质量管理：整合供应链（第6版）托马斯·福斯特-foster_mq6_inppt_05.pptxVIP

Chapter 5The Voice of the Customer Chapter ObjectivesDiscuss the basics of customer relationship management.Distinguish how managing quality in services is different from manufacturing.Implement gap analysis in a service firm using SERVQUAL.Develop a customer service survey using specific examples and critical incidents. Copyright ? 2017 Pearson Education, Inc.5-2 The Voice of the CustomerCustomerThe receiver of goods or servicesInternal customersEmployees receiving goods or services from within the same firmExternal customersThe bill-paying receivers of our workCopyright ? 2017 Pearson Education, Inc.5-3 Customer-Driven QualityA proactive approach to satisfying customer needs that is based on gathering data about our customers to learn their needs and preferences, and then providing products and services that satisfy the customersMany companies implement customer feedback mechanisms incorrectly and are placed in a reactive rather than a proactive mode with their customers.Copyright ? 2017 Pearson Education, Inc.5-4 The Reactive Customer-Driven ModelCopyright ? 2017 Pearson Education, Inc.Figure 5-1S. T. Foster, “The Ups and Downs of Customer-Driven Quality,” Quality Progress (October 1998):70. ? 1998 American Society for Quality. Reprinted with permission.5-5 Customer-Relationship ManagementCustomer-relationship management: The view of that customer that asserts that he or she is a valued asset to be managed Copyright ? 2017 Pearson Education, Inc.Figure 5-25-6 Customer-Relationship ManagementComplaint resolutionRegulatory complaintsEmployee complaintsCustomer complaintsFeedbackFeedback to the customerFeedback to the firm as a basis for process improvementCopyright ? 2017 Pearson Education, Inc.5-7 Customer-Relationship ManagementGuaranteesUnconditionalMeaningfulUnderstandableCommunicablePainless to invokeCorrective actionClosed-loop corrective actionCopyright ? 2017 Pearson Education, Inc.5-8 The “Gaps” Approach to Service DesignGapThe differences between desired