Module 5 Customer Excellence   

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Module 5   Customer Excellence

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Module 5 Customer Excellence has four (standards) aligned to the Baldrige Framework. 

Module 5 Customer Excellence

WHO BENEFITS FROM MODULE 5: Managers of customer sales and relationships (e.g., VP Marketing, Manager of Sales, Manager of customer relations, etc.). The Customer Focus Team (CFT) Chair Person is accountable for Customer Excellence results, including customer engagement, satisfaction and value, key stakeholder's satisfaction and value, product and service performance (in the eyes of customers), and program outcomes.

WHAT YOUR CUSTOMER MARKETING, SALES, AND SUPPORT MANAGERS RECEIVE:

Module 5 provides the foundation for Customer Excellence and contains these OE21 Standards:

3.1 VOICE OF THE CUSTOMER - Implementation of this OE21 Standard helps the organization to:

  •  Engage with customers and understand the "voice" of customers, prospects, and stakeholders to learn their unique goals, objectives, obstacles, desires, and needs.

 

  • Ensure satisfied customers with a higher value perception of the organization's products, services, or programs compared to a competitor or comparative organization’s offerings.

 

  • Help customers appreciate the organization’s brand, so they are more likely to purchase or participate in its offerings.

 

  • Use customer engagement information to improve their view and value of the organization’s products, services, or program offerings and our brand.

 

  • Ensure that stakeholders gain a high-value perception, so they are more likely to invest in and support our organization

 

  • Use vital outside stakeholders to help promote the organization's products, services, and programs and act as persuaders of decision-makers who select the organization's offerings.

3.2  CUSTOMER ENGAGEMENT - Implementation of this OE21 Standard helps the organization to:

  • Prioritize target customers, prospects, and key stakeholders

 

  • Improve Product/Service/Program Positioning and Branding

 

  • Implement Opportunity Marketing to capture target customers

 

  • Create or update Product/Service/Program Requirements Specifications

 

  • Design and produce new products, services, or programs that meet customer requirements and expectations

 

  • Estimate product/service/program costs and cycle time to design, produce, deliver and support them

 

  • Update Customer Excellence Action Plan

  • Select and Input Customer Engagement metrics into the Performance Measurement System (PMS)

3.2A OPPORTUNITY MARKETING Implementation of this OE21 Standard helps the organization to:

  • Help capture an increasing share of target customers, participants, or stakeholders

  • Help obtain a sufficient amount of funding, support, or other contributions from target stakeholders (organizations, investors, or other persons with a stake in the organization

  • Help promote and leverage the organization's products, services, and programs to customers, participants, and key stakeholders.

This OE21 Standard includes the foundation for creating or improving the marketing and sales process and is organized into three key phases:

PHASE 1 - Establish tactics for focusing on market segments and groups: 

  • Identify High-Value Target Customers

  • Implement the Intake Process

  • Implement Referral Generators

  • Implement Contact Lists Management]

  • Research and Listen to Prospects

  • Create Potential Solutions for Target Customers

  • Implement Online Meeting System

 

​PHASE 2 - Prepare for target customer engagement: 

  • Prioritize Target Customers

  • Create or update Value Propositions

  • Create "Touch" Content (for email, etc.)

  • Create standardized Voice Mails

  • Create standardized Telephone Dialogues

  • Create Opportunity Marketing Presentations 

PHASE 3 - Engage with target customer group or stakeholders:

  • Locate and engage with those who have internal relationships with Target Customers

  • Test solutions and presentations with those who have internal relationships with Targets

  • Update solutions and presentations based on feedback from those with internal relationships

  • Set meeting with Decision Makers and deliver the Opportunity Marketing Presentation

7.2 CUSTOMER FOCUSED RESULTS - Implementation of this OE21 Standard helps the organization to:

Provide Trend Chart results for Baldrige 7.2 Customer-Focused Results

Support Organization Performance Reviews and Action Plans

Support continuous improvement toward excellence of Results

Ensure that the organization is focused on results

Aligns results targets (goals) with all organization needs

Facilitate Performance Reviews of Key Process Indicators (KPIs)

Facilitate Continuous Improvements throughout the organization

Improve decision making based on facts and trends

Create opportunities for Innovation to solve problems or improve performance in all areas of the organization

