Baldrige Criteria Item 3.2 - Voice of the Customer

2010 Baldrige Criteria Item 3.2 (Voice of the Customer) - Integrated Version

Item 3.2 - Voice of the Customer (45 pts.)                                                                                                                                                       Process

HOW do you obtain and use information from your CUSTOMERS?

Describe also HOW your organization listens to your CUSTOMERS and acquires satisfaction and dissatisfaction information. Describe also HOW CUSTOMER information is used to improve your marketplace success. Within your response, include answers to the following questions: 3.2a. CUSTOMER Listening (1)   HOW do you listen to CUSTOMERS to obtain actionable information and to obtain feedback on your products and your CUSTOMER support? HOW do your listening methods vary for different CUSTOMERS, CUSTOMER groups, or market SEGMENTS? HOW do your listening methods vary across the CUSTOMER life cycle? HOW do you follow up with CUSTOMERS on quality of products, CUSTOMER support, and transactions to receive immediate and actionable feedback? (2)   HOW do you listen to former CUSTOMERS, potential CUSTOMERS, and CUSTOMERS of competitors to obtain actionable information and to obtain feedback on your       products, CUSTOMER support, and transactions, as appropriate? (3)   HOW do you manage CUSTOMER complaints? HOW does your CUSTOMER complaint management PROCESS ensure that complaints are resolved EFFECTIVELY and promptly? HOW does your CUSTOMER complaint management PROCESS enable you to recover your CUSTOMERS' confidence, and enhance their satisfaction and ENGAGEMENT? HOW does your complaint management SYSTEM enable aggregation and ANALYSIS of complaints for use in improvement throughout your organization and by your PARTNERS, as appropriate? 3.2b. Determination of CUSTOMER Satisfaction and ENGAGEMENT (1)   HOW do you determine CUSTOMER satisfaction and ENGAGEMENT? HOW do these determination methods differ among CUSTOMER groups and market SEGMENTS, as appropriate? HOW do your MEASUREMENTS capture actionable information for use in exceeding your CUSTOMERS’ expectations and securing your CUSTOMERS’ ENGAGEMENT? HOW do your determination methods enable aggregation and ANALYSIS of data for use in improvement throughout your organization and by your PARTNERS, as appropriate? (2)   HOW do you obtain and use information on your CUSTOMERS' satisfaction relative to their satisfaction with your competitors? HOW do you obtain and use information on your CUSTOMERS’ satisfaction relative to the satisfaction LEVELS of CUSTOMERS of other organizations providing similar products or to industry BENCHMARKS, as appropriate? (3)   HOW do you determine CUSTOMER dissatisfaction? HOW do your MEASUREMENTS capture actionable information for use in meeting your CUSTOMERS’ requirements and exceeding their expectations in the future? HOW do your determination methods enable aggregation and ANALYSIS of data for use in improvement throughout your organization and by your PARTNERS, as appropriate? 3.2c. ANALYSIS and Use of CUSTOMER Data (1)   HOW do you use CUSTOMER, market, and product offering information to identify current and anticipate future CUSTOMER groups and market SEGMENTS? HOW do you consider CUSTOMERS of competitors and other potential CUSTOMERS and markets in this  SEGMENTATION? HOW do you determine which CUSTOMERS, CUSTOMER groups, and market SEGMENTS to pursue for current and future products? (2)   HOW do you use the CUSTOMER, market, and product offering information to identify and anticipate KEY CUSTOMER requirements (including products and product       features) and changing expectations and their relative importance to CUSTOMERS’ purchasing or relationship decisions? HOW do you identify and anticipate how these requirements and changing expectations will differ across  CUSTOMERS, CUSTOMER groups, and market SEGMENTS and across the CUSTOMER life cycle? (3)   HOW do you use CUSTOMER, market, and product offering information to improve marketing, build a more CUSTOMER-focused culture, and identify        OPPORTUNITIES for INNOVATION? (4)   HOW do you keep your APPROACHES for CUSTOMER listening; determination of CUSTOMER satisfaction, dissatisfaction, and ENGAGEMENT; and use of       CUSTOMER data current with business needs and directions?

Notes: N1. The “voice of the CUSTOMER” refers to your PROCESS for capturing CUSTOMER-related information. Voice-of-the-CUSTOMER PROCESSES are intended to be proactive and continuously innovative to capture stated, unstated, and anticipated CUSTOMER requirements, expectations, and desires. The GOAL is to achieve CUSTOMER engagement. Listening to the voice of the CUSTOMER might include gathering and integrating various types of customer data, such as survey data, focus group findings, warranty data, complaint data that affect CUSTOMERS’ purchasing and engagement decisions. N2. Customer listening information could include marketing and sales information, customer engagement data, win/loss analysis, and complaint data. “Actionable information” refers to specific aspects of your products and customer interactions that affect customers’ future relationships with your organization. N3. Determining CUSTOMER satisfaction and dissatisfaction (3.2b) might include use of any or all of the following: surveys, formal and informal feedback, CUSTOMER account histories, complaints, field reports, win/loss ANALYSIS, customer referral rates, and transaction completion rates. Information might be gathered on the Web, through personal contact or a third party, or by mail. Determining customer dissatisfaction should be seen as more than reviewing low customer satisfaction scores. Dissatisfaction should be independently determined to identify root causes of dissatisfaction and enable a systematic remedy to avoid future dissatisfaction. N4. Other organizations providing similar products (3.2b[2]) might include organizations that are not competitors but provide similar products in other geographic areas or to different populations.

For additional description of this Item, see 3.2 Voice of the Customer Description.

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