The Voice of the Customer (VoC)

The Voice of the Customer (VoC). This lecture explores how organizations listen, interpret, and act on customer feedback to achieve Total Quality Management (TQM). Course: Total Quality Management (TQM) Visual Placeholder: An icon showing a megaphone directed toward an ear, representing active listening..

[Audio] In this second slide of our presentation on Total Quality Management, we will discuss the importance of customer feedback and its role in organization's understanding of quality. To start, we will have a pre-lecture knowledge check to assess our current understanding. Question one is whether the statement "Quality is primarily defined by the engineering department based on product specifications" is true or false. For question two, we will consider the most common method companies use to listen to customers. As educators in Higher Education, it is essential for us to comprehend how companies perceive quality and feedback in order to effectively implement Total Quality Management in our organizations. This activity will offer valuable insights and set the foundation for our future discussions. Let's take this opportunity to reflect on our understanding and knowledge in this area. We will now proceed to our next slide..

[Audio] Today's lecture will focus on the significant role of customer feedback in achieving Total Quality Management. We will discuss the concept of the Voice of the Customer (VoC) and its relevance in achieving high-quality products and services. Our objective is to define and explain VoC and explore the various methods for capturing it. Furthermore, we will examine frameworks such as Garvin's 8 Dimensions, the Kano Model, and QFD, which can assist in analyzing and utilizing customer feedback to improve processes and services. To stay on track, please refer to the visual placeholder on slide number three, which outlines our learning objectives. These include defining and explaining VoC, identifying methods for capturing it, and analyzing relevant frameworks. So, let's begin our journey towards continuous improvement and delve into the world of Total Quality Management and the Voice of the Customer. By the end of this lecture, you will have a deeper understanding of the importance of customer feedback in achieving excellence in quality..

[Audio] In slide 4 out of 25, we will be discussing Garvin's Dimensions and the Kano Model. Garvin's Dimensions consists of eight quality dimensions that can be used to evaluate customer feedback, including performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. By considering these dimensions, we can better understand what customers value and use that information to improve our products or services. The Kano Model categorizes customer needs into three types: basic, performance, and excitement. By identifying which type of need a customer has, we can prioritize our efforts and focus on satisfying them. Additionally, we have various methods for capturing customer feedback, including active and passive listening tools. It's important to utilize both types to gain a well-rounded understanding of our customers' wants. We will also explore how quality function deployment (QFD) can help us translate customer feedback into design changes for our products or services. This ensures that we are meeting our customers' needs and desires in a tangible way. To further illustrate the importance of listening to the voice of the customer, we will look at a case study from Hewlett-Packard. As we continue discussing the role of the voice of the customer in total quality management, let's keep in mind these analytical models and methods for capturing and translating customer feedback. By utilizing these tools, we can truly listen to our customers and continuously improve our products and services..

[Audio] Our lecture today focuses on the importance of customer feedback in Total Quality Management. Specifically, we will be discussing the concept of Voice of the Customer (VoC) and how it helps us achieve TQM. VoC is a data-driven process that identifies the needs, expectations, and preferences of our customers, both stated and unstated. This involves actively listening to customer feedback and observing their behaviors. As Joseph M. Juran, a pioneer in TQM, stated, "control must start with the identification of customer quality requirements". VoC is essential in understanding and meeting the needs of our customers. A flowchart on the slide visually depicts the journey from 'Customer Needs' to 'Product Design', emphasizing the important link between what our customers want and what we offer. In conclusion, incorporating VoC into our processes is crucial for TQM and enables us to better understand and provide for our customers. Thank you for your attention, and please feel free to ask any questions at the end of the presentation..

