To identify impactful continuous process improvement activities , the team should listen to four “voices”. These are:
Voice of Business (VOB)
It denotes the needs, wants, expectations and preferences of the business itself ( or the shareholders, owners, investors of the business)
It is obtained from analysis of Financial, competitive and market data.
It helps to identify and prioritize future projects and services for revenue growth area, economic value added and market value in line with the strategic goals and objectives of the business.
Example KPIs / Metrics are: ROI, shareholder equity, stock prices.
Voice of Customers (VOC)
It denotes the wants and expectations of business customers (internal and external). It indicates those aspects of the product/service that the customer perceives as “value” and is willing to pay for.
It is obtained by observing customer behavior, taking customer satisfaction feedback and analyzing customer complaints.
It helps to identify and differentiate between Value add and non-Value add process steps, strategize products and value-added services, modify or discontinue ongoing projects/processes.
Example KPIs / Metrics are: release evaluations, customer satisfaction scores, product delivery times, help desk support calls.
Voice of Process (VOP)
Based on VOB and VOC analysis processes are classified and categorized. It improves the efficiency of processes that drive daily business and helps in categorizing them as high-value (priority) and low-value (non-priority) processes. Customer input provides insights into those processes that are most closely related to providing the products and services that they need, and it helps create the basis for project selection.
VOP denotes the performance of a process over a period. The VOP should be within limits defined by VOB and VOC.
Voice of Employee (VOE)
VOE is critical for the sustainability of the business. It shows the synchronization and coordination between management and workforce in aligning the daily task and activities to the final goal and objectives of the organization.
VOE is linked to VOP in that problem areas and improvement opportunities can be identified.
VOE can provide valuable information related to resources, costs, talent, processes and solutions that could provide strategic direction.
Amongst these, VOB and VOC are mostly independent, while VOP and VOE may have linkages and depend on VOB and VOC. Since VOB and VOC are voices at opposing ends viz. producer and consumer, many times there can be conflicts between them.
Possible Causes of Conflicts between VOC and VOB can be understood looking at few conflict scenarios:
1. Cost:
VOC would require maximum/best services and products at minimum/cheapest cost.
VOB would dictate that the business to sustain and provide share holder value has to make profits from its products and services. The business must find innovative ways to create the balance i.e. satisfy its customers while maintaining its profitability and not becoming bankrupt.
2. Product/Service Features and functionalities:
For any product/service VOC would indicate the Needs, Wants and Desires (Kano Model) of the customer.
VOB would help decide what features/functionalities can be provided in a product/service in a profitable way. Example: In hotels, customer’s might have an expectation regarding the variety and quality of the complimentary breakfast, but VOB would dictate what the hotel can afford as complimentary which could be either less or more than the customer’s expectation. This gap between VOC and VOB could cause a conflict (dissatisfied customer) or leave the customer in a WOW state.
3. Complaint resolution:
VOC might indicate that the time taken for resolution was too long and the time committed for resolution was not adhered to. Also, there was no proper communication regarding the resolution.
VOB may indicate that customer’s impatience, and lack of clarity or wrong header/sub-headers in the complaint was the cause of delays. Moreover, non-availability of the customers at the provided contact info lead to communication gap and further delays.
4. Defects and Bugs (especially software services):
VOC calls for additional staff count because of increase in defect back log and defects getting pushed to future release compromising some features that were also pushed to future release.
VOB calls for Defect back log to be cleared without additional staff count as it would increase the cost.
5. Repairing Services:
VOC might call for a manufacturer to provide repairing services of components (like a circuit board) that get damaged in their product when not in warranty, as it would be cheaper.
VOB, on the other hand, would recommend replacement of the failed components as it might be a cost intensive for it to maintain a workforce with the skillset to repair components, and ensure proper repair. It would be more economical for it to send service people who just replace the failed component.