Lesson - 2.2 - Voice of The Customer - Define - Phase PDF

Lean Six Sigma Green Belt Certification Course
Voice of the Customer

WHAT’S IN IT FOR ME
Identification of types of customers
VOC data collection methods and their

Use this space to Animate
See examples: importance
EXAMPLE 1
EXAMPLE 2
Explanation of the VOC table and its

analysis
SCENARIO
An IT Call Center has the goal to increase its customer satisfaction rating.
It is not likely that leaders would know WHAT to improve without knowing the issues that
customers are experiencing. Therefore, we must gather the customer’s needs or requirements.
Obtaining customer feedback, such as “I want the correct answer to my questions or issues”
and “I don’t want to be transferred around” could lead to a defined requirement of “get needed
information” which is measured by the number of transfers and service times.
Focusing on a metric that has a direct relationship with the customer’s definition of satisfaction
will have a significant impact on the customer satisfaction rating. This can only be accomplished
by obtaining the Voice of the Customer.
Lesson 2.2: Voice of the Customer
Topic 2.2.1: Customer Identification and Data
 Types of Customers
 Importance of Customer Feedback
 VOC Data Collection Methods Overview
IMPORTANCE OF CUSTOMERS
WHO IS A CUS TOMER
Decides to
purchase
Gets Customer
Pays
affected
Consumes
CUSTOMERS
T YPES OF CUS TOMERS
Internal Customers External Customers

CUSTOMERS
INTERN AL CUS TOMERS - DEFINITION
Internal customer – A person within the business system who is affected by the product or the
service while it is being developed
When the needs of the internal customers, especially the employees’ needs, are met, they are more
! likely to maintain higher standards of quality and improve the productivity of the product or service.
CUSTOMER
INTERN AL CUS TOMER - NEEDS
Internal Customer  Necessary tools, training, and

specific instructions
Provision of company
 newsletters, projects,
storyboards, etc.
Awards and Recognitions

CUSTOMER
INTERN AL CUS TOMER - IMPOR TANCE
Activities affect the next

process in the system
Internal Customer
Activities
Affects
directly
the quality
impact
of the end
the final
product
customer
CUSTOMERS
EXTERN AL CUS TOMERS - DEFINITION
External customers are not a part of an organization but are impacted by it. They are the source of
revenue for a business system.
External
Customers
End users
Intermediate
customers
Types
CUSTOMER FEEDBACK
IMPOR TANCE
Internal Customers
Undertake
Focus on
High level of job additional roles Improved team
High level of motivation delivering their
satisfaction and bonding
responsibilities
responsibilities
External Customers
Requirements Improved
Customer
Solution to problems Better product are effectively customer
satisfaction
met service
VOICE OF THE CUSTOMER (VOC)
PERCEIVED VALUE
Value is the output the customer expects versus the cost to achieve that expectation.
FUNCTION
VALUE = ----------------
COST
VOC DATA COLLECTION
DATA COLLECTION PLAN
WHY WHAT WHEN WHERE HOW WHO

VOC DATA COLLECTION PLAN SAMPLE
S TEPS IN THE VOC DATA COLLECTION PROCESS
Purpose of Data
Collection Exercise
• VOC Method
• Information Required
• Method of Analysis
• Date
• Time
• Frequency
• Which customers
• Location
• Data Collection
Method
• Description
Team members and their

responsibilities
DATA COLLECTION METHODS
REACTIVE VS PROACTIVE DATA SOURCES
Reactive Proactive
Data Data
Sources Warranty claims, Sources
Questionnaires,
product returns,
focus groups, and
customer
interviews
complaints
Information is
Information comes
gathered from the
whether action is
customer after
taken or not
contact is initiated
Requires targeted
Used to address
customer contact to
immediate needs of
obtain information
customers
related to the project
REACTIVE DATA SOURCES
CUS TOMER COMPLAINT VS. EXPEDITED SERVICE REQUES T
Dissatisfied Customer is
Customer in a hurry
Expedited
Customer Service
Complaint Request
Customer Customer
Product timelines to Timeline is
needs are
needs be not met
not well
improvement recalculated
identified
PROACTIVE DATA SOURCE - QUESTIONNAIRE
S TEPS IN THE PROCESS
Scope of the Define the Pick a Develop a

Compilation
survey survey group methodology questionnaire
 Time
Points to Scan
be  Budget and
covered Report
 Demography
ADVANTAGES AND DISADVANTAGES
 Advantages
• Low cost
• 70% – 90% high phone response rate
• Faster results
• Analysis of mail questionnaires requires few
trained resources

