company’s performance on these measures.

Slide 23

Gathering Customer Information-- Customer Listening Posts

  • Comment cards and formal surveys

  • Focus groups

  • Direct customer contact

  • Field intelligence

  • Complaint analysis

  • Internet monitoring

Slide 24

Tools for Classifying Customer Requirements

Affinity diagram Tree diagram

Slide 25

Key IdeaCustomer Relationship Management

  • An organization needs to build customer loyalty by

  • developing trust,

  • communicating with customers, and

  • effectively managing the interactions and relationships with customers.

Slide 26

Moments of Truth

  • Every instance in which a customer comes in contact with an employee of the company.

  • Example (airline)

    • Making a reservation

    • Purchasing tickets

    • Checking baggage

    • Boarding a flight

    • Ordering a beverage

    • Requests a magazine

    • Deplanes

    • Picks up baggage

Slide 27

Customer Relationship Management

  • Accessibility and commitments

  • Selecting and developing customer contact employees

  • Relevant customer contact requirements

  • Effective complaint management

  • Strategic partnerships and alliances

  • Exploiting CRM technology

Slide 28

Key IdeaCustomer Contact Employees

Companies must carefully select customer contact employees, train them well, and empower them to meet and exceed customer expectations.

Slide 29

Key IdeaEffective Complaint Mgmt

To improve products and processes effectively, companies must do more than simply fix the immediate problem. They need a systematic process for collecting and analyzing complaint data and then using that information for improvements.

Slide 30

Measuring Customer Satisfaction

  • Discover customer perceptions of business effectiveness

  • Compare company’s performance relative to competitors

  • Identify areas for improvement

  • Track trends to determine if changes result in improvements

Slide 31

Key IdeaMeasuring Customer Satisfaction

An effective customer satisfaction measurement system results in reliable information about customer ratings of specific product and service features and about the relationship between these ratings and the customer’s likely future market behavior.

Slide 32

Survey Design

  • Identify purpose

  • Determine who should conduct the survey

  • Select the appropriate survey instrument

  • Design questions and response scales

Slide 33

Key IdeaSurvey Design

The types of questions to ask in a survey must be properly worded to achieve actionableresults. By actionable, we mean that responses are tied directly to key business processes, so that what needs to be improved is clear; and information can be translated into cost/revenue implications to support the setting of improvement priorities.

Slide 34

Key IdeaAnalyzing Customer Feedback

Appropriate customer satisfaction measurement identifies processes that have high impact on satisfaction and distinguishes between low performing processes low performance and those that are performing well.

Slide 35

Performance-Importance Analysis

Performance

Low High

Who cares?

Overkill

Low

High

Importance

Strengths

Vulnerable

Slide 36

Difficulties with Customer Satisfaction Measurement

  • Poor measurement schemes

  • Failure to identify appropriate quality dimensions

  • Failure to weight dimensions appropriately

  • Lack of comparison with leading competitors

  • Failure to measure potential and former customers

  • Confusing loyalty with satisfaction

Slide 37

Customer Perceived Value

  • CPV measures how customers assess benefits—such as product performance, ease of use, or time savings—against costs, such as purchase price,installation cost or time, and so on,in making purchase decisions.

Slide 38

Customer and Market Focus in the Baldrige Criteria

The Customer and Market Focus category examines how an organization determines requirements, expectations, and preferences of customers and markets; and how it builds relationships with customers and determines the key factors that lead to customer acquisition, satisfaction, loyalty, and retention, and to business expansion.

3.1 Customer and Market Knowledge

3.2 Customer Relationships and Satisfaction

a. Customer Relationship Building

b. Customer Satisfaction Determination


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