March 22, 2012

Agenda

Door Prize DrawingNext MeetingLook BackElection ResultsLook ForwardVoice of the Customer Conclusion

Door Prize

1 year CR IIBA chapter membership (must be IIBA member in good standing)

Next Meeting

Wednesday, April 1111:30 am – 1:00 pm @ DCPMicrosoft Visio Candy Parisi

– Visio Solution Specialist for Microsoft Corporation

Look Back

Kickoff meeting -- October 9, 2008– 48 participants across 8 companies

Charter -- August 24, 200932 members today across 8 companies

Election Results

By-Laws Board

– President– Secretary– VP Education

Board Opening

VP Technology– 1 year to complete term

Look Forward

Q2: Soft Skills– April 11: VISIO (Q3/4 swap to a soft skill)

11:30 – 1:00 Dublin City Pub

– May 11: I-BADD, Des Moines Early Registration thru April 2

– May TBD: Facilitation Workshop– June: Soft Skills

Look Forward

Webinars– IIBA Spotlight Series– Being a BA Series

Effective Communication (1st Tuesday) Technical Series (4th Tuesday) Your Career

Professional Developmenthttp://cedarrapids.theiiba.org

http://www.iiba.org

Voice of the Customer

The Oxygen of Business Success

Mr. Simon Daisley Managing Director, Profusion International G-CEM International Partner (UK)

http://www.g-cem.org/eng/content_details.jsp?contentid=2068&subjectid=101.

Definition

Voice of the Customer (VOC) is a critical component of business success. At its simplest VOC is the expression of customer needs and wants.

Definition

VOC is more than market research, customer satisfaction tracking or even complaints handling. It is a way of embedding the needs, wants and aspirations of your customers into the whole fabric of your organisation. It is not just about listening to the customer, it is about acting upon what you hear.

Contemporary Examples

The good, the bad, and the ugly…

The Good

http://www.youtube.com/watch?v=hctMXwqmK64

The Bad

http://www.youtube.com/watch?v=iFdO9x8bjmg

The Ugly

I got about eight hundred email messages in the last twenty-four hours. Most of them were complaining. There’s no USB cord! There’s no this, no that. Some of them are like, “___ you, how can you do that?” I don’t usually write people back, but I replied, “Your parents would be so proud of how you turned out.”

Steve Jobs on emails he got after the iPad announcement (p. 495, Steve Jobs, Isaacson)

The Virtuous Circle

There is a series of detailed techniques around acquiring, processing and deploying Voice of the Customer, many of which centre on manufacturing process and new product development, but some of the practices are eminently transferable to a service environment.

The eight steps of developing a VOC system or process form a Virtuous Circle.

Voice of the Customer

Customer Focus

Profitable growth can be bought or it can be earned. The only way to earn long-term growth is to build emotional and rational loyalty to your organisation - from staff, customers, shareholders and all your stakeholders. You don't do this simply by trying harder, you do this by having a crisp, economic model that has customers at the heart of every decision you make.

Frederick Reichheld (April 2004)

Data Collection

According to sources at NASA, the amount of data in the world doubles every thirteen months. The richness and diversity of information available on customer attitudes, intentions and behaviour is enormous. This can result in "paralysis by analysis".

Example Method

One method that Profusion uses extensively across a range of industries is based upon a model developed by John Martilla and John James almost a quarter of a century ago, in 1977.

Measuring and closing the Expectation - Perception Gap

• Customers are asked to identify the most important attributes in their evaluation of a company.

• They are then asked to allocate a score of between 1 and 10 to determine how important each attribute is to them.

• This creates a clear list of customer priorities. • The same customers are then asked to allocate a score of between 1 and 10

to represent how well a company is performing against each of those importance criteria.

• By plotting the results as co-ordinates in a matrix it is easy to see where the company is performing well, where it could do better and where it is wasting resources by over-emphasising attributes that are not important to the customer.

Measuring and closing the Expectation - Perception Gap

Measuring and closing the Expectation - Perception Gap

Exercise

You are the customer Small groups Identify attributes of a professional society Rank the importance of each attribute (1 low

– 10 high) Rate how well CR IIBA performs for each

attribute (1 low – 10 high) Graph the results

Voice of the Customer

http://www.youtube.com/watch?v=Hc1miOusQRE