QualityTrainingSchedule◆Module1-QualityOverview◆Module2-TeamBuilding◆Module3-UnderstandCustomerWants◆Module4-EvaluateProcesses◆Module5-ImproveProcesses◆Module6-MeasureResultsSettingtheStageProcessManagement,ContinuousImprovement,andToolsUCW-1CustomerWants:Objectives◆Describehowtoidentifycustomers.◆Discussimportanceofcustomerwants.◆Describestrategiestoidentifycustomerwants.UCW-2Customer◆ExternalCustomer–anyoneoutsidethecompany,includingproductbuyersandthegeneralpublic.◆InternalCustomer–anyoneinsidethecompanywhoreceivesaproductfromanotherpersoninsidethecompanyoranexternalsupplier.Anyonewhoisimpactedbytheproductorprocess.UCW-3AnInsideJobAnInsideJobUCW-4QuestionstoIdentifyYourCustomerWhoreceivesyourproduct?Withwhomdoyoucomeincontact?ContractUCW-5CustomerConsiderationInfluencer:TGMInfluencer:Buyer/OwnerInfluencer:EstimatingPrimaryCustomer:Sales/ProposalUCW-7CustomersInfluencersPrimaryCustomerBreadthofCustomersDepthofCustomersInternalCustomersExternalCustomersUCW-8ImportanceofCustomerWantsWantsExpectationsCustomerSatisfactionAgreementPerceptionUCW-9UnderstandCustomerWantsCustomerSatisfactionistheresultachievedwhenproductfeaturesexceedcustomerexpectationsandwants.CustomerSatisfaction=ExpectationPerceptionUCW-10ReasonsforDissatisfactionFailedCommunicationDefects33%67%UCW-11QualityGridExcellentPoorPoorQualityofGoodsQualityofServiceExcellentTheWinnersUCW-12QualityGridExcellentPoorPoorQualityofGoodsQualityofServiceExcellentTheWinnersTheOldMotorolaTheNewMotorolaIBMUCW-13PassionforCustomersPassionforCustomersUCW-14TypesofCustomerWantsExpressedUnexpressedUnknownUCW-15QuestionstoHelpPrioritizeCustomerWants◆Whatareourcustomerwants?◆Whichofthesewantsmattersmosttothem?◆Howwellarewemeetingourcustomers’wants?◆Howwellareourcompetitorsmeetingourcustomers’wants?◆Howcanweexceedourcustomers’expectationstotrulydelightthem?UCW-16StrategiestoIdentifyCustomerWants◆TaketheCustomer’sPlace◆Interviews◆Surveys◆FocusGroupsUCW-17InterviewingGuidelines◆AskQuestions◆ListenActively◆AttendtoNonverbals◆BeObjective◆ParaphraseandRestate◆SummarizeUCW-18InterviewingActivity:Objectives◆Identifytheexpressed,unexpressed,andunknownwantsofoneofyourinternalcustomers.◆Improveinterviewingandactivelisteningskills.UCW-19InterviewingActivity:Instructions◆Formteamsofthree.◆InstructorswillAssignthefollowingroles:Interviewer,CustomerandObserver.◆Interviewerbeginsasfollows:●AskCustomertonameoneofhis/hersuppliers.●AskCustomertoidentifyoneofthesupplier’sproducts.●AskprobingquestionstoclarigyalltheCustomerWantsofthespecifiedsupplierandproduct.◆Observerprovidefeedbacktolargeteam.UCW-20InterviewingActivity:RoleGuidelines◆Befriendlyandcooperative.◆Respondonlytoquestionsthattheinterviewerasks◆Engageinactivelistening.◆Useinterviewguidelines.◆Engageinactivelistening.◆Findoutthefollowing:●Whatisrightwiththeproduct?●Whatiswrongwiththeproduct?●Howcanthesupplierimprovetheproduct?●Expressed,unexpressed,andunknownwants●PriorityofcustomerwantsInterviewerCustomerUCW-21InterviewingActivity:RoleGuidelines(cont.)◆Observetheactivelisteningskill.◆Observethequestioningtechniques.◆Didtheinterviewersuccessfullyidentifyexpressed,unexpressed,andunknownwants?◆Takenotes.◆Provideabrieffeedbacksessionafterthefiveminuteinterviewiscompleted.◆Provideabriefstatementontheinterviewsuccessestotheentireclass.ObserverUCW-22IdentifyingCustomerWantsActivity◆Gettogetherwithprocessteams.◆Determineprocess.◆ListproductsontheProcessPerformanceWorksheet.◆Foreachproduct,identifythekeycustomer.◆Brainstormcustomerwants(teammembersopinions).◆Developstrategytounderstandactualcustomerwants(considerprioritizationofwants).Objective:Understandcustomerwantsforyourselectedprocesses.Instructions:UCW-23ProcessPerformanceWorksheetUnderstandCustomerWantsImproveProcessesProducts(Goods,services,Information)CustomerCustomerExpectations(Howgoodithastobe)PerformanceMeasuresCurrentPerformanceProcessImprovementGoalApprovedOrderPlacingOrderCustomerandOrderInformationLineofCredit100%accurateinformationresolved8hourspriortocommittedshiptimeTimelyresponsesInstantquotesCourtesyAccountinformation-zeroerrorsTimelypostingofinformation(nightlyAccurateinformationFlexibility-zerodelaysQuickapproval-on-lineWarehouseExternalCustomerAccountingManagementExternalCustomerUCW-24ProcessPerformanceWorksheetQualityFrameworkUCW-25FACTSANDBESTPRACTICES•EDUCATIONANDTRAINING•EMPOWERMENT,APPLAUSEANDAPPRECIATIONLEADERSHIP•COMMUNICATIONANDCHANGEMANAGEMENTQUALITYVISION,STRATEGY,ANDPLANPhase1RESEARCHPhase2PILOTPhase3PHASEDIMPLEMENTATIONPhase4OutsideofClassActivity◆Discuss“UnderstandCustomerWants”withtwopeople.◆Brainstormandcreatea“laundrylist”ofyourcustomers.◆Chooseandinterview2ofyouridentifiedcustomers.(Trytoidentifyexpressed,unexpressed,andunknownwants.)◆Bepreparedtodiscussthisintheupcomingsession.UCW-26
