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THE VOICE OF THE CUSTOMER (CUSTOMER-RELATION MANAGEMENT (Approach to…
THE VOICE OF THE CUSTOMER
CUSTOMER-DRIVEN QUALITY
The Pitfalls of Reactive Customer-Driven Quality
RCDQ shows firms quality performance VS customer expectations
Proactive approach to satisfying customer needs based on gathering data to learn their needs and preferences
CUSTOMER-RELATION MANAGEMENT
Approach to collect and analyze customer's data to improve the quality
2. Feedback
2 main types of feedback:
Feedback to firm
Feedback to customer
4. Corrective action
An action taken to solve the problem
3. Guarantees
A guarantee outlines the customer's right
The effective of guarantees:
Understandable
Communicable
Unconditional
Painless to invoke
Meaningful
1. Complaint resolution
Recognize all the types of complaint as potential resources of information for improvement
3 types of complaint that need to be solved:
Regulatory complaint
Employee complaint
Customer Complaint
4 components of CRM:
THE GAP" APPROACH TO SERVICE DESIGN
Gap is different between customer expectation and actual services provided at different stage
.
Close the gap to improve the customer services
Service quality model gaps
Gap 2
Management perception of customer expectations VS service quality specs
Gap 3
service quality specs VS service delivery
Gap 1
Expected service VS management perception of customer expectations
Gap 4
Service delivery VS external communication to customer
Gap 5
External communication customer VS perceived service
STRATEGIC SUPPLY CHAIN ALLIANCES BETWEEN CUSTOMERS AND SUPPLIER
Process-Chain-Network (PCN) Tool for Service Design
A flowchart that evaluates the interactions between services providers and customers.
A process domain has 3 regions of PCN:
Direct interaction
Surrogate interaction
Independent processing
The Role of the Customer in the Supply Chain
Meet customer's requirement from supply chain perspective in realities of the market
By using single sourcing and strategic alliances