ArthurAndersenBusinessConsultingGuideToCustomerNeedsAssessmentForBusinessProcessReengineeringDRAFT7/23/95ReengineeringTheRevenueLineSMã1995ArthurAndersen&Co.S.C.AllRightsReserved.PrefaceLastyear,ArthurAndersenconcludedamajorstudyofbestpracticesincustomersatisfactionmanagement.Weinvitedaselectgroupofsevenglobalcompaniestoparticipateinthisresearch-eachhavingasuperiorreputationintheirindustriesforbothsatisfiedcustomersandoutstandingfinancialperformance.Welearnedthatthesecompaniesbeginwithathoroughunderstandingofthehigh-valuewantsandneedsoftheircustomers.Wealsofoundthattheyareadeptattranslatingthisunderstandingintoenhancedoperationalprocessesthatarebothefficientandeffective.Theresultistheestablishmentofloyal,profitablecustomerrelationships.ThisGuideToCustomerNeedsAssessmentbuildsonourresearchandFirm-wideexperiencetoassistthereengineeringconsultantinconfidentlyexecutingacustomerneedsassessmentandapplyingtheoutcometoshapethedirectionanddesignoftheclient’sbusinessprocesses.Itisourplantodevelopwhatourclientsconsidertobeaworld-classcapabilityincustomer-drivenbusinessconsulting.Achievingthatgoalwillrequirecoordinationandexpansionofcentersofcompetencethroughskillsdevelopment,communication,andexcellenceinourclientengagements.WecalluponeachbusinessconsultanttocontributetoourexpandingknowledgeinthisareabycontactingeitherChristopherBeard(Chicago)orTomBendert(NewYork).Togetherwelookforwardtogethertothechallengeandtherewardsofassistingourclientsinmeetingtheneedsoftheircustomers.WewouldliketothankallthosewhocontributedtothedevelopmentofthisGuide.InadditiontoChrisBeard(Chicago)andAndreaWhite(Phoenix)oftheCustomerSatisfactionCompetencyCenter,wealsoacknowledgeFrankDanza(NewYork),LowellSelvin(LosAngeles),LennyNash(SanFrancisco),DarrylJinkerson(St.Charles),BobHorton(London),CraigWinchell(Dallas),NevilleBagot(Sydney),MarkHarmanandDaveIrwin(Leeds)andotherswhohavecontributedtheirexpertisetomakethisapracticaltoolforthebusinessconsultant.Verytrulyyours,JoeO’LearyHowardBarrettGailSteinel(Chicago)(London)(NewYork)TableOfContentsTopicPage1.IntroductionToCustomerNeedsAssessment1.1TheConsultingOpportunity1-11.2WhyAreSatisfiedCustomersImportant?1-21.3WhyAssessCustomerNeeds?1-32.MarketSegmentationOverview2.1SegmentationConcept2-12.2APracticalApproach2-12.3WhySegmentMarkets?2-32.4WhentoUseMarketSegmentation2-32.5MarketSegmentationCaseExample2-33.VoiceOfTheCustomerInterviews3.1AdvantagesofInterviews3-13.2VoiceoftheCustomerProcess3-23.3VoiceoftheCustomerCaseExample3-44.TheCustomerNeedsSurveys4.1BuildingQualityInUp-Front4-14.2CustomerSurveyApproach4-14.3.Phase1:ProjectPlanning4-34.4Phase2:SurveyDesign4-54.5Phase3:Distribution&Response4-124.6Phase4:DataAnalysis&Reporting4-135.BreakthroughCustomerWorkshops5.1CustomerExperienceCycle5-15.2TheBreakthroughWorkshopApproach5-35.3BreakthroughWorkshopCaseExample5-66.ShapingReengineeringOpportunities6.1ValuePropositionEnhancement6-16.2PrioritizingReengineeringOpportunities6-27.Firm-wideandThirdPartyResources7.1Firm-wideExpertise7-17.2Third-partyResources7-17.3OtherCustomerSatisfactionResources7-37.4CompetencyCenterTeamDirectory7-3AppendixA.ArthurAndersen’sClientServiceCommitmentB.ClientCredentialsInCustomerNeedsAssessmentC.Diskette:ContentsofthisGuide&OtherToolsCustomerNeedsAssessment1.IntroductionToCustomerNeedsAssessment1.1TheConsultingOpportunityMostreengineerin...
