Use Pairwise Questioning to Collect More Useful VOC DataWord格式文档下载.docx
《Use Pairwise Questioning to Collect More Useful VOC DataWord格式文档下载.docx》由会员分享,可在线阅读,更多相关《Use Pairwise Questioning to Collect More Useful VOC DataWord格式文档下载.docx(8页珍藏版)》请在冰豆网上搜索。
![Use Pairwise Questioning to Collect More Useful VOC DataWord格式文档下载.docx](https://file1.bdocx.com/fileroot1/2023-1/29/c29659da-903d-459c-8550-d756dee13290/c29659da-903d-459c-8550-d756dee132901.gif)
Butwhatifyouwouldhavepreferredtostayataquiethotelbytheseashore,justa15-minutedriveawayfromthefactory,ratherthaninthebustlingcitycenter?
Ifthetravelassistanthadcollectedthevoiceofthecustomer(VOC),youmighthavebeenmoresatisfiedwiththetrip.
ThisexampleisareminderofhowimportantitistogatherVOC.GettingVOCrightishighlyimportantwhendesigningaproductorofferingaservice.TheKanomodel,alongwith“pair-wise”questioning–amethodfortestingthedesirabilityofcertainproductorserviceparameters–canaidinthisjob.Theseanalysismethodshelppractitionerstoclassifycustomers’perceptionsofserviceorproductattributes,andtounderstandeffectstheycanhaveoncustomersatisfaction.Byusingthesetools,everyonewillbeclosertoreceivingthekindofservicesandresponsesthattheywant.
Understanding
theKanoModel
TheKanomodel,showninthefigurebelow,
distinguishesbetweenthreedifferenttypesofattributes:
∙Delightershavelittleimpactoncustomersatisfactionwhenabsent,buttheystronglyincreaseitwhenpresent.
∙Basicattributesoftenonlygonoticedwhentheyareabsent.Iftheyaremissing,customersatisfactioncandropsignificantly.
∙Performanceattributescanincreaseordecreasecustomersatisfaction,dependingiftheyarepresentornot.Customersatisfactiongrowsalongwiththefulfillmentoftheseattributes.
KanoModel
ThebusinesstripexamplecanhelptofurtherexplaintheKanomodel.Forinstance,besidesbeinglocatedreasonablyclosetotheirplaceofwork,manytravelerswanttochoosefromarangeofrestaurants,cinemas,theatresorotherleisurefacilitiesoncetheirworkisdone.Putsimply:
Themorechoicethebetter.Thus,thenumberoffacilitieswithinreachisaperformanceattribute.Nowadays,high-speedInternetaccessinahotelhasturnedintoabasicattribute.Businesstravelersexpecttofindit;
thus,itspresencedoesnotpositivelyimpactsatisfaction.However,ifthewebserviceistooslow,intermittentorabsent,satisfactioncandropconsiderably.
Also,hotelssometimeschargeexcessivelyfornationalorevenlocalphonecalls.Thisclasheswiththetraveler’shomeexperience,wheremosthaveaflatratefortheirnationalcallsandcheapoptionsforinternationalcalls.Thiscontextcanmakethepriceofaphonecallfromahotelroomadelighterattribute:
Atalow(orflat)rate,customerscancalltheirfamilywithoutworryingaboutthephonebill.Theirsatisfactionincreasessuddenlywhentheratedropsbelowacertainthreshold.Forpricesabovethatthreshold,theymayusetheircellphone.Atthatpoint,satisfactionwillremainunaffected,nomatterhowhightheratereallyis.
Dealing
withDifferentAttributes
Oncepractitionersareabletoclassifyattributesunderthedelighter,performanceorbasiccategories,theycantaketheseattributesintoaccountwhendesigningaproductorservice.Eachtypeofattributemustbeaddressedappropriately,whichiswhyitisimportanttogettheclassificationright.
Forabasicattribute,likehigh-speedInternetaccessinahotelroom,athresholdneedstobeestablished.Thiscanbedonebyaskingcustomers:
“HowdoyouuseyourInternetconnection?
”Thehotelcanthendeterminethebandwidthneededtosupportthesehabits.Typically,thresholdsforbasicrequirementsstaystableovertime.Itisadvisable,though,tomonitorrelatedusagepatternsandtoalsoaskquestionssuchas:
“HowwouldyouliketouseyourInternetconnection?
”Inthenearfuture,businesstravelersmayexpecttowatchtheirhomeTVstationsviatheInternet.Spottingsuchatrendearlycanleadtotheofferofadelighter.Thisway,whatnowisabasicattribute(bandwidth)mightbecomeadelighterinadifferentcontextinthefuture.
Withthatsaid,adelighterattributedoesnotnecessarilyleadtoadesignfeature,becausetheabsenceofadelighteroftengoesunnoticed.However,designteamsshouldchallengeallreasonswhydelighterscan’tbebuiltintoaproductoraservice:
“Whyshouldn’thotelsbeabletonegotiateflatratesfortheirroomswiththelocaltelephonecompany?
