Voice of the Customer: Capture and Analysis » (1ST)

Kai Yang, Ph.D. has extensive experience in many areas

of quality and reliability engineering. He is also an associate professor of

industrial and manufacturing engineering at Wayne State University.

Discover All the Advantages of Using Design for Six Sigma

to Develop and Build Customer Value-Based Products

Voice of the Customer Capture and Analysis equips Six Sigma you with the skills needed to create and deploy surveys, capture real customers need with ethnographic methods, immediately analyze the results, and coordinate and drive responsive actions.

Quality expert Kai Yang explains how to utilize the statistical methods of Design for Six Sigma to identify key customer needs and assess the cost of poor quality. He then shows how to design robust products to meet those needs, optimize product life cycles, and accurately validate their findings.

Voice of the Customer Capture and Analysis features a wealth of information on Six Sigma and value creation…customer survey design, administration, and analysis…ethnographic research…process management and Lean Product Development…the deployment of customer value into products-DFSS…and value engineering. This product design tool enables you to:

• Minimize sources of response and measurement error
• Discern customer preferences
• Design VOC research to minimize mistranslation
• Respond to analytical implications of VOC data
• Optimize design to decrease sensitivity of CTQs to process parameters

With the help of Voice of the Customer Capture and Analysis, you can now acquire the skills needed to truly understand a customer's wants and needs, in order to develop and build optimal products.

Most Design for Six Sigma product development teams fall short of truly understanding their customers' want and needs until it is too late. Market research studies and reports simply do not provide sufficient guidance. Today's Six Sigma practitioners need a comprehensive approach to designing and building customer value-based products.

Voice of the Customer Capture and Analysis now gives you the ability to create and deploy surveys, capture real voice of the customer in the field, immediately analyze the results, and coordinate and drive responsive actions.

This powerful product-development tool demonstrates how to utilize the statistical methods of Design for Six Sigma to identify key customer needs …assess the cost of poor quality…design robust products to meet those needs…optimize product life cycles…and accurately validate their findings.

By using the expert methods, strategies, and guidelines presented in Voice of the Customer Capture and Analysis, you can:

• Harness VOC data to create value-based products
• Employ Design for Six Sigma to optimize value creation
• Become proactive in gathering VOC information
• Improve customer survey design, administration, and analysis
• Accurately process VOC data
• Deploy customer value into products-DFSS
• Perform effective quality function deployment (QFD)
• Get the most out of value engineering
• Capitalize on creative design methods
• Utilize process management and Lean Product Development
• Apply statistical techniques and Six Sigma metrics

This wide-ranging resource will give you the ability to minimize sources of response and measurement error …clearly discern customer preferences…design VOC research to minimize the perils of mistranslation…respond to analytical implications of VOC data …and optimize design to decrease sensitivity of CTQs to process parameters.

Comprehensive and authoritative, Voice of the Customer Capture and Analysis provides you with all the tools you need to fully understand customer needs and wants_and then develop and build outstanding products that meet, or exceed, customer expectations.

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