2005 Baldrige ARTICULATED Criteria: 3.1 Customer and Market Knowledge
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| 3.1 Customer and Market Knowledge (40 pts.) |
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Describe HOW your organization determines requirements of CUSTOMERS and markets to ensure the continuing relevance of your products and services and to develop new opportunities. Describe HOW your organization determines expectations of CUSTOMERS and markets to ensure the continuing relevance of your products and services and to develop new opportunities. Describe HOW your organization determines preferences of CUSTOMERS and markets to ensure the continuing relevance of your products and services and to develop new opportunities. Within your response, include answers to the following questions: 3.1a.Customer and Market Knowledge (1) HOW do you identify CUSTOMERS? HOW do you identify CUSTOMER groups? HOW do you identify market SEGMENTS? HOW do you determine which CUSTOMERS to pursue for current products? HOW do you determine which CUSTOMER groups to pursue for current products? HOW do you determine which market SEGMENTS to pursue for current products? HOW do you determine which CUSTOMERS to pursue for current services? HOW do you determine which CUSTOMER groups to pursue for current services? HOW do you determine which market SEGMENTS to pursue for current services? HOW do you determine which CUSTOMERS to pursue for future products? HOW do you determine which CUSTOMER groups to pursue for future products? HOW do you determine which market SEGMENTS to pursue for future products? HOW do you determine which CUSTOMERS to pursue for future services? HOW do you determine which CUSTOMER groups to pursue for future services? HOW do you determine which market SEGMENTS to pursue for future services? HOW do you include CUSTOMERS of competitors in this determination? HOW do you include other potential CUSTOMERS in this determination? HOW do you include other potential markets in this determination? (2) HOW do you listen to determine KEY CUSTOMER requirements (including product and service features) and their relative IMPORTANCE to CUSTOMERS’ purchasing decisions? HOW do you listen to determine KEY CUSTOMER changing expectations (including product and service features) and their relative IMPORTANCE to CUSTOMERS’ purchasing decisions? HOW do you learn to determine KEY CUSTOMER requirements (including product and service features) and their relative IMPORTANCE to CUSTOMERS’ purchasing decisions? HOW do you learn to determine KEY CUSTOMER changing expectations (including product and service features) and their relative IMPORTANCE to CUSTOMERS’ purchasing decisions? HOW do your determination methods vary for different CUSTOMERS s? HOW do your determination methods vary for different CUSTOMER groups? HOW do you use relevant information and feedback from current CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data, win/loss ANALYSIS, and complaint data for PURPOSES of product and service planning? HOW do you use relevant information and feedback from current CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data, win/loss ANALYSIS, and complaint data for PURPOSES of marketing? HOW do you use relevant information and feedback from current CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data, win/loss ANALYSIS, and complaint data for PURPOSES of PROCESS improvements? HOW do you use relevant information and feedback from current CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data, win/loss ANALYSIS, and complaint data for PURPOSES of other business development? HOW do you use relevant information and feedback from former CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data, win/loss ANALYSIS, and complaint data for PURPOSES of product and service planning? HOW do you use relevant information and feedback from former CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data, win/loss ANALYSIS, and complaint data for PURPOSES of marketing? HOW do you use relevant information and feedback from former CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data, win/loss ANALYSIS, and complaint data for PURPOSES of PROCESS improvements? HOW do you use relevant information and feedback from former CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data, win/loss ANALYSIS, and complaint data for PURPOSES of other business development? HOW do you use this information and feedback to become more CUSTOMER focused ? HOW do you use this information and feedback to to better satisfy CUSTOMER needs? (3) HOW do you keep your listening methods current with business needs and directions, including changes in your marketplace? HOW do you keep your LEARNING methods current with business needs and directions, including changes in your marketplace? |
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Notes: N1. Your responses to this Item should include the CUSTOMER groups and market SEGMENTS identified in P.1b(2). N2. If your products and services are sold or delivered to end-use CUSTOMERS via other businesses (e.g., those businesses that are part of your “VALUE chain” such as retail stores or dealers), CUSTOMER groups (3.1a[1]) should include both the end users and these intermediate businesses. N3. “Product and service features” (3.1a[2]) refers to all the important characteristics of products and services and to their PERFORMANCE throughout their full life cycle and the full “consumption chain.” This includes all CUSTOMERS’ purchase experiences and other interactions with your organization that influence purchase decisions. The focus should be on features that affect CUSTOMER preference and repeat business—for example, those features that differentiate your products and services from competing offerings. Those features might include price, reliability, VALUE, delivery, requirements for hazardous materials use and disposal, CUSTOMER or technical support, and the sales relationship. KEY product and service features and purchasing decisions (3.1a[2]) might take into account HOW transactions occur and factors such as confidentiality and security.
N4.
Listening and
LEARNING
(3.1a[2]) might include gathering and
integrating surveys, focus group findings, Web-based data |
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For additional description, see 3.1 Customer and Market Knowledge Description. |
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2005 ARTICULATED Item Links: 1.1 - 1.2 - 2.1 - 2.2 - 3.1 - 3.2 - 4.1 - 4.2 - 5.1 - 5.2 - 5.3 - 6.1 - 6.2 - 7.1 - 7.2 - 7.3 - 7.4 - 7.5 - 7.6 - P.1 - P.2 |
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