[Audio] In today's lecture on Total Quality Management, we will be discussing the importance of listening to and acting on customer feedback to achieve TQM. This process, also known as Voice of the Customer (VoC), is the starting point of TQM and is crucial for continuous improvement and ensuring customer satisfaction. By gathering and analyzing customer feedback, we can gain valuable insight into their needs and expectations, which is then used to design products and services that meet and exceed their expectations. This leads to the first two stages of the PDCA cycle - planning and designing. The next stage is delivering the product or service to customers, where our plans are put into action to ensure that the product meets the desired specifications. The final stage of the cycle is measuring customer satisfaction and identifying any areas for improvement. Without a clear understanding of customer needs, the TQM process becomes ineffective. Therefore, listening to and acting on customer feedback is essential for achieving TQM and ensuring the highest level of customer satisfaction. In summary, the TQM process begins with customer feedback and involves listening, planning, delivering, and checking for continuous improvement. Thank you for your attention and let's now move on to our next slide, where we will discuss the PDCA cycle in more detail..

[Audio] In our lecture on Total Quality Management, we will now focus on the crucial aspect of listening and acting on customer feedback. This is essential for maintaining high standards of quality in any organization. Slide number 7 covers the various passive methods for collecting customer feedback. These methods involve using existing channels, such as comment cards, complaint lines, product return logs, and online reviews, to gather data. While these methods can be valuable, they are reactive and rely on customers initiating the feedback. To better understand passive methods, let's look at our visual representation on the screen - the customer feedback funnel. This funnel collects feedback from different channels and feeds it into a Voice of Customer (VoC) database, which is crucial for analyzing and utilizing feedback. It's important to recognize that while passive methods may not be as proactive, they still provide valuable insight into our customers' needs and experiences. By continuously analyzing this data, we can make necessary improvements to enhance our products and services, leading to greater customer satisfaction. In the upcoming discussion, we will cover more active methods for listening to customer feedback, but it's important to remember the significance of passive methods as well. Please take note of the information on slide number 7 for future reference. Let's continue learning about the impact of customer feedback in Total Quality Management..

[Audio] Slide 8: Active Listening Methods In this presentation, we will be discussing active listening methods and how they can greatly benefit organizations in improving their products and services. These methods are a crucial component of Total Quality Management, as they involve actively seeking and gathering customer feedback to understand their needs and preferences. One of the most common active listening methods is surveys, where questionnaires are distributed to a large sample of customers for their responses. Surveys are efficient for both small and large organizations, as they can gather a large amount of feedback in a short amount of time. Focus groups are also effective for gaining a deeper understanding of customer needs and preferences. By bringing together a small group of customers to discuss their thoughts and opinions, organizations can gather valuable insights for product and service improvement. Field observations, customer visits, and interviews are also important methods for active listening. These techniques allow organizations to observe how customers use their products in real settings, providing valuable context and empathy for design teams. This firsthand experience helps organizations better understand their customers' needs and make necessary improvements. In summary, active listening methods are crucial for achieving Total Quality Management. By proactively seeking and gathering customer feedback through surveys, focus groups, and field observations, organizations can improve their products and services to better meet customer needs and preferences. On the next slide, we will be discussing the visual placeholder that shows illustrations of interviews, focus groups, and surveys..

[Audio] This slide, number 9 out of 25, discusses the role of employee feedback as a source of Voice of Customer (VoC). Frontline employees have a crucial role in Total Quality Management (TQM) as they are often the first to witness customer issues and needs. This makes them an invaluable source of VoC. Organizations can formalize employee feedback through suggestion systems and quality circles to utilize this valuable resource. By incorporating employee feedback into the process, organizations can bridge the communication gap between customers, employees, and management. The diagram on this slide illustrates the flow of communication and the impact of employee feedback on improving customer understanding and satisfaction. It is important to recognize the significance of employee feedback in TQM. By considering their input, organizations can make necessary improvements and better meet customer needs. Moving on to the next slide, we will discuss the role of customer feedback in achieving TQM..

