Voice of the Customer – Critical to Quality Trees

Don’t Get Stumped by Broadness

Often times, employees are able to identify a service need or improvement opportunity, but do so in a way that is too broad or can’t be acted on by the team. Employees may have identified needs such as a comfortable work environment, increased competitiveness in the marketplace, or improved customer service, but what does that really mean and how can it be achieved?

In this case, having a structured approach in place with which to identify specific characteristics or requirements that are critical to quality is imperative. To achieve this, implement techniques for process improvement known as Six Sigma . Through the use of the Six Sigma technique, Voice of the Customer (VOC), you’re able to gain insight into customers’ needs and their perception of quality. One VOC tool, Critical to Quality (CTQ) Trees, aid in identifying quality measures from the customer perspective.

What Does It Do?
  • It aids in the transition from broad, Voice of the Customer (VOC) needs / vague statements to precise, actionable performance requirements
  • It identifies problems along with root causes
  • It enables employees to identify features by which customers can evaluate companies’ services and that can be used as measures for a project
  • A useful CTQ characteristic is:
    • Critical to the customer’s perception of quality
    • Specific
    • Easy to measure
How To Do It?

Identify Critical Needs

  • Ask yourself “What is critical for this service or product?”
  • Brainstorm to identify the critical need that has to be met
  • Create a CTQ Tree for each identified need

pic 1Identify Quality Drivers

  • Identify specific quality drivers that have to be present to meet the needs identified in the previous step
  • When considering each need, ask, “What would that mean?”
  • “Good Customer Service” means “Knowledge of Product”

pic 2

Identify Performance Requirements / CTQs

  •  Identify the performance requirements that must be satisfied for each quality driver
  • Keep asking “What would that mean?” until reaching the level of detail that the team’s knowledge will allow
  • “Knowledge of Product” means “Zero Calls Transferred”

pic 3

What’s the Benefit?

It’s easy to get trapped by broad concepts that are not so easily quantified, such as providing good customer service. When you branch out and translate performance in terms of units (e.g. number of calls made) time (e.g. amount of time on hold) or money (e.g. total expenses) you start to see the clearing through the trees. The Voice of Customer approach is a great way to obtain clear, desired performance requirements that promote overall company goals. In my next blog, I continue exploring the Voice of Customer, but do so using the tool of Kano Analysis. It’s sure to delight!

For more information on Voice of the Customer, or other related Six Sigma processes, the following book is recommended: Voice of the Customer: Capture and Analysis.