Voice Of The Customer (VOC)

Question 1

What is a focus group used for?

Answer 1

A formal method of obtaining customer feedback that uses 6-12 current or potential customers to participate in a structured discussion. This is to discover what features customers like and don’t like in a product.

Question 2

What is a warranty card and it’s purpose ?

Answer 2

A warranty card is a formal method of capturing basic information about customers who purchase a company’s products, but only if the customer completes and returns the card.

To learn about who is buying a product through voluntary submission.

Footnote:
By analyzing data from warranty cards, a company could identify patterns and use that information to develop products and promotions to appeal to specific customer segments.

Question 3

What does observation help to understand?

Answer 3

Some organizations use observers who watch and study customers using the product and collect information about customer behavior that can be used as input into design improvements.

Question 4

What is unsolicited feedback and what can it reveal?

Answer 4

Collecting information from Internet conversations such as user reviews and blog postings is an example because the organizations are not specifically requesting feedback through this mechanism.

To see what people are saying about their product and how it is used. The collected information can be used to improve their product.

Question 5

What is an informal tool for collecting customer data?

Answer 5

Unsolicited feedback from the internet such as blogs, reviews, etc.

Footnote:
The conversation of the two supervisors is an example of a listening post which is an informal mechanism for obtaining customer data.

Question 6

Why is customer feedback critical to an organization?

Answer 6

It drives continuous improvement.

Question 7

How does customer feedback help organizations?

Answer 7

It helps them measure customer satisfaction and make product or service improvements accordingly.

Question 8

What do customers generally assume about their feedback?

Answer 8

Customers assume that all feedback they share is taken seriously and shared with the right people.

Question 9

How might a manufacturer of computer hardware collect feedback?

Answer 9

They might use technology review websites or blogs as sources of feedback from experts who test the products and consumers who use the products.

Question 10

What types of content do experts and consumers post for feedback?

Answer 10

Experts may post articles describing their tests and the results, while consumers may post comments to articles or write blog postings describing their experience using the products.

Question 11

What is a survey and how is it used?

Answer 11

Surveys include specific questions that relate to the performance or characteristics of a product or service.

They can include open, ended questions to allow customers to describe their answers or they may be based on a rating scale.

Well developed surveys measure data about the customers attitude toward the organizations, products and services.

Footnote:
The method (in-person/electronic) effectiveness depends on the purpose of the survey.

Question 12

What are in-person surveys?

Answer 12

In-person surveys can be costly, but they can provide a better understanding of customer perceptions.

Question 13

What are listening posts and how are they used?

Answer 13

Listening posts capture customer feedback data in an informal way through conversations in person, on the phone, or online.

If there is no formal way to capture the feedback it can be lost.

Question 14

What is the Kano Model and who created it?

Answer 14

It relates product and service attributes to customer satisfaction. The more needs that are met, the higher the customer satisfaction.

Dr. Noriaki Kano created the Kano Model tool related to customer satisfaction.

Question 15

Describe the breakdown of the Kano model. What does the green, orange and blue lines represent?

Answer 15

The green line represents the ‘must-be’ characteristics in the product or service.

The orange line represents delighters, or qualities that the customer does not expect but may receive as a bonus.

The blue line represents how well an organization performs in meeting customer needs and expectations.

For example, when you buy a new car, you expect it to start, accelerate, and brake. The absence of any of these features will be a major dissatisfier.

For example, a new car owner might receive a free car wash at the dealership after the first maintenance visit for her new car.

Question 16

What are the three types of customer satisfaction according to Dr. Kano?

Answer 16

1. Expected quality or ‘must be’ characteristics
2. Desired quality or ‘nice to have’ characteristics
3. Excited quality or ‘delighters’

Question 17

What do the x and y-axis’ represent in the Kano model diagram?

Answer 17

X axis = Fulfillment of customer requirements.
Y axis = Customer satisfaction.

The axes represent the possible range of both measurements

Question 18

What is the purpose of analyzing feedback?

Answer 18

Feedback is analyzed and presented to decision makers to incorporate it into their decision-making process when developing strategies and operations plans.

Question 19

What are the benefits of a good relationship with customers?

Answer 19

A good relationship with customers can lead to better quality.

Question 20

What is a partnering strategy with internal customers?

Answer 20

A partnering strategy includes establishing internal customer requirements, aligning them with external requirements, maintaining documents, tracking performance, and setting improvement goals.

Question 21

Why is documenting requirements important at an organizational level?

Answer 21

Documenting requirements ensures that the organization complies with legal rules and regulations.

Question 22

What is an example of effective partnering strategies?

Answer 22

Organizations that request feedback from customers are more likely to develop strong customer loyalty and trust, especially when they use the feedback to improve products or services.

Question 23

What does Miranda do with the apples she buys?

Answer 23

Miranda buys 100 apples from her grandmother’s orchard and sells them at the local farmer’s market.

Miranda is a wholesale buyer.

Question 24

What type of buyer is Miranda?

Answer 24

Miranda is a wholesale buyer.

Wholesale buyers buy large quantities of what they expect to sell.

Question 25

Who benefits from a manufacturing company’s quality overhaul?

Answer 25

All stakeholders benefit from the realigned processes.

Company and customer because they both reap the benefits of the realigned processes.

Question 26

What is the key to an organization’s financial survival?

Answer 26

A happy and satisfied customer is the key to an organization’s financial survival.

Question 27

What are the benefits of customer satisfaction?

Answer 27

Satisfied customers offer lifetime value, increased purchases, referrals, and premium purchases.

Question 28

What is customer satisfaction?

Answer 28

Customer satisfaction is meeting or exceeding customer expectations.

Question 29

What expectations did Sue have when buying a mobile phone?

Answer 29

Sue required features such as Internet access, texting, a camera, and music, along with good performance in cellular connectivity and geographic coverage.