Course 3 Customer Excellence   

Course 3   Customer Excellence

Unit 3 Customer Excellence has four (standards) aligned to the Baldrige Framework. 

Course 3 Customer Excellence

WHO SHOULD IMPLEMENT CUSTOMER EXCELLENCE STANDARDS: 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 YOU RECEIVE:

  • HPO21 Institute Certificate of Completion - Customer Excellence. This certificate indicates that you have implemented the Unit 2 Customer Excellence standards. 

  • Customer Excellence Decision Support Tools: Downloads and licenses to use the following Decision Support Tools:

CUSTOMER FOCUS TEAM (CFT) SURVEYS

  • CFT 3.1 Customer Satisfaction Value Assessment (survey)

  • CFT 3.1 Key Stakeholders Selection Assessment (survey)

  • CFT 3.1 Voice of Customer Assessment (survey)

  • CFT 3.1 Voice of Stakeholder Assessment (survey)

  • CFT 3.1 Voice of Prospect Assessment (survey)

CUSTOMER FOCUS TEAM (CFT) SHEETS 

  • CFT_3.1_Customer_Excellence_ Action_Plan (.xlsx)

  • CFT_3.1_Customer_Satisfaction_Value_Matrix (.xlsx)

  • CFT_3.1_Key_Stakeholder_Selection_Matrix (.xlsx)

  • CFT_3.2_Opportunity_Manager (.xlsx) 

  • CFT_3.2_Prioritization_Customers_Stakeholders (.xlsx)

  • CFT_3.2_Product_Service_Value_Contribution (.xlsx)

  • CFT_7.2_PMS_Customer_Excellence_Metrics (.xlsx)

Module 1 - 3.1 Voice of the Customer

VALUE ADDED - (MANAGERS) - Organization Managers who successfully implement this OE21 Standard will understand and be able to accomplish the following Customer Excellence actions:

  • Help apply Voice of Customer, Voice of Prospect, and Voice of Stakeholders assessments to provide data and information for improving customer satisfaction, engagement and value perceptions

  • Help ensure that satisfied customers have a higher value perception of the organization's products/services/programs - as compared to a competitor or comparative organization’s offerings

  • Help ensure that customers appreciate the organization’s brand and are more likely to purchase or participate in the organization's offerings

  • Help ensure that the organization is engaged with customers to have a better understanding of customer and prospect needs, requirements, and expectations

  • Help ensure that customer engagement (value) information is used to improve the organization’s products/services/programs offerings as well as the organization's brand, in the eyes of their customers and prospects

Use the following OE21 Customer Excellence Tools:

  • CFT 3.1 Customer Satisfaction Value Assessment (survey)

  • CFT 3.1 Key Stakeholders Selection Assessment (survey)

  • CFT 3.1 Voice of Customer Assessment (survey)

  • CFT 3.1 Voice of Stakeholder Assessment (survey)

  • CFT 3.1 Voice of Prospect Assessment (survey)

  • CFT_3.1_Customer_Satisfaction_Value_Matrix (.xlsx)

  • CFT_3.1_Customer_Excellence_ Action_Plan (.xlsx)

  • CFT_7.2_PMS_Customer_Excellence_Metrics (.xlsx)

VALUE ADDED - (ORGANIZATIONS) - Organizations will benefit as these managers become "internal consultants" who have the knowledge and tools to help the organization achieve these capabilities and results:

  • Conduct Voice of Customer (VOC) Assessments

  • Conduct Customer Satisfaction and Value Assessments

  • Apply Customer Satisfaction and Value Matrix tool

  • Conduct Key Stakeholders Selection Assessments

  • Apply Key Stakeholders Selection Matrix tool

  • Conduct Voice of Stakeholders (VOS) Assessments

  • Implement web-based Customer Listening Methods and Indicators

  • Update the Customer Excellence Action Plan with Process Improvement results

  • Select and track Customer Excellence metrics (key trends and action plans)

