Voice of the Customer

Voice of the Customer

Authors: Kai Yang

Published: October 2007

eISBN: 9780071593410 0071593411 | ISBN: 9780071465441

Contents

Chapter 1. Value, Innovation, and the Voice of the Customer

1.1 Defining Customer Value

1.2 Innovation Roadmap

1.3 Voice of the Customer: Mining for the Gold

1.4 Overview of This Book

Chapter 2. The Product Development Process

2.1 Defining Product Cost and Development

2.1.1 Product Development Process Flowchart

2.2 The Product Development Process–End to End

2.2.1 Opportunity Identification and Idea Generation: Stage 0

2.2.2 Customer and Business Requirement Study: Stage 1

2.2.3 Concept Development: Stage 2

2.2.4 Product Design and Prototype: Stage 3

2.3 The Nature of Product Development: Information and Knowledge Creation

2.3.1 Axiomatic Design

2.3.2 Design as an Information Production Factory

2.3.3 Information and Knowledge Mining

2.3.4 Information Transformation

2.3.5 Information and Knowledge Creation

2.3.6 The Ideal Product Development Process

2.4 Customer-Value–Based Lean Product Development Process

2.4.1 Lean Operation Principles

2.4.2 Waste Elimination in Process

2.4.3 Value-Stream Mapping

2.4.4 One-Piece Flow

2.4.5 Pull-Based Production

2.4.6 Lean Principles for Product Development

2.4.7 Mining the Voice of the Customer to Capture Value

2.4.8 Maximizing Technical Competence

2.4.9 Front-Loading the Product Development Process

2.4.10 Optimizing Information Transformation and Flow

2.4.11 Creating a Lean Product

Chapter 3. Customer Value and the Voice of the Customer

3.1 Customer Value and Its Elements

3.1.1 Value and Other Commonly Used Metrics

3.1.2 The Versatility and Dynamics of Value

3.2 Customer Value Analysis

3.2.1 Market-Perceived Quality Profile

3.2.2 Market-Perceived Price Profile

3.2.3 Customer Value Map

3.2.4 Competitive Customer Value Analysis

3.3 Customer Value Deployment

3.4 Evolution of Customer Values—Blue Ocean Strategy

3.4.1 Formulating a Blue Ocean Strategy

3.5 Customer Value and the Voice of the Customer

3.6 Capturing the Voice of the Customer

3.6.1 Plan for Capturing the Voice of the Customer

Chapter 4. Customer Survey Design, Administration, and Analysis

4.1 Customer Survey Types

4.1.1 Mail-Out Surveys

4.1.2 In-Person Interviews

4.1.3 Telephone Surveys

4.1.4 Other Methods of Gathering Information

4.2 Stages of the Customer Survey

4.2.1 Stage 1: Establish Goals and Objectives of the Survey

4.2.2 Stage 2: Set the Survey Schedule and Budget

4.2.3 Stage 3: Establish an Information Base

4.2.4 Stage 4: Determine the Population and Sampling Frame

4.2.5 Stage 5: Determine Sample Size and Selection Procedure

4.2.6 Stage 6: Design the Survey Instrument

4.2.7 Stage 7: Pretest the Survey Instrument

4.2.8 Stage 8: Select and Train Survey Interviewers

4.2.9 Stage 9: Implement the Survey

4.2.10 Stage 10: Analyze the Data and Report

4.3 Survey Instrument Design

4.3.1 Close-Ended Questions

4.3.2 Open-Ended Questions

4.3.3 The Wording of Survey Questions

4.3.4 Order of Questions in Surveys

4.3.5 Questionnaire Length

4.4 Administering the Survey

4.4.1 Administering Mail-Out Surveys

4.4.2 Administering Telephone Surveys

4.4.3 Administering In-Person Surveys

4.5 Survey Sampling Method and Sample Size

4.5.1 Population and Sampling Frame

4.5.2 Sampling Methods

4.5.3 Sample Size Determination

4.6 Internet Surveys

4.6.1 Drawing People to the Internet-Based Survey

4.6.2 Administering a Survey on the Internet

4.6.3 Comparing Paper-Based Surveys with Internet Surveys

Chapter 5. Proactive Customer Information Gathering—Ethnographic Methods

5.1 What Are Ethnographic Methods?

5.1.1 Frequently Used Ethnographic Methods

5.1.2 Data Recording Methods

5.1.3 Types of Ethnographic Research Used in Product Development

5.1.4 Key Winning Factors for Ethnographic Methods

5.2 Ethnographic Research Project Planning

5.2.1 Determining Research Objectives

5.2.2 Recruiting Informants

5.2.3 Selecting Research and Data Collection Methods

5.2.4 Developing the Ethnographic Research Team and Ground Rules

5.3 Ethnographic Project Execution

5.3.1 Ethnographic Interviews and Documentation

5.3.2 Ethnographic Observations in Shops

5.3.3 Ethnographic Observations in Product Usage Processes

5.3.4 Ethnographic Studies of Customer Cultures

Chapter 6. VOC Data Processing

6.1 Types of VOC Data

6.2 Analyzing VOC Data

6.2.1 Methods of Analyzing VOC Data

6.2.2 Affinity Diagram—KJ Method

6.3 Quantitative VOC Data Analysis

6.4 Critical-to-Quality Characteristics (CTQ)

Chapter 7. Quality Function Deployment (QFD)