[Audio] In our presentation on Total Quality Management, we have discussed the concepts of continuous improvement and the role of leadership. Now, we will focus on listening to and acting on customer feedback, which is a crucial aspect of TQM. Customer satisfaction is vital for business success, and in order to achieve it, we must understand how customers perceive quality. This is where David Garvin's 8 Dimensions of Quality come in. According to Garvin, there are eight dimensions that define quality perception: performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. Let's examine each dimension in detail. Performance is the main reason why customers purchase a product or service. Features, such as customization options or special packaging, enhance its functionality and add value for the customer. Reliability is essential for customer satisfaction, as it refers to consistent performance over time and under different conditions. Conformance is the degree to which a product or service meets established standards and specifications, ensuring consistency and meeting customer expectations. Durability, or the expected lifespan of a product, can also impact a customer's perception of quality. Serviceability, which refers to a product's ease of maintenance and repair, is greatly valued by customers. The aesthetics of a product, including design, color, and packaging, is another important dimension. Finally, perceived quality is how customers overall perceive a product or service, often influenced by their expectations and previous experiences with the brand. To help visualize these dimensions, we have included a visual placeholder on this slide - an 8-segment wheel diagram representing Garvin's 8 Dimensions of Quality..

[Audio] We will continue our discussion on Total Quality Management and its role in achieving customer satisfaction. Gathering and acting on customer feedback is crucial in providing the best products and services. We will be applying Garvin's Dimensions to a real-life example - the smartphone industry. These dimensions include Performance, Features, Reliability, Aesthetics, and Perceived Quality. On slide number 11, we see a visual representation of a smartphone with labels for each dimension. Let's break down each dimension and how they pertain to the smartphone industry. Performance refers to the processor speed and camera clarity, important for users who prioritize functionality. Features like biometric unlocking and wireless charging can add value and differentiate a smartphone in the market. Reliability is essential for consistent operation, especially for everyday tasks. Aesthetics, such as design, can attract customers and create a positive first impression. Perceived Quality is based on brand trust, evident in the comparison of brands like Apple and Samsung. Different users may have different perceptions based on brand loyalty. It is crucial for companies to gather and analyze customer feedback to meet the needs and expectations of their target market. Garvin's Dimensions are highly relevant to the smartphone industry and emphasize the significance of Total Quality Management in satisfying customers. Remember to consider these dimensions as we continue our discussion..

[Audio] Today, we will be discussing slide number 12, which focuses on the Kano Model and its significance in understanding and responding to customer feedback. The Kano Model is a framework that groups customer needs into three categories: Basic, Performance, and Excitement. These categories help us understand how customer satisfaction is affected by the fulfillment of their needs. Let's take a closer look at each of these categories. Firstly, the Basic needs refer to the minimum requirements that a customer expects from a product or service. Meeting these needs prevents dissatisfaction and ensures that the customer is not left feeling unsatisfied. Next, the Performance needs go beyond the basic requirements and create a sense of satisfaction for the customer. Fulfilling these needs results in a happy and satisfied customer. Lastly, the Excitement needs are unexpected and innovative features that exceed the customer's expectations and bring a sense of delight. Fulfilling these needs can lead to customer loyalty and advocacy. The Kano Model also explains the relationship between satisfaction and fulfillment. As shown on the slide, the Kano curve graph demonstrates that as fulfillment increases, customer satisfaction also increases. However, it is important to note that fulfilling Excitement needs has a greater impact on customer satisfaction compared to fulfilling Basic and Performance needs. So why is the Kano Model important? It helps us prioritize and understand customer needs, allowing us to focus on features and aspects that will have the greatest impact on customer satisfaction. By listening to and acting on customer feedback, we can use the Kano Model to enhance our products and services and achieve Total Quality Management. In conclusion, the Kano Model is a valuable tool in meeting and satisfying customer needs. By categorizing needs into Basic, Performance, and Excitement, it enables us to identify and prioritize the features that will result in customer satisfaction. Thank you for your attention and I look forward to discussing the next slide with you..

[Audio] Our discussion on Total Quality Management now shifts to the Kano Model and the concept of basic needs. These are the implicit expectations customers have for a product or service, without having to explicitly request for them. Examples of basic needs include safety features in cars and Wi-Fi in a café. When these needs are not met, it can result in strong dissatisfaction. However, their presence alone does not necessarily lead to increased satisfaction. To better understand the impact of basic needs on customer satisfaction, let's refer to a table that compares their reaction when these needs are met versus when they are not. It is essential to not only meet, but also anticipate and exceed our customers' basic needs in order to achieve Total Quality Management. By doing so, we can secure their satisfaction and loyalty to our products and services. As we move forward, let us remember the significance of basic needs in the Kano Model and its crucial role in our journey towards Total Quality Management..

