Customer Survey Workshop (excerpts)

1. Customer Survey Workshop (excerpts) Presenter: Bruce Berger (386) 852-9054 BergerConsulting@aol.com

2. VOC Day 1 Agenda 1. Introductions / Training Objectives 2. VOC Concepts/ Information Activities Matrix 3. Interviews Break 4. Focus Groups and Surveys 5. Aligning Surveys with Process Flowcharts Lunch 6. Affinity Process 7. Develop Survey (Exercise) Break 8. Case Study (Example) 9. Observations (Exercise) 10. Lessons Learned 2

3. VOC Day 1 Objectives 1. To understand various “Direct Customer Input” Activities to identify (and stay current on) the Voice of the Customers 2. To understand the use of interviews and focus groups to identify Critical Customer Requirements(CCRs) 3. To demonstrate an understanding of the characteristics of “good” satisfaction surveys 4. To be able to recognize deficiencies in existing satisfaction surveys and take steps to improve any satisfaction survey 5. To be able to develop a “Needs” and/or “Satisfaction” survey that determines performance against Critical Customer Requirements 6. To understand how observations can help identify or validate Critical Customer Requirements 3

4. Requirements negotiated (or agreed upon) between you and your customer(s). VOC Concepts: Critical Customer Requirements (CCRs) Definition of Quality: “Conformance to Critical Customer Requirements” Critical Customer Requirements are: • Requirements validated through customer surveys or focus groups as most important. • Requirements that originate from one or more of the Quality Elements. 9

5. VOC Concepts: Quality Elements All Critical Customer Requirements for OCCC outputs originate from one of the five (5) Quality Elements: Accuracy (e.g. How accurate should outputs be?) (Better) Timeliness (e.g. How soon do customers need the outputs?) (Faster) (Cheaper) Cost (e.g. How much should the outputs cost in money or resources?) Safety (Safer) (e.g. How safe to produce or operate should the outputs be?) (Fairer) Environment (e.g. How legal/ethical should the outputs be?) 22

6. VOC Concepts: Kano Analysis “Kano Analysis” was developed by Dr. Kano and describes the relationship between customer satisfaction and services provided to meet their Critical Customer Requirements. He suggests that some CCRs may even be unknown to the customer and serve as “Delighters” when met. Satisfaction + More is Better Delighters Service Fully Functional Service Dysfunctional Primary Satisfiers Dissatisfaction - What are some OCCC products or services that are… …Primary Satisfiers? ...More is Better?...Delighters?

7. VOC Concepts: Customer Segments Customer Segments contradict the philosophy that “One Size Fits All”. What are other customer segments within OCCC? 7

8. Why VOC Activities are important “Quality begins and ends with the customer” We Listen to the… Voice of the Customer Finally, we Perform and Measure our … In order to Determine … Critical Customer Requirements. • Processes • Indicators So that we can Design / Validate our … • Processes • Indicators

9. VOC Information Activities Next, lets look at Surveys… 9

10. VOC Activities: Surveys (General)

11. VOC Activities: Surveys

12. VOC Activities: Surveys Customer Needs Surveys

13. VOC Activities: Satisfaction Surveys

14. VOC Activities: Satisfaction Surveys Desired Customer Satisfaction Survey Characteristics Surveys should …

15. VOC Activities: Satisfaction Surveys-EXAMPLE

16. VOC Activities: Aligning Surveys with Process Flowcharts Surveys can be very effective when aligned directly to properly constructed process flow charts. The approach consists of first determining the customer favorable outcomes (i.e. Critical Customer Requirements) contained within each process step.. Track Case File to Requestor For Example… • Finally, lift those outcomes into the survey as Customer Requirements.

17. VOC Activities: Affinity Process for Creating Survey Questions • The Affinity Process is a procedure which takes a large number of generated Customer Favorable Outcomes and…

18. VOC Activities: Affinity Process for Creating Survey Questions … condenses these generated favorable customer outcomes into a manageable number of survey questions or survey response groupings. The process also helps ensure that all customer requirements are adequately represented in the satisfaction survey.

19. VOC Activities: Affinity Process for Creating Survey Questions

20. VOC Activities: Affinity Process for Creating Survey Questions

21. VOC Activities: Affinity Process for Creating Survey Questions

22. VOC Activities: Develop Survey Exercise

23. VOC Activities: Develop Survey Exercise(Continued)

24. VOC Focus Groups and Surveys Case Study Example Three (3) focus group sessions were held: • General Public- Orlando in June 2007 • Judges- Winter Park in July 2007 3) Attorneys- Bithlo in August 2007 Critical Customer Requirements (CCRs) were identified for each process and served as the basis for the customer satisfaction survey questions.

25. VOC Focus Groups and Surveys Case Study Example Case File Requestor Satisfaction Survey The Team developed the “Case File Requestor Satisfaction Survey” from the focus group session results. The survey asked the responder to rate the importance of the Customer Requirement … and the performance they observed over the last 6 months. Section B measured current performance Section A validated the importance

26. VOC Focus Groups and Surveys Case Study Example • Surveys sent out………………………….………...990 • Minimum # of returned surveys needed for 95% confidence in accuracy of results……….………...196 3. Surveys returned as of 8/4/07……….................…...334 4. Response Rate = 100*(334/990)…………………...34% 5. All Survey Statements were validated as Critical Customer Requirements (CCRs) as over 75% of respondents indicated that every survey statement was important to them. 6. Question#4: Overall Responder Satisfactionwas76.7% 7. Question#4: Average Satisfaction Rating was 4.1 (on a 1 to 5 scale where 5 is best rating)