Académique Documents
Professionnel Documents
Culture Documents
Focusing on
Customers
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 1
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 2
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.
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 3
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 4
American Customer
Satisfaction Index
Measures customer satisfaction at a national
level
Introduced in 1994 by University of Michigan
and American Society for Quality
Index continually declined from 1994 through
1997 with small improvements into 2004,
when it declined again, suggesting that
quality improvements have not kept pace
with consumer expectations
www.theacsi.org
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 5
ACSI Model of Customer
Satisfaction
Perceived Customer
quality complaints
Perceived Customer
value satisfaction
Customer
expectations Customer
loyalty
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 6
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 7
Customer-Driven Quality Cycle
Customer needs and expectations
(expected quality)
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 9
Leading Practices (1 of 2)
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 10
Leading Practices (2 of 2)
Build relationships through commitments,
provide accessibility to people and
information, set service standards, and
follow-up on transactions
Develop effective complaint management
processes
Measure customer satisfaction for
improvement
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 11
Key Customer Groups
Organization level
consumers
external customers
employees
society
Process level
internal customer units or groups
Performer level
individual internal customers
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 12
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?
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 13
AT&T Customer-Supplier
Model
Requirements Requirements
and feedback and feedback
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 14
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 15
Customer Segmentation
Demographics
Geography
Volumes
Profit potential
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 16
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 17
Key Dimensions of Manufacturing
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
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 18
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
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 19
Kano Model of Customer
Needs
Dissatisfiers:expected
requirements that cause
dissatisfaction if not present
Satisfiers: expressed requirements
Exciters/delighters: unexpected
features
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 20
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 21
Customer Listening Posts
Comment cards and formal surveys
Focus groups
Direct customer contact
Field intelligence
Complaint analysis
Internet monitoring
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 22
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 23
Tools for Classifying Customer
Requirements
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 24
Using Customer Information
Link customer needs and expectations
to design, production, and service
delivery processes
Empower employees to listen and take
appropriate action to meet customer
needs
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 25
Key Idea
An organization builds customer loyalty
by developing trust, communicating with
customers, and effectively managing the
interactions and relationships with
customers through approaches and its
people. Companies must carefully select
customer contact employees, train them
well, and empower them to meet and
exceed customer expectations.
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 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
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 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
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 28
Importance of Complaint
Management
The average company never hears from
96 percent of its unhappy customers
Of the customers who make a
complaint, more than half will do future
business if the complaint is resolved
The average customer who has had a
problem will tell 9 or 10 others.
Dissatisfied customers increasingly post
their feelings on the Web
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 29
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 30
Measuring Customer
Satisfaction
Discover customer perceptions of
business effectiveness
Compare companys performance
relative to competitors
Identify areas for improvement
Track trends to determine if changes
result in improvements
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 31
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 32
Survey Design
Identifypurpose
Determine who should conduct the
survey
Select the appropriate survey
instrument
Design questions and response scales
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 33
Key Idea
The types of questions to ask in a survey
must be properly worded to achieve
actionable results. 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.
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 34
Analyzing Feedback: Performance
- Importance Analysis
Performance
Low High
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 35
Key Idea
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 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
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 37
Customer Perceived Value
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 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
MANAGING FOR QUALITY AND PERFORMANCE EXCELLENCE, 7e, 2008 Thomson Higher Education Publishing 39