BPMS 02 Customer Expectations

1、Customer ExpectationsBusiness Process ManagementServiceQualityCostDeliveryDistributorInternalOEM UserCustomer ExpectationsScorecards to Manage Results Indicators of Process Performance Core and Enabling ProcessesCritical-to-Customer OutputsCustomer Focused ObjectivesCSIPOWho are your Customers?What

2、are their major expectations?2BPMS Starts with CustomersCustomer Down Stream in Process Leadership ShareholdersInternalProduct/ServiceExternalProduct/Service Clients End-Use Consumers Regulators Brokers3Think about the Value ChainUserMarket SegmentsVolume of UseBusiness TypeDegree of InfluenceRetail

3、ersDecision Makers, Clerks, Owners, Purchasing AgentsWholesalersPotential, ExistingRecipient of Process OutputInternal CustomerPurchaserPoint of PurchasePoint of UseDistributorsPotential, ExistingSpecifier for the PurchaseOEM, RetailerYou will have a chance to do some brainstorming to identify your

4、key customers, but first lets look at customer expectations.4What about Customer Needs?What do customers expect?5Delighted Surprised QualityExpressedDemanded QualityExpected Assumed QualitySatisfied(Needs not met)DissatisfiedKano Model of Customer Satisfaction(Needs met with Features, Attributes & P

5、erformance)6Product QualityPerformance - primary operating characteristic of productFeatures - secondary characteristics of productReliability - frequency with which a product failsConformance or consistency - match with specs or standardsDurability - product lifeServiceability - speed, courtesy, an

6、d competence of repairAesthetics - fits and finishesPerceived Quality - reputationWhich are important to your customers?7Service QualityReliability Consistency of performanceResponsiveness Timeliness of serviceCompetence Possession of required skills and knowledgeAccess Approachability and ease of c

7、ontactCourtesy Politeness, Respect, Consideration, and Friendliness)Communication Listening to customers and keeping them informed in a language they can understandCredibility Trustworthiness, believability, honestySecurity Freedom from danger, risk, or doubt (Assurances of physical safety, financia

8、l, security, and confidentiality)These can be important also?8Data Sources for Continuing Understanding of Customer NeedsFocus GroupsInterviewsCustomer ObservationMarket ResearchBe a CustomerCustomer ComplaintsSurveysCustomer Contracts9What did you see?Experience from the Users World10Workout: Custo

9、mer ExpectationsBrainstorm your list of customers (internal & external) and prioritize with multi-voting.Assign importance weights to customer groups/segments (1-10)Brainstorm your list of customer expectationsUse the relationships matrix to evaluate the importance of expectations to each customerRa

10、nk customer expectations based on the weighted scores and identify the top 3 to 511Example Automatic Teller Machine (ATM)Strong = 9Moderate = 3Remote = 1886510Correlation12ImportanceABCDETotalShareholders10 9 8 5 537Management 910 9 61044Employees 5 6 1 7 120Technology 6 1 7 8 830Manufacturing (Plan

11、ts) 8 1 610 732Sales 7 7 5 9 929Regulators 1 1 1 1 15Buyers 1 1 1 1 15Group Restructuring Center 6 8 1 1 622Executive Board 1 510 1 118Samsung Example: Ranking of Customers13Importance9107865TotalCustomersInputShareholdersMGTTechMfgSalesRestruc-turing CenterTransparent management 265Speedy and accurate information 303Stable labor relations 265Security 255Fast decision making 227Maximize profit 235Develop and launch n