Developing New Services

James T. Schutta, Caroline M. Fischer

Description

The voice of the customer has long been recognized as an important driver for successful businesses. Likewise, there is a great deal of information on the benefits of quality function deployment and how it can revitalize an organization. But little has been written that connects the two together effectively to create a full understanding and show a process for effectively integrating the two disciplines. This is the focus of Developing New Services: Incorporating the Voice of the Customer into Strategic Service Development, which explains how to incorporate the voice of the customer into product and service development and uses the results to guide strategic planning for the organization. The book focuses on the service industries, providing expert examples from a variety of businesses such as healthcare, government, banking, education, and the hospitality industries. The authors’ experience as seasoned consultants and instructors is evident in the many real-world examples, exercises, and figures. Developing New Services is ideal for managers who are responsible for developing and improving services, and is also an ideal textbook for management students.

Sujets

• Business
• Qualité, hygiène, sécurité, environnement
• Vente
• Customer Relations
• Marketing et communication
• management
• Economics
• Gestion des ventes

Informations

• Publié par: ASQ Quality Press
• Date de parution: 30 juin 2003
• Nombre de lectures: 0
• EAN13: 9781636940526
• Langue: English

Extrait

Developing
New Services
Incorporating the Voice of
the Customer into Strategic
Service DevelopmentAlso available from ASQ Quality Press:
From Quality to Business Excellence: A Systems Approach
to Management
Charles G. Cobb
Customer Centered Six Sigma: Linking Customers, Process
Improvement, and Financial Results
Earl Naumann and Steven H. Hoisington
Customer Satisfaction Measurement Simplified: A Step-by-Step
Guide for ISO 9001:2000 Certification
Terry G. Vavra
The Trust Imperative: Performance Improvement through
Productive Relationships
Stephen Hacker and Marsha Willard
Office Kaizen: Transforming Office Operations into a Strategic
Competitive Advantage
William Lareau
Analysis of Customer Satisfaction Data
Derek R. Allen and Tanniru R. Rao
Measuring Customer Satisfaction: Survey Design, Use, and
Statistical Analysis Methods, Second Edition
Bob E. Hayes
Improving Your Measurement of Customer Satisfaction: A Guide
to Creating, Conducting, Analyzing, and Reporting Customer
Satisfaction Measurement Programs
Terry G. Vavra
To request a complimentary catalog of ASQ Quality Press publications,
call 800-248-1946, or visit our Web site at http://qualitypress.asq.org.Developing
New Services
Incorporating the Voice of
the Customer into Strategic
Service Development
Caroline M. Fisher
James T. Schutta
ASQ Quality Press
Milwaukee, WisconsinAmerican Society for Quality, Quality Press, Milwaukee 53203
© 2003 by ASQ
All rights reserved. Published 2003
Printed in the United States of America
12 11 10 09 08 07 06 05 04 03 54321
Library of Congress Cataloging-in-Publication Data
Fisher, Caroline M., 1947–
Developing new services : incorporating the voice of the customer into
strategic service development / Caroline M. Fisher and James T. Schutta.
p. cm.
Includes bibliographical references and index.
ISBN 0-87389-585-1 (Hard cover, case binding : alk. paper)
1. Customer services—Management. 2. Customer services—Quality
control. 3. Service industries—Management. 4. Service
industries—Quality control. 5. Consumer satisfaction—Statistical
methods. I. Schutta, James T., 1944– II. Title.
HF5415.5F565 2003
658.8'12—dc21 2003005130
ISBN 0-87389-585-1
No part of this book may be reproduced in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher.
Publisher: William A. Tony
Acquisitions Editor: Annemieke Koudstaal
Project Editor: Paul O’Mara
Production Administrator: Gretchen Trautman
Special Marketing Representative: David Luth
ASQ Mission: The American Society for Quality advances individual,
organizational, and community excellence worldwide through learning,
quality improvement, and knowledge exchange.
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E-mail: [e-mail] dedicate this book to our spouses, Daryl and Mary Jane, who kept us
focused throughout the long hours of making our dream a reality.Table of Contents
List of Figures and Tables . . . . . . . . . . . . . . . . . . . . . xi
Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xv
Chapter 1 Introduction . . . . . . . . . . . . . . . . . . . . . . 1
Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Internal Services . . . . . . . . . . . . . . . . . . . . . . . . 4
QFD for 4
The Purpose of This Book . . . . . . . . . . . . . . . . . . . 5
Chapter 2 Voice of the Customer and Quality Function
Deployment Overview . . . . . . . . . . . . . . . . . . . . . . 9
Part I Voice of the Customer
Chapter 3 Understanding Consumer Choice Decisions . . . . . 17
Attributes and Consequences . . . . . . . . . . . . . . . . . 18
Compensatory Decision-Making Model . . . . . . . . . . . . 20
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 23
Exercises . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Chapter 4 Voice of the Customer 25
Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Focus Groups . . . . . . . . . . . . . . . . . . . . . . . . . . 27
The Modified Kano Model . . . . . . . . . . . . . . . . . . . 28
Other Sources of Data . . . . . . . . . . . . . . . . . . . . . 31
Organizing the Customer Voice . . . . . . . . . . . . . . . . 32
Finding and Adding Missing Consequences . . . . . . . . . . 34
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 35
Exercise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
viiviii Table of Contents
Chapter 5 The Importance of Importance . . . . . . . . . . . . 37
Importance Ratings . . . . . . . . . . . . . . . . . . . . . . . 38
Basics of Measurement . . . . . . . . . . . . . . . . . . . . . 39
Alternative Importance Scales . . . . . . . . . . . . . . . . . 41
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 44
Exercise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Chapter 6 Customer Competitive Analysis . . . . . . . . . . . 47
Competitive Ratings 48e Comparison . . . . . . . . . . . . . . . . . . . . 48
Verifying Your Data 51
Placement in the Quality House . . . . . . . . . . . . . . . . 52
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 53
Exercise 55
Part II Technical Requirements (QFD)
Chapter 7 Technical Characteristics . . . . . . . . . . . . . . . 59
Generating the Technical Requirements . . . . . . . . . . . . 61
Organizing the TecInformation . . . . . . . . . . . . . 62
Customer Design Matrix Log . . . . . . . . . . . . . . . . . 66
Developing the Quality House 69
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 69
Exercises . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Chapter 8 The Critical Relationships . . . . . . . . . . . . . . 79
Determination of Requirements . . . . . . . . . . . . . . . . 81
Determination of Relationships between Consequences
and Requirements 81
Analyzing the Technical Matrix 86
Development of Measures . . . . . . . . . . . . . . . . . . . 86
Setting Optimal Levels . . . . . . . . . . . . . . . . . . . . . 87
Technical Competitive Analysis . . . . . . . . . . . . . . . . 88
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 90
Exercises . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Chapter 9 Technical Competitive Analysis . . . . . . . . . . . . 95
Customer Competitive Assessment . . . . . . . . . . . . . . 96
Technical e Analysis . . . . . . . . . . . . . . . . 97
Comparing the Competitive Analyses . . . . . . . . . . . . . 99
Marketing and Sales Analysis . . . . . . . . . . . . . . . . . 101
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 101
Exercises 105Table of Contents ix
Chapter 10 Technical Correlations and Trade-offs . . . . . . . 107
Technical Correlations for the Roof of the Quality House . . 108
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 113
Exercises . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
Chapter 11 Other Items to Consider in the Quality House . . . 115
Customer Complaint Column . . . . . . . . . . . . . . . . . 116
Priority Column . . . . . . . . . . . . . . . . . . . . . . . . 117
Direction of Improvement . . . . . . . . . . . . . . . . . . . 119
The Sales Improvement Column . . . . . . . . . . . . . . . . 122
Relative Importance of Technical Requirements . . . . . . . 125
Customer Matrix 128
The Doctor’s Office . . . . . . . . . . . . . . . . . . . . . . 128
Exercises . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
Chapter 12 Matrices for Parts, Processes, and
Supplier Needs . . . . . . . . . . . . . . . . . . . . . . . . . . 131
Process Specifications . . . . . . . . . . . . . . . . . . . . . 133
Parts Parameters . . . . . . . . . . . . . . . . . . . . . . . . 134
The Doctor’s Office 135
Exercises 137
Part III Strategic Applications
Chapter 13 Using Your Results for Strategic Decisions . . . . . 141
Prioritizing Resource Allocations . . . . . . . . . . . . . . . 142
Value to the Customer . . . . . . . . . . . . . . . . . . . . . 144
Market Segmentation . . . . . . . . . . . . . . . . . . . . . . 147
Brand Positioning . . . . . . . . . . . . . . . . . . . . . . . 148
The Doctor’s Office 150
Exercise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
Chapter 14 An Example: A Laundry and Dry
Cleaning Service . . . . . . . . . . . . . . . . . . . . . . . . . 155
Voice of the Customer . . . . . . . . . . . . . . . . . . . . . 156
Importance and Competitive Analysis . . . . . . . . . . . . . 156
Technical Requirements . . . . . . . . . . . . . . . . . . . . 160
Developing Service Processes . . . . . . . . . . . . . . . . . 163
Selecting Marketing Priorities and Strategies . . . . . . . . . 165
Chapter 15 Making the Business Case . . . . . . . . . . . . . . 169
Cost Savings . . . . . . . . . . . . . . . . . . . . . . . . . . 170
Cycle-Time Reduction . . . . . . . . . . . . . . . . . . . . . 171
Customer Satisfaction, Retention, and Loyalty . . . . . . . . 171x Table of Contents
Lifetime Value of a Customer . . . . . . . . . . . . . . . . . 173
Increased Sales . . . . . . . . . . . . . . . . . . . . . . . . . 174
Greater Profits 174
Strategic Competitive Advantage . . . . . . . . . . . . . . . 175
Chapter 16 Conclusions . . . . . . . . . . . . . . . . . . . . . . 177
Appendix A Cause-and-