Disadvantages
Lack of clarity
• 20% – 30% mail response
• Phone surveys: interviewer may influence the
interviewee
TELEPHONE SURVEY v s. WEB SURVEY
General Survey Specific
Cost
  Clarification
Open-ended


Number of
respondents
 Data quality

More Time Analysis Time Less Time
SAMPLE SURVEY
FOCUS GROUP
S TEPS TO CONDUCT A FOCUS GROUP
Conducting
Preparatory stage Planning stage Compilation
Session
FOCUS GROUP
Conducting
Session
● Identify scope of
focus group
● Analyze the
problem that needs
to be addressed
FOCUS GROUP
Conducting
Session
● Finalize session,
venue, and time
● Arrange a means
for transcription
● Advertise session
details
● Arrange for
refreshments
FOCUS GROUP
Conducting
Session
● Facilitate
introductions
● State the agenda
and transcription
factor
● Record the session
● Retreat to an
observatory
FOCUS GROUP
Conducting
Session
● Study transcription
material
● Make notes about
key customer
needs and
requirements
FOCUS GROUP
ADVANTAGES OF A FOCUS GROUP
Advantages of a Focus  Interaction generates information

Group
 Provides in-depth responses
 Addresses more complex

questions or qualitative data
 Gets critical-to-quality definitions

FOCUS GROUP
DISADVANTAGES OF A FOCUS GROUP
Disadvantages of a Focus
 Learning is subjective
Group
 Data is qualitative
 Generates anecdotes and

incidents by individuals in the
group
PROACTIVE DATA SOURCE
INTERVIEW
 Interview is a technique of questioning and

probing an individual to gather information.
 It is informal.
 It encourages the interviewees to voice their
opinion.
 Individual interviews can be time
consuming.
PROACTIVE DATA SOURCE - INTERVIEW
PROCESS OF AN INTERVIEW
Introduction

Gather Compilation
and Greetings Feedback • After session,
• Greet in a friendly • Avoid taking notes make a list of
manner points
• Give complete
• Understand attention
interviewee’s • Gather information
background
PROACTIVE DATA SOURCE - INTERVIEW
ADVANTAGES AND DISADVANTAGES
Advantages Disadvantages
Time Consuming
Allows
visual aids
Wide range
of
information
Tackles
complex
questions
Requires a trained and

experienced
interviewer
VOC PROACTIVE DATA COLLECTION METHODS
DIFFERENT PROACTIVE METHODS
Telephone Web
Criteria / Factors Weightage Interview
Survey Survey
Respondents’ availability 12 8 8 6
Lead data 6 8 8 9
Cost involved 20 3 9 1
Time consumption (organization perspective) 5 5 10 1
Availability of time from customer (for the survey) 5 3 10 4
Response rate of the customer 15 7 5 8
Judging the quality of data 10 1 6 10
Clarification 3 7 0 10
Visualizing feature 2 0 10 10
Compiling and analyzing data 2 3 10 3
Resource requirement 10 1 10 1
Preparation time 5 7 1 9
Accessibility to customer 5 8 8 4
TOTAL 100 471 744 522
VOC QUESTIONS
TIPS FOR EFFECTIVE VOC QUES TIONS
Do not use
leading questions Ask specific and
or words direct questions
Give Mutually Ask one question

Exclusive Choices at a time
VOC QUESTIONS
TIPS FOR WRITING OR ASKING EFFECTIVE VOC QUES TIONS
Do not use

Should the government force you to pay higher taxes?

vs.
Should the government increase taxes?
VOC QUESTIONS
Do not use

What is your age?

0-10, 10-20, 20+
VOC QUESTIONS
Do not use

What do you like to do for fun?

The respondent can take this question in too many
different directions.
VOC QUESTIONS
Do not use

How likely are you to come back and tell a friend?

These are really two questions in one.
VOC QUESTIONS
SAMPLE REVIEW OF DATA COLLECTION QUES TIONS
Customer feedback sheet before review Customer feedback sheet after review
● Name: ● Name:
● Gender: Male/Female ● Gender: Male/Female
● Occupation: Student/Professional ● Occupation: Student/Professional/others (Please specify)
● Were sales executive supportive? Yes/No ● Rate sales executives on the below areas: (10 high–1 low)
● Was the product delivered on assured time? o Politeness
Yes/No o Ability to understand and identify problem
● Please rate overall experience between o Quick reply to queries
1 and 10 (1 lowest and 10 highest) o Overall
● Was the product delivered on assured time? Yes/No
● Please rate overall experience between 1 and 10 (1 lowest
and 10 highest)
VOC DATA COLLECTION METHODS
KEY ELEMENT S
Direct from
primary source
Effective Collected for