7.1 History of QFD

7.2 QFD Benefits, Requirements, and Practicalities

7.3 QFD Methodology Overview

7.3.1 Customer Attributes (WHATs)

7.3.2 CTSs (HOWs)

7.3.3 Relationship Matrix

7.3.4 Importance Ratings

7.3.5 Planning Matrix

7.3.6 CTS Correlation (HOWs Correlation)

7.3.7 Targets and Limits (HOW MUCH)

7.3.8 Competitive Benchmarks

7.4 Kano Model of Quality

7.5 QFD Analysis

7.6 Example 7.1 Information System Design

7.6.1 Ranking Customer Input

7.6.2 Ranking the Functional Requirements

7.7 QFD Case Study 1: Global Commercial Process Design

7.7.1 QFD Steps

7.7.2 The HOWs Importance Calculation

7.7.3 Phase I QFD Diagnostics

7.8 QFD Case Study 2: Yaesu Book Center

7.8.1 Determine Customer Attributes (WHATs)

7.8.2 Determine Quality Characteristics (HOWs)

7.8.3 Assign Degree of Importance to Customer Attributes

7.8.4 Determine Operations Items

7.8.5 Two-Phase QFD Analysis for Yaesu Book Center

Chapter 8. Customer Value Creation by Brand Development

8.1 The Anatomy of Brands

8.1.1 People’s Buying Behavior and Brands

8.1.2 Brand Identity

8.1.3 Brand Equity

8.2 Brand Development

8.2.1 Key Factors in Brand Development

8.2.2 The Brand Development Process

8.2.3 Strategic Brand Analysis

8.2.4 Brand Strategy Development

8.2.5 Brand Implementation

8.2.6 Brand Evaluation

Chapter 9. Value Engineering

9.1 An Overview of Value Engineering

9.1.1 Collecting Information and Creating Design Alternatives

9.1.2 Evaluating, Planning, Reporting, and Implementing

9.1.3 The Job Plan

9.2 Information Phase

9.2.1 Information Development

9.2.2 Function Determination

9.2.3 Function Analysis and Evaluation

9.3 Creative Phase

9.3.1 Brainstorming

9.4 Evaluation Phase

9.4.1 Relatively Simple Evaluations

9.4.2 More Complex Evaluations

9.4.3 Selection and Screening Techniques

9.5 Planning Phase

9.6 Reporting Phase

9.7 Implementation Phase

9.7.1 Setting a Goal

9.7.2 Develop An Implementation Plan

9.8 Automobile Dealership Construction (Park 1999)

9.9 Engineering Department Organization Analysis (Park 1999)

Chapter 10. Customer Value Creation Through Creative Design (TRIZ)

10.1 Theory of Inventive Problem Solving (TRIZ)

10.1.1 What Is TRIZ?

10.2 TRIZ Fundamentals

10.2.1 Function Modeling and Analysis

10.2.2 Use of Resources

10.2.3 Ideality

10.2.4 Contradictions

10.2.5 Evolution

10.3 The TRIZ Problem-Solving Process

10.3.1 Problem Definition

10.3.2 Problem Classification and Tool Selection

10.3.3 Problem-Solution Generation

10.3.4 Problem Concept Evaluation

10.4 Technical Contradiction Elimination and Inventive Principles

Chapter 11. Statistical Basics and Six Sigma Metrics

11.1 Six Sigma and Data Analysis

11.2 Descriptive Statistics

11.2.1 Dot Plot

11.2.2 Histogram

11.2.3 Box Plot

11.2.4 Numerical Descriptive Statistics

11.3 Random Variables and Probability Distributions

11.3.1 Discrete and Continuous Random Variables

11.3.2 Expected Values, Variance, and Standard Deviation

11.3.3 Probability Distribution Models

11.3.4 Statistical Parameter Estimation

11.4 Quality Measures and Six Sigma Metrics

11.4.1 Process Performance

11.4.2 Process Capability Indices

11.4.3 Sigma Quality Level (Without Mean Shift)

11.4.4 Sigma Quality Level (With Mean Shift)

References

Index