OE21 3.1 Voice of the Customer
Engage customers for long-term marketplace and financial success
Listen to customers, prospects and stakeholders to understand expectations
Approved by: (Name) Chair, Leadership Focus Team (LFT)
Lead: Customer Focus Team (CFT) Support: All focus teams
1. Voice of Customer, Voice of Prospect, and Voice of Stakeholders assessments provide data and information for improving customer satisfaction, engagement and value perceptions.
2. Satisfied customers tend to have a higher value perception of the organization's products/services/programs - as compared to a competitor or comparative organization’s offerings.
3. Customers who appreciate the organization’s brand are more likely to purchase or participate in the organization's offerings.
4. Organizations are engaged with customers to have a better understanding of customer and prospect needs, requirements, and expectations.
5. Customer engagement (value) information can be used to improve the organization’s products/services/programs offerings as well as their brand, in the eyes of their customers and prospects.
6. Outside stakeholders with a high-value perception of the organization are likely to invest in and support the organization
7. Vital outside stakeholders are critical to promoting the organization's products, services, and programs, and can act as persuaders of decision makers who may select the organization's products, services or programs
The organization has adopted the Baldrige Framework Item 3.1 Voice of Customer and 7.2a Customer-Focused Results as the internal policy, including the following sub-items:
3.1a Customer Listening
(1) Current Customers - The organization listens to, interacts with, and observes customers to obtain actionable information, using a variety of techniques, including:
Customer, prospect and key stakeholder's assessments (surveys) are regularly deployed to all customer groups or market segments; and
Observations of social media and web-based content, articles, blogs, white papers, competitor comparisons and other indicators of customer trends, values, needs and expectations, opinions about quality of products and services, customer support, ongoing transactions (orders, returns, cancellations, etc.) and other actionable information from the beginning to the end of customer and product/service life cycles.
(2) Potential Customers - The organization listens to, interacts with and observes potential customers (prospects) using similar techniques as used with current customers.
b. Determinization of Customer Satisfaction and Engagement
(1) Satisfaction, Dissatisfaction and Engagement - The organization conducts two levels of surveys (short and long surveys), along with recording and monitoring of customer transaction and communications information (e.g., sales, complaints, issues, requests, social media posts) to capture and determine levels of customer satisfaction, dissatisfaction, and engagement.
(2) Satisfaction Relative to Competitors - The organization identifies and closely monitors key competitors as well as comparative organizations (those that are not competitors but have similar products or service offerings). Information about these organization includes monitoring of valid comparison publications (features of our products/services compared with competitors), as well as win/loss analysis and independent studies of competitor offerings and customers/prospects responses to these offerings.
7.2a Customer-Focused Results
7.2a(1) - Customer satisfaction and dissatisfaction results. The organization tracks progress and outcomes of customer satisfaction and dissatisfaction, including current levels and trends in key measures or indicators of customer satisfaction. These results are segregated by product/service and by customer and market groups or segments, as appropriate.
3.1 Flow Diagram (Figure 3.2-1 Voice of the Customer)
3.1 Process Chart (Figure 3.1-2 Voice of the Customer)
Inputs to 3.1 Voice of the Customer
Measurement and Analysis Tools and Techniques
Outputs from 3.1 Voice of the Customer
CFT_3.1_Customer_Excellence_ Action_Plan (.xlsx)
Read the 3.1 Case Study
Key Decision: The OE21 focus team responsible for this standard should begin by deciding whether or not the OE21 standard adds value (on is non-value added) when compared to any existing standard, SOP, or process the organization uses now. The decision process is:
1. The focus team studies all Tasks and tools used in the OE21 standard.
2. The focus team answers the questions:
NON-VALUE ADDED? Does the organization currently use a standard, SOP process that is deemed as better or essentially as good as the OE21 standard? If YES, then the focus team should document that this standard is deemed as NVA, and then the focus team should proceed ahead to the next OE21 standard.
