voice of customer客户的声音.pptx

Slide 1 Understand the customer理解客户Identify customer needs识别客户需求 > Voice of the customer客户的声音 What is important to the customer?客户的重要性是什么？ How do we know?我们如何了解？ Slide 2 Understand the customer理解客户Identify customer needs识别客户需求 > Voice of the customer客户的声音 Why do such differences in perspective exist?为什么存在观点不一致？ Supplier Perspective供应商观点 (Restaurant)餐馆 Customer Perspective客户 观点 (Diner)用餐者 Nice friendly staff服务员友善 Nice hot meal热菜 Good taste and flavour口味和香味佳 Good ambiance用餐环境好 Nice decor装饰好看 Wide selection of food and drink实物和饮品的选择广 Clean facilities干净的设施设备 Friendly introduction 友好地推荐 Hot meal热菜 Quality and price of ingredients成分的质量和价格 Clean tableware干净的餐具 Good menu selection菜单选择多 Seating arrangements座位安排 Side orders – drinks副菜-饮料 Going for a nice Meal?去美餐一顿？ Slide 3 Understand the customer理解客户Identify customer needs识别客户需求 > Voice of the customer客户的声音 What什么? If everything starts with the voice of the customer, then what makes a good voice?是否一切都源于客户的声音，那什么造就了好的声音？ Customers own words客户自己的话: Customer jargon, not company jargon客户的行话，不是企业的行话 Independent of implementation实施的独立性 Organized the way the customers think about, use, and interact with the product or service:利用客户的思考方式，将其需求融合到产品和服务中 Detailed needs organized into primary and secondary识别主要需求和次要需求 Recognize differences in how companies and customers group ideas识别企业与客户群观点的差异 Prioritized by the Customer:客户优选 Importance重要性 Satisfaction with current performance目前表现的满意度 Understand the customer理解客户Identify customer needs 识别客户的需求> How do you capture VOC?如何获取客户的声音 Voice of the customer 客户的声音 Internal Information内部信息 Outbound Communications 出站通信 Inbound Communications 入站通信 Casual Interactions 非正式的互动 Formal Meetings 正式的会议 Market research 市场调查 Walk in the shoes of the customer穿客户的鞋走路 Quality is the only way to make your customers love your products and services质量是唯一使客户喜欢你的产品和服务的方法 Slide 5 Understand the customer理解客户Analyse customer needs 分析客户需求> Kano model卡诺模型 Slide 6 Understand the customer理解客户Analyse customer needs 分析