tailieunhanh - Six Sigma Projects and Personal Experiences Part 5

Tham khảo tài liệu 'six sigma projects and personal experiences part 5', kỹ thuật - công nghệ, cơ khí - chế tạo máy phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Quality Function Deployment in Continuous Improvement 51 Understanding Customer Choice Decisions The Voice of the Customer One of the essential strategies for successful functioning of any organization is delivering superior service or product quality to their customers. Understanding what exactly the customer s needs and wants voice of the customer are is a key criterion in total quality management Griffin and Hauser 1991 . The first step towards understanding customer needs is to identify attributes and customer consequences. Attributes are defined as the physical or abstract characteristics of a service or product. They are objective measurable and reflect the provider s perspective. Consequences are a result of using attributes basically an end result in what a customer gets from using a service or product. Customers judge services and products based on their consequences not their attributes. In other words customers judge a service or product on its outcome or affect of use on them. A service or product has many attributes and each may have more than one consequence Fisher and Schutta 2003 . To gather the VOC a cross-functional team must conduct focus groups or interviews with a select group of potential existing or past customers and ask them what is important to them in the service or product being offered. Why is asked numerous times until the respondent responds with the same answer each time. This is the fundamental customer consequence that the customer wants from using the service or product. These responses are grouped using an affinity diagram and used to develop a meaningful survey questionnaire that captures all things important to the customers. To ensure that the appropriate number of responses is gathered 90 a standard sample size calculation can be performed. Development of Customer Consequences During the survey the respondents are asked to evaluate the particular product or service provider on each customer consequence on a standard 5 point .