VALUE-ADDED? Does the organization currently use a standard, SOP process that is deemed as better or essentially as good as the OE21 standard? If NO, then the focus team should proceed ahead to complete the following OE21 Implementation instructions.
Note: The NVA finding will be used later in the OE21 Certification Audit process.
Task 3.1.1 Review Organization Results Assessment - After conducting the Organization Results Assessment (OE21 4.1), the CFT opens the assessment and reviews the Customer Satisfaction results presented in the tab labeled Customers. The rating scores and narrative inputs are used to understand the extent of customer satisfaction and engagement. From these examinations, the CFT creates a task list for use in creating or updating the Customer Excellence Action Plan.
PROGRESS: You have reached Milestone 1 (good work). Input the status [4%] on the organization's OE21 Intranet Main page alongside the title of this standard.
Task 3.1.2 Conduct Voice of Customer (VOC) Assessment - The VOC Assessment is a short survey administered by the CFT and facilitator. The VOC Assessment is associated with specific products, services or programs and is sent to relevant customer groups or segments.
CFT 3.1 Voice of Customer Assessment (survey)
Task 3.1.3 Review the Voice of Customer (VOC) Assessment - After allowing time for respondents to complete the VOC assessment, the facilitator exports the results to a spreadsheet and provides it to the CFT for review. The ratings (1-5) are averaged, and responses are sorted and categorized by the CFT, then used to determine what tasks are to be added to the Customer Excellence Action Plan (Task 3.1.10).
PROGRESS: You have reached Milestone 2 (good work). Input the status [24%] on the organization's OE21 Intranet Main page alongside the title of this standard.
Task 3.1.4 Conduct Customer Satisfaction and Value Assessment - The Customer Satisfaction and Value Assessment is a survey administered by the CFT and facilitator. This Assessment is associated with specific products, services or programs that are sent to relevant customer groups or segments. The questions collect ratings and comments about the availability, cost, delivery, support, quality, performance and customer perception of value for our products/services/programs.
CFT 3.1 Customer Satisfaction and Value Assessment (survey)
Task 3.1.5 Implement Customer Satisfaction and Value Matrix - This matrix tool scores each customer’s satisfaction and value assessment captured in Task 3.1.4. The Customer Satisfaction and Value Matrix Assessment ratings and narratives are exported to Customer Satisfaction and Value Matrix. The matrix calculates the total ratings for each customer group being assessed and uses them to understand the issues driving customer satisfaction and value inputs.
CFT 3.1 Customer Satisfaction and Value Matrix (.xlsx)
PROGRESS: You have reached Milestone 3 (good work). Input the status [44%] on the organization's OE21 Intranet Main page alongside the title of this standard.
Task 3.1.6 Conduct Key Stakeholders Survey and Matrix Selection - The CFT and facilitator conduct the Key Stakeholders Selection Assessment, consisting of an assessment of Key Stakeholders' strategic fit, role alignment, references, motivation, influence, benefit, and risk. This assessment is also used to help select critical stakeholders who can help the organization promote its products, services, and programs.
CFT 3.1 Key Stakeholders Selection Assessment (survey)
The Key Stakeholders Selection Assessment responses include ratings and narratives. These results are exported to the Key Stakeholder Selection Matrix. The matrix calculates the total ratings for each Key Stakeholder assessed, and used to select the stakeholders that the organization should focus on the first, second, and further.
CFT 3.1 Key Stakeholder Selection Matrix (.xlsx)
Task 3.1.7 Conduct Voice of Stakeholder (VOS) Assessment - The Voice of Stakeholder (VOS) Assessment is a short survey stored in the survey system. The CFT and OE21 facilitator manage this assessment and send it to all Key Stakeholders.