OE21 TOOLS: INSTRUCTIONS > IMPLEMENT > BOOST RESULTS

OE21 TOOLS FOR MODULE 3 CUSTOMER EXCELLENCE - The following OE21 decision support tools are used in implementing the OE21 Standards in Module 5:

3.1-CFT-S1 Customer Satisfaction Value (survey)

3.1-CFT-A1 Customer Satisfaction Value Analysis (.xlsx)

3.1-CFT-S2 Key Stakeholders Selection (survey)

3.1-CFT-A2 Key Stakeholder Selection Analysis (.xlsx)

3.1-CFT-S3 Voice of Customer (survey)

3.1-CFT-A3 Voice of Customer Analysis (.xlsx)

3.1-CFT-S4 Voice of Stakeholder (survey)

3.1-CFT-A4 Voice of Stakeholder Analysis (.xlsx)

3.2-CFT-S1 Prospects Prioritization (survey)

3.2-CFT-A1 Prospects Prioritization Analysis (.xlsx)

3.2a-CFT-S2 Opportunity Manager (survey)

3.2a-CFT-A2 Opportunity Manager Analysis (.xlsx)

3.0-CFT-P Customer Excellence Strategy Plan (.xlsx)

3.0-CFT-M Customer Excellence Results (.xlsx)

Figure 3-1 below presents an example Trend Chart for Customer Excellence Results. 

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Figure 3-1 Example OE21 Trend Chart for Customer Excellence Results. 

MODULE 5 IMPLEMENTATION

Objective 1 - 3.1 VOICE OF THE CUSTOMER AND STAKEHOLDER 

  • Milestone 1 - Customer Satisfaction/Value Survey, or the Voice of Customer (VOC) Survey

  • Milestone 2 - Key Stakeholder Selection Survey

  • Milestone 3 - Voice of Stakeholder Survey

Objective 2 - 3.1 VOICE OF THE CUSTOMER AND STAKEHOLDER 

  • Milestone 4 - Customer Satisfaction/Value Analysis or VOC Analysis

  • Milestone 5 - Key Stakeholder Selection Analysis

  • Milestone 6 - Voice of Stakeholder Analysis

  • Milestone 7 - Web-based Listening Indicators implemented

Objective 3 - 3.1 VOICE OF THE CUSTOMER AND STAKEHOLDER 

  • Milestone 8 - Customer Excellence Strategy Plan implemented

Objective 4 - 3.1 VOICE OF THE CUSTOMER AND STAKEHOLDER 

  • Milestone 9 - Customer Excellence Metrics Implemented

   

Objective 5 - 3.2 CUSTOMER ENGAGEMENT 

  • Milestone 1 - Customers/Prospects Prioritization

  • Milestone 2 - Phase I Market Segments/Groups Identified

  • Milestone 3 - Customer/Prospects Engagement Preparations

Objective 6 - 3.2 CUSTOMER ENGAGEMENT 

  • Milestone 4 - Opportunity Marketing Survey Completed

  • Milestone 5 - Product/Services Offering Information Ready

Objective 7 - 3.2 CUSTOMER ENGAGEMENT 

  • Milestone 6 - Product/Services Value Contribution Ready

  • Milestone 7 - Customer Excellence Metrics Reviews underway

Objective 8 - 3.2a OPPORTUNITY MARKETING  

  • Milestone 8 - Opportunity Marketing Tactics Ready

Objective 9 - 3.2a OPPORTUNITY MARKETING  

  • Milestone 9 - Customer Engagement Preparations (Steps 1 to 5)

Objective 10 - 3.2a OPPORTUNITY MARKETING  

  • Milestone 10 - Customer Engagement Preparations (Steps 6 to 8)

  • Milestone 11 - Ready for Target Customer Engagement

When all the above objectives are completed, the OE21 Certification Coach conducts a final review of the Module 5 standards implementation and provides feedback to the focus teams. When all module requirements are met, the OE21 provider organization issues individual certification badges to each focus team participant who actively engaged in implementing this module.

Certification Badge: Management Analyst - Customer Excellence (MA-CETM

 

END OF MODULE 5 - PROCEED TO MODULE 6