total quality managment

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Chapter 5
The Voice of the Customer

Customer Driven Quality
What is the voice of the customer?
Customer –Relationship management
The “Gaps” approach to Service Design
Segmenting customers and markets
Strategic supply chain alliances between customers and suppliers Communicating with customers
Actively solicited customer feedback
Passively solicited customer-feedback approaches
CRM Systems
Customer Driven Quality
What is the voice of the customer?
Customer –Relationship management
The “Gaps” approach to Service Design
Segmenting customers and markets

Customer Driven Quality:
Proactive approach to satisfying customer needs
Gather data about customers
Provide the products and services that satisfy the customers The pitfalls of reactive customer-driven quality

What is the voice of the customer?
Wants, opinions, perceptions and desires
Or a standardized, disciplined and cyclical approach to obtaining and prioritizing customer preferences

Customer-Relationship Management
CRMS -- Customer Relationship Management System
Complaint Resolution
Feedback
Guarantees
Corrective Action

The “GAPS” Approach to Service Design
Gap Analysis
The Differences between: desired levels of performance
actual levels of performance

Segmenting Customers and Markets
Distinguish customers or markets according to common characteristics

Strategic Supply Chain Alliances…
Between Customers and Suppliers
The competitive model
Sole Sourcing
Strategic Partnerships

Communicating with Customers
…the cost and confusion associated with trying to satisfy a diverse customer group
Customer Rationalization
Annuity relationship
Active data gathering
Passive data gathering

Actively Solicited Customer-Feedback approaches
Telephone Contact
Focus Groups
Customer Service Surveys

Customer Service Surveys
1. Identifying customer requirements
2. Developing and validating the instrument
3. Implementing the survey
4. Analyzing the...
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