MANAGING CUSTOMER EXCELLENCE

COURSE CODE: 1772

COURSE DURATION: 24 HOURS

ASSESSMENT: ONE HOUR MULTIPLE CHOICE EXAMINATION

RECOMMENDED PRIOR KNOWLEDGE: FD105 INTRODUCTION TO PRODUCT AND SERVICE MANAGEMENT

This course provides the practical skills to support a customer focused organisational culture. Delegates will become competent in identifying and translating requirements of customers and stakeholders into their organisations governance, assurance and improvement processes, driving organisational excellence. This course includes a 1 hour examination and on successful completion, delegates will be awarded a certificate of achievement in practitioner level – Managing Customer Excellence.

This course is designed for those who are practising in quality and aspire towards middle management.

• Requirements for a customer-focused organisation:
  • The organisation as a system
  • Organisational processes for listening to the external environment, including SWOT and PESTEL
  • Relationship to strategy development and stakeholder analysis
  • Relationship to strategy deployment (Hoshin-Kanri) and quality objectives
  • Customer requirements for process-based approach, product and service quality planning and improvement
  • Requirements of ISO 9001 for customer focus
  • Concepts of supply chain excellence
• Establishing customer requirements:
  • Identifying the customers
  • Understanding the different types of requirements
  • Construction and use of the Kano Model
  • Establishing critical to quality deliverables
  • Construction and use of CTQ Trees and requirements matrices
• Capturing the voice of the customer:
  • Different methods for capturing the voice of the customer
  • Techniques for interviewing the customer, focus groups and questionnaires
  • Customer survey design
  • Customer knowledge banks
  • Customer observation techniques
• Translating customer requirements:
  • Operational definitions
  • The Customer Interaction Cycle
  • Managing risk of customer dissatisfaction
• Analysis of data:
  • Types of data: qualitative, categorical, ordinal, discrete (or attributes), continuous (or variables) and the benefits/drawbacks of each
  • Data collection
  • Sampling methods (random, systematic, stratified)
  • Affinity diagram, interrelationship diagraph
• Assessing customer satisfaction:
  • Cost of poor quality
  • Different data types and their benefits/drawbacks
  • Analysis of customer survey results
  • Customer journey mapping
  • The role of social media in broadcasting success or failure
• Handling customer feedback:
  • Complaint handling
  • Root cause problem solving
  • Handling positive feedback
• Innovation and new products/services:
  • Customer behaviour and product/service interaction
  • Techniques to evaluate the external environment
  • Scenario planning techniques

Contact QM&T by sending an email to help@qmt.co.uk