Use Pairwise Questioning to Collect More Useful VOC Data.docx

Use Pairwise Questioning to Collect More Useful VOC Data.docx

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UsePairwiseQuestioningtoCollectMoreUsefulVOCData

Use Pair-wiseQuestioningtoCollectMoreUsefulVOCData

MichaelOhlerApril30,2010

Imaginereceivingthefollowingmessagefromyourorganization’stravelassistant:

“Youwillreallylikeyournextbusinesstrip!

Ihavebookedyouintoahotelrightinthecitycenter.Itisabitfarfromthefactoryandnotreallycheap,butafterworkyoucandolotsofthings!

”

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?

++

+

0

-

–

Howdoyoufeeliftheattributedoesnotexist?

++

Inconsistent

Indifferent

Negativeexciter

Negativeexciter

Negativeperformance

+

Indifferent

Inconsistent

Indifferent

Indifferent

Negativebasic

0

Positiveexciter

Indifferent

Inconsistent

Indifferent

Negativebasic

-

Positiveexciter

Indifferent

Indifferent

Inconsistent

Indifferent

–

Performance

Basic

Basic

Indifferent

Inconsistent

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