Listening to the voice of the market: how to increase market share and satisfy current customers
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boca Raton u.a.
CRC Press
2010
|
| Series: | A productivity press book
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | p. cm. |
| ISBN: | 9781420093308 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Titel: Listening to the voice of the market
Autor: Reidenbach, R. Eric
Jahr: 2010
Contents
Foreword................................................................................................xi
SECTION I Defining the VOM
Chapter 1 Customers or Markets?......................................................3
Problem One: Hijacking the Customer....................................5
Problem Two: Focus on Your Customers.................................8
Introducing the VOM (Voice of the Market)...........................9
Why VOM and Not VOC?.......................................................10
Challenges for the Six Sigma Community.............................12
References...................................................................................13
Chapter 2 The Product/Market Matrix Identifying Which
Voice to Listen to.............................................................15
The Conventional Wisdom......................................................16
The Unconventional Wisdom..................................................17
The Two Components of the Product/Market
Matrix..................................................................18
Product Lines.....................................................18
Market Segments...............................................19
Assessing Market Opportunity...............................................20
Market Attractiveness Criteria.........................22
Ability-to-Compete Criteria.....................................................23
Importance of Criteria...................................................24
Performance Scores (Ratings)..........................26
The Market Opportunity Analysis Matrix......26
Creating the Product/Market Matrix...........................27
Two Examples.................................................................30
Challenges for the Six Sigma Community.............................32
vi ? Contents
Chapter 3 Customer Value versus Customer Satisfaction.............33
Satisfaction versus Value: An Important Distinction...........33
Proaction versus Reaction........................................................36
The Satisfaction of Value................................................36
Customers versus Markets........................................................39
Challenges for the Six Sigma Community............................40
References...................................................................................41
SECTION II How to Listen
Chapter 4 Collecting the VOM.........................................................45
Requirements of an Effective VOM Metric...........................46
Data Collection Approaches....................................................47
Customer Complaints....................................................49
Website Statistics.............................................................49
Feedback Channels on Websites...................................49
Suggestion Boxes.............................................................50
Interviews with Salespeople...........................................50
One-on-One Customer Interviews...............................51
Customer Observation...................................................51
Focus Groups...................................................................52
Surveys.............................................................................53
Mystery Shopping..........................................................54
Multiple Listening Posts...........................................................54
Sampling Issues..........................................................................55
Types of Samples.............................................................55
Probability Samples..........................................56
Sample Size......................................................................57
Challenges for the Six Sigma Community.............................58
References..................................................................................60
Chapter 5 Questionnaire Basics.......................................................61
Questionnaire Layout Considerations....................................61
Screening Section............................................................62
Questionnaire Body.......................................................64
Demographics................................................................66
Contents ? vii
Types of Questions...................................................................68
Open-Ended Questions................................................68
Scale-Type Questions.....................................................69
Levels of Measurement...................................................69
Blind or Identified Survey.........................................................71
Challenges for the Six Sigma Community.............................72
References...................................................................................73
Chapter 6 Building the VOM Architecture.....................................75
Crawling to Development.........................................................77
Walking to Indispensability......................................................79
Running to Excellence..............................................................81
Challenges for the Six Sigma Community.............................82
References...................................................................................83
Chapter 7 Modeling Market Value...................................................85
Making the Move from Satisfaction to Value.........................85
The Value Model.......................................................................86
The Predictive Component...........................................90
The Managerial Component..........................................91
A More Complex Example of VOM........................................93
When Price Dominates the VOM..........................................96
Challenges for the Six Sigma Community.............................98
References..................................................................................99
Chapter 8 Understanding Your Competitive Value Proposition.... 101
Identifying Competitive Value Propositions........................101
The Anatomy of a Value Gap.......................................104
Value Parity: A Special Case...................................................107
Challenges for the Six Sigma Community...........................Ill
Chapter 9 Loyalty and Vulnerability Analyses.............................113
The VOM and Customer Loyalty..........................................113
The Customer Loyalty Matrix................................................114
Profiling the Value Groups.....................................................116
Loyalty Profiles..............................................................117
viii ? Contents
Economic/Usage Profiles.............................................118
Dissecting the Value Groups.......................................119
Individual Sources of Value Failure..............120
Systematic Sources of Value Failure.............120
Vulnerability Analysis............................................................123
Challenges for the Six Sigma Community...........................127
SECTION III How to Use the VOM
Chapter 10 Driving Competitive Planning with the VOM.........131
An Overview of Product/Market Planning*........................132
Identifying Opportunities............................................133
P/M Strategies/Objectives/Assumptions...................136
Product/Market Objectives.........................................137
Assumptions..................................................................137
Product/Market Strategy..............................................138
Marketing Mix Objectives...........................................140
Product/Market Programs...........................................141
Action Plans...................................................................141
Key Milestones.................................................141
Performance Measures....................................142
Direct Costs......................................................143
Budget and Forecasts.......................................143
Challenges for the Six Sigma Community...........................143
References.................................................................................144
Chapter 11 Identifying SS Projects with the VOM......................145
Begin with Identifying Value Gaps........................................146
Understanding Value Gaps..........................................146
Understanding the Basis for the Value Gap.........................148
Identifying CTQ Gap Importance..............................150
Identifying Attribute Gap Importance.......................152
Linking Gaps to Processes..........................................154
Mapping the Processes............................................................155
VOM-Driven Six Sigma..........................................................157
Challenges for the Six Sigma Community...........................158
References.................................................................................159
Contents ? ix
Chapter 12 Monitoring Change Effectiveness with the VOM .... 161
Internal Performance Metrics................................................164
Transactional Measures of Customer Value.........................165
Data Collection.............................................................166
Responsiveness..............................................................168
Real-Time Reporting....................................................169
Dashboard Overview................................................169
Diagnostic Snapshots..............................................................170
Alignment of Business Information Systems.......................171
Challenges for the Six Sigma Community...........................172
References.................................................................................173
Chapter 13 Managing Your Net Promoter Score with the VOM.... 175
What Is NPS?............................................................................175
Managing Your NPS................................................................176
Which Product and Which Market?..........................177
The Dynamics of NPS..................................................178
Manage Your Customer Loyalty............................................183
Challenges for the Six Sigma Community...........................183
References.................................................................................185
Index....................................................................................................187
About the Author................................................................................193
|
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| spelling | Reidenbach, R. Eric Verfasser aut Listening to the voice of the market how to increase market share and satisfy current customers R. Eric Reidenbach Boca Raton u.a. CRC Press 2010 p. cm. txt rdacontent n rdamedia nc rdacarrier A productivity press book Includes bibliographical references and index Marketing research Consumer satisfaction Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020332881&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Reidenbach, R. Eric Listening to the voice of the market how to increase market share and satisfy current customers Marketing research Consumer satisfaction Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4037630-8 |
| title | Listening to the voice of the market how to increase market share and satisfy current customers |
| title_auth | Listening to the voice of the market how to increase market share and satisfy current customers |
| title_exact_search | Listening to the voice of the market how to increase market share and satisfy current customers |
| title_full | Listening to the voice of the market how to increase market share and satisfy current customers R. Eric Reidenbach |
| title_fullStr | Listening to the voice of the market how to increase market share and satisfy current customers R. Eric Reidenbach |
| title_full_unstemmed | Listening to the voice of the market how to increase market share and satisfy current customers R. Eric Reidenbach |
| title_short | Listening to the voice of the market |
| title_sort | listening to the voice of the market how to increase market share and satisfy current customers |
| title_sub | how to increase market share and satisfy current customers |
| topic | Marketing research Consumer satisfaction Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing research Consumer satisfaction Marktforschung |
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