IAF Methods

Customer Satisfaction Critical to Quality Factors Workshop

by for . Last edit was almost 2 years ago
120 - 180 15 - 30

This method identifies who an organization's customers are and their Critical to Quality factors (CTQ), as the analysis part of a customer satisfaction planning session or a training program.

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Additional info


To determine the factors that determine customer satisfaction for a defined group of customers and

To experience the power to influence how to respond to customer satisfaction.


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  • The process requires material to capture the findings, i.e. sheets of paper or flipchart paper, markers etc.



Types of participants: Any group from the same company or organization

Ideal conditions: Away from the workplace

Pre-Work Required: None

Facilitator personality fit: Some marketing experience is useful.



1. We are going to look at our customers, who they are, how important they are, what their requirements or what is called in Six Sigma customer "Critical to Quality" (CTQ) factors.

2. A customer is one who

- uses our product/service,

- pays for this,

- is affected by the product/service

3. There is a difference between Primary Customers and Secondary Customers. Ideally primary/ Secondary segmentation should depend on Customer CTQ; for example: if the product is a baby nappy pad and the CTQ is Cost - the primary customer is the Parent but if the CTQ is Comfort - the primary customer is BABY.


1. So it is very important to understand who is our customer and what is his/her CTQ.

2. Divide the group into small groups of 5-6, trying to make them heterogeneous groups, preferably from the same location.

3. Ask them to identify customers. Since most of them are internal - identification won't be a problem. Divide them into Primary and Secondary Customers.

4. Ask them to capture the voice of customer (VOC). It is a good idea for one of the members who understands the customer best to play the role of VOC.

5. For each customer, identify what is his CTQ. There should be multiple CTQs.

6. Once the CTQs are captured, ask the person playing the VOC to give the preferred CTQ.

7. Ask the group to identify how the deliverables are measured. We are out to find a way of proving that the customer's CTQ has been met and to determine a baseline measurement at the present moment.

8. When each group has determined their customers, baselines, targets, and means of measurement, have each team report.

9. For each report ask:
a. What is unclear or needs more explanation?
b. What is the best of the ideas from the report?
c. What could be improved and how?
d. What ideas from this report could be used in your own report.

10. If there are significant improvements needed, send the group back to redo their report.

11. When these analysis are done you can move to planning how to meet these customer requirements.

1. What are some of the key things done in this workshop?
2. What is something that is similar to other workshops you have participated in?
3. What is a key learning this session?
4. What would be a next step in this process?


Follow-Up Required: A customer satisfaction planning workshop would be next

Usual or Expected Outcomes: A list of customers, their critical to quality factors and the means of measuring them.

Potential pitfalls: Not having any idea who the customers are.

How success is evaluated: The long term success is the increase in customer demand.


Source: Sharad Chaturvedi

Derived from:  

This is based on Six Sigma and prepared by Sharad Chaturvedi.

This was sent to Training-Ideas@yahoogroups.com, received Saturday, June 11, 2005

History of Development: Unknown

Comments (2) ( 4.5  avg / 2 ratings)

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  • Uses a lot of creative approaches to understanding customers.

    over 3 years ago
  • Spot on!

    almost 2 years ago