• Describe how Nike is using this program to hear and respond to the "voice of the customer" discussed on page 113 in the text.
• List at least three benefits of this program.
• Consider that making custom shoes is typically very expensive and think about process design How can Nike possibly configure their production work to facilitate this process, yet limit additional costs? Hint: discuss task, activity, process, and value chain.

ers nd LaRosa's Pizzeria: Understanding the Voice of the Customer know what they want to gather information to helpdesign and rescurant configuration Roas went out to our Lao Ple, regional chain of informatatan resturant in the greater Concrats are realized that customers rent and potential customers and noncustomers in nonmarket was to acquire the voice of the customer. Here are some real examples of customers' experiences at other restaurants that aroul's dearly wanted to avoid So there was like herded cattle, standing on the hard concrete floor cold wind blasting my ankles every time the door opened, waiting and waiting for our name to be called "And then I saw a dirty tag being stopped around a dirty table wear The salad looked like the server ran down to the river bank and picked weeds and grass --I'm never going backr The server just stood there staring at me chomping his gure a cow chewing its cud" "When they're that age, going to the bathroom is a full-contact sport--they're reaching and grabbing at everything, and you're trying to keep them from touch ing anything because the bathroom is so dirty In the last example, what the customer really was saying is the bathroom tells me what the kitchen might be like. Dol really want to eat here!'Clean bathrooms turned out to be the most important customer requirement that the company learned from listening to the voice of the customer. What are the implications of the other customer comments interestingly, none of these comments revolves totally around the physical good food itself servicefacil ity and service-encounter quality are clearly important customer requirements designing and delivering a customer benefit packaper is to constantly evaate how well the goods and services selling and what customers' reaction to them are 6-2 CUSTOMER-FOCUSED DESIGN and employee bedre effective approach for doing the called the deployment Quality function deployees approach to guide the design contund moting Services by integrating the voice of the QFD can be applied to a specific manufactured conde vice or the entire CBP. The process is stated with me trix, which, because of its structure (hown in E is often called the House of Quality Building a House of Quality begins by entify ing the voice of the customer and technical features of the design and listing them in the appropriate places in the diagram. As shown in Escht 6.2. the voice of the The design of a good or service should reflect custom er wants and needs, which are often terre customer requirements. Customer requirements as expressed in the cus tomers own words are called the voice of the customer. The design process must translate the voice of the customer into specific technical features that characterie a design and provide the "blueprint" for manufacturing or ser We delivery Technical features are generally expressed the language of designers and engineers; cumples in the type and amount of materials, size and shape of mgth requirements, service procedures to follow Customer requirements expressed in the camera word called the voice of the customer. Quality function deployment (FD) as an approach to guide the design treation, and marketing of goods and service Integrating the voce af the customer into il decision CHAPTER 6: Goods and Service Design 113 ers ad LaRosa's Pizzeria: Understanding the Voice of the Customer LaRo's Pizzeria, a regional chain of informal tation restaurants in the greater Cincinnati area, realized that customers rent and potential customers and noncustomers in nomarkers to acquire the voice of the customer. Here are some real examples of customer experiences at other restaurants that allows clearly wanted to avoid - "So there I wat like herded cattle, standing on the hard concrete floor cold wind blasting my ankes every time the door opened, waiting and waiting for our name to be called "And then I saw a dirty rag being stopped around a dirty table Twearl The salad looked like the server ran down to the river bank and pided weeds and grass -I'm never going back" - "The server just stood there staring at me. chomping his gum like a cow chewing its cud" "When they're that age going to the bathroom is a full contact sport--they're reaching and grabbing at everything, and you're trying to keep them from touch ing anything because the bathroom is so dirty in the last example, what the customer really was saying is the bathroom tells me what the kitchen might be like. Do I really want to eat here?" Clean bathrooms turned out to be the most important customer requirement that the company learned from listening to the voice of the customer. What are the implications of the other customer comments? Interestingly, none of these comments revolves totally around the physical good food itselt, service fact ity and service-encounter quality are clearly important customer requireme designing and delivering a customer benefit package is to constantly evaluate how well the goods and services are selling and what womers' reactions to them are 6-2 CUSTOMER-FOCUSED DESIGN and employee bevor during effective wpproach for doing is called to deployment. Quality function de la pena approach to guide the design creation and marketing services by integral the voice of the customer into a QFD can be applied to a specifler manufactured Vice or the entire CBP The procinated with a trix, which, because of its structure shown in Exhibit 6.2% is often called the House of Quality Building a House of Quality begins by identify ing the voice of the customer and technical features of the design and listing them in the appropriate places in the diagram. As shown in Exhibit 62, the voice of the The design of a good or service should reflect custom er wants and needs, which are often termed customer requirements. Customer requirements, as expressed in the cus fomers own words are called the voice of the customer. The design process must translate the voice of the customer into specific technical features that characterise a design and provide the blueprint" for manufacturing or ser we delivery. Technical features are generally expressed thi language of designers and engineers, examples in the type and amount of materials, size and shape of Mength requirements, service procedures to follow Customer remonts, prewed in the customer own words, are called the voice of the customer. Quality function deployment (QFD) kan approach to guide the design creation, and marketing of goods and services by integrating the voice of the customer into all decision CHAPTER & Goods and Service Design 113 Exhibit 6.2 The House of Quality US House of Duality Are the she pron sig of tie the 9 Relationship fechnislature Competitive customer and the technical features create a matrixstruc ture in the center of the diagram. By evaluating each technical feature relates to each customer requirement (using a scale such as very strong trong" weakor o relationship" designers can determine how well a design reflects the actual customer requirements. This might be hused on expert experience, customer survey or other experiments. The lack of relationship between a customer requirement and any of the technical features would suggest that the final good or service will have dif ficulty in meeting customer needs. Similarly, if a technical feature does not relate to any customer requirement, it may be unnecessary in the design. The roof of the House of Quality shows the interrelationships between any pair of technical features, and these relationships help in an wwering questions such as "How does a change in one product characteristic affect others? This can help refine a design and evaluate trade-offs in design decisions To the right of the relationship matrix is an sessment of the importance of each customer require ment and how competitors' products compare with the proposed design in terms of meeting the voice of the customer. This helps to identify key selling points" und features that would help to differentiate the good or ser vice from competitors products. The final step (bottom of the House is to identi those technical features that have the strongest relation ships to customer requirements, have poor compe the performance, or will be strong selling points. The helps to prioriture those technical features that should "deployed." or paid the most attention to during subse quest design and production or service delivery activi- ties. This will ensure that the voice of the customer will be maintained in subsequent detailed design, manufae turing or service, and control activities OFD has been used successfully by many comp- nies, such as Mitsubishi, Toyota Motorola, Xere, IBM, Procter & Gamble, and AT&T Toyota, for example, duced start-up costs by aver 60 percent and product de velopment time by one-third using QFD. 63 DESIGNING MANUFACTURED GOODS For a manufactured good, such as an automobile, computer, or a textbook, design involves determining technical specifications such as dimensions, toleranc es, materials, and purchased components, or choice 114 OMS PART TWO