Sample of overview of using customer voices to generate product and service requirements

1. TURNING CUSTOMER
VOICES INTO SERVICE
FEATURES
An Overview of Defining Internal Customer Needs and
Creating High Value Solutions
Michael Dattilio

2. Purpose: To learn the cross-functional needs for managing and sharing
critical business information
Why?
Similar information stored in various locations
• Desktops
• Email folders
• Intranet (WebEx site)
• Public “S” drive
• SharePoint sites
• Newsletter archives
• Paper files
Purpose – The Scope of What We Will Explore
When one document changes, it may not be reviewed or communicated
properly, creating inaccurate information. When it is communicated, we
waste time (collectively) updating the various locations.
Note – The purpose is not about technology, i.e. “functional needs that
SharePoint needs to provide”. It’s about unmet user needs, some of which may
be able to be met with different technology or process changes.

3. How?
We conducted 16 exploratory interviews to capture user
requirements that will drive the design of the solution, creating
buy-in from the stakeholders and improving the adoption rate.
Who?
• Business Consulting Group
• Business Systems Analysis
• Techpubs
• Lender/Marketer Services
• Compliance
• Business Development
• Document Management
• Quality Management
• Closing
• Volume Processing
• Manual Review
• Credit Resolution Group
• Borrower Services
• Telesales
We interviewed Analysts, Team Leaders, Supervisors, Managers, Directors
and Vice Presidents representing the following departments:
Conducting Interviews
Interview Matrix and Question Guide
Interview guide is not the same as a questionnaire. Use probing methods to find
unmet needs.

