Converting subjective VoC to CTQs

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    Hello All,
    I am working on a project to improve the customer satisfaction score for e-mail customer support in a BPO company. Till now, the team has reached at a stage wherein we have identified VoCs; however, the difficult part is to convert these VoCs into CTQs. All the VoCs are subjective such as Customer Service Representative should understand customer’s concerns,  Customer Service Representative should address all the concerns, the response should be helpful, and personalized, etc.
    Can someone help me in converting these VoCs to CTQs or suggest a methodology for the same.



    if you can’t or won’t do a subsequent customer survey, then I would do brainstorming.  then use an AHP to score the quality of the top 10 or so.


    Sumeet Chandra

    Hi there,
    it’s gud that u ‘ve already gathered the matter to kick start your project,
    basic equation Y=f(x)
    Y= cust Satisfaction ( C- Sat)
    x1 = understand cust concern.
    x2 = should address all the concern.
    x3 = helpfull for cust.
    x4 = Personalized.
    Y = f ( x1+x2+x3+x4)
    — Make the relvent metrix
    — Gather data.
    — Use Pareto to priortize CTQ’s
    — Identify them.
    — Work on them.
    … and journey continues to next phase … i hope u can kick off your project now..
    Warm Regards,
    Sumeet Chandra.



    Check out an article in ASQ’s Quality Progress (September 2006) “Market Focused, Value Driven – IT’s All About Gaps”.  This is a very sophisticated and elegant approach for doing what you seek to do and more.


    Rudragouda Patil

    Subjective requirements should now be converted to objective requirements.
    One need to go back the customer or from internal human resource, find  more specific data like for  Understand customer’s concerns
    Example:  For product A or B or C, what kind of concerns are most commonly raised or answered. You will get variety of answers based on the sample size you have chosen. Using Affinity diagram to group, after that use a Pareto chart to find the top 3 or 5 and these will be a CTQs for the customer satisfaction.


    F man

    What I usaly do when I have received VOC is to gateher a team and go through each item and ask ourselves the question:
    “What prevent us from satesfie our customer now?”
    If you know that its easier to moved on.



    The first potential problem I see is you have already established your metric (customer satisfaction score for e-mail support), which could be putting the cart before the horse. I prefer to establish the marketng/profitability impact points (CTQ) first, and then establish the metric(s) needed to monitor, characterize, improve and controll them. This kind of problem is what I call “entering from the middle,” which forces you to solve a problem someone else has already characterized-correctly or incorrectly.One proven way to evaluate the current metric is to use the Goal-Question-Metric (GQM) method developed by V. Basili and D Weiss in the software quality field. GQM is used by SEI in their CMM programs, and is a useful tool for developing sound metrics in both manufacturing, nonmanufacturing, and transactional environments. The VOC process also stands in great need to work closely with the integrated marketing system of the company, evaluating each stage of their marketing process for effectiveness and changes in market response/trend, and using all forms of deployed marketing communications to contribute feedback continuously (not just doing an occasional survey). You have to realize that if your analysis program is not elevated to a continuous and integrated process, then you are working from a very low quality of information at best. I find most VOC efforts initially discover how much they need a ongoing marketing management program. Good luck.



    Thank you. Your inputs are appreciated.



    Yeah, you just are working with bad data from the get-go.  I think the previous poster was spot on…You really need a reliable, professionally applied and analyzed VOC instrument in place…there are many companies that do an excellent job of this for a fairly reasonable price…they will take your customer list, gather the data, regress it for you, and maintain the website with all the results annually. It also shows actions taken and its effects on the customer satisfaction rating in question, as well as providing transparency as to ownership….with this, all your projects just fall right out….if the organization is customer satisfaction driven….cost is something else.  And it provides a bias free source of info….mkt cant always claim that.  Good luck.


    hitesh chopra

    Probably you can use a tool called QFD (Quality Function Deployment) in this kind of a scenerio.
    In fact i would say this is the best tool for converting VOC to CTQ.
    Just to give you a brief idea of the same let’s take an example:-
    VOC:- Customer represntative’s understanding of the customer’s concern
    Step 1:- define the parameter’s which may effect the VOC such as Types of Concerns, Skill set of the repsresentative, representative’s product know how, representative’s customer mgm. skill, representative’s communication skills
    Step2:- map the above define parameters with voc either withthe help of data & correlation study or even with the i/ps from the customer on same & come out with critical to customer requirements (CCR).
    step3:- once ccr has been identified, you can further drill down to csf such as no. of times customer complaint has been repeaated, representative skill set etc.
    Hope this helps you out.
    Step 2:- define skill set requirement

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