VOICE OF THE CUSTOMER · VOC CULTURE CULTURE OF EFFECTIVE COMMUNICATION Establish standard...
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VOICE OF THE CUSTOMER LISTEN & RESPOND April 2, 2019 Mark Kiebles Director, Field Quality- HAVI
Transcript of VOICE OF THE CUSTOMER · VOC CULTURE CULTURE OF EFFECTIVE COMMUNICATION Establish standard...
VOICE OF THE CUSTOMER
LISTEN & RESPOND
April 2, 2019
Mark KieblesDirector, Field Quality- HAVI
BACKGROUND
EducationAA Education
• College of DuPageBA Communication
• Loyola University Chicago
ExperienceMcDonald’s restaurant
Danone
S&D Coffee
HAVI
COMMUNICATION
Communication is
the two-way process
of sending and receiving messages
to achieve understanding.
“The Customer”
BUSINESS
vs.
CONSUMER
INPUTSHow well are you listening?
DATA COLLECTION
ACTIVE Interviews App
Survey Monkey Merlin
______________________________________________PASSIVE Call Center Email inbox
USE MULTIPLE CHANNELS
Channel type can offer different kinds of insight
PRO-ACTIVE
RE-ACTIVE
ACTIVE
InterviewsApp
LISTEN, LISTEN, LISTEN
• Ask from position of neutral or positive• Do not interrupt• Do not lead• Use only questions, clarifications, reflection or
silence
Don’t overlook what the customer LIKES
• What has worked well?• What are their preferences?• Be open to suggestions, record them and get
them to the appropriate person
PRO-ACTIVE
PASSIVE
Call CenterEmail inbox
RE-ACTIVE
Ensure your stakeholders know you hear them
• Keep the data organized• Follow-up• Seek out missing key information
KEY INFORMATION
Sample
Production Code
Context- describe in detail what is going on when you notice
this
DURATION- how long has this been happening?
FREQUENCY- how often does it happen?
QUANTITY- how many are involved when it happens?
SEVERITY- knowing your customer helps with this
QAData driven
Fact based
Time-reality based on being precise and methodical
CUSTOMERPurpose driven
Functional (works/doesn’t work)
Emotional
Time-reality based on business demands
*your customer is not always an effective communicator
Do you and your customer have a language disparity?
INTERMISSION
How can we translate better?
Study your customer’s industry
Spend time in your customer’s environment
Develop RELATIONSHIPS
“sponsor”
TRANSLATION “watch‐outs”
EXTERNAL Exhaustion (feedback stops)
No noise doesn’t always mean no problem Tired of complaining Took business elsewhere (consumer) Already complained and I know they’re aware Not the priority problem
Exaggeration Typically emotionally-driven How do you know what’s the truth? (facts) Ask detailed questions
INTERNAL Rationalization
Based on assumptions Somehow justify why NO action or further
investigation is necessary
Customer contact Don’t use “just anyone” to interact with the customer
OUTPUTSHow well are you responding?
BE PREPAREDOnce inputs are active, outputs should be put in place
WHAT are the channels?
WHO monitors them?
HOW OFTEN will they be reviewed?
TO WHOM will you communicate/report-out?(internal and external stakeholders)
Establish “issue categories”
Is this an issue for QUALITY?
Design
Production
Customer Operations
Consumer
Once you are set up and
receive feedback…
Let them know you hear them
TAKE ACTION
Keep your stakeholders updated
Often, we are too busy trying to RESOLVE and
forget to simply RESPOND.
Responding quickly and regularly will help keep
your customer’s emotions in control.
Acknowledgment
• Did QA see the same as customer?
What we know
• What are confirmed facts at this point?
• What else would be helpful?
• What is ruled-in/ ruled-out?
Actions/
Next Steps
• What’s been done/being done?
• Need more info?• Further analysis?• Need more time?• Continue to monitor
Timeline
• Actions/next steps• Next update• Estimate if actual is
unknown• “Effective Date”-
Production start date of “improved” product (if applicable)COMPLETE RESPONSE
RESPONSE vs. RESOLUTION
REPORTING
Resolution reporting
GET CREDIT FOR RESOLVING THE
ISSUE
Speak in terms your customer
understands
Regular reporting
Ad-hoc reporting
You must mix technical with “customer
focus”
VOC CULTURECULTURE OF EFFECTIVE COMMUNICATION
Establish standard communication processes
Don’t ignore poor communication
CULTURE OF CRAVING FOR HONEST FEEDBACK
A customer who complains is a customer who cares
Opportunity to IMPROVE
Socialize feedback data internally
Don’t ignore feedback
Ask questions to dig deeper
CUSTOMER FOCUS is a MINDSETFocus on quality to make product to spec
Focus on quality to deliver to the customer what you PROMISED
Do you strive to meet the standard of the SPEC?OR
Do you strive to meet the standard of the CUSTOMER?