4. Initial Results: Of all selected comments, 28% focused on Updates, 25%
focused on Information Management, and 16% focused on Usability. We
extracted 43 functional requirement statements from comments.
Comment Interview # Key Items Requirement Statement(s)
Probably set up like library online. More simplified than
SOP’s. Able to search for most recent policy by topic or
group. We need the info and it would be interesting for
employees.
2
Simplicity of documents (user-friendly).
Ability to see info from other
departments or groups. Many ways to
locate info. Online availability. Employee
interest.
1) The system contains relevant information represented in a simple
manner. 2) The system allows users multiple ways to locate information.
Today, I have to bounce from person to person to get the
information I need.
3
Efficiency, single-source, completeness,
contains all work-related info
3) The system contains content from all departments. 4) The system
serves as a single-source for information.
Just like the CSRLink. Each access level would pertain to the
person’s job, so Priority Service wouldn’t see mail drop
information and I wouldn’t see Financial Aid Officer
contacts…For example, GMAC is not my client, so I would
not want to see it there. I'd like to be able to filter my own
view.
3
Customizable, tailored to needs of
functional area.
5) The system provides users with the ability to customize their view. 6)
The user interface is driven by the access level of the employee.
We need an FAQ like for Customer Lifecycle so everyone can
post questions, we can post answers and everyone can view
it. Everyone has the same questions. Any system designed
has to be designed with the end user in mind. It has to be
easy to use, easy to look at, and easy to find.
5
post & respond to questions, system
needs to be displayed prominently,
multiple people can update, multiple
access levels, interactive
7) The system allows for interaction between content owners and users. 8)
The system (or UI) is easily located by all employees.
We need to give people tests rather than just a check box to
say they’ve read it. Just something simple, a couple of
questions. Don’t want to run into people needing to take it
multiple times because they keep failing. Just want to be
sure people really read it.
5 tracking/reporting/testing capability
9) The system allows content owners the ability to measure
comprehension. 10) The system provides tracking capability to content
owners.
(what would appear on the page (1st page)) What’s new
from each functional area. Here’s everything that’s been
updated. Like My Yahoo – configure it (customizable). List of
the ten latest updated items. Sign-offs, information on who
owns what. Takes a lot of time to find this out. Takes time
because we can’t search one place. Integrate PRU stuff. Cap
Markets and Structural Guarantee: No one contacted them
for feedback on requirements.
10
single-source, easy & efficient
navigation, customizable, info. broken
out by functional area, enterprise wide
tool
11) The system clearly identifies content owners. 12) The system identifies
updated information. 13) The system provides efficient methods for sign-
offs/updates. 14) The system is used by all employees in FM.
We need to have all information in one place. I would like it
divided by client, to have variable access levels, and to have
all the information I need there (including 3.3’s, contacts, mail
drop information. I’d also like to be able to adjust it for myself,
such as to show my clients.
3
All information in one place, variable
access, self-adjustment/customizability
15) The system allows the user interface to be customized on both a
department and individual level.
Our best resources for information are usually group internal,
with the information found in people’s heads.
3
group internal information source,
people's heads
16) System allows for easy documentation. 17) System provides
mechanism for measuring the amount of information that is documented
versus the amount of information that is not documented.
Getting the information we need, in the format we need, and
in a timely manner does not always happen. We need all the
information, need easy access to it, and need it in enough
time to prepare or train or plan. One time we got information
at the last minute and a vendor bent over backwards to
accommodate us, and the actual volume fell far short of what
was projected
4
format requirements, timeliness, easy
access, information requirement
18) New or updated information is available in a timely manner. 19)
Information is formatted in a standard manner as designed by users.
So hard to figure out how to accept invites. Click your red
shoes together two times. So counter-intuitive. Overly
complicated. [on intranet]
8 intuitive/not complicated 20) Minimum effort required for user input.
Requirements: need to update based on impact. Charge-off
change from $200 to $400. Now Capstone needs to be
retested in a subsequent phase. Delays process because we
can’t get it on the first release.
10 retesting/inefficiency/delay
21) The information contained in the system is kept current/up-to-
date/accurate.
TIPS is a good resource to communicate a message in a
standard way, but the problem is it is not “referencable”, so it
is not a good resource. It takes me about ½ hour to find
things I remember being in it, and CS Reps can’t do that/don’t
have the time. Sometimes, there is difficulty finding things.
We need the ability to go in and search
11
referencing of information, speed of
location, ease of location, searchable
22) The system allows information to be located quickly. 23) Information
can be located and referenced easily using the system. 24) The system
allows users to search for information.
CS is missing one place to check policy. Right now they have
CSIR, old Training manuals, Supervisors/TL’s/other reps, but
no place to get a standard answer. Often when a question is
raised, instructs the questioner to ask 3-4 others (usually
another manager, Christine, Greg), and says that if they all
agree with his answer, it can be used.
11
one place, single or standard answer,
ease of location of information
25) The system provides standard, agreed upon answers to questions.
With the customer surveys, a big customer complaint was
inconsistent answers across the loan process and multiple
calls. Lack of a standard answer location is part of the
problem.
11
consistent answers/information, one
location
26) The system enables consistent answers for communicating with
borrowers throughout the loan process.
We need to find a way to share best practices and eliminate
worst practices
4
share best practices; eliminate worst
practices
27) The system allows for communication of what has worked and what
has not worked.
An archive of all the stuff we already have. We shouldn’t
throw anything process or policy related away, never know
when we might need to reference it. Data on budgets and
volume is good to have too.
5 archive; save; reference
28) The system has the ability to archive and easily retrieve documents
and historical information.
Result Analysis and Prioritization
Next Steps - Prioritization: Once
requirement statements have been
scrubbed, we deploy a validation
survey to a larger population of
Operations.
How Important Is It Not at All Somewhat Very Extremely
or Would It Be If: Important Important Important Important Important
Education supports
wellness activities
proactively 1 2 3 4 5 6 7 8 9
Pharmacists educate
patients based on
specific patient needs 1 2 3 4 5 6 7 8 9
Physicians access
accurate comparative
costs of drugs quickly 1 2 3 4 5 6 7 8 9
From this point, we can define technology project scope and create roadmaps.