Voice of the Customer by Walter McIntyre
Typically, there is not a single voice of the customer. They are fractioned into multiple groups, each with their own perspective. Each group may also have different voices in different circumstances.
For the Six Sigma team, identifying the customer involves more than collecting information about who is purchasing the business’s products or services. Those who purchase the products and services are just one of several customer groups. Some other classifications are internal supplier/customer hand-offs, customers of competitors, former customers, and potential customers.
Six Sigma defines the two aspects of customer satisfaction that affect every business. These are customer satisfaction with the process output and customer satisfaction with the service surrounding it. In the service industry, businesses understand that providing quality service is a key to customer satisfaction. At the same time, though, they must have concern about the service product. For example, consider receiving exceptional customer service from an associate at a retail outlet, only to find the selection of merchandise unacceptable. The result is that you chose a different retail outlet on your next shopping trip. Conversely, what happens when you receive very bad customer service at a different retail outlet, which happens to have a very wide selection of merchandise? Even though you can find what you need, you will probably decide not to do business with them in the future.