Voice of the Customer Capture and Analysis

, by Yang, Kai

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ISBN: 9780071465441 | 0071465448
Cover: Hardcover
Copyright: 11/14/2007

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Market: Six Sigma Master Black Belts and Black Belts, Lean manufacturing product managers, manufacturing operations managers, and quality control managers

Value, Innovation, and the Voice of the Customer	p. 1
Defining Customer Value	p. 2
Innovation Roadmap	p. 5
Voice of the Customer: Mining for the Gold	p. 6
Overview of This Book	p. 8
The Product Development Process	p. 9
Defining Product Cost and Development	p. 9
Product Development Process Flowchart	p. 13
The Product Development Process-End to End	p. 14
Opportunity Identification and Idea Generation: Stage 0	p. 14
Customer and Business Requirement Study: Stage 1	p. 17
Concept Development: Stage 2	p. 18
Product Design and Prototype: Stage 3	p. 25
The Nature of Product Development: Information and Knowledge Creation	p. 33
Axiomatic Design	p. 35
Design as an Information Production Factory	p. 43
Information and Knowledge Mining	p. 45
Information Transformation	p. 53
Information and Knowledge Creation	p. 56
The Ideal Product Development Process	p. 60
Customer-Value-Based Lean Product Development Process	p. 64
Lean Operation Principles	p. 64
Waste Elimination in Process	p. 65
Value-Stream Mapping	p. 66
One-Piece Flow	p. 68
Pull-Based Production	p. 70
Lean Principles for Product Development	p. 71
Mining the Voice of the Customer to Capture Value	p. 74
Maximizing Technical Competence	p. 75
Front-Loading the Product Development Process	p. 76
Optimizing Information Transformation and Flow	p. 78
Creating a Lean Product	p. 86
Customer Value and the Voice of the Customer	p. 89
Customer Value and Its Elements	p. 91
Value and Other Commonly Used Metrics	p. 94
The Versatility and Dynamics of Value	p. 95
Customer Value Analysis	p. 97
Market-Perceived Quality Profile	p. 98
Market-Perceived Price Profile	p. 102
Customer Value Map	p. 104
Competitive Customer Value Analysis	p. 107
Customer Value Deployment	p. 109
Evolution of Customer Values-Blue Ocean Strategy	p. 111
Formulating a Blue Ocean Strategy	p. 116
Customer Value and the Voice of the Customer	p. 123
Capturing the Voice of the Customer	p. 126
Plan for Capturing the Voice of the Customer	p. 127
Customer Survey Design, Administration, and Analysis	p. 133
Customer Survey Types	p. 133
Mail-Out Surveys	p. 134
In-Person Interviews	p. 134
Telephone Surveys	p. 135
Other Methods of Gathering Information	p. 135
Stages of the Customer Survey	p. 136
Stage 1: Establish Goals and Objectives of the Survey	p. 137
Stage 2: Set the Survey Schedule and Budget	p. 138
Stage 3: Establish an Information Base	p. 138
Stage 4: Determine the Population and Sampling Frame	p. 139
Stage 5: Determine Sample Size and Selection Procedure	p. 139
Stage 6: Design the Survey Instrument	p. 139
Stage 7: Pretest the Survey Instrument	p. 140
Stage 8: Select and Train Survey Interviewers	p. 140
Stage 9: Implement the Survey	p. 140
Stage 10: Analyze the Data and Report	p. 140
Survey Instrument Design	p. 141
Close-Ended Questions	p. 141
Open-Ended Questions	p. 144
The Wording of Survey Questions	p. 144
Order of Questions in Surveys	p. 145
Questionnaire Length	p. 147
Administering the Survey	p. 147
Administering Mail-Out Surveys	p. 147
Administering Telephone Surveys	p. 148
Administering In-Person Surveys	p. 148
Survey Sampling Method and Sample Size	p. 148
Population and Sampling Frame	p. 149
Sampling Methods	p. 150
Sample Size Determination	p. 153
Internet Surveys	p. 157
Drawing People to the Internet-Based Survey	p. 158
Administering a Survey on the Internet	p. 162
Comparing Paper-Based Surveys with Internet Surveys	p. 166
Proactive Customer Information Gathering-Ethnographic Methods	p. 169
What Are Ethnographic Methods?	p. 171
Frequently Used Ethnographic Methods	p. 173
Data Recording Methods	p. 174
Types of Ethnographic Research Used in Product Development	p. 175
Key Winning Factors for Ethnographic Methods	p. 177
Ethnographic Research Project Planning	p. 178
