THE VOICE OF THE CUSTOMER
THE VOICE OF THE CUSTOMER
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DOI：
10.1287/mksc.12.1.1
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发表时间：
1993-12-01
影响因子：
5
通讯作者：
HAUSER, JR
中科院分区：
文献类型：
--
作者：
GRIFFIN, A;HAUSER, JR
近年来，许多美国和日本公司采用了质量功能展开（QFD）。QFD是一个全面的质量管理过程，其中“客户的声音”被部署在整个产品开发的研发，工程和制造阶段。例如，在QFD的第一个“房子”中，客户需求与设计属性相联系，从而鼓励共同考虑营销问题和工程问题。QFD中的“顾客之声”部分，即识别顾客需求、构建顾客需求、为顾客需求提供优先级的任务，在识别阶段，我们解决了以下问题：（1）需要访问多少顾客;（2）需要多少分析师阅读记录;（3）我们遗漏了多少顾客需求;（4）我们需要对顾客需求进行分析;（5）我们需要对顾客需求进行分析;（6）我们需要对顾客需求进行分析;（7）我们需要对顾客需求进行分析;（8）我们需要对顾客需求进行分析;（9）我们需要对顾客需求进行分析;（10）我们需要对顾客需求进行分析。（4）焦点小组或一对一访谈是否上级？在结构化阶段，顾客需求被排列成一级、二级和三级需求。我们比较组的共识（亲和力）图表，占大多数行业应用的技术，与客户排序数据的基础上的技术。在提供优先级的阶段，我们提出了新的数据，其中产品概念是由产品开发专家创建的，每个概念都强调满足一个主要客户的需求。客户的兴趣和偏好，这些概念相比，测量和估计的重要性。我们还讨论了是否提到的频率可以作为重要性的替代品的问题。最后，我们研究了QFD的既定目标，客户满意度。我们的数据表明，自我选择偏差的满意度的措施，通常用于QFD和企业的激励programmes.We关闭一个简短的应用程序来说明如何使用的客户的声音，产品开发团队创建一个成功的新产品。
In recent years, many U.S. and Japanese firms have adopted Quality Function Deployment (QFD). QFD is a total-quality-management process in which the ''voice of the customer'' is deployed throughout the R&D, engineering, and manufacturing stages of product development. For example, in the first ''house'' of QFD, customer needs are linked to design attributes thus encouraging the joint consideration of marketing issues and engineering issues. This paper focuses on the ''Voice-of-the-Customer'' component of QFD, that is, the tasks of identifying customer needs, structuring customer needs, and providing priorities for customer needs.In the identification stage, we address the questions of (1) how many customers need be interviewed, (2) how many analysts need to read the transcripts, (3) how many customer needs do we miss, and (4) are focus groups or one-on-one interviews superior? In the structuring stage the customer needs are arrayed into a hierarchy of primary, secondary, and tertiary needs. We compare group consensus (affinity) charts, a technique which accounts for most industry applications, with a technique based on customer-sort data. In the stage which provides priorities we present new data in which product concepts were created by product-development experts such that each concept stressed the fulfillment of one primary customer need. Customer interest in and preference for these concepts are compared to measured and estimated importances. We also address the question of whether frequency of mention can be used as a surrogate for importance. Finally, we examine the stated goal of QFD, customer satisfaction. Our data demonstrate a self-selection bias in satisfaction measures that are used commonly for QFD and for corporate incentive programs.We close with a brief application to illustrate how a product-development team used the voice of the customer to create a successful new product.