How do you define and communicate the voice of the customer using Kano analysis and CTQs?

Understand customer preferences by categorizing features into three categories - Must-Haves, Performance Attributes, and Delighters.Define specific characteristics critical to meeting customer requirements and satisfaction.Rank CTQs based on their impact on customer satisfaction and business objectives.Ensure project objectives align with customer needs and focus efforts on delivering value where it matters most.Continuously review VOC data and CTQs to adapt strategies and address evolving customer preferences.Encourage cross-functional collaboration and decision-making based on customer insights to drive continuous improvement.

With the aid of a technology called the VOC (Voice of the Customer) Translation Matrix, teams can take customer comments, identify the underlying problems they represent, and utilize this knowledge to create quantifiable customer needs. Teams may prioritize their efforts and make wise decisions while creating new goods or enhancing current ones by using this Matrix to obtain insightful information about client preferences and expectations. By acting as a liaison between product development and client input, this tool guarantees that the finished product will meet the demands and preferences of the intended market. Tool may also assist in finding any gaps or differences between what clients claim they require and what they truly want.

Kano analysis outcomes will change over time with industry advancements and what was an "Excitement" requirement can quickly shift to a "Basic" requirement as competition or target market expectation evolves.

Keno analysis is a very powerful tool to analyze and categorize various level of customer requirements and understand their importance to drive customer satisfaction. We can use this tool to capture and communicate VOC. In Keno analyze we generally categorize customer requirements in 3 level: 1. Expected/basic requirements - Absence of these requirements in any product and service generally dissatisfy customers but it does not impact the satisfaction 2. Normal/Performance requirements - This is basically satisfying factors. With-out these factors we can't say a product/service maintaining normal quality. 3. Exciting factors/requirements - Having such feature and functionalities in a product and service actually delight a customer.

The Kano Model maps the customer requirement (feature/attribute /service) against Customer Satisfaction. Must-Be (Basic): Features that customers expect. Their absence leads to dissatisfaction, but their presence doesn't increase satisfaction One-Dimensional (Performance): Features that directly correlate with customer satisfaction. The better you deliver, the happier the customer Attractive (Delighters): Features that surprise and delight customers. Their absence doesn't cause dissatisfaction, but their presence increases satisfaction Indifferent: Features that do not significantly impact customer satisfaction, regardless of their presence Reverse: Features that can cause dissatisfaction if present, as customers don't need them

A análise Kano identifica necessidades, e os CTQs as transformam em requisitos críticos, facilitando a comunicação da voz do cliente

Conducting a Kano analysis involves collecting customer feedback and categorizing product features into the Kano model categories. Here's how: Step 1: Identify Features: List the features of your product or service that you want to evaluate. Step 2: Develop a Questionnaire: Create questions for each feature with two parts: functional (how customers feel if the feature is present) and dysfunctional (how they feel if it's absent). Step 3: Gather Data: Conduct surveys with your relevant customers to gather their responses. Step 4: Analyze Results: Use the responses to classify each feature into one of the Kano categories. Step 5: Prioritize Features: Based on the classification, prioritize which features to focus on improving or adding.

Classifica as necessidades dos clientes em categorias como básicas, de desempenho e encantadoras, para entender seu impacto na satisfação.

Critical to Quality metrics are exactly that. They define what "success" looks like and are the goal state. For consumers this should be based on actual customer insights - quantitative and qualitative. The customer should have been clearly defined through the target market strategy and ideally personas in place to socialise this across the organisation for clear alignment across all functions.

In Keno analysis translating VOC into CTQ is very critical. CTQ is basically a measurable term of VOC. It represent the metrics/KPI that must be maintain to meet the quality requirements of customer. For example: in loan process of banks, customer wants the loan to be disburse early or in-other-word when customer apply for the loan, s/he asked the bank representative - "I want the loan as early as possible" this is called VOC. Once the VOC is captured then the most important job is to convert this VOC into a measurable metric. In loan process we can say loan to be disburse with in 5 working days of application. Thus, this 5 working days is actually one of the CTQ of Loan process.

CTQ is a parameter/metric that is considered critical to the success of the project. It is internal to the process, which directly and significantly affects the outcome of the process. One more definition of CTQ would be CTQ Is a breakdown of customer requirements into measurable units; it requires domain knowledge to create For example, if the customer's voice is: It takes too long to get tickets resolved Two CTQ could be: 1. Reduce the average time to resolve P1 tickets from 60 mins to 40 Mins 2. Reduce P1 ticket queries from 22% to 11%

São requisitos essenciais que garantem a qualidade e atendem às expectativas do cliente. Eles traduzem as necessidades dos clientes em parâmetros mensuráveis para orientar melhorias no processo.

Identificar as Necessidades do Cliente Traduzir Necessidades em Requisitos Priorizar as Características Críticas Estabelecer Parâmetros Mensuráveis Alinhar com os Objetivos do Processo

Defining CTQs involves following 4 steps Step 1: Collect VOC Data: Gather customer feedback through Metrics, surveys, interviews, focus groups, or other methods. Customer Voice: High TAT Step 2: Identify VOC: Analyze the VOC data to understand What, Where, When, Why and How of customer needs What Customer want: Reduction of TAT for P1 tickets Step 3: Break Down Requirements: Decompose broad requirements into specific deliverables called drivers Driver: Reduce P1 TAT and Reduce Queries Step 4: Set Performance Standards: Establish performance standards or thresholds for each Driver to arrive at CTQ CTQ1 : Reduce P1 TAT from 60 mins to 40 mins CTQ2: Reduce Query from 22% to 11%

Communicating the Voice of the Customer (VOC) effectively within an organization ensures that everyone understands customer needs and how they influence . Methods for Communicating VOC: Customer Journey Maps: Visualize the customer experience to highlight pain points and opportunities. VOC Reports: Summarize customer feedback and analysis, focusing on key insights and action items. Cross-Functional Meetings: Involve various departments (e.g., design, marketing, production) in discussions about VOC to ensure alignment and understanding. Best Practices 1. Keep It Relevant: Focus on the most critical customer insights 2. Use Visuals: Utilize charts, graphs, and other visual 3. Action-Oriented: Clearly outline the actions or changes needed

O objetivo é comunicar o impacto com precisão. Sugestão de estrutura. Destaque os principais pontos do cliente sem rodeios Use uma linguagem direta e incisiva Alinhe a mensagem ao público certo, sem perder tempo Apresente dados concretos e exemplos impactantes Mostre claramente como o feedback impulsionou melhorias