Instantaneous Data specific
purpose
Collection
Understanding ● Customer requirement is accurately

organizational
purpose ! defined with the collected data.
ADDITIONAL VOICE CONSIDERATIONS
OTHER VOICES
Voice of the Business Voice of the Process

Knowledge Check
KNOWLEDGE There are several methods and considerations to collect VOC data, but what is the
CHECK primary purpose of VOC data collection?
a. To satisfy the internal customer’s expectations of the product
b. Find out what the customer likes and does not like about the products
c. Identify the customers needs so we can translate them to CTQs
d. To satisfy the external customer’s expectations of the service

KNOWLEDGE There are several methods and considerations to collect VOC data, but what is the
CHECK primary purpose of VOC data collection?
a. To satisfy the internal customer’s expectations of the product
b. Find out what the customer likes and does not like about the products
c. Identify the customers needs so we can translate them to CTQs
d. To satisfy the external customer’s expectations of the service
The correct answer is c .

Explanation: The primary purpose of VOC data collection is to obtain as much information as necessary from
the customer to define Critical to Quality (CTQ) requirements.
KNOWLEDGE
CHECK When should a team use a telephone survey over a web survey?
a. Anytime
b. Target customer group is easily accessible over the Internet
c. A high response rate is needed
d. Time availability of customer is a concern

KNOWLEDGE
CHECK When should a team use a telephone survey over a web survey?
a. Anytime
b. Target customer group is easily accessible over the Internet
c. A high response rate is needed
d. Time availability of customer is a concern
The correct answer is c .

Explanation: A telephone survey has a higher response rate than web surveys so if that is only requirement by
the organization, the telephone survey method should be used.
Lesson 2.2: Voice of the Customer
Topic 2.2.2: Customer Requirements
 The VOC Table

 Defining Critical to Quality (CTQ)
 Quality Function Deployment (QFD)
VOC TABLE
SAMPLE AN ALYSIS OF VOC – AC PURCHASE
What the What the customer meant

Who is the
customer said What is the When is the Where is the How is the situation
customer Why is the need felt?
(VOC) need? need felt? need felt? handled now?
AC should be Quiet work During the work Uses a ceiling fan that
In the office To focus on work
silent environment day makes a lot of noise
AC should be During the work Weather is very hot in Uses a ceiling fan that is
Office Rep Good cooling In the office
efficient day May and June not so effective in summer
AC should be
Affordability N/A N/A Limited finances N/A
economic
CRITICAL-TO-QUALITY (CTQ) FACTOR
TRANSLATING VOC TO CTQ
VOC
Customer • High level,

Requirement vague, Non-
specific
Critical-To- • Specific
Quality Factor and
measurable
MAJOR ELEMENT S
Output characteristic
CRITICAL TO QUALITY (CTQ) FACTOR

Y Metric
Target
Specification or Tolerance limit

S TEPS TO DEVELOP CTQ TREE
Critical-to-Quality factors – Quality parameters set by the organization relating to the customers’ needs
CTQ tree – A diagram-based tool that helps develop and deliver quality products and services
Identify Identify
Identify Quality Performance
Critical Needs Drivers Requirements
CRITICAL-TO-QUALITY (CTQ) TREE
CTQ TREE EXAMPLE
CRITICAL-TO-QUALITY (CTQ)
TRANSLATION WORKSHEET EXAMPLE 1
Service/Quality Specific Needs Project Y Output:

VOC
Issues Statement Characteristic
Customer gets to
the correct person
I am always on Functionality: the first time
hold or Wants to talk to
transferred to the the right person Availability
next person immediately Add additional
items to the voice
menu

VOC
Customer
receives the bill
on the same date
I get invoices at Accuracy: every month Invoicing cycle
different times of Consistent
the month monthly bill time
Customer wants
the bill
consistently

VOC
Customer
receives
application on
I don’t receive the requested date
Time: Delivery Delivery cycle
application on
timeliness time
time
Customer wants
fast delivery
QUALITY FUNCTION DEPLOYMENT (QFD)
DEFINITION
Quality Function Deployment (QFD) – A process to understand the customers’ needs and translate them into a set
of design and manufacturing requirements while motivating businesses to focus on its customers
Areas where Areas where

Customer Organization’s most of the
requirements strengths and the focus
work is to be should be
weaknesses done
DEPLOYMENT
Quality function deployment involves four phases. The output of a phase is the input of the next phase.
Customer Input Output Technical