[Audio] Slide number 14 out of 25 discusses "Performance Needs." This section emphasizes the significance of considering and responding to customer feedback in order to achieve Total Quality Management. Customer satisfaction consists of two types of needs: explicit and implicit. Implicit needs are expectations that customers may not explicitly state, but still expect from a product or service. On the other hand, explicit needs are clearly defined requirements that customers expect us to fulfill. This section will focus on performance needs, which fall under the category of explicit needs. These are specific and measurable demands that customers expect us to meet. Examples of performance needs include fuel efficiency, battery life, and speed of service. It is vital for our company to actively listen to our customers and understand their performance needs. This requires consistently gathering and analyzing feedback to identify areas for improvement and meeting their expectations. This approach can lead to increased customer satisfaction and a strong reputation for providing high-quality products and services. It is worth noting that performance satisfaction increases in line with performance delivery. This means that the more we fulfill and exceed our customers' performance needs, the more satisfied they will be. This is illustrated in the visual placeholder on the slide, depicting a linear graph of satisfaction. In conclusion, performance needs are a crucial aspect of customer satisfaction and should not be disregarded. By actively listening to and responding to customer feedback, we can ensure that we are meeting their explicit requirements and continuously enhancing our performance. This ultimately leads to achieving Total Quality Management and establishing a strong and loyal customer base..

[Audio] Slide number 15 highlights excitement needs, also known as delighters. These are unexpected features that pleasantly surprise customers and contribute to their overall satisfaction. In Total Quality Management, it is essential to not only receive customer feedback, but to also take action on it. One effective way to do so is by incorporating excitement needs into your products or services. These can include complimentary upgrades, innovative design elements, or any other unexpected gestures that go beyond expectations. While the absence of delighters may not necessarily lead to dissatisfaction, their presence can greatly enhance the customer experience. To better grasp this concept, let's look at the visual placeholder on the slide. This collage showcases various examples of delighters, such as a complimentary dessert, an innovative tech feature, and a surprise gesture. These are just a few ways in which companies have successfully incorporated excitement needs, resulting in increased customer loyalty and advocacy. Therefore, in order to achieve Total Quality Management, it is vital to not overlook the importance of incorporating delighters into your products or services. By doing so, you can exceed customer expectations, build loyalty, and ultimately contribute to the success of your organization. Let's now move on to the next slide..

[Audio] In our discussion on Total Quality Management, we will now address the role of customer feedback in achieving overall success. It is widely known that customer expectations are constantly changing and in order to maintain a competitive advantage, we must adapt to these changes. As Professor Noriaki Kano reminds us, what was once considered a delightful surprise for customers can quickly become the norm. This emphasizes the need for businesses to continuously innovate and stay ahead of customer adaptation. To better understand this evolution, let's examine a visual placeholder on our timeline that demonstrates how innovation transforms into expectation over time. It is evident that what was once a unique and desirable feature in the past is now viewed as a basic expectation by our customers. This serves as a reminder that we must consistently strive to surpass customer expectations and consistently deliver a high level of quality in our products and services. In today's competitive market, customer feedback is more crucial than ever. It enables us to identify areas for improvement and adjust to evolving customer needs. By actively listening to our customers and taking action based on their feedback, we can ensure that our business is meeting and exceeding their expectations. As we continue our discussion, it is important to keep in mind the significance of customer feedback and the role it plays in the success of Total Quality Management. Thank you for your attention and I look forward to exploring other essential aspects of TQM with you in the remaining slides..