”Takingsuchquestionsseriouslyisimportantfortworeasons.First,delighterfeaturescanhelporganizationstoavoid“buying”customersatisfactionthroughpriceabatements.Second,ifthecompetitionfindsacheapwaytodesignthedelighterorsimplydecidestoofferit,theattributecanquicklyturnintoabasicrequirement.Ifcustomersstartgettingusedtobeingdelightedthisway,notofferingthisformer-delighter-turned-basic-requirementcanleadtoaseveredropincustomersatisfactionand,intheworstcase,tothelossofcustomers.
Performanceattributescanbeusedtoincreasecustomersatisfaction.Often,however,anincreaseintheseattributescanleadtoahigherproductorservicecost.Designteamsshouldchallengethislinkbetweenperformanceandcost:
“HowcanIgivemybusinesstravelersmoreoftheoptionstheywantwithoutbookingthemintoexpensivehotels?
Analyzing
CustomerData
Designteamsmaystrugglewithhowtocategorizeattributesasdelighter,performanceorbasicappropriately.Especiallyintheabsenceofanexperiencedfacilitator,theKanoanalysiscanbeanexerciseteammembersarereluctanttoparticipatein.
SuchteamsthenfailtousetheirbestknowledgetounderstandVOCanddesigntherightfeaturesintoaproductorservice.TracingbackthenatureofanattributetotheoriginalVOCcanbedifficult.Wheninterviewingcustomers,practitionerscannotsimplyaskquestionslike,“Areyoudelightedby…?
”Consequently,teamsoftenguessorvoteforthenatureofanattribute.Thiscanmaketheoutcomeunsatisfactoryandalsoreduceteammembers’appreciationofKanoanalysis.Asaresult,insufficientcaremaybetakenindesigningfeaturesofaproductorservicethataddressestheseattributes.
Introducing
Pair-wiseQuestioning
ToeasetheKanoanalysisprocess,teamscanusepair-wisequestioningtodeterminethenatureofanattribute.Pair-wisequestioning,whichcanbeappliedincustomerinterviewsandquestionnaires,allowsforarationalandconsistentclassificationofattributes.
Considerthesituationofasuppliertotheshipbuildingindustry.Thismedium-sizedcompanyisreviewingitsportfolioforair-conditioningequipmentandrelatedservices.Theengineeringteamconsidersthefollowingattributestobeimportanttoshipbuildingcustomers:
∙Instructionsforoperation,includingcontactinformationforthesupplier’sengineeringdepartmentifissuesarise
∙Thetimeittakestohaveaknowledgeablecontactpersonontheshipconstructionsite
∙Thenoiseleveloftheair-conditioningequipment
∙Thefitofanyspecificequipmentintoawiderangeofenvironments
Theteamwantstounderstandthenatureoftheseattributesbetter.Theyusepair-wisequestioningtodeterminethecustomerperspective.Theyaskcustomersthefollowingquestionsregardingeachofthefourattributes:
∙“Howdoyoufeeliftheattributeexists?
∙“Howdoyoufeeliftheattributedoesnotexist?
Foreachofthesequestions,thepossibleanswersare:
∙“Ireallylikeit”(++)
∙“Ilikeit”(+)
∙“Ifeelneutralaboutit”(o)
∙“Idon’tlikeit”(-)
∙“Ireallydon’tlikeit”(–)
TheteamusedtheclassificationsysteminTable1tointerpretthenatureoftheattributes.
Table1:
ClassificationofAttributesUsingPair-wiseQuestioning
Howdoyoufeeliftheattributeexists?
++
+
-
–
Howdoyoufeeliftheattributedoesnotexist?
Inconsistent
Indifferent
Negativeexciter
Negativeperformance
Negativebasic
Positiveexciter
Performance
Basic
Classification
Options
AsseeninTable1,inconsistencymayariseifthepair-wisequestionsbeingaskedarenotsuitedtoclassifytheattributeappropriately(aproblemofthemeasurementsystem).Inthiscase,furtherfollow-upwiththecustomerwillbeneeded.
Attributesclassifiedas“indifferent”inTable1maybeaddedasfeatures,justtobesafe,iftheyarenottooexpensive.Beforedoingso,however,teamsshouldconsidertheoverallcomplexityoftheresultingoffer.Whydilutetheessenceofaproductorservicewithfeaturesthatcustomersareindifferentto?
Furtherfollow-upmayalsobeneededregardingtheseattributes.
Table1alsoshowsthattherearenotonly“positive”butalso“negative”performanceattributes,wherelessisbetter.Often(thoughnotintheaboveexampleforphonecallsfromhotelrooms),pricemaybeaperformanceattribute.
Similarto“moreorlessisbetter”performanceattributes,therearealsopositiveandnegativeexcitementattributes.Thesecanmakearealdifferencewhenpresent(forpositiveexciters)orabsent(fornegativeones).Apositiveexciterleavescustomersindifferentwhenabsent,whileanegativeexciterdoessowhenpresent.Thesamedistinctioncanalsobemadeforbasicrequirements.
Whileitisimportanttoknowthatpositiveandnegativeperformance,exciter,andbasicattributesexist,facilitatorsshouldnotinsistonworkingoutaclearseparationbetwe