OE21 3.1 Customer Expectations

Strategic Objective:

Strategic Objective:

Engage customers for long-term marketplace and financial success

Quality Objective:

Quality Objective:

Listen to customers, prospects and stakeholders to understand expectations

Approved: DD-MMM-YY:

Approved by: (Name) Chair, Leadership Focus Team (LFT)

Responsibility:

Responsibility:

Lead: Customer Focus Team (CFT)  Support: All focus teams

VALUE ADDED

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

POLICY          3.1 COMMENTARY

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.

 

3.1b Customer Segmentation and Product or Service Offerings 

 

(1) Customer Segmentation - The organization determines its customer groups and market segments, and uses information on customers, markets, and product offerings to identify current and anticipated future customer groups and market segments. Our customer segmentation process considers competitors’ customers and other potential customers and markets and helps determine which customers, customer groups, and market segments to emphasize and pursue business growth

(1) Product or Service Offerings - The organization determines customer and market needs and requirements for product offerings and services, and adapts product/service offerings to meet these requirements. The organization makes extra efforts to exceed the expectations of our customer groups and market segments and identifies and adapts the product/service offerings to enter new markets, to attract new customers, and to create opportunities to expand relationships with our current customers, prospective customers, and key stakeholders. See 3.1 Offerings for more detail. 

 

7.2a Customer-Focused Results

 

7.2a(1) - Customer Satisfaction 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 offerings and by customer and market groups or segments, as appropriate.

PROCESS

3.1 Flow Diagram new.PNG

3.1 Flow Diagram (Figure 3.1-1 Voice of the Customer)

Inputs to 3.1 Voice of the Customer

  • 3.1-CFT-S1 Customer Satisfaction Value (survey)

  • 3.1-CFT-S2 Key Stakeholders Selection (survey)

  • 3.1-CFT-S3 Voice of Customer (survey)

  • 3.1-CFT-S4 Voice of Stakeholder (survey)
     

Measurement and Analysis Tools and Techniques

  • 3.1-CFT-A1 Customer Satisfaction Value Analysis (.xlsx)

  • 3.1-CFT-A2 Key Stakeholder Selection Analysis (.xlsx)

  • 3.1-CFT-A3 Voice of Customer Analysis (.xlsx)

  • 3.1-CFT-A4 Voice of Stakeholder Analysis (.xlsx)

  • 3.1-CFT-D Product Service Requirements Specifications 

  • 3.1CFT-D Product Service Offering Document 

Outputs from 3.1 Voice of the Customer

Milestone 1 - Voice of Customer Assessment
Milestone 2 - Customer Satisfaction/Value Assessment
Milestone 3 - Key Stakeholder Selection Assessment
Milestone 4 - Voice of Stakeholder Assessment
Milestone 5 - Web-based Listening Indicators Implemented
Milestone 6 - Customer Excellence Metrics Implemented

Implementation Instructions

START IMPLEMENTATION

Task 3.1.1 Conduct Voice of Customer (VOC) Assessment - The VOC Assessment is 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, and includes these attributes:

  • Product, Service or Program

  • Organization or Individual that inputs ratings

  • Age Group of Individual

  • Zip Code of Organization or individual

  • Ratings (1-5) of product, service or program

  • Comments (1 to 5) per organization or individual

  • Comments Analysis (satisfaction and focus)

  • Statistics

 

The key tools used for this assessment are:

  • 3.1-CFT-S3 Voice of Customer (survey)

  • 3.1-CFT-A3 Voice of Customer Analysis (.xlsx)

Table 3.1-1 presents implementation steps, actions, results and references for this assessment.

A_3.1 voice of stakeholder table.PNG

Table 3.1-1 Implementation of Voice of Customer Assessment

PROGRESS: You have reached Milestone 1 (congratulations). Input the status [20%] on the organization's OE21 Intranet Main page alongside the title of this standard.

Task 3.1.2 Conduct Customer Satisfaction and Value Assessment - The Customer Satisfaction and Value Assessment is administered by the CFT and facilitator. This Assessment is associated with specific customer needs and expectations, and is sent to relevant customer groups or segments. The assessment includes customer inputs for these attributes:

  • Customer Name, Zip Code, Group (Senior, Adult, Young Adult, Youth, Sex (M,F)

  • Needs

  • Availability

  • Price

  • Competitive

  • Quality

  • Support

  • Value

  • Customer Suggestions

  • Statistics

 

The key tools used for this assessment are:

  • 3.1-CFT-S1 Customer Satisfaction Value (survey)
    3.1-CFT-A1 Customer Satisfaction Value Analysis (.xlsx)

Table 3.1-2 presents implementation steps, actions, results and references for this assessment.

A_3.1 Customer satisfaction and value ta

PROGRESS: You have reached Milestone 2 (congratulations). Input the status [40%] on the organization's OE21 Intranet Main page alongside the title of this standard.