Determining Research Objectives	p. 178
Recruiting Informants	p. 180
Selecting Research and Data Collection Methods	p. 185
Developing the Ethnographic Research Team and Ground Rules	p. 189
Ethnographic Project Execution	p. 191
Ethnographic Interviews and Documentation	p. 191
Ethnographic Observations in Shops	p. 196
Ethnographic Observations in Product Usage Processes	p. 198
Ethnographic Studies of Customer Cultures	p. 203
VOC Data Processing	p. 213
Types of VOC Data	p. 213
Analyzing VOC Data	p. 214
Methods of Analyzing VOC Data	p. 214
Affinity Diagram-KJ Method	p. 214
Quantitative VOC Data Analysis	p. 221
Critical-to-Quality Characteristics (CTQ)	p. 223
Quality Function Deployment (QFD)	p. 229
History of QFD	p. 231
QFD Benefits, Requirements, and Practicalities	p. 231
QFD Methodology Overview	p. 232
Customer Attributes (Whats)	p. 234
CTSs (Hows)	p. 235
Relationship Matrix	p. 235
Importance Ratings	p. 237
Planning Matrix	p. 237
CTS Correlation (Hows Correlation)	p. 238
Targets and Limits (How Much)	p. 238
Competitive Benchmarks	p. 239
Kano Model of Quality	p. 239
QFD Analysis	p. 240
Example 7.1 Information System Design	p. 241
Ranking Customer Input	p. 241
Ranking the Functional Requirements	p. 243
QFD Case Study 1: Global Commercial Process Design	p. 244
QFD Steps	p. 245
The Hows Importance Calculation	p. 248
Phase I QFD Diagnostics	p. 249
QFD Case Study 2: Yaesu Book Center	p. 251
Determine Customer Attributes (Whats)	p. 254
Determine Quality Characteristics (Hows)	p. 255
Assign Degree of Importance to Customer Attributes	p. 255
Determine Operations Items	p. 255
Two-Phase QFD Analysis for Yaesu Book Center	p. 255
Customer Value Creation by Brand Development	p. 259
The Anatomy of Brands	p. 262
People's Buying Behavior and Brands	p. 262
Brand Identity	p. 264
Brand Equity	p. 275
Brand Development	p. 277
Key Factors in Brand Development	p. 278
The Brand Development Process	p. 281
Strategic Brand Analysis	p. 283
Brand Strategy Development	p. 287
Brand Implementation	p. 293
Brand Evaluation	p. 293
Value Engineering	p. 297
An Overview of Value Engineering	p. 298
Collecting Information and Creating Design Alternatives	p. 298
Evaluating, Planning, Reporting, and Implementing	p. 300
The Job Plan	p. 300
Information Phase	p. 300
Information Development	p. 301
Function Determination	p. 306
Function Analysis and Evaluation	p. 314
Creative Phase	p. 328
Brainstorming	p. 328
Evaluation Phase	p. 329
Relatively Simple Evaluations	p. 330
More Complex Evaluations	p. 331
Selection and Screening Techniques	p. 332
Planning Phase	p. 335
Reporting Phase	p. 336
Implementation Phase	p. 337
Setting a Goal	p. 338
Develop An Implementation Plan	p. 338
Automobile Dealership Construction (Park 1999)	p. 339
Engineering Department Organization Analysis (Park 1999)	p. 341
Customer Value Creation Through Creative Design (TRIZ)	p. 345
Theory of Inventive Problem Solving (TRIZ)	p. 345
What Is TRIZ?	p. 347
TRIZ Fundamentals	p. 349
Function Modeling and Analysis	p. 349
Use of Resources	p. 353
Ideality	p. 354
Contradictions	p. 355
Evolution	p. 357
The TRIZ Problem-Solving Process	p. 360
Problem Definition	p. 360
Problem Classification and Tool Selection	p. 362
Problem-Solution Generation	p. 363
Problem Concept Evaluation	p. 363
Technical Contradiction Elimination and Inventive Principles	p. 363
Statistical Basics and Six Sigma Metrics	p. 379
Six Sigma and Data Analysis	p. 379
Descriptive Statistics	p. 380
Dot Plot	p. 380
Histogram	p. 380
Box Plot	p. 382
Numerical Descriptive Statistics	p. 382
Random Variables and Probability Distributions	p. 386
Discrete and Continuous Random Variables	p. 386
Expected Values, Variance, and Standard Deviation	p. 387
Probability Distribution Models	p. 388
Statistical Parameter Estimation	p. 391
Quality Measures and Six Sigma Metrics	p. 392
Process Performance	p. 392
Process Capability Indices	p. 393
Sigma Quality Level (Without Mean Shift)	p. 395
Sigma Quality Level (With Mean Shift)	p. 396
References	p. 399
Index	p. 403
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Voice of the Customer Capture and Analysis

Summary

Author Biography

Table of Contents

Supplemental Materials