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March 22, 2012

March 22, 2012. Agenda . Door Prize Drawing Next Meeting Look Back Election Results Look Forward Voice of the Customer Conclusion. Door Prize. 1 year CR IIBA chapter membership (must be IIBA member in good standing). Next Meeting. Wednesday, April 11 11:30 am – 1:00 pm @ DCP

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March 22, 2012

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  1. March 22, 2012

  2. Agenda Door Prize Drawing Next Meeting Look Back Election Results Look Forward Voice of the Customer Conclusion

  3. Door Prize 1 year CR IIBA chapter membership (must be IIBA member in good standing)

  4. Next Meeting Wednesday, April 11 11:30 am – 1:00 pm @ DCP Microsoft Visio Candy Parisi Visio Solution Specialist for Microsoft Corporation

  5. Look Back Kickoff meeting -- October 9, 2008 48 participants across 8 companies Charter -- August 24, 2009 32 members today across 8 companies

  6. Election Results By-Laws Board President Secretary VP Education

  7. Board Opening VP Technology 1 year to complete term

  8. Look Forward Q2: Soft Skills April 11: VISIO (Q3/4 swap to a soft skill) 11:30 – 1:00 Dublin City Pub May 11: I-BADD, Des Moines Early Registration thru April 2 May TBD: Facilitation Workshop June: Soft Skills

  9. Look Forward Webinars IIBA Spotlight Series Being a BA Series Effective Communication (1st Tuesday) Technical Series (4th Tuesday) Your Career Professional Development http://cedarrapids.theiiba.org http://www.iiba.org

  10. Voice of the Customer The Oxygen of Business Success Mr. Simon Daisley Managing Director, Profusion International G-CEM International Partner (UK) http://www.g-cem.org/eng/content_details.jsp?contentid=2068&subjectid=101.

  11. Definition Voice of the Customer (VOC) is a critical component of business success. At its simplest VOC is the expression of customer needs and wants.

  12. Definition VOC is more than market research, customer satisfaction tracking or even complaints handling. It is a way of embedding the needs, wants and aspirations of your customers into the whole fabric of your organisation. It is not just about listening to the customer, it is about acting upon what you hear.

  13. Contemporary Examples The good, the bad, and the ugly…

  14. The Good http://www.youtube.com/watch?v=hctMXwqmK64

  15. The Bad http://www.youtube.com/watch?v=iFdO9x8bjmg

  16. The Ugly I got about eight hundred email messages in the last twenty-four hours. Most of them were complaining. There’s no USB cord! There’s no this, no that. Some of them are like, “___ you, how can you do that?” I don’t usually write people back, but I replied, “Your parents would be so proud of how you turned out.” Steve Jobs on emails he got after the iPad announcement (p. 495, Steve Jobs, Isaacson)

  17. The Virtuous Circle There is a series of detailed techniques around acquiring, processing and deploying Voice of the Customer, many of which centre on manufacturing process and new product development, but some of the practices are eminently transferable to a service environment. The eight steps of developing a VOC system or process form a Virtuous Circle.

  18. Voice of the Customer

  19. Customer Focus Profitable growth can be bought or it can be earned. The only way to earn long-term growth is to build emotional and rationalloyalty to your organisation - from staff, customers, shareholders and all your stakeholders. You don't do this simply by trying harder, you do this by having a crisp, economic model that has customers at the heart of every decision you make. Frederick Reichheld (April 2004)

  20. Data Collection According to sources at NASA, the amount of data in the world doubles every thirteen months. The richness and diversity of information available on customer attitudes, intentions and behaviour is enormous. This can result in "paralysis by analysis".

  21. Example Method One method that Profusion uses extensively across a range of industries is based upon a model developed by John Martilla and John James almost a quarter of a century ago, in 1977.

  22. Measuring and closing the Expectation - Perception Gap Customers are asked to identify the most important attributes in their evaluation of a company. They are then asked to allocate a score of between 1 and 10 to determine how important each attribute is to them. This creates a clear list of customer priorities. The same customers are then asked to allocate a score of between 1 and 10 to represent how well a company is performing against each of those importance criteria. By plotting the results as co-ordinates in a matrix it is easy to see where the company is performing well, where it could do better and where it is wasting resources by over-emphasising attributes that are not important to the customer.

  23. Measuring and closing the Expectation - Perception Gap

  24. Measuring and closing the Expectation - Perception Gap

  25. Exercise You are the customer Small groups Identify attributes of a professional society Rank the importance of each attribute (1 low – 10 high) Rate how well CR IIBA performs for each attribute (1 low – 10 high) Graph the results

  26. Voice of the Customer http://www.youtube.com/watch?v=Hc1miOusQRE

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