CFT 3.1 Voice of Stakeholder Assessment (survey)
Task 3.1.8 Review the Voice of Stakeholder (VOS) Assessment - After respondents complete the assessment, the facilitator exports the results to a spreadsheet and provides it to the CFT for review. The averaged ratings (1-5) and the responses are sorted and categorized by the CFT, and then used to determine tasks added to the Customer Excellence Action Plan (Task 3.1.10).
PROGRESS: You have reached Milestone 4 (good work). Input the status [67%] on the organization's OE21 Intranet Main page alongside the title of this standard.
Task 3.1.9 Implement Web-based Customer Listening Indicators - The Customer Focus Team (CFT) implements a process that regularly uses social media and web-based technologies to gain insights into how customers perceive all aspects of the organization involved with them. The CFT maintains a set of links that go to web locations which include the following information or indicators of customer views, actions or characteristics:
Comparison of the organization’s programs, products or services with other organizations that deliver similar items
Competitor or comparative organization customer lists or other indicators of marketplace performance
Customer complaints posted to other web sources
Customer opportunity win/loss analysis
Customer referral rates
Customer transaction completion rates
Indicators of customer satisfaction or dissatisfaction
Trade organization comparison studies, white papers or information that could explain why target customers select competitors
Selection and Use of Customer Data - The organization manages the selection of voice-of-the-customer and market data and information (including aggregated data on complaints and, as appropriate, data and information from social media) to build a more customer-focused culture and to support fact-based decision making.
PROGRESS: You have reached Milestone 5 (good work). Input the status [96%] on the organization's OE21 Intranet Main page alongside the title of this standard.
Task 3.1.10 Update Customer Excellence Action Plan - The Customer Excellence Action Plan includes tasks aimed at improving customer satisfaction and engagement. Open the Customer Excellence Action Plan. Add tasks, responsibilities and other information necessary to implement customer and prospect satisfaction and value.
CFT_3.1_Customer_Excellence_ Action_Plan (.xlsx)
Task 3.1.11 Input Customer Satisfaction Metrics into PMS - This step applies if the organization has a Performance Measurement System (PMS) capable of input and tracking of trend charts for (metrics). If the OE21 PMS tools are used, then the CFT should use this file:
This PMS workbook includes a tab named "Metrics List" that displays a table of suggested measures and goals (targets) applicable to Baldrige Item 3.1 Voice of Customer. The PMS workbook includes a tab named "Guidelines" that serve as a guide for selecting appropriate types and numbers of measures for this Item. The PMS workbook contains tabs for the input of dates, measures, targets, and two benchmarks (alpha and bravo competitor or comparative organizations). The result of data entry creates a Trend Chart for each of the measures selected. Note that the PMS Workbook has a limit of 20 measures for each of the Focus Teams. In cases where the organization desires additional measures, the PMS Workbook may be duplicated with a different filename.
The CFT monitors customer trends as they are updated. The CFT takes appropriate action to assess and improve Customer Satisfaction and Value as necessary. As a minimum, the following metrics are recommended:
Customer Satisfaction (measure vs. target) - Use the customer satisfaction score in % displayed on the Organization Results Dashboard (OE21 Standard (4.1) as the metric. Set the target (goal) at 90% or higher.
Voice of Customer (measure vs. target) - Use the Voice of Customer rating score in % from the Voice of Customer (VOC) Assessment as the measure. Set the target (goal) at 90% or higher
Voice of Stakeholder (measure vs. target) - Use the Voice of Stakeholder rating score in % from the Voice of Stakeholder Assessment as the measure. Set the target (goal) at 80% or higher.
Task 3.1.12 Use PMS to Review Standard 3.1 Measures - Conduct regular (at least monthly) reviews of Standard 3.1 Measures. See OE21 4.1 Task 4.1.5 for guidance.
Figure 3.1-3 provides an example Trend Chart for Item 3.1.
PROGRESS: You have reached Milestone 6 (congratulations). Input the status [100%] on the organization's OE21 Intranet Main page alongside the title of this standard.
Figure 3.1-3 Example Trend Chart for Standard 3.1 Results