Tools for Initial Interview

Hi Vineet,

Are you aware of QFD techniques, I hope it will be helpful for your situation.

Please find the attachment regarding QFD.

Best regards

To begin, I categorize information based upon whether it addresses output performance (acceptability of product/service – i.e. specification for acceptance) or process execution (how to execute the proces). Those related to output performance, I keep as part of the VOC. Those statements related to process execution (causal factors, possible fixes, constraints/limitations), I set aside for reference later in working the improvement process.
To make sense of the output performance statements, I use a RUMBA matrix to convert interview statements into quantifiable metrics (similar to what you try to accomplish in a QFD). As an example, the statement of “We need it to get to the dock faster” becomes a measure of cycle time from order to delivery on the dock. Next, I ask the customer to provide the specification (what is acceptable). Once all of the VOC statements have been turned into quantifiable measures, I use one of many techniques to rank the customer requirements.

As a side-note, we often use surveys to solicit feedback from large groups of varied customers. In that case, we use a team of “calibrated” experts to categorize all of the subjective statements and then use pareto analysis to start understanding the customer voice based upon volume of comments in a given category. The “calibration” comes from sitting the team in a room and have them start categorizing comments and codifying the categories so that each can categorize in a similar manner as they sift through the thousands of comments at their desk.

I’m not sure if I adequately addressed your concern, but thought I would at least share some of my approaches.

Since your question may be shared by others, I’ll expound slighty here. The matrix merely asks each customer statement be evaluated to determine if it is:

R easonable
U nderstandable
M easureable
B elieveable
A chieveable

If a customer statement meets, or can be molded to meet, the RUMBA criteria it is designated as a valid customer requirement. It helps when dealing with subjective terms (faster, better, cheaper, etc) and ill-defined measurement techniques. I keep RUMBA lightly penciled at the top of my interview page to remind myself not to leave the customer until I’ve converted all of their wants/needs into valid customer requirements.