[Audio] Today, we will discuss the importance of actively listening to and utilizing customer feedback in achieving Total Quality Management. Total Quality Management focuses on constantly improving and meeting the needs of customers. One key aspect of this is Quality Function Deployment (QFD), which is a process that translates qualitative customer input into quantitative engineering requirements. QFD bridges the gap between marketing insights and technical design to ensure that every design specification meets a verified customer requirement. This process helps us understand and meet our customers' needs and expectations, which is crucial in achieving total quality. To better understand the process, let's take a look at the flowchart on the slide. The process starts with gathering feedback from our customers, known as the Voice of Customer. Then, we use this feedback to guide and inform our product design. Finally, we use Quality Metrics to measure and ensure that our final product meets the customer's requirements. By following this process, we can design our product with the customer in mind and build a strong relationship with them. As future professionals, it is important to understand the role of QFD in achieving Total Quality Management. So, as you continue in your studies and future careers, remember the importance of actively listening to and utilizing customer feedback, and using the QFD process to continuously improve and meet their needs. Let's move on to our next slide..

[Audio] Today, we will discuss the importance of listening to and acting upon customer feedback in order to achieve Total Quality Management. Specifically, we will focus on the House of Quality, a structured matrix that organizes customer requirements and technical descriptors. This helps us understand the relationships and trade-offs between customer satisfaction and design features. The House of Quality is comprised of different labeled parts, each playing a vital role in understanding and prioritizing customer needs. The first part is the customer requirements or "Whats," which are the specific needs and expectations of our customers. It is essential for us to listen and understand these requirements in order to fulfill them. The second part is the technical descriptors or "Hows," which are the design elements needed to meet customer requirements. Careful consideration of these elements is crucial, as they directly impact customer satisfaction. By using the House of Quality, we can identify the most critical features and prioritize them based on customer needs. In conclusion, the House of Quality is a powerful tool in achieving Total Quality Management by helping us understand and prioritize customer feedback. Let's continue to utilize this tool in our pursuit of providing excellent products and services to our valued customers..

[Audio] Today, we will be discussing the significant role of customer feedback in achieving the highest level of quality in our products and services, specifically through the use of Quality Function Deployment (QFD). This method allows us to map customer needs to technical parameters and prioritize design aspects for maximum customer satisfaction. Let's look at an example of how we can apply QFD in designing a smartphone battery. By quantifying the relationships between customer needs and technical parameters, we can prioritize design aspects for the best results. This is clearly demonstrated in our QFD table, showing the organization and understanding of customer needs. Utilizing QFD is a key aspect of Total Quality Management, enabling us to make informed decisions for the greatest customer satisfaction. Thank you for your attention and let's move on to the next slide..

[Audio] Today, we will be discussing the role of customer feedback in achieving Total Quality Management. We are currently on slide number 20 out of 25 and the topic for today is "Hewlett-Packard's Application of VoC". Customer satisfaction is a key factor in any organization's success and it is crucial to listen to and act on customer feedback. VoC, or Voice of the Customer, is a method that helps organizations better understand their customers' needs and preferences. Hewlett-Packard, a multinational technology company, implemented VoC methods through Quality Function Deployment (QFD) and Customer Quality Engineers. These engineers served as mediators between their clients and research and development teams, working closely with customers to co-develop solutions. This ensured a high alignment between product performance and user expectations. A visual placeholder on this slide provides a summary of the case study, showcasing how HP used customer feedback to design their products. This not only improved the overall quality of their products, but also built a strong and loyal customer base. In conclusion, Hewlett-Packard's successful application of VoC serves as a great example of the value of customer feedback in achieving Total Quality Management. Thank you for listening and please feel free to ask any questions during our Q&A session..

[Audio] Today's lecture is on Total Quality Management. We are on slide 21 out of 25, discussing pitfalls in collecting and using Voice of Customer data. The first pitfall is only listening to vocal customers. It is important to gather feedback from a diverse group of customers to have a balanced understanding of their needs. The second pitfall is assuming customer desires without verification. Customer feedback is essential in truly understanding their needs. The third pitfall is collecting data but not taking action on it. It is crucial to address issues and make improvements based on customer input. Lastly, siloing Voice of Customer data by department leads to a disjointed approach. To avoid these pitfalls, a systematic feedback sharing and refinement cycle is necessary. This allows all departments to have a holistic view and work together towards improvement. Each pitfall is represented by a warning icon, highlighting their importance. In conclusion, acting on customer feedback is vital for Total Quality Management. By avoiding these pitfalls and implementing a systematic approach, organizations can improve their products and services, leading to increased satisfaction and loyalty..

