4.pdf - Customer Types Internal Customers The notion of an...

This preview shows page 1 - 16 out of 72 pages.

Customer Types Internal Customers The notion of an internal customer was popularized by Joseph Juran External Customers Intermediate Customer Ultimate Customer Consumer
Image of page 1

Subscribe to view the full document.

Customer Segmentation Dividing customers into groups to meet specific demands of specific groups: Examples: Location, Buying habits, gender, language, local customs, education, past purchases Why segment? Focus based on specific needs Provide better service Price differentiation Prioritize product development, marketing etc.
Image of page 2
Customer Segmentation Tools: Sorting (Male/Female, Married/Unmarried) Complex tools: Cluster analysis Factor analysis Multiple regression analysis
Image of page 3

Subscribe to view the full document.

Customer Data Collection Surveys Listen to your customers Mail, Phone, Web surveys Feedback Focus Groups A group of people are asked about their perceptions, opinions, beliefs, and attitudes. Interviews / Meetings Observations
Image of page 4
Survey What is the goal of the survey? Clarity of questions Unambiguous Scale of 1 to 10 Historical relevance (to compare year to year change) Open ended questions Review the survey Send the survey to target audience Analyze
Image of page 5

Subscribe to view the full document.

Focus Group A group of people are asked about their perceptions, opinions, beliefs, and attitudes. Generally 6-10 people having open discussion with skilled moderator.
Image of page 6
Focus Group Engagement questions Start discussion to make participants comfortable with the process. Exploration questions Main questions Exit question Anything else members want to add
Image of page 7

Subscribe to view the full document.

Data Validity and Reliability Validity Data being recorded is what it was intended to be? How closely do the results correspond to the true state of the thing being measured? – False positive or negative Reliability Method of data collection leads to consistent results. Does the sample of customer surveyed represent the customer base?
Image of page 8
Customer Needs and Requirements Data collected using Surveys, Focus Groups, Interviews / Meetings, Observations What customer needs? E.g. – Comprehensive, quizzes, interesting and practical
Image of page 9

Subscribe to view the full document.

Tools/Concepts Voice of Customer Critical to X (CTX) Critical to Quality (CTQ) Quality Function Deployment (QFD) SIPOC Kano Model
Image of page 10
Voice of Customer (VoC) Voice of the customer (VOC) is a term used to describe the in-depth process of capturing a customer's expectations, preferences and aversions. (stated and unstated)
Image of page 11

Subscribe to view the full document.

Critical to X (CTX) Here X can be: Quality Safety Cost Etc.
Image of page 12