VOC/Customer Focus
Ever since Motorola Oil developed its "six sigma" program in 1986, businesses from all different areas, including General Electric and Honeywell, have been applying it. Its two objectives are (1) to pinpoint the causes of errors, and (2) to maximize consistency in business and manufacturing procedures. The six sigma methodology is abbreviated as DMAIC, which stands for Define, Measure, Analyze, Improve, and Control; it will be examined below. (There is another form of six sigma methodology, abbreviated as DMADV or DFSS, but it will not be discussed here.)
This article is concerned most specifically with VOC (voice of the customer) as it pertains to the six sigma program. VOC refers to the process of figuring out why customers respond as they do, and adjusting one's business best practices accordingly. Thus, the five elements of its methodology can be elaborated as follows:
- - Define the problem from the customer's perspective.
- - Measure the amount of customer satisfaction.
- - Analyze what the customer requires.
- - Improve the required areas, selecting and prioritizing them.
- - Control company performance so as to improve customer response.
VOC involves a number of practices, some of which are stated in company policy forms, and others unstated. Companies conduct customer surveys, interview them, hold discussions with them, conduct "focus groups," study and analyze customer histories, and even note their tones of voice when they make phone calls. And in recent years, the rise of the weblog has provided a new outlet for VOC operations: Employees and customers communicate their opinions with each other online by means of them.
As an example of a success story, Honeywell recently shifted from six sigma to VOC over a period of three years; they have even set up their own VOC/VOM (Voice of Market) system that supports "company- wide learning" and coordinates business actions from start to finish.
VOC is an invaluable method of studying and responding to customer behavior. By applying its principles, companies can increase the likelihood that a given customer will come back for more— and possibly even recommend the business to friends, resulting in an even larger clientele and more revenue. It is therefore imperative that businesses adopt it as part of their methods of operation, for, as the old adage goes, "The customer is always right."
Categories: Processes and Methodologies