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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
                       Note: Activities and tools vary by project. Lists provided here are not necessarily all-inclusive.            UNCLASSIFIED / FOUO
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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

                                        Introduction to Voice of the Customer (VOC)      UNCLASSIFIED / FOUO
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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

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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
         topics                                                                              26
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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.




                                                                                                                                          44
                                                                                    Required Deliverable               UNCLASSIFIED / FOUO
UNCLASSIFIED / FOUO




 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




                                                                       45
                                                       UNCLASSIFIED / FOUO
UNCLASSIFIED / FOUO




 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

                                                                         46
                                                         UNCLASSIFIED / FOUO
UNCLASSIFIED / FOUO




         What other comments or questions
                   do you have?




                                                      47
                                      UNCLASSIFIED / FOUO

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NG BB 13 Voice of Customer

  • 1. UNCLASSIFIED / FOUO UNCLASSIFIED / FOUO National Guard Black Belt Training Module 13 Voice of the Customer (VOC) UNCLASSIFIED / FOUO UNCLASSIFIED / FOUO
  • 2. UNCLASSIFIED / FOUO 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 Note: Activities and tools vary by project. Lists provided here are not necessarily all-inclusive. UNCLASSIFIED / FOUO
  • 3. UNCLASSIFIED / FOUO 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 3 UNCLASSIFIED / FOUO
  • 4. UNCLASSIFIED / FOUO 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 4 UNCLASSIFIED / FOUO
  • 5. UNCLASSIFIED / FOUO 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 Introduction to Voice of the Customer (VOC) UNCLASSIFIED / FOUO
  • 6. UNCLASSIFIED / FOUO 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 6 UNCLASSIFIED / FOUO
  • 7. UNCLASSIFIED / FOUO A Customer Is...  Any person or organization that receives a product or service (Output) from our work activities (Process) Supplier Process Customer 7 UNCLASSIFIED / FOUO
  • 8. UNCLASSIFIED / FOUO 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 8 UNCLASSIFIED / FOUO
  • 9. UNCLASSIFIED / FOUO 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 9 UNCLASSIFIED / FOUO
  • 10. UNCLASSIFIED / FOUO 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) 10 UNCLASSIFIED / FOUO
  • 11. UNCLASSIFIED / FOUO 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 11 UNCLASSIFIED / FOUO
  • 12. UNCLASSIFIED / FOUO The Kano Model Excitement Need Delighted Customer Satisfaction Performance Need Dissatisfied Basic Need Missing Present Feature 12 UNCLASSIFIED / FOUO
  • 13. UNCLASSIFIED / FOUO Steps to Gathering VOC 1. Identify and Segment Customers 2. Gather VOC 3. Analyze VOC 4. Determine Primary Y 13 UNCLASSIFIED / FOUO
  • 14. UNCLASSIFIED / FOUO 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 14 UNCLASSIFIED / FOUO
  • 15. UNCLASSIFIED / FOUO 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 15 UNCLASSIFIED / FOUO
  • 16. UNCLASSIFIED / FOUO Customer Identification Internal External Who are the Customers? Primary (Directly receive output) Secondary (Indirectly receive output) Indirect (Set regulatory requirements) 16 UNCLASSIFIED / FOUO
  • 17. UNCLASSIFIED / FOUO 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 17 UNCLASSIFIED / FOUO
  • 18. UNCLASSIFIED / FOUO 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 UNCLASSIFIED / FOUO
  • 19. UNCLASSIFIED / FOUO 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 19 UNCLASSIFIED / FOUO
  • 20. UNCLASSIFIED / FOUO 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 20 UNCLASSIFIED / FOUO
  • 21. UNCLASSIFIED / FOUO 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? 21 UNCLASSIFIED / FOUO
  • 22. UNCLASSIFIED / FOUO 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 22 UNCLASSIFIED / FOUO
  • 23. UNCLASSIFIED / FOUO 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
  • 24. UNCLASSIFIED / FOUO 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 24 UNCLASSIFIED / FOUO
  • 25. UNCLASSIFIED / FOUO 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 25 UNCLASSIFIED / FOUO
  • 26. UNCLASSIFIED / FOUO 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 topics 26 UNCLASSIFIED / FOUO
  • 27. UNCLASSIFIED / FOUO 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 27 UNCLASSIFIED / FOUO
  • 28. UNCLASSIFIED / FOUO 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 28 UNCLASSIFIED / FOUO
  • 29. UNCLASSIFIED / FOUO 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
  • 30. UNCLASSIFIED / FOUO 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. 30 UNCLASSIFIED / FOUO
  • 31. UNCLASSIFIED / FOUO 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 31 UNCLASSIFIED / FOUO
  • 32. UNCLASSIFIED / FOUO 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? 32 UNCLASSIFIED / FOUO
  • 33. UNCLASSIFIED / FOUO 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 33 UNCLASSIFIED / FOUO
  • 34. UNCLASSIFIED / FOUO 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" 34 UNCLASSIFIED / FOUO
  • 35. UNCLASSIFIED / FOUO 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 35 UNCLASSIFIED / FOUO
  • 36. UNCLASSIFIED / FOUO 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 36 UNCLASSIFIED / FOUO
  • 37. UNCLASSIFIED / FOUO 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 37 UNCLASSIFIED / FOUO
  • 38. UNCLASSIFIED / FOUO 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 38 UNCLASSIFIED / FOUO
  • 39. UNCLASSIFIED / FOUO 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 39 UNCLASSIFIED / FOUO
  • 40. UNCLASSIFIED / FOUO 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 40 UNCLASSIFIED / FOUO
  • 41. UNCLASSIFIED / FOUO 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 41 UNCLASSIFIED / FOUO
  • 42. UNCLASSIFIED / FOUO 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‖ 42 UNCLASSIFIED / FOUO
  • 43. UNCLASSIFIED / FOUO 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 43 UNCLASSIFIED / FOUO
  • 44. UNCLASSIFIED / FOUO 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. 44 Required Deliverable UNCLASSIFIED / FOUO
  • 45. UNCLASSIFIED / FOUO 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 45 UNCLASSIFIED / FOUO
  • 46. UNCLASSIFIED / FOUO 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 46 UNCLASSIFIED / FOUO
  • 47. UNCLASSIFIED / FOUO What other comments or questions do you have? 47 UNCLASSIFIED / FOUO