Module 2 -  3.2 Customer Engagement

VALUE ADDED - (MANAGERS) - Organization Managers who successfully implement his OE21 Standard will understand and be able to accomplish the following Customer Excellence actions:

  • Help prioritize target customers, prospects, and key stakeholders

  • Help position products, services, and programs in the portfolio

  • Help implement OE21 Opportunity Marketing tools and methods

  • Help create or update Product/Service/Program Requirements Specifications

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

  • Help plan or update the Customer Excellence Action Plan

  • Help select/input Customer Engagement metrics into the Performance Measurement System (PMS)

Use the following Customer Engagement Decision Support Tools:

  • CFT_3.2_Prioritization_Customers_Stakeholders (.xlsx)

  • CFT_3.2_Product_Service_Value_Contribution (.xlsx)

  • CFT_3.2a_Opportunity_Marketing_Guide (OE21 web page)

  • CFT_3.2_Opportunity_Manager (.xlsx) 

  • CFT_7.2_PMS_Customer_Excellence_Metrics (.xlsx)

VALUE ADDED - (ORGANIZATIONS) - Organizations will benefit as these managers become "internal consultants" who have the knowledge and tools to help the organization achieve these capabilities and results:

  • Prioritize target customers, prospects and stakeholders

  • Use OE21 Opportunity Marketing Guide to implement Opportunity Marketing

    • Phase 1 Focusing on market segments and groups

    • Phase 2 Prepare for target customer and stakeholder engagement

    • Phase 3 Customer and stakeholder engagement 

  • Use OE21 Opportunity Manager to track customer and stakeholder engagement/sales process

  • Help create new or revised Product/Service/Program Requirements Specifications

  • Help create Product/Service/Program Offering Information (web site, brochures, ads, etc.)

  • Help estimate product, service or program value contributions (financials; COGS, etc.) 

  • Update the Customer Excellence Action Plan with Process Improvement results

  • Select and track Customer Excellence metrics (key trends and action plans)

Module 3 -  3.2a Opportunity Marketing Guide  

VALUE ADDED - (MANAGERS) - Organization Managers who successfully implement this OE21 Standard will understand and be able to accomplish the following Customer Excellence actions:

  • 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

 

Use the following Opportunity Marketing Tools:

  • CFT_3.2a_Opportunity_Marketing_Guide (OE21 web page)

  • CFT_3.2_Opportunity_Manager (.xlsx) 

VALUE ADDED - (ORGANIZATIONS) - Organizations will benefit as these managers become "internal consultants" who have the knowledge and tools to help the organization achieve these capabilities and results:

 

PHASE 1 - Tactics for focusing on market segments and groups (7 tactics)

  • 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 (6 steps)

  • 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 (6 steps)

  • 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 

Module 4 -  7.2 Customer-FocusedResults

VALUE ADDED - (MANAGERS) - Organization Managers (Students) who successfully implement this OE21 Standard will understand and be able to accomplish the following Customer Excellence actions:

  • Provides Trend Chart results for Baldrige Framework Item 7.2 Customer-Focused Results

  • Conduct Organization Performance Reviews of Key Process Indicators (KPIs)

  • Implement continuous improvement toward excellence of results

  • Ensures that the organization is focused on results

  • Aligns results targets (goals) with key organization needs

  • Improves decision making based on facts and trends of key results

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

Use the following Customer Excellence Decision Support Tools:

  • CFT_7.2_PMS_Customer_Excellence_Metrics (.xlsx)

VALUE ADDED - (ORGANIZATIONS) - Organizations will benefit as these managers become "internal consultants" who have the knowledge and tools to help the organization achieve these capabilities and results:

  • Select good measures for customer satisfaction, dissatisfaction results? Decide how these results differ by product, service, program offerings, customer groups, and market segments. Select good measures for customer engagement,  including those for building customer relationships. Decide how these results compare over the course of the customer life cycle, and how these results differ by product offerings, customer groups, and market segments, as appropriate. 

 

  • Select and implement a Performance Measurement System (PMS) - or uses the OE21 PMS spreadsheet model for tracking trends and action plans for customer excellence.

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