Product Planning
Requirements Requirements
Output Input
Key Parts
Product Design
Characteristics
Input Output
Key Process
Process Planning
Operations
Input
Process Control
Output
Establishing process control plans, maintenance

plans, training plans to control operations
SIX SECTIONS OF QFD
S TEP 1 – CUS TOMER REQUIREMENT S
S TEP 2 – PLANNING MATRIX
S TEP 3 – TECHNICAL REQUIREMENT S
S TEP 4 – INTER-RELATIONSHIPS MATRIX
S TEP 5 – ROOF
S TEP 6 – TARGET S
POS T-HOQ MATRIX
EXAMPLE
Quiz
QUIZ
Which VOC data collection method is the least costly?
1
a. Survey
b. Interview
c. Focus Group
d. VOC Table
QUIZ
Which VOC data collection method is the least costly?
1
a. Web Survey
b. Interview
c. Focus Group
d. VOC Table
The correct answer is. a.

Explanation: Implementing a web survey does not cost as much as an interview or focus
group.
QUIZ
Which of the following is NOT an element of a developed CTQ?
2
a. Metric
b. Target
c. Supplier characteristic
d. Specification limit
QUIZ
Which of the following is NOT an element of a developed CTQ?
2
a. Metric
b. Target
c. Supplier characteristic
d. Specification limit
The correct answer is. c.

Explanation: An output characteristic is needed and not a supplier characteristic.
QUIZ
How many phases are there in QFD?
3
a. 2
b. 3
c. 4
d. 5
QUIZ
How many phases are in Quality Function Deployment?
3
a. 2
b. 3
c. 4
d. 5
The correct answer is. c.

Explanation: There are four phases in the QFD. The four phases are product planning,
product design, process planning, and process control.
KEY TAKEAWAY
There are two types of customers – internal and

external. 1
The VOC is a technique to organize, analyze,

4 and profile the customer’s requirements.
Customer feedback is important for the success of

any project. 2
A CTQ tree is used to visually show the

5 relationship between the VOC needs, Drivers,
Requirements, and CTQ.
Data collection methods can be reactive or
proactive. 3
6 The QFD method is a 4-phase iterative process.

This concludes “Voice of the Customer.”
The next lesson is “Project Management Basics.”
THANK YOU

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Lean Six Sigma Green Belt Certification Course

Voice of the Customer

Identification of types of customers

VOC data collection methods and their

Explanation of the VOC table and its

Internal Customers External Customers

Internal Customer  Necessary tools, training, and

Awards and Recognitions

Activities affect the next

WHY WHAT WHEN WHERE HOW WHO

WHY WHAT WHEN WHERE HOW WHO

WHY WHAT WHEN WHERE HOW WHO

WHY WHAT WHEN WHERE HOW WHO

WHY WHAT WHEN WHERE HOW WHO

WHY WHAT WHEN WHERE HOW WHO

WHY WHAT WHEN WHERE HOW WHO

Team members and their

Scope of the Define the Pick a Develop a

General Survey Specific

Advantages of a Focus  Interaction generates information

 Provides in-depth responses

 Addresses more complex

 Gets critical-to-quality definitions

 Generates anecdotes and

 Interview is a technique of questioning and

Requires a trained and

Give Mutually Ask one question

Give Mutually Ask one question

Should the government force you to pay higher taxes?

Give Mutually Ask one question

What is your age?

Give Mutually Ask one question

What do you like to do for fun?

Give Mutually Ask one question

How likely are you to come back and tell a friend?

Effective Collected for

Understanding ● Customer requirement is accurately

Voice of the Business Voice of the Process

a. To satisfy the internal customer’s expectations of the product

c. Identify the customers needs so we can translate them to CTQs

d. To satisfy the external customer’s expectations of the service

a. To satisfy the internal customer’s expectations of the product

c. Identify the customers needs so we can translate them to CTQs

d. To satisfy the external customer’s expectations of the service

The correct answer is c .

b. Target customer group is easily accessible over the Internet

c. A high response rate is needed

d. Time availability of customer is a concern

b. Target customer group is easily accessible over the Internet

c. A high response rate is needed

d. Time availability of customer is a concern

The correct answer is c .

 The VOC Table

What the What the customer meant

Customer • High level,

CRITICAL TO QUALITY (CTQ) FACTOR

Specification or Tolerance limit

Service/Quality Specific Needs Project Y Output:

Service/Quality Specific Needs Project Y Output:

Service/Quality Specific Needs Project Y Output:

Areas where Areas where

Customer Input Output Technical

Establishing process control plans, maintenance