Process improvement is undertaken by an organization for the purpose of realizing benefits that will ultimately impact a customer’s bottom line goal. Alignment of customer experience with the improvement takes a back seat to the primary goal for which the improvement is being undertaken. Not that it is to be ignored, but, recognize that the process improvement must deliver the value for which it is being undertaken to the customer first. Given that, it is important to articulate that impact since it could potentially be included by the customer as part of the value of the process improvement. If so, the conventional tools can be used to elicit the requirement for the alignment of customer experience: stakeholder analysis (to determine all customers), VOC (to determine customer desires and priority), maybe QFD (to help the prioritization process for the improvements)
A case study is presented on this specific subject in a full article the following link:
http://www.sixsigmaiq.com/article.cfm?externalID=1138
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