[Audio] As we approach the end of our presentation on Total Quality Management, it is important to understand the role of customer feedback in achieving total quality. The phrase "the customer is always right" is not simply a saying, but a fundamental principle of total quality management. The satisfaction and loyalty of our customers is vital for the success of our products and services. To truly listen to the voice of the customer, we must follow a specific cycle consisting of four steps: capture, analyze, translate, and implement. By continuously reviewing and improving upon these steps, we can ensure that the customer's needs and preferences are a top priority in the development of our products and services. The circular loop diagram on this slide illustrates the continuous nature of the VoC process. By capturing and analyzing customer feedback, translating it into actionable improvements, and implementing these changes, we can continually review and enhance our offerings with the customer in mind. This journey is essential for maintaining high levels of customer satisfaction and loyalty. By consistently listening to and acting on customer feedback, we can ensure that our products and services meet their needs and expectations, resulting in increased satisfaction and loyalty and ultimately driving the success of our organization. In conclusion, the VoC journey is a crucial aspect of achieving total quality management. By following this cycle, we can continuously improve and deliver products and services that satisfy our customers. Let's now move on to our final slide where we will discuss the key takeaways from this presentation..

[Audio] We have now reached slide number 23 of our presentation on the significance of listening to and addressing customer feedback for Total Quality Management. In this segment, we will discuss the key takeaways from our discussion on the Voice of Customer (VoC). VoC is the foundation of TQM and plays a crucial role in informing planning, design, and continuous improvement efforts. In order to effectively listen to our customers, we must utilize various methods such as directly interacting with them and using analytical models like Kano and QFD. These models help interpret and operationalize the feedback received from customers. The slide includes a visual placeholder summarizing the VoC ecosystem, providing a clear overview of its important components and how they work together to understand our customers. In conclusion, the key takeaway is that VoC is crucial for achieving TQM and should not be overlooked. By combining effective listening techniques and utilizing analytical models, we can gain valuable insights from our customers to continuously improve our products and services. Let's now move on to our final segment..

[Audio] Slide 24 presents the post-lecture assessment, focusing on the Kano Model and how to prioritize customer requirements. This exercise involves classifying features of a food delivery app into three categories: Basic, Performance, and Excitement. The first feature, "Food arrives hot," is a basic necessity and should be a top priority. The second, "Real-time GPS tracking," falls under the Performance category and greatly enhances the customer experience. The third, "Free dessert," falls under the Excitement category and can enhance overall satisfaction, but should not be prioritized over Basic and Performance features. This exercise allows us to better understand the needs and wants of our customers and effectively prioritize them. It serves as a practical application of the Kano Model and helps us continuously improve to meet the demands of our customers. Through this presentation, we have learned the importance of customer feedback in achieving Total Quality Management..

[Audio] We have reached the final slide of our presentation on the significance of customer feedback in attaining Total Quality Management. Prior to concluding, we would like to address the next steps and leave you with a purpose to contemplate. Slide number 25 urges us to observe customer interactions and identify their needs, whether they are explicitly stated or not. This is a crucial step in comprehending the Voice of the Customer. As previously discussed, the Voice of the Customer is essential for continuous improvement and achieving total quality in our businesses. As we observe and identify these needs, we must also reflect on how businesses capture and respond to this voice in real time. Merely listening to our customers is not enough; we must also take action and respond to their feedback promptly. This ensures that we are continuously learning and enhancing our services to meet their needs and expectations. The feedback loop diagram, representing continuous learning, is a visual placeholder. It is important to note that the feedback loop is not a one-time process; it is a continuous cycle of listening, analyzing, and responding to our customers' needs. By doing so, we are able to provide the best possible service and achieve total quality management. As we conclude our presentation, we would like to express our gratitude for your attention and participation. We hope that you have gained valuable insights and a better understanding of the significance of customer feedback in achieving total quality. We leave you with the mission to observe and reflect on the Voice of the Customer in your daily interactions and evaluate how businesses capture and respond to it in real time. Thank you and have a great day..