ABSTRACT
The entire process now starts from the customer’s perspective. The organization must t into the shoes of the customers and realize these following aspects as a customer for their own enterprise. Think about some of your recent purchases. Think about one of the following: your last purchase of either a vehicle or major appliance. What were you really buying? The features, characteristics, benets, etc. What did the seller think you were buying? Pick a product or service from your operation. What do you think the customer is buying? These questions from the customer’s perspective will give tangible ideas on what is wrong with the product. To be more precise and helpful the identication of “critical to satisfaction” might give more useful insight on who really are the customers. Who are your customers? (Include: current, lost, potential and competitors’ customers). What do you provide your customers? What is critical for the satisfaction for your customers? What is the relative importance of the CTS’s? Understanding and listening of voice of the customers is discussed in detail in the later part of this chapter.
