Chapter 4

Understanding Your Customers’ Needs

In This Chapter

arrow Introducing Kano

arrow Hearing the voice of the customer

arrow Putting your customers first

arrow Gauging how well you do

In focusing on our customers, we’re looking to provide value for them. Amongst other things, this means the right products and services, at the right time, the right price and the right quality. And, of course, in the right place.

Throughout this book we make several references to the ‘voice of the customer’ and to CTQs (Critical To Quality requirements). The voice of the customer (VOC) helps you understand customer requirements. This expression describes information coming from the customer, perhaps through market research or face-to-face discussion, which enables you to determine your customers’ CTQs and what value means to them. The CTQs are vital elements in Lean Six Sigma, providing you with the basis to assess how well you’re performing in meeting your customers’ requirements. This chapter looks at how to obtain the VOC and develop the CTQs.

Can You Kano?

In striving to understand customers’ requirements and their ...

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