Reasons Why Paying Attention to the Customer’s Voice is Important.
There are a number of terms to learn in Six Sigma Green Belt training, one of these is the Customer Voice. Let’s take a look at the DMAIC (define, measure, analyze, improve, and control) structure of Six Sigma projects, namely the DEFINE stage. Here you will find where the project’s scope and goal are specified. You learn how you can’t start a project without understanding what the goals are.
With the Six Sigma methodology, the only way to completely comprehend the project’s goals is to know what clients want (Voice of Customer), what the company needs (Voice of Business), and what the process can deliver (Voice of Process).
What is the difference between Voice of Customer, Voice of Business, and Voice of Process?
- The Voice of Customer (VoC) is all about gaining a collective understanding of consumers’ requirements, wants, perceptions, and preferences using direct and indirect questioning.
- The value of Business (VoB) is a summary of all demands linked to a firm and its stakeholders, such as profit, revenue, growth, and market share.
- The Voice of Process (VoP) alludes to a process’s ability and performance in regard to both customer and company demands.
Voice of Customer
One of the most essential subjects in the Six Sigma Define Phase is the Voice of Customer, also known as VoC. Basically, Six Sigma Voice of Customer is a statement of customer demands and desires. It tells you why you need to listen to the voice of the customer. With that basis met, knowing the Voice of the Customer is all about gaining collective knowledge of the client’s requirements, desires, perceptions, and preferences through direct and indirect inquiry. These insights are transformed into relevant objectives that aid in reducing the distance between the firm’s offers and the expectations of its consumers. “VoC” has its origins in the realm of Total Quality Management (TQM) and has since been embraced as a mandatory requirement for any project utilizing “Six Sigma Techniques.”
Focusing on What’s Important
The team must have a thorough understanding of the process specifications at the Define phase. Listening to data from the Voice of the Customer and the Voice of the Business are some things you will need to do. The Voice of the Customer must be set in order to guarantee that the team is focused on the most critical tasks with the right frame of mind. What the client wants and needs is captured in the Voice of Customer data, these customers might be both internal and external.
Let’s take a closer look at the Voice of the Customer technique. The data regarding the Voice of the Customer Technique may be divided into two categories.
Reactive Voice Of the Customer Data
Reactive data is the initial data type for Voice of Customer. It is classified as customer complaints, compliments, reviews, hotline data, product returns, and warranty claims. Perhaps unsurprisingly, the majority of this data is negative and distressing to hear. It usually suggests considerable areas for improvement. It is usual, for example, for a customer complaint to arise after the consumer has used a product or service one or more times. Another possibility is that unsatisfied consumers may not file a complaint, but will just switch to a rival.
Proactive Voice of the Customer Data
Proactive data is the other type of VoC gathered through consumer interviews, polls, focus groups, observations, and test customers. This data type could also be used to highlight crucial areas for improvement.
Voice of Business
Let’s take a short look at what a Voice of Business data is. The Voice of the Customer is crucial, but the Voice of the Business is just as important. Financial data and statistics are used to create the company’s voice. A compilation of all demands connected to a business and its stakeholders, such as profit, revenue, growth, and market share, is called the Voice of Business. The question is why we need to acquire VoB data in the first place.
The solution is straightforward! It’s possible that the consumer wants everything yesterday, with all the extras thrown in for free. Unfortunately, a firm won’t last long if it adopts this approach of making all of its consumers exceedingly happy. Whereas the sources for Voice of Business data may alter, the premise remains the same. The team must also identify what is important to the company and its stakeholders. The regulatory environment, as well as the firm’s boundary circumstances, are defined by VoB data.
Voice of Process
VoP is the third method. The term VoP is an abbreviation for “Voice of the Process.” It mostly relates to comprehending the present process in order to determine what occurred throughout time. The performance and ability of a process to meet both customer and company demands are often referred to as Voice of the Process. This is often stated as a metric of efficiency or effectiveness. The process’s voice is how it speaks with the organization about its performance in relation to customer demands and expectations. Process measurements, which are descriptors of how the procedure is doing in its current condition, are used to communicate this information. The mean and standard deviation are the most typical statistical metrics of a process. It is feasible to perform a capacity analysis after these measurements have been determined.
Consider the following Voice of Customer example. A consumer could anticipate that a product will cost $10 USD. If the price exceeds $10 USD, people will go for the competitor’s product. That is the Customer Voice. The company desires a profit of at least $4 USD. That is the Business Voice. The product cannot be manufactured for less than $6 USD with the present technology. That is the Process’s Voice. Clearly, the Six Sigma team will need to modify the process in order to create the product for $5 USD or less in order to satisfy both the Voice of Customer and the Voice of Business.
Before making any big choices in a Six Sigma project, it’s vital to listen to the Voice of Customer, the Voice of Business, and the Voice of Process. The initiative is guided by these voices, particularly the VoC. Finally, any process enhancements should appeal to the Voice of the Customer while also satisfying the Voice of the Business, creating an environment where each voice benefits and boosts one another. As the process improves, the Voice of the Process will alter. Many businesses are unaware of their target market’s Voice of Customer. One of the most essential pieces of information to have on the side is the VoC. The best and only method to identify what is the Voice of Customer, is to go and ask them! There are many ways to handle user research, which will be delved into deeper in another blog.