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    Define Customers

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    Define Customers

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    sayalifularesatav
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    6 views3 pages

    Define Customers

    Uploaded by

    sayalifularesatav

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
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    of 3

    Six Sigma Green Belt: RECAP: Define Your Customer and Capture their

    Voices
    DEFINITION OF A CUSTOMER
    A customer is the one who buys or uses your products or services. A customer
    is the one who receives the process output. We broadly classify customers into
    two categories:

    Internal Customers and

    External Customers

    Internal customers are management, employees, or any functional department


    in your organization. External customers are the clients, end-customers or
    shareholders.
    Similarly, customers can also be classified into two other categories:

    Primary Customers and

    Secondary Customers

    What could be an example of this categorization?


    A mom buys a diaper for her baby. Who is the primary and the secondary
    customer here?
    The primary customer is the baby. The baby uses the product. The secondary
    customer is the mom. She pays for the product and also possibly is benefitted
    by not having to clean the baby’s potty clothes every time the baby does one.
    This is another way of categorizing your customers.
    Your job is to identify your customers and categorize them at the beginning of
    your project journey.
    DIFFERENCE BETWEEN NEEDS & REQUIREMENTS
    A need is a desire or an expectation of a customer from a given product or
    service. Whereas a requirement is an attribute of the product or service which
    fulfils the needs of a customer.
    Let’s take an example. A customer who buys an air-conditioner, has a need of
    getting a good night sleep. To fulfill this need, the requirements of the air-
    conditioner are

    the air-conditioner should give a cooling between 15 degrees to 27 degrees


    and

    the air-conditioner should not make much noise.

    METHODS TO CAPTURE VOICE OF CUSTOMER (VOC)


    Voice of Customer is popularly known as VOC. The VOC methodology can be
    used to capture the customer needs. It helps capture these needs through
    stated verbatim comments. VOC helps translate verbatim comments (or
    customer voices) into wants (or customer needs) to products or service
    characteristics (or customer requirements). VOC does not re-write customer
    needs but merely translates.
    At an organization level, we broadly classify VOC into five different and
    distinct categories (known as AICPS), where:

    A stands for the Voice of an Associate: It is the feedback that we get from the
    employees

    I stands for the Voice of an Investor: It is the feedback that we get from our
    Management and Shareholders

    C stands for the Voice of Customer: it is the feedback that we get from our
    clients and end-customers

    P stands for the Voice of Process: It is the feedback that we get from
    measuring our critical to process (or CTP’s) and Critical To Quality (CTQ)
    parameters

    S stands for the Voice of Supplier: It is the feedback that we get from our
    suppliers and vendors

    This feedback could be made available by using various VOC capture methods
    including:

    Surveys

    Interviews

    Focus Groups

    Suggestions

    Observations, among others

    Depending on the needs of your project, you could use either one or many of
    these methods. For example, if you plan to collect feedback from your
    customers and the total number of customers run into thousands, then you
    may prefer to use surveys rather than using focus groups or interviews.
    Similarly, if you need feedback from a handful of your vendors, you may meet
    with them for a few minutes to collect that feedback.
    In most cases, your project’s budget, time and number of resources also play a
    key role in selecting one VOC capture method over another.

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