Organisation: International Management
Category: Customer Satisfaction Training
Description: SUMMARY
The notion that we should listen to “the voice of the customer” is well-meaning, but an insult to our intelligence. Everyone knows there is no such thing as the customer. This necessarily means there must be more than one voice to listen to. Yet we can make potentially fatal assumptions about (1) who “the customers” really are, (2) what questions to ask, (3) how to prioritize their answers and (4) how to define and measure success.
Consider the example of a top car company executive who listened to customers say they wanted more miles per tank of gas. Did this understanding lead to (a) improving fuel efficiency of engines, (b) innovation, (c) competitive advantage or (d) bigger gas tanks? This session shows how easy it is to confuse what you heard with what they said (not to mention what they want but didn’t say). The executive’s design team rushed to market with bigger gas tanks. Mistaking the literal voice of the customer with the untapped mind of the customer is tragically common.
Tools such as surveys, quality function deployment (QFD), the Kano model, ISO 9000, design for six sigma (DFSS) and others have been increasingly used to capture the voice of the customer. While they have all made contributions, NONE answer key questions every practitioner must answer. Naturally, this workshop provides those answers.
The firm that lost a $400 billion contract (that’s right, with a b), referenced in this presentation, is simply one more scenario of what can go wrong when interpreting customer priorities. On the other hand, examples from government, healthcare and such recognizable firms as Starbucks, Amazon.com, Southwest Airlines, Honda, Motorola and Google illustrate the growth potential possible by using the easy-to-understand but rigorous methodology described in this session.
You’ll improve satisfaction and strengthen your business by hearing all the right voices in surround sound. Participants work in teams to apply key concepts to their real work. This workshop will significantly improve your ability to:
Identify who your customers really are
Determine the number of voices you should be hearing
Avoid common survey failures
Ask the critical three questions that always uncover what customers want
Go beyond specifications and requirements to address unspoken customer priorities
Measure seemingly immeasurable expectations
Connect all this to customer satisfaction, business growth and energized employees
This humorous but high-content presentation interactively shows you how to uncover what customers care most about. Significantly strengthen your product design work, Six Sigma initiative, satisfaction surveys and other efforts aimed at business growth and competitive position. Customers often don’t tell you their highest priorities, yet they’ll hold you accountable for knowing and satisfying them.
Price: NA
Contact: International Management
Technologies, Inc.
6923 Honeysuckle Trail
Bradenton, Florida 34202
Email :
info@imtC3.com
Webmail :
http://www.imtc3.com
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