Table 3.1-2 Implementation of Customer Satisfaction and Value  Assessment

Task 3.1.3 Conduct Key Stakeholders Selection Assessment - The Key Stakeholders Assessment is administered by the CFT and facilitator. This Assessment This assessment used to help select critical stakeholders who can help the organization promote its products, services, and programs. The attributes that are assessment include:

  • Stakeholder Name, Job Title, Work Unit, Zip

  • Alliance

  • Board

  • Funder

  • Lender

  • Influencer

  • Referrals

  • Strategic Fit

  • Statistics

 

The key tools used for this assessment are:

  • 3.1-CFT-S2 Key Stakeholders Selection (survey)
    3.1-CFT-A2 Key Stakeholder Selection Analysis (.xlsx)

Table 3.1-3 presents implementation steps, actions, results and references for this assessment.

A_3.1 Key stakeholders selection table.P

Table 3.1-3 Implementation of Key Stakeholder Selection Assessment

PROGRESS: You have reached Milestone 3 (congratulations). Input the status [60%] on the organization's OE21 Intranet Main page alongside the title of this standard.

Task 3.1.4 Conduct Voice of Stakeholder Assessment - The Voice of Stakeholders Assessment is administered by the CFT and facilitator. This Assessment This assessment used to help understand the needs and expectations of the organization's key stakeholders. Key stakeholders include investors, owners, local business, nonprofits, educational institutions, health care organizations  and government organization leaders. The attributes in this assessment include:

  • Organization or business unit

  • Stakeholder Organization

  • Stakeholder Individual (name)

  • Stakeholder Zip Code

  • Stakeholders rating of organization

  • Stakeholder Comments or Suggestions 

  • Statistics

 

The key tools used for this assessment are:

  • 3.1-CFT-S4 Voice of Stakeholder (survey)

  • 3.1-CFT-A4 Voice of Stakeholder Analysis (.xlsx)

Table 3.1-4 presents implementation steps, actions, results and references for this assessment.

A_3.1 voice of stakeholder table.PNG

Table 3.1-4 Implementation of Voice of Stakeholder Assessment

PROGRESS: You have reached Milestone 4 (congratulations). Input the status [75%] on the organization's OE21 Intranet Main page alongside the title of this standard.

Task 3.1.8 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:

Blogs    
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 posts    
Customer referral rates    
Customer transaction completion rates    
Indicators of customer satisfaction or dissatisfaction    
Online Forums    

Press Releases

    

  • SOCIAL MEDIA    
       Facebook
       Instagram
       Linked-IN
       Snapchat
       Twitter
       U-TUBE
       Influencer Marketing

​​

  • Trade organization comparison studies, white papers or information that could explain why target customers select competitors    

  • Wikis

PROGRESS: You have reached Milestone 5 (good work). Input the status [85%] on the organization's OE21 Intranet Main page alongside the title of this standard.

Task 3.1.9 - Integrate Assessment Action Plans into Customer Excellence Action Plan - The 3.1 Voice of Customer, Customer Satisfaction and Value, Key Stakeholder Selection, and Voice of Stakeholder Assessments (Action Plan tabs) may include tasks that should be integrated into the 3.0-CFT-P Customer Excellence Action Plan (.xlsx). The CFT reviews the Action Plan tabs, and as appropriate, the CFT integrates one or more of the tasks into the Customer Excellence Action Plan. This integration requires additional resources and approval of the added tasks, resources, schedules, and budgets for the Customer Excellence Action Plan.  

Task 3.1.10 - Select 3.1 Customer Excellence Metrics.

NOTICE: If the organization has an existing Performance Measurement System (PMS), then the internal process is followed to select and review 3.1 Customer and Stakeholder-related measures. If the OE21 tools are used, the following guidelines apply.

Guideline 1 - Select Key Results Indicators (KRI). The KRIs are commonly called Key Performance Indicators (KPI). Examples of KRIs for 3.1 Voice of Customer are as follows:

  • Customer Satisfaction (by customer group)

  • Customer Retention (by customer group)

  • Customer Gains (by customer group)

Guideline 2 - Figure 3.1-2  presents the implementation steps, actions, references, and instructions sources used for 3.1 results.

Task 3.1.11 Review 3.1 Customer Excellence Metrics - Conduct regular (at least monthly) reviews of Standard 3.1 Measures. Reviews for KRIs are critical to show whether overall organization performance is moving toward target levels and key intended outcomes (KIO) for Customer Excellence.  

 

Correlation: Where possible, the KRD (drivers) are correlated with KRI (indicators) to determine if and how much the KRD Action Plans are helping boost KRI performance. 

At this point, regular performance reviews are conducted and attended by the Customer Focus Team. 

  • Figure 3.1-3 provides an example KRI for 3.1 Customer Satisfaction (one customer group)

  • Figure 3.1-4 provides an example KRD for 3.1 Voice of Customer Results Analysis. 

PROGRESS: You have reached Milestone 6 (good work). Input the status [100%] on the organization's OE21 Intranet Main page alongside the title of this standard.

A_3.1 voice fo customer Metrics table.PN

Figure 3.1-2 Implementation of 3.1 Customer Metrics Selection and Review

3.1 KPI.PNG

Figure 3.1-3 Example KRI Trend Chart for Standard 3.1 Results

3.1 KRD.PNG

Figure 3.1-4 Example KRD Trend Chart for